Global Market Share

The US alone accounts for 40% of the smartphone sales worldwide.

Android and Apple’s operating systems continue to dominate the worldwide market with both types of devices accounting for up to 75% of the market share combined. Android operating systems represent up to 60% of the total shipped smartphones at the beginning of 2012. Research indicates that the market share for Android phones will increase to 70% by the end of 2012. With the exception of the US there are more male smartphone users than female worldwide with an average 60/40 split as per a report from Nielsen.


Smartphones are forecasted to overtake PC shipments soon, which is a real indicator of the shifting tide and migration to mobile devices.

As for the tablet devices, according to the latest presentation from Apple, Apple tablets lead the way, accounting for up to 62% of the tablet market share, followed by Samsung and Amazon Kindle devices.

According to a report from Adobe by January 2013 the tablet visits will surpass the smartphone visits, generating 10% of the total traffic to a site.

Overall, global trends indicate that there is an increase in mobile device usage. Many more people are accessing social networks, websites, shopping portals and apps using their mobile devices. 25% of Americans use only mobile devices to access the Internet.

According to the International Telecommunications Union, there were approximately 6 billion mobile cellular subscriptions globally (87% of the world population) at the end of 2011. About 30% of the mobile subscribers in the world are in India and China, with more than 1 billion users in each country hosting more mobile subscribers than those in the US. Other countries with a big number of mobile subscribers are Russia and Brazil.

Many countries around the world have embarked on network upgrading plans, delivering 4G connectivity, which will encourage even more the use of smartphones.

According to ComScore, the top manufacturer of mobile phones in Western Europe is Nokia, while Samsung has a higher penetration rate in the US. In the UK, US and Western Europe, the number of Smartphone subscribers is higher than standard cell phones. According to a report from Nielsen, Asia-Pacific is the leader in smartphone penetration with 70%.

According to Gartner, the number of downloaded mobile applications, both free and paid will increase to more than 108 billion in 2015. An increasing number of people are using apps to play games or to locate information. This means that there are greater opportunities for developers and brands looking to build apps to reach more people through in-game and app advertisements.

In the recent past, advertisers have reached their target audience through segmentation by location, content and demographics. Social targeting is a new form of targeting that entails reaching out to consumers through Web 2.0 platforms. In social targeting, advertisers in partnership with social media companies integrate bits of social conversation with specific locations. This allows users in specific locations to engage with local brands and other users. Mobile has made it easier for consumers to access social networks on the go and this type of advertising presents a lucrative opportunity for the marketer who is looking to serve brand specific ads to social media users.

The main opportunities for mobile marketers are likely to be the use of QR codes, check-ins, visual search through mobile (Google Goggles), audio and local SMS and MMS messaging. Mobile advertising will continue to be a significant area for marketers. However, its effectiveness will depend on the content delivery to offer value to consumers.


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