Mobile overtakes desktop in AI tool adoption, Comscore reports

In a clear sign of shifting consumer behavior, new data from Comscore (Nasdaq: SCOR) reveals that mobile has surpassed desktop as the dominant platform for accessing AI tools. Mobile reach, which includes web and app usage, increased by 5.3% in the past three months to 73.4 million users, while PC usage saw a significant decline of 11.1%.

The findings are based on Comscore's new AI tool usage tracking, which was introduced in May and measures visitation to 117 AI tools across nine categories. From November 2024 to June 2025, the mobile adoption of AI assistants surged by 82%, narrowing the gap with desktop usage.

Top AI players on the move

The report highlights the rapid growth of several key players on mobile from March to June 2025. Leading the charge was Microsoft Copilot, with a remarkable 175% growth in mobile usage. Google Gemini followed with a 68% increase, while OpenAI ChatGPT grew by 17.9%.

The data also revealed that while AI assistants are the dominant category, other tools are also gaining traction. The top five AI entities on desktop in June 2025 were OpenAI ChatGPT, Microsoft Copilot, Canva, Grammarly, and Voicemod. On mobile, the top five were OpenAI ChatGPT, Google Gemini, Microsoft Copilot, Octane AI, and Canva.

Why the shift?

According to Smriti Sharma, SVP Custom IQ at Comscore, this evolution isn't just about convenience. It's about behavior. "Leading brands are positioning AI assistants as personal, always-available companions, and users are responding," she said. Users are increasingly gravitating toward AI tools that feel native to mobile environments, using features like voice commands and image inputs.

Comscore's data also indicates a high degree of user loyalty. Over 85% of top AI assistant users stick to a single platform, signalling deeper adoption rather than just casual trial. OpenAI mobile users showed the strongest loyalty, while Google and Microsoft users were more likely to explore different platforms.

What’s next?

This mobile surge points to new opportunities for AI providers, such as native device integration (like Google Gemini on Pixel phones), bundling with hardware and service plans, and forming partnerships to expand reach across various ecosystems.