comScore reviewed 2010 mobile year

comScore releases an inaugural report, “The 2010 Mobile Year in Review”, that includes key trends in the mobile landscape in 2010 throughout the U.S., Europe (EU5) and Japan.

The report – available here for download – highlights important components of the mobile market including device trends, smartphone adoption, browser/application usage and mobile content consumption, with a look at how marketers can utilize the mobile medium in 2011

“2010 was a game-changing year for the mobile industry(…). Smartphone adoption, 3G penetration and unlimited data plans drove a surge of mobile media consumption across geographies and deepened the integration of mobile devices into everyday life. And, the coming year has the potential to be even more exciting. As the mobile ecosystem continues to develop, including progress in mobile advertising and commerce, it’s clear that mobile is destined to become an increasingly important platform for digital marketers across all industries.”, said Mark Donovan, comScore senior vice president of mobile. “

Smartphones aggressively penetrated the mobile market in 2010, driving an escalation in mobile media consumption by subscribers worldwide.

Also, smartphone adoption accelerated in both the U.S. and Europe. U.S. smartphone adoption reached 27 percent of mobile subscribers in December 2010, an increase of 10 percentage points from the previous year, while European adoption reached 31 percent, also up nearly 10 points versus year ago.

Nokia was the top OEM in the UK, Germany, Italy and Spain, while Samsung took the top spot in the U.S. and France, and also ranked in the top three in the UK, Germany, Italy and Spain.