Wednesday, May 23, 2012

Smartphone statistics and market share


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Smartphone stats
Recent sales stats (global):
  • IDC say 157.8 million smartphones sold worldwide in Q4 2011, bringing the total for the year to 491.4 million units.
  • Gartner estimate worldwide Q4 2011 sales of smartphones at some 149 million. Their total across the year was 472 million or 31% of mobile communication device sales. This compares with figures for 2010 from the same company of 297 million smartphones or 19% of the 1.6 billion mobile phones sold that year. So year-on-year smartphone sales rose 58%.
Recent sales stats (US and Canada):
  • Nielsen report that 46% of US mobile phone owners have a smartphone as of Q4 2011.
  • comScore estimate average US smartphone ownership at 41.8% of mobile subscribers or 98 million people for the same period.
  • They give an equivalent number for Canada of 45.3%.
  • A Pew Internet Project survey from May 2011 found 35% of US adults owned a smartphone.
Recent sales stats (Europe):
  • comScore put combined smartphone ownership for France, Germany, Italy, Spain and the UK at 44% of mobile users as of December 2011 (104 million users).
  • Kantar Worldpanel claim 48.9% of the British population have a smartphone.
  • Figures quoted in the FT put UK smartphone ownership at 46% as of August 2011.
  • According to Bitkom, 11.8 million smartphones were sold in 2011 in Germany, an increase of 31% over 2010. This represents 43% of the total number of mobile phones sold that year.
Sales predictions:
  • The Financial Times cites a JPMorgan prediction that 657 million smartphones will leave stores in 2012.
  • IDC predict smartphone sales will rise to 982 million in 2015.
  • IMS Research expect smartphones to reach 1 billion in annual sales in 2016 (half the mobile device market).
  • Morgan Stanley Research estimates sales of smartphones will exceed those of PCs in 2012.

Smartphone operating systems

Gartner's analysis of global Q4 2011 smartphone sales shows the Android operating system dominating market share:
smartphone OS share in Q4 2011
Source: Gartner (February 2011)
Nielsen's figures for Q4 2011 in the US show Android as the leading OS with 46.3% of all currently-owned smartphones, followed by Apple's iPhone at 30% and the RIM OS at 14.9%:
smartphone OS share in US Q4 2011
Source: Nielsen (January 2012)




They also note that the dominance of Android and iOS is even greater among more recent smartphone purchases. This is confirmed by data from the NPD Group, who found Android phones making up 57% of new smartphones purchased in the US in Q4 2011. The iPhone OS took 34% and all others 9%. For US sales in the 12-week period ending Dec 25 2011, Kantar Worldpanel found 44.9% going to Apple and 44.8% to Android.
A comScore survey from December 2011 for the US gives the following figures for the operating system market:
smartphone OS share in USA 2011
Source: comScore (February 2012)

Smartphone manufacturers


February 2012 data from IDC for worldwide smartphone sales put Apple and Samsung phones on top for Q4 2011:

smartphone manufacturer share in 2011
Source: IDC (February 2012)
Apple themselves announced they sold over 37 million iPhones in that period. IDC also provide a chart showing how the market share has changed across recent quarters:

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