More Mobile Users Access Maps Via Apps Than Browser

People are increasingly turning to their mobile phone for maps and directions when on the go. The study found that 14% of mobile users in the US accessed maps on their devices in April 2010, as the mobile map audience reached 33.5 million users, up 44% from the previous year, reports a comScore study. According to the study, for the three month period ending April 2010, 26% of smartphone users accessed maps via applications, while 19% accessed maps via browser in a month. In comparison, just 2% of feature phone users accessed maps via applications, with 4% doing so via browser. Smartphone users drove growth in both application and browser map usage with app access nearly tripling to 12.7 million smartphone users, while browser map access surged 93% to nearly 9 million smartphone users. The number of mobile map app users first surpassed mobile map browser users in February 2010. “With summer travel season upon us, we expect even more mobile users to access both maps and location-based local search to help them navigate and find geographically relevant information,” adds Mark Donovan, comScore senior vice president of mobile.

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