A recent report by ComScore shows that, while the iPhone gets all the press, BlackBerry remains the smartphone leader. December data shows that BlackBerry commands 40 percent market share, compared to iPhone's 25 percent. And that number does not appear that it will change in the near future. In a survey, ComScore found that shoppers of smartphones will be purchasing more BlackBerrys (51 percent) than iPhones (20 percent). At the bottom of the pack is T-Mobile's MyTouch (5 percent), Palm Pre (2 percent) and Palm Centro (1 percent).
For Web professionals, this is something worth noting. iPhones are slick, but the raw numbers show that the "pedestrian" BlackBerry is much more widely used. This has plenty to do with the number of businesses and employees using BlackBerrys. That means when planning your mobile strategy for 2010, don't get hung up on the iPhone. Make sure your mobile marketing is aimed across all available mobile devices and that your campaigns will render on every screen, not just the iPhone. For example, perhaps a big-budget app for the iPhone can wait, instead focusing on mobile campaigns like SMS coupons or something as simple as email geared toward reading on a mobile device. After all, the smartphone (and BlackBerry's dominance) is still centered around communication and connectivity.
The coming release of Google's phone should make these numbers even more interesting later in 2010. ComScore reports that 17 percent of consumers plan to buy an Android-supported smartphone in the next three months. With the abundance of devices capable of running Android, this is furtner proof that the iPhone should not be the sole, or even majority focus of mobile marketing.
In light of all of this is a very interesting bit of information for mobile Web developers. iPhone users and Android users interact with mobile media at a stronger clip (94 and 92 percent, respectively) than average smartphone users, including BlackBerry (80 percent).
This is going to be a big year for mobile. Keep an eye out for data like this to ensure you are aiming at the largest possible target.
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