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Press release from PR Newswire

In Japan, Smartphones Surpass Feature Phones among Newly Acquired Devices for First Time Ever

Tuesday, April 24, 2012

In Japan, Smartphones Surpass Feature Phones among Newly Acquired Devices for First Time Ever10:00 EDT Tuesday, April 24, 20121 in 5 Mobile Phone Users in Japan Now Owns a Smartphone Android Accounts for Majority of Japan's Smartphone Market, Apple Shows Strong GainsTOKYO, April 24, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore MobiLens service, reporting key trends in the Japan mobile phone industry during the three month average period ending February 2012. The study surveyed more than 4,000 Japanese mobile subscribers and found Sharp to be the top mobile handset manufacturer overall with 23.5 percent market share. Google's Android platform accounted for the majority of the smartphone market at 61.4 percent, followed by Apple with 34.2 percent of the market. (Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)"Smartphones surpassed feature phones as the most acquired device type in February 2012, signaling an important shift in Japan's mobile market," said Daizo Nishitani, vice president of comScore Japan KK. "The rise in smartphone adoption opens the door to tremendous opportunity for publishers and advertisers to expand their reach and increase engagement with key consumer segments through this channel. Japanese mobile phone users were already highly engaged with their devices, but with the added functionality and higher levels of mobile media consumption we should expect to see significant changes in behavior among the Japanese mobile population in 2012." Sharp Accounts for 1 in 4 Mobile Devices in Japan For the three-month average period ending in February, 101.7 million people age 13 and older used mobile devices in Japan (feature phone and smartphone devices). Device manufacturer Sharp ranked as the top OEM with 23.5 percent of Japanese mobile subscribers, followed by Panasonic with 13.8 percent share. Fujitsu captured the #3 ranking in February with 11.8 percent of mobile subscribers, followed by NEC at 9.7 percent and Sony at 7.5 percent to round out the top five. Apple, which ranked as the 8th largest OEM in Japan with 6.5 percent market share, experienced the strongest gain among device manufacturers increasing 1.6 percentage points since November 2011. Top Mobile OEMs3 Month Avg. Ending Feb. 2012 vs. 3 Month Avg. Ending Nov. 2011Total Japan Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: comScore MobiLensShare (%) of Mobile SubscribersNov-11Feb-12Point ChangeTotal Mobile Subscribers100.0%100.0%N/ASharp24.6%23.5%-1.1Panasonic 13.7%13.8%0.1Fujitsu 11.6%11.8%0.2NEC 9.8%9.7%-0.1Sony 7.8%7.5%-0.3Android Accounts for Majority of Japan's Smartphone Market, Apple Sees Strongest Growth More than 19.3 million people in Japan owned smartphones during the three months ending in February, up 28 percent versus November. Android's share of the smartphone market reached 61.4 percent, while Apple ranked second with 34.2 percent of the smartphone market (up 1.3 percentage points versus November 2011), followed by Microsoft, which accounted for 3.9 percent in February 2012. Top Smartphone* Platforms3 Month Avg. Ending Feb. 2012 vs. 3 Month Avg. Ending Nov. 2011Total Japan Smartphone Subscribers Ages 13+Source: comScore MobiLensShare (%) of Smartphone SubscribersNov-11Feb-12Point ChangeTotal Smartphone Subscribers100.0%100.0%N/AAndroid61.0%61.4%0.3Apple33.0%34.2%1.3Microsoft5.7%3.9%-1.8Other0.3%0.5%0.2*Smartphones are defined as those phones that use the Android, Apple, Microsoft, RIM and Symbian platforms. Mobile Content UsageAnalysis of selected activities consumers performed on their mobile phones found that 57.6 million users accessed email on their phone, representing more than half of all mobile phone users. Japanese mobile owners were more likely to use an application (55.4 percent) than a mobile browser (52.4 percent), while 45.4 percent sent a text message to another phone during the month. Nearly 1 in 5 mobile users accessed social networking or blog sites on their phone, while slightly less (18.8 percent) watched TV or video. Selected Mobile Content Usage3 Month Avg. Ending Feb. 2012 Total Japan Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: comScore MobiLensTotal Audience (000)% of Total Mobile Audience Total Mobile Audience 101,700100.0%Used email57,61656.7%Used application56,32755.4%Used browser53,30252.4%Sent text message 46,18445.4%Accessed weather34,65234.1%Accessed search30,46430.0%Accessed news23,73223.3%Accessed social networking site or blog19,79319.5%Accessed maps19,31619.0%Watched TV and/or video on mobile phone19,15718.8%About MobiLensMobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and older. Data on mobile phone usage refers to a respondent's primary mobile phone and does not include data related to a respondent's secondary device.About comScore comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.Follow Us on Twitter twitter.com/comScore SOURCE comScore, Inc.For further information: Sarah Radwanick, comScore, Inc., +1-206-268-6310, press@comscore.com