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Technology news from comScore shows massive smartphone penetration

The firm has released its data indicating that the rate in the United States broke the 60 percent mark last quarter.

comScore just released its latest technology news data on Friday, which has identified the latest penetration and other trends in the mobile world, using data as recent as the end of July.

As of the close of July 2013, there was a considerable growth in smartphone popularity in the U.S.

The latest mobile technology news trends up until the last quarter have shown that the penetration rate of smartphones in the United States has now broken the 60 percent mark. The details of the report from comScore showed that the leading manufacturer of smartphones in the U.S. is still Apple.

The technology news data showed that Apple is maintaining a hold of 40 percent OEM market share.

Technology newsAt the same time, while Apple may be the single smartphone device manufacturer leading the way, it is Android that is making the technology news as the most popular smartphone platform, not Apple’s proprietary iOS. Android’s lead is considerable, as it holds an estimated 52 percent of the platform market share.

As a result of this, it didn’t come as a surprise to very many people that Google Sites were once again the leaders in that category of technology news, last quarter, as they have in the previous quarters.

The comScore report stated that “Google Sites ranked as the top web property on smartphones, reaching 92.6 percent of the mobile media audience (mobile browsing and app usage).” Their technology news went on to say that this was “followed by Facebook (86.3 percent), Yahoo! Sites (81.7 percent) and Amazon Sites (66.8 percent).”

When all was said and done, the comScore data estimated that during the surveyed period, there were 143.3 million people in the United States who owned smartphones. The estimated penetration rate which is now believed to be greater than 60 percent would indicate that there has been an increase of a considerable 3 percent since April 2013. This clearly indicates that these devices are making rapid headway within the United States, and that the growth will continue.

Augmented reality to play key role in automaker marketing

The goal of the use of the technology is to encourage people to return to the showrooms.

As a growing number of consumers look to the internet, instead of physical showrooms, to help to make their purchasing decisions when it comes to their next cars, SUVs and pickup trucks, auto manufacturers are using new technologies, such as augmented reality, to rebuild the appeal of visiting the dealerships.

This is becoming especially important when marketing to Millenials, the next auto consumer generation.

Autotrader.com recently conducted a survey which discovered that Millenials are notably more likely to rely on word of mouth research than the Baby Boomer generation would. Furthermore, Millenials are also much more likely than Baby Boomers to go out of their way to try to avoid having to talk to the staff at a dealership when they do actually visit a showroom. This makes technology such as augmented reality vitally important to helping the dealerships to share the same amount of information, without necessarily requiring a person to person discussion.

Augmented reality can offer an interactive, informative experience, without a sales person’s assistance.

Augmented Reality to play key roleAccording to the Research and Marketing Analytics senior director, Isabelle Helms, “Millennials view the dealership as a key piece of their research process — they’re looking for experts to help answer their questions and to touch and test out the physical car before making a purchase.” She also went on to add that “That said, millennials want time and space to make the right decision, and will value the salespeople who provide the information they seek in a no-pressure way.”

Because of this, the visits to showrooms have been dropping over the last few years, which has limited the ability of automakers to show off all of the ways in which their vehicles stand out and can benefit the consumer. As this could lead to a potentially dangerous climate for automakers (particularly in the current retail environment), manufacturers have started embracing technologies such as augmented reality to attract buyers to the showrooms and to enchant them in the same way as a salesperson would, but without necessarily having to talk to that individual.

Both Toyota and Cadillac have been extensively exploring the potential advantages of augmented reality. They can provide a consumer with a three dimensional view of a vehicle – similar to what they would experience in a showroom – with considerably more detail than a standard two-dimensional image. The experience will also provide the viewer with additional information about a particular vehicle model.

This could make augmented reality an exceptionally powerful tool, particularly among Millenials and others who are seeking the showroom experience, without the salesperson.