ComScore’s latest mobile usage numbers provide useful context as you head in to the 2013 business planning cycle. With 42 million monthly smartphone users, mobile banking penetration (38%) is similar to other specialized information services such as sports (39%), news (49%), and movie info (30%).
Granted, banking still trails the gold standard of info services, the weather button, but it’s gaining ground.
Table: Information services accessed by U.S. mobile users
2012, Q2 monthly average
|Smartphone||% Using||All Mobile||% Using|
|Total audience||110 mil||100%||230 mil||100%|
|Weather||75 mil||67%||90 mil||38%|
|Facebook, Twitter*||71 mil||64%||86 mil||37%|
|Search||67 mil||60%||80 mil||34%|
|Map||59 mil||53%||68 mil||29%|
|News||54 mil||49%||64 mil||27%|
|Sports||43 mil||39%||51 mil||22%|
|Bank account||42 mil||38%||49 mil||21%|
|Entertainment news||42 mil||38%||51 mil||22%|
|Movie info||34 mil||30%||40 mil||17%|
Source: ComScore MobileLens as cited in Advertising Age, 20 Aug 2012; 3-month average ending in June 2012; usage counted is the user accessed info in the category at least once in past 30 days; *any social networking site; percentages may be off by 1% due to rounding of the numbers to two significant digits