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GLOBAL MOBILELANDSCAPE
2015A Country-by-Country Guideto Mobile Phone and
Smartphone UsageRAHUL CHADHA
Osbaldo Franco
Contributors: Victor Aka, Daiane Bobka, Man-Chung Cheung, Jasmine Enberg, Osbaldo Franco,
Jeane Han, Jennifer Jhun, Chris Keating, Cindy Liu, Matthew Michaels, Marcus Plieninger,
Hilary Rengert, Natalie Marin-Sharp
Read this on
eMarketer for iPad
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 2
CONTENTS
2 Global Mobile Landscape 2015: A Country-by-Country
Guide to Mobile Phone and Smartphone Usage
3 Asia-Pacific
19 Europe
37 Latin America
44 The Middle East and Africa
46 North America
52 Related eMarketer Reports
52 Related Links
53 Editorial and Production Contributors
GLOBAL MOBILE LANDSCAPE 2015: A COUNTRY-BY-COUNTRY GUIDE TOMOBILE PHONE AND SMARTPHONE USAGE
The mobile phone has reshaped the means by which the majority of the world communicatesit is now an intrinsic
part of the majority of peoples lives worldwide. Still, there remains substantial gaps in the level of development in
individual countries.
eMarketer estimates that mobile phone users
worldwide will number 4.43 billion this year, reaching
61.1% of the global population. By 2019, those figures
will climb to 5.07 billion and 67.1%.
The number of smartphone users is still growing at a
double-digit rate, as much of the developing world gains
access to the internet for the first time through these
connected devices. Smartphones have already reached
their saturation point in most developed markets. With
adoption slowing in places like China, growth will shiftto countries like India and Indonesia, where fierce
competition among smartphone manufacturers will
drive down the prices of devices, making them more
accessible to a wider swath of consumers.
An estimated 70% to 90% of all mobile subscriptions
will be for mobile broadband by 2020, and half of
those subscriptions will be in the Asia-Pacific region.
This move by consumers to faster 3G and 4G mobile
broadband networks will drive the consumption of
mobile content, as well as the wider use of apps.
Measuring the progress of 4G is a good way to
gauge the state of mobile networks in a particular
market, as its use reflects the allocation of spectrum
by government regulators, the presence of telecoms
willing to invest in infrastructure needed for 4G and
a consumer population with the income to afford
data packages.
According to Cisco Systems, 4G connections will
account for 26% of all connections by 2019, and
that 68% of all mobile data traffic will travel over
4G networks.
WHATS IN THIS REPORT?An overview of the mobile phone
landscape in eMarketers core countries of coverage,
focusing on penetration rates, original equipment
manufacturer (OEM) market share, mobile operating
system market share and the state of 4G.
2014
1.59
2015
1.86
2016
2.08
2017
2.29
2018
2.48
2019
2.66
billions, % of mobile phone users and % change
Smartphone Users and Penetration Worldwide,2014-2019
37.7%
24.9%
42.0%
16.7%
45.2%
12.0%
48.0%
10.1%
50.3%
8.2%
52.5%
7.2%
Smartphone users % of mobile phone users % change
Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per monthSource: eMarketer, July 2015
193859 www.eMarketer.com
KEY STAT:eMarketer projects that there will be 1.86 billion
smartphone users in 2015, with the ranks of that group
swelling to 2.66 billion by 2019. At that point, more than
half of all mobile phone users will be using smartphones.
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 3
ASIA-PACIFIC
Thanks to a handful of countries with massive
populations, Asia-Pacific is the worlds largest market
for mobile devices. The proliferation of low-cost
mobile devices in these markets has contributed
significantly to the fast adoption of both mobile
phones and smartphones. However, there is
significant disparity among many of the countries
grouped together in this region, which includes
developed markets such as Japan and South Korea,
along with the now-maturing China and the emerging
markets in India and Indonesia.
eMarketer estimates that mobile phone users in the
region will total 2.51 billion in 2015, a figure that is
expected to climb to 2.88 billion by 2019, when 69.4% of
the population in the region will have a mobile phone.
millions and % of population
Mobile Phone Users and Penetration in Asia-Pacific,by Country, 2013-2019
Mobile phone users (millions)
China*
India
Indonesia
Japan
Philippines
Vietnam
Thailand
South Korea
Malaysia
Australia
Hong Kong
Singapore
Other
Asia-Pacific
Mobile phone user penetration (% of population)
Japan
South KoreaSingapore
Hong Kong
Australia
China*
Malaysia
Thailand
Philippines
Vietnam
Indonesia
India
Other
Asia-Pacific
2013
959.3
524.9
124.3
103.8
63.4
51.6
42.4
40.2
19.4
17.5
5.7
4.4
279.3
2,236.3
81.6%
82.1%80.4%
80.2%
78.5%
71.1%
65.4%
62.9%
60.0%
55.8%
49.5%
43.0%
45.5%
56.7%
2014
1,003.2
581.1
136.9
104.9
68.1
54.7
44.1
40.5
20.8
18.2
5.8
4.6
296.4
2,379.2
82.6%
82.6%81.8%
81.6%
80.6%
74.0%
69.1%
65.0%
63.2%
58.5%
54.0%
47.0%
47.6%
59.8%
2015
1,033.6
638.4
149.2
106.0
71.6
57.1
45.6
40.8
21.7
18.6
5.9
4.7
314.3
2,507.4
83.5%
83.0%82.8%
82.6%
81.9%
75.9%
71.0%
67.0%
65.3%
60.5%
58.3%
51.0%
49.8%
62.5%
2016
1,056.1
684.1
161.4
106.4
74.7
59.2
46.7
41.1
22.4
19.0
6.0
4.8
332.4
2,614.3
84.0%
83.5%
83.2%
83.0%
82.7%
77.3%
72.3%
68.5%
66.9%
62.1%
62.5%
54.0%
52.0%
64.6%
2017
1,070.7
730.7
173.3
106.8
77.2
61.0
47.8
41.4
23.0
19.4
6.0
4.9
351.1
2,713.3
84.5%
84.0%
83.7%
83.5%
83.4%
78.0%
73.3%
69.8%
68.0%
63.5%
66.5%
57.0%
54.2%
66.4%
2018
1,080.5
775.5
184.0
107.1
79.2
62.9
48.7
41.6
23.5
19.7
6.1
5.0
370.1
2,803.8
84.9%
84.5%
84.1%
84.0%
83.9%
78.5%
73.7%
71.0%
68.6%
64.8%
70.0%
59.8%
56.4%
68.1%
2019
1,086.8
813.2
193.4
107.2
81.0
64.5
49.5
41.9
23.9
20.0
6.1
5.2
389.4
2,882.1
85.2%
84.9%
84.4%
84.4%
84.3%
78.7%
74.0%
72.0%
69.0%
65.9%
73.0%
62.0%
58.6%
69.4%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to rounding; *excludes Hong KongSource: eMarketer, April 2015; confirmed and republished, July 2015
187825 www.eMarketer.com
The number of mobile phone internet users in the region,
meanwhile, will increase from 1.25 billion in 2015 to
1.73 billion over the next four years. The mobile phone
internet user penetration rate will also shoot up, climbing
from 31.1% in 2015 to 41.6% in 2019.
Smartphone users will see similarly dramatic gains over
the forecast period, with their numbers swelling from
1.02 billion in 2015 to 1.48 billion in 2019. Smartphone
user growth will register at 15.3% this year, but decline to
8.6% by 2019.
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 4
millions and % of mobile phone users
Smartphone Users and Penetration in Asia-Pacific, byCountry, 2014-2019
Smartphone users (millions)
China*
India
Indonesia
Japan
South Korea
Philippines
Vietnam
Thailand
Australia
Malaysia
Hong Kong
Singapore
Other
Asia-Pacific
Smartphone user penetration (% of mobile phone users)
Singapore
South KoreaHong Kong
Australia
China*
Japan
Malaysia
Thailand
Indonesia
Philippines
Vietnam
India
Other
Asia-Pacific
2014
482.7
123.3
44.7
46.2
32.2
21.8
16.6
15.4
13.5
8.9
4.4
3.8
74.5
888.0
83.1%
79.5%76.6%
74.3%
48.1%
44.0%
42.6%
34.9%
32.6%
32.0%
30.4%
21.2%
25.1%
37.3%
2015
525.8
167.9
55.4
51.8
33.6
26.2
20.7
17.9
14.6
10.1
4.8
4.0
91.1
1,023.9
85.2%
82.3%80.7%
78.4%
50.9%
48.9%
46.6%
39.2%
37.1%
36.6%
36.2%
26.3%
29.0%
40.8%
2016
563.3
204.1
65.2
55.8
34.6
29.9
24.6
20.0
15.4
11.0
5.0
4.2
106.7
1,139.8
86.3%
84.3%84.0%
81.0%
53.3%
52.4%
49.2%
42.8%
40.4%
40.0%
41.5%
29.8%
32.1%
43.6%
2017
599.3
243.8
74.9
58.9
35.6
33.3
28.6
21.9
16.0
11.8
5.2
4.3
121.3
1,254.7
87.2%
86.0%
85.9%
82.6%
56.0%
55.1%
51.3%
45.8%
43.2%
43.1%
46.8%
33.4%
34.5%
46.2%
2018
640.5
279.2
83.5
60.9
36.5
36.5
32.0
23.4
16.5
12.7
5.3
4.4
134.7
1,366.3
88.0%
87.6%
87.2%
83.6%
59.3%
56.9%
54.3%
48.1%
45.4%
46.1%
50.9%
36.0%
36.4%
48.7%
2019
687.7
317.1
92.0
62.6
37.0
39.2
35.2
24.8
16.8
13.7
5.4
4.6
147.2
1,483.4
88.9%
88.4%
88.3%
84.3%
63.3%
58.4%
57.3%
50.0%
47.6%
48.4%
54.6%
39.0%
37.8%
51.5%
Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per month; *excludes Hong KongSource: eMarketer, July 2015
193860 www.eMarketer.com
The buildout of wireless infrastructure in various
Asia-Pacific markets is pushing users to faster 3G and 4G
networks. While strong 4G penetration remains an as-yet
unrealized dream for the region, the shift to the faster
network has begun; GSMA projects that 28% of mobile
connections will be 4G by 2020.
AUSTRALIAWhile Australia is usually lumped in with other Asia-Pacific
markets, it stands apart from most other countries in
the region. From a cultural perspective, Australia is more
closely aligned with developed Western countries than
with its geographic neighbors, resulting in a mobile phone
user base whose behaviors are similar to those in the US
or Canada.
In fact, eMarketer estimates that mobile phone
penetration in Australia will exceed that of the US in 2015,
at 81.9% of the overall population. Due to Australias
smaller population, that translates to 18.6 million mobile
phone userswell behind the 258.0 million projection for
the US.
Mobile Phone* and Smartphone** Users in Australia,2014-2019
Mobile phoneusers* (millions)
% of population
% change
Smartphoneusers** (millions)
% of mobilephone users
% change
2014
18.2
80.6%
3.8%
13.5
74.3%
17.5%
2015
18.6
81.9%
2.6%
14.6
78.4%
8.3%
2016
19.0
82.7%
2.0%
15.4
81.0%
5.4%
2017
19.4
83.4%
2.0%
16.0
82.6%
4.0%
2018
19.7
83.9%
1.6%
16.5
83.6%
2.9%
2019
20.0
84.3%
1.5%
16.8
84.3%
2.3%
Note: *individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; **individuals of any age who own atleast one smartphone and use the smartphone(s) at least once per month
Source: eMarketer, July 2015193899 www.eMarketer.com
Additionally, smartphone penetration is quite high,
expected to hit 78.4% of mobile phone users in 2015, an
8.3% increase over the previous year. Australia is now
moving into mature market territory as far as smartphone
penetration is concerned, with the annual growth rate
remaining in the single digits through 2019, the end of
eMarketers forecast period.
Feature phones still account for about one in four mobile
phone users in Australia, and there are signs that these
users are wedded to their less capable devices moreoften than not. Research firm Roy Morgan conducted
a survey of nonsmartphone userswhich it defined as
those who used a phone that lacked both a computer-like
functionality and the ability to download appsbetween
July 2014 and December 2014, and found that 67% of
them had no intention of upgrading to a smartphone.
While Googles Android OS is the market leader in
Australia, its position is not as dominant as it is in many
other countries. Kantar Worldpanel Com Tech found that
smartphones running Android accounted for 52.3% of
sales of the devices in March 2015, while iOS made up
38.4%. Windows Phone was third, at 7.3%.
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 5
% of total
Smartphone Sales Share in Australia, by OS,June 2012-March 2015
Android iOS Windows Other
June 2012 60.9% 27.3% 5.3% 6.4%
Dec 2012 56.0% 38.5% 3.0% 2.5%
June 2013 64.8% 27.4% 5.2% 2.6%
Dec 2013 57.5% 34.8% 5.2% 2.4%
June 2014 68.0% 25.5% 5.3% 1.2%
Dec 2014 43.7% 45.1% 9.2% 2.0%
March 2015 52.3% 38.4% 7.3% 2.0%
Note: numbers may not add up to 100% due to roundingSource: Kantar Worldpanel ComTech, May 2015
183853 www.eMarketer.com
While mobile phone users in Australia have access to
devices manufactured by a number of brands, they are
gravitating toward Apples iPhone. According to data from
the International Data Corporation (IDC), Apple devices
accounted for 49% of smartphones shipped in Australia
in Q1 2015, compared with 38% a year earlier. Samsung
devices made up 31% of smartphones shipped in Q1
2015, a decline from 40% the previous year.
Q1 2014 Q1 2015
% of total
Smartphone Shipment Share in Australia, by Brand,Q1 2014 & Q1 2015
Samsung40%
Samsung31%
Apple38%
Apple
49%
HTC
4%
HTC3%
Microsoft4%
Microsoft3%
Telstra2%
Telstra3%
Other12%
Other11%
Source: International Data Corporation (IDC) as cited in press release;eMarketer calculations, June 10, 2015
191168 www.eMarketer.com
A survey of internet users in Australia conducted by the
Australian Interactive Media Industry Association (AIMIA)
and Complete the Picture Consulting in October 2014
found that nearly half of respondents owned an Apple
mobile phone. Samsung controlled one-quarter of themarket, followed by Nokia (7%), HTC (5%), LG (4%) and
Sony Ericsson (3%).
% of respondents
Mobile Phone Ownership in Australia, by Brand,2011-2014
2011 2012 2013 2014
Apple 32% 40% 45% 49%
Samsung 13% 18% 28% 25%
Nokia 28% 16% 9% 7%
HTC 8% 11% 7% 5%
LG 4% 4% 2% 4%
Sony Ericsson 5% 3% 2% 3%
Motorola 3% 2% 2% 1%
BlackBerry 3% 2% 1%
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 6
CHINAChinas mobile phone market is now the largest in the
world, with figures that dwarf those of any other country.
eMarketer estimates that the number of mobile phone
users in the country will reach 1.03 billion this year, giving
it a 75.9% mobile phone user penetration rate. That puts
China behind Japan, South Korea, Singapore, Hong Kong
and Australia in terms of mobile phone uptake. eMarketerprojects that by 2019, mobile phone users will number
1.09 billion, with mobile phones achieving an uptake rate
of 78.7%.
China is also the worlds largest smartphone market,
with eMarketer estimating that users of the devices will
number 525.8 million in 2015 and 687.7 million by 2019.
Smartphone penetration among Chinas population will
reach 38.6% and 49.8% during that time.
There are signs, however, that Chinas smartphone
market is slowing down. The IDC released data in May2015 showing that smartphone shipments in China fell
4.3% year over year in Q1 2015. For the most part,
first-time smartphone buyers who can afford the devices
have already acquired them. Now smartphone retailers
have to deal with buyers looking to replace or upgrade
existing devices. eMarketer projects that the annual
smartphone user growth rate will decline from 8.9% in
2015 to 7.4% by 2019.
While the rollout of 4G in China has been relatively recent,
with the countrys three state-owned service providers
China Mobile, China Unicom and China Telecom
receiving 4G licenses in December 2013, these faster
networks show signs of quick user adoption. According
to the China Academy of Information and Communication
Technology (CAICT), 4G LTE-enabled phones accounted
for only 16.3% of mobile phone shipments in China in
April 2014, with 3G phones making up 71.5% of phones
shipped. By April 2015, that ratio had completely reversed:
4G-LTE phones accounted for 83.8% of shipped devices,
and 3G phones made up only 5.4%.
% of mobile phone shipments
3G vs. 4G LTE-Enabled Smartphone Shipment Share inChina, April 2014 & April 2015
April 2014 April 2015
3G 71.5% 5.4%
4G LTE-enabled 16.3% 83.8%
Note: April 2014 total mobile phone shipments=40.7 million; April 2015total mobile phone shipments=45.2 millionSource: China Academy of Information and Communication Technology(CAICT), "April 2015 China Mobile Phone Market Analysis," May 2015
190265 www.eMarketer.com
CAICT also found that the number of 4G LTE-enabled
phones shipped between January 2015 and April 2015
was 124.0 million, an increase of 658.7% from the same
time period the previous year.
millions and % change
4G LTE-Enabled Smartphone Shipments in China,April 2014 & April 2015
April 2014
16.3
April 2015
124.0(658.7%)
Note: data is for Jan-April of each year; during Jan-April 2015, 4GLTE-enabled smartphone shipments accounted for 80.5% of total mobilephone shipmentsSource: China Academy of Information and Communication Technology(CAICT), "April 2015 China Mobile Phone Market Analysis"; eMarketercalculations, May 2015
190266 www.eMarketer.com
In comparison, the Ministry of Industry and Information
Technology (MIIT) reported that 171 million 4G-enabled
mobile phones were shipped in China in 2014, accounting
for 37.8% of devices. The number of 3G devices made up
nearly half of all devices shipped, at 220 million.
millions and % of total
Mobile Phone Shipments in China, by ConnectionType, 2014
2G61 (13.5%)
3G220 (48.7%)
4G171 (37.8%)
Source: Ministry of Industry and Information Technology (MIIT) - People'sRepublic of China as cited by Tencent Tech, Jan 13, 2015
186014 www.eMarketer.com
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 7
The increase of 4G-capable phones does not translate
into a strictly equal adoption of 4G data plans, however,
as consumers in China are wary of the more expensive
data plans that come with faster network speeds. But
the adoption of 4G plans in the country is expected to
be boosted by plans from the three big telecoms to cut
mobile data prices, a move with the likely outcome of
migrating customers to 4G contracts.
According to Mobidia and Ovum, there were 56.1 million
4G LTE connections in China as of December 2014, a
4.3% penetration rate among the overall population.
Cisco reported that 4G connections accounted for a
smaller portion of all mobile connections in 2014, making
up 5%. Cisco projected that 4G connections would
constitute 30% of mobile connections in China by 2019,
when nearly three-quarters of all mobile data traffic would
travel over 4G networks.
Chinas device manufacturer market is rife with strong
competition among a number of players, both foreign anddomestic, with Apple and domestic manufacturer Xiaomi
both having a banner 2014 in the country. In particular,
Apples release in China of the incredibly popular iPhone
6 and iPhone 6 Plus models in fall 2014 catapulted the
brand into the top tier of smartphone manufacturers
there. According to research from the IDC, Apple shipped
14.5 million smartphones in Q1 2015, giving it 14.7% of
the market share that quartera 62.1% year-over-year
increase borne on the back of the iPhone 6.
Xiaomi, which has provided devices at a lower price point
and relied on a unique marketing strategy that leverages
social media, shipped 13.5 million units during that
time, giving it 13.7% of the market share. Huawei was
responsible for 11.4% of units shipped, seeing 39.7%
year-over-year growth. Samsung has struggled in China,
shipping just 9.6 million units in Q1 2015, a 53.0% drop
from the previous year. Lenovo, too, has seen its fortunes
slip, shipping 8.2 million units in the quarter.
millions, % change and % of total
Smartphone Shipments in China, by Brand,Q1 2014 & Q1 2015
Q1 2014 Q1 2015
Apple
Xiaomi
Huawei
Samsung
Lenovo*
Other
Total
Smartphoneshipments
8.9
9.5
8.0
20.5
10.7
45.7
103.2
% oftotal
8.7%
9.2%
7.8%
19.9%
10.3%
44.3%
100.0%
Smartphoneshipments
14.5
13.5
11.2
9.6
8.2
41.7
98.8
% oftotal
14.7%
13.7%
11.4%
9.7%
8.3%
42.2%
100.0%
%change
62.1%
42.3%
39.7%
-53.0%
-23.1%
-8.8%
-4.3%
Note: numbers may not add up to 100% due to rounding; *includesshipments from its smartphone subsidiary Motorola, which Lenovoacquired during Q4 2014Source: International Data Corporation (IDC) as cited in press release, May10, 2015
190025 www.eMarketer.com
Data from Counterpoint similarly demonstrated Apples
success in China. The research firm found that Apple
devices made up 15.7% of smartphones shipped in
Q1 2015, although that was a decline from 18.0% theprevious quarter. Xiaomi had a 13.1% share, followed by
Huawei (10.5%) and Samsung (8.6%).
% of total
Smartphone Shipment Share in China, by Brand,Q1 2014, Q4 2014 & Q1 2015
Q1 2014 Q4 2014 Q1 2015
Apple 8.8% 18.0% 15.7%
Xiaomi 10.5% 13.2% 13.1%
Huawei 8.0% 10.1% 10.5%
Samsung 18.5% 8.5% 8.6%
Other 54.2% 50.3% 52.2%Note: numbers may not add up to 100% due to roundingSource: Counterpoint as cited in company blog, April 30, 2015
189597 www.eMarketer.com
Meanwhile, Strategy Analytics reported that Xiaomi
controlled a larger overall share of Chinas smartphone
market in Q1 2015, at 12.8%, just ahead of Apples 12.3%
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GLOBAL MOBILE LANDSCAPE 2015:A COUNTRY-BY-COUNTRY GUIDE TO MOBILE PHONE AND SMARTPHONE USAGE 2015 EMARKETER INC. ALL RIGHTS RESERVED 8
millions, % change vs. same period of prior year and % of total
Smartphone Shipments in China, by Brand,Q1 2014-Q1 2015
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015
Xiaomi
% of total
Apple
% of total
Huawei
% of total
Other
% of total
Total
% change vs.same period ofprior year
10.6
11.3%
7.8
8.3%
8.0
8.5%
67.2
71.9%
93.6
38.9%
14.5
14.2%
5.0
4.9%
11.9
11.6%
70.6
69.3%
102.0
29.4%
17.0
16.2%
4.9
4.7%
9.6
9.1%
73.5
70.0%
105.0
31.9%
15.7
12.8%
13.4
10.9%
11.9
9.7%
82.0
66.6%
123.0
34.7%
14.0
12.8%
13.5
12.3%
11.2
10.2%
71.1
64.7%
109.8
17.3%
Source: Strategy Analytics, "China Smartphone Vendor & OS Marketshare inQ1 2015" as cited in press release, April 29, 2015
190279 www.eMarketer.com
Although Googles Android OS remains the dominant
operating system in China, Apples iOS has managed to
grab a bigger slice due to the immense popularity of its
newest device. According to Kantar Worldpanel ComTech,
72.0% of smartphones sold in March 2015 operated
with Androids OS, while iOS was installed on 26.1% of
devices sold. For Apple, that was an increase from 12.8%
in June 2014, a few months before the release of the
iPhone 6.
% of total
Smartphone Sales Share in China, by OS,Dec 2012-March 2015
Android iOS Other
Dec 2012 73.7% 21.2% 5.1%June 2013 69.9% 24.7% 5.4%
Dec 2013 78.6% 19.0% 2.5%
June 2014 84.3% 12.8% 2.9%
Dec 2014 77.0% 21.5% 1.5%
March 2015 72.0% 26.1% 1.9%
Note: numbers may not add up to 100% due to roundingSource: Kantar Worldpanel ComTech, May 2015
185564 www.eMarketer.com
There are other signs that Android is losing its iron grip
on China. Shipments of Android phones slipped between
2013 and 2104, according to MIIT, which reported a 12.4%
decline over that period.
Marketers, too, should take note of the greater potential
offered by targeting Apple users. According to a 2014 poll
of smartphone users in China conducted by Sinomonitor,
the median monthly income of those running iOS was
nearly double that of Android users and Windows Phone
users alike.
in Chinese yuan renminbi
Median Monthly Household Income of SmartphoneUsers in China, by OS, 2014
iOS 14,217
Android 7,508
Windows Phone 7,229
Other 6,580
Note: ages 15-64 living in 62 tier 1-5 cities and townshipsSource: Sinomonitor, CMMS as cited in ZenithOptimedia, "2014 ChinaMedia Scene," Sep 24, 2014
186047 www.eMarketer.com
According to company filings, mobile service provider
China Mobile had 815.4 million subscribers as of Q1 2015
China Unicom had 294.8 million subscribers that quarter,
while China Telecom had 188.8 million.
INDIA
The number of mobile phone users in India has seena steady rise over the past four years, and that trend is
expected to continue through 2019. eMarketer forecasts
that there will be 638.4 million mobile phone users in
India in 2015, making it one of the largest mobile phone
markets in the world. That figure will increase to
813.2 million by 2019, although the annual growth rate wil
decline, falling to 4.9% by the end of the forecast period.
Mobile Phone* and Smartphone** Users in India,2014-2019
Mobile phoneusers* (millions)
% of population
% change
Smartphoneusers** (millions)
% of mobilephone users
% change
2014
581.1
47.0%
10.7%
123.3
21.2%
62.1%
2015
638.4
51.0%
9.9%
167.9
26.3%
36.2%
2016
684.1
54.0%
7.2%
204.1
29.8%
21.5%
2017
730.7
57.0%
6.8%
243.8
33.4%
19.5%
2018
775.5
59.8%
6.1%
279.2
36.0%
14.5%
2019
813.2
62.0%
4.9%
317.1
39.0%
13.6%
Note: *individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; **individuals of any age who own atleast one smartphone and use the smartphone(s) at least once per monthSource: eMarketer, July 2015
193900 www.eMarketer.com
eMarketer estimates that there will be 167.9 millionsmartphone users in India in 2015, with that number
increasing to 317.1 million by 2019. The annual growth rate
in smartphone usage will also remain relatively strong
over the forecast period, although it will decline from
36.2% to 13.6% as the market approaches saturation.
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While smartphones are seeing strong growth in India,
feature phones remain the dominant mobile phone type
there. According to research from IDC, feature phones
accounted for 65% of mobile phones shipped in the
country in Q4 2014.
% of total
Mobile Phone Shipment Share in India, by Type,Q1-Q4 2014
Q1 2014
72% 28%
Q2 2014
71% 29%
Q3 2014
68% 32%
Q4 2014
65% 35%
Feature phones Smartphones
Source: International Data Corporation (IDC), "Asia Pacific Quarterly MobilePhone Tracker Q4 2014," March 25, 2015
187637 www.eMarketer.com
Data from CyberMedia Research (CMR) similarly
found that feature phones dominated mobile phone
shipments in India in 2014, accounting for 180 million of
the 257 million mobile phones shipped last year.
millionsMobile Phone Shipments in India, by Type, 2014
Feature phones 180
Smartphones 77
Total 257
Source: CyberMedia Research (CMR), "India Monthly Mobile HandsetsMarket Review, CY 2014" as cited in press release; eMarketer calculations,Feb 7, 2015
186433 www.eMarketer.com
Additional Q3 2014 data from IDC found that Samsung
was the brand leader in feature phones shipped in India,
accounting for 16% of shipments. It was followed by
domestic OEM Micromax (14%), Nokia (11%), and
homegrown companies Lava (10%) and Karbonn (8%).
However, in a sign of just how fractured the feature
phone market remains in India, IDC reported that other
manufacturers collectively accounted for 41% of featurephones shipped that quarter.
% of total
Feature Phone Shipment Share in India, by Brand,Q3 2014
Samsung16%
Micromax14%
Nokia11%
Lava10%
Karbonn8%
Other41%
Source: International Data Corporation (IDC), "Asia Pacific Quarterly MobilePhone Tracker Q3 2014" as cited in press release, Nov 26, 2014
183938 www.eMarketer.com
While there is a demonstrated demand for smartphones
in India, there have been several challenges in rolling
out high-speed mobile broadband in the country, among
them high investment costs for service providers and the
slow allocation of spectrum for 4G networks. According
to Cisco Systems, the number of 4G connections in Indiawas so low the company effectively rounded the figure
down and reported that it accounted for 0% of all mobile
connections in 2014. It also found that 4G mobile traffic
accounted for only 3% of all mobile traffic in that year.
Mobile Data and Device Metrics in India, 2014 & 2019
Mobile devices
Mobile device users (millions)
Mobile device user penetration (% of population)
Smartphones in use (millions)Connected tablets in use (millions)
4G connections (% of total mobile connections)*
Mobile data
Mobile data traffic per user (MB/month)
Smartphone data traffic (% of total)
Tablet data traffic (% of total)
Laptop data traffic (% of total)
Mobile video traffic (% of total mobile data traffic)
4G data traffic (% of total mobile data traffic)
2014
590.3
47%
1402
0%
149
48%
2%
8%
36%
3%
2019
895.6
67%
65119
15%
1,262
76%
12%
3%
66%
38%
Note: includes only devices connected to the mobile network; excludesdevices connected via Wi-Fi; *excludes low-power wide area (LPWA)machine-to-machine (M2M) connectionsSource: Cisco Systems, "Cisco Visual Networking Index (VNI): Global MobileData Traffic Forecast Update, 2014-2019," Feb 3, 2015
185487 www.eMarketer.com
The high cost of both 4G-enabled devices and the
service plans to power them has also provided another
impediment to 4G adoption. The uptake of 4G has seen
gradual progress, but in the interim mobile internet users
in India have turned to low-cost and free Wi-Fi as a means
to get online.
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Much like that of the feature phone market, the
smartphone market in India is crowded with competitors.
According to technology market analyst firm Canalys,
Samsung made up the largest share of smartphone units
shipped in Q1 2015 with 26%. Micromax was next with
18%, followed by domestic OEM Intex (8%), Lava (6%)
and Microsoft (4%). Also similarly to the feature phone
market, a mix of other companies made up a significant
portion of shipments, accounting for 37%an indicationof just how fierce competition in India remains.
% of total
Smartphone Shipment Share in India, by Brand,Q1 2015
Samsung26%
Micromax18%
Intex8%
Lava6%
Microsoft4%
Other37%
Note: numbers may not add up to 100% due to roundingSource: Canalys, May 8, 2015
190382 www.eMarketer.com
Chinese smartphone manufacturers, in particular, have
begun making concerted efforts to break into Indias
market as they face slowing adoption rates in their
home market. Some of these OEMS, such as Xiaomi,
have taken pains to localize their products for the Indian
market by adding features like dual-SIM card functionality
to them, thereby allowing users to take advantage
of cheaper plans being offered by competing service
providers on the same smartphone.
In terms of mobile service provider market share, Bharti
Airtel is the market leader with 23.0% of mobile service
subscribers as of December 2014, according to the
Telecom Regulatory Authority of India (TRAI). Vodafone
held an 18.9% share, followed by Idea Cellular (16.0%),
Reliance (11.3%), BSNL (8.6%) and Aircel (8.3%). The high
level of competition in India is likely to result in cheaper
service plans for mobile customers down the road, oncetelecoms are able to recoup their investment costs.
% of total
Mobile Service Provider Subscriber Share in India,Dec 2014
Bharti Airtel
23.0%
Vodafone
18.9%
Idea Cellular
16.0%Reliance (RCOM)
11.3%
BSNL
8.6%
Aircel
8.3%
Tata Docomo
7.0%
Telewings
4.6%
Sistema
1.0%
Videocon
0.7%
MTNL
0.4%
Quadrant Televentures
0.3%
Note: numbers may not add up to 100% due to roundingSource: Telecom Regulatory Authority of India (TRAI) as cited in pressrelease, Feb 6, 2015
187219 www.eMarketer.com
According to company filings, mobile service provider
Bharti Airtel had 226.0 million subscribers in Q1 2015.
Vodafone had 183.8 million subscribers that quarter, whileIdea Cellular had 157.8 million and Reliance (RCOM) had
110.7 million.
INDONESIAIndonesia bears all of the hallmarks of a mobile-first
nation. Its massive population of about 250 million people
is dispersed over an archipelago consisting of thousands
of islands, presenting a significant challenge to the
buildout of fixed line telecommunications infrastructure.
The rise of mobile has sidestepped that problem, and thefast adoption of mobile devices has proven that Indonesia
is a market filled with people hungry for telephone and
internet services.
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eMarketer projects that the number of mobile phone
users in Indonesia will reach 149.2 million in 2015, giving
the devices a 58.3% penetration rate among the overall
population. That number will climb to 193.4 million by
2019, with the annual growth rate slowing over the
forecast period.
Mobile Phone* and Smartphone** Users in Indonesia,2014-2019
Mobile phoneusers* (millions)
% of population
% change
Smartphoneusers** (millions)
% of mobilephone users
% change
2014
136.9
54.0%
10.2%
44.7
32.6%
35.0%
2015
149.2
58.3%
9.0%
55.4
37.1%
24.0%
2016
161.4
62.5%
8.2%
65.2
40.4%
17.6%
2017
173.3
66.5%
7.3%
74.9
43.2%
15.0%
2018
184.0
70.0%
6.2%
83.5
45.4%
11.5%
2019
193.4
73.0%
5.1%
92.0
47.6%
10.1%
Note: *individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; **individuals of any age who own atleast one smartphone and use the smartphone(s) at least once per month
Source: eMarketer, July 2015193905 www.eMarketer.com
Smartphone adoption will remain more robust; users of
the devices will number 55.4 million in 2015 and grow to
92.0 million by 2019. The penetration rate of smartphones
among mobile phone users will climb from 37.1% to
47.6% over the same time period. The annual growth
rate of smartphone users will remain in the double digits
through 2019.
The ingress of low-cost devices manufactured by both
domestic and Chinese companies has aided smartphone
uptake in Indonesia, making access to them easier thanever. Chinese search engine Baidu surveyed smartphone
users in Indonesia between September 2014 and October
2014 and found that more than 80% of respondents had
bought their current smartphone for 3,000,000IDR ($253)
or less.
Despite growth in smartphone user numbers, Indonesia
remains a market that is still at least partly wedded to
the feature phone. However, the government is making
efforts to hasten the shift to smartphones. In May 2015,
the Communications and Information Ministry announced
that it would increase the tax levied on 2G-capable
handsets in order to push 4G adoption.
4G networks remain a relatively new addition to
Indonesia; the countrys three largest telecoms rolled
out the faster network in late 2014. That explains why
4G connections did not even register on Cisco Systems
survey of mobile data and device metrics in the country.
However, Cisco estimated that 4G connections would
make up 14% of all mobile connections by 2019, when
4G data traffic would account for 44% of all mobile
data traffic.
Mobile Data and Device Metrics in Indonesia,2014 & 2019
Mobile devices
Mobile device users (millions)
Mobile device user penetration (% of population)
Smartphones in use (millions)
Connected tablets in use (millions)
4G connections (% of total mobile connections)*
Mobile data
Mobile data traffic per user (MB/month)
Smartphone data traffic (% of total)
Tablet data traffic (% of total)
Laptop data traffic (% of total)
Mobile video traffic (% of total mobile data traffic)
4G data traffic (% of total mobile data traffic)
2014
155.1
61%
64
1
0%
388
50%
1%
46%
51%
6%
2019
195.3
73%
167
4
14%
3,080
75%
3%
20%
69%
44%
Note: includes only devices connected to the mobile network; excludesdevices connected via Wi-Fi; *excludes low-power wide area (LPWA)machine-to-machine (M2M) connectionsSource: Cisco Systems, "Cisco Visual Networking Index (VNI): Global MobileData Traffic Forecast Update, 2014-2019," Feb 3, 2015
185488 www.eMarketer.com
In terms of smartphone OS share, Googles Android
operating system has a solid lead in Indonesia. According
to GlobalWebIndex, 16.5 million mobile internet users
in the country used Android last year, while 6.3 million
used the BlackBerry OS from the eponymously named
company (formerly known as Research in Motion, or
RIM). GlobalWebIndex also reported that 2.5 million
mobile internet users had Apples iOS and 1.8 million used
Windows Phone.
millions
Mobile Internet Users in Indonesia, by SmartphoneOS, 2014
Android 16.5
RIM 6.3
iOS 2.5
Windows1.8
Note: ages 16-64; some individuals own/use more than one handsetSource: GlobalWebIndex as cited in company blog, Nov 24, 2014
184205 www.eMarketer.com
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Various lists of the most popular smartphone
manufacturers in Indonesia reflect Androids dominance
OEMs that rely on the open source OS seem to top
all of them. Research firm Counterpoint found that
Samsung accounted for 26.4% of smartphones shipped
in Indonesia during Q4 2014. Indonesian telecom and
handset manufacturer Smartfren came in second,
shipping 15.4% of devices sold under its brand,
followed by domestic firm Evercoss (13.4%), ChinasOppo (8.8%) and homegrown company Advan (7.7.%).
Interestingly, other OEMs accounted for 28.3% of
smartphones shipped during the quarteran indication
of just how competitive the smartphone landscape in
Indonesia remains.
% of total
Smartphone Shipment Share in Indonesia, by Brand,Q4 2014
Samsung 26.4%
Smartfren 15.4%
Evercoss 13.4%
Oppo 8.8%
Advan 7.7%
Other 28.3%
Source: Counterpoint as cited in company blog, Feb 4, 2015
185194 www.eMarketer.com
A survey conducted by Baidu in 2014 found that
Samsung had a significant advantage over competitors:
49.7% of mobile internet users in Indonesia used the
brand. BlackBerry followed with a 16.2% share, thenSmartfren (14.4%), Lenovo (7.1%), Oppo (6.4%), Apple
(3.0%), Hisense (1.9%) and Huawei (1.0%). BlackBerrys
prominent place is somewhat misleading, as the
Canadian company has seen a steady decline in its
presence in Indonesia over the past few years.
% of respondents
Smartphone Brand Used by Mobile Internet Users inIndonesia, 2014
Samsung 49.7%
BlackBerry 16.2%
Smartfren 14.4%
Lenovo 7.1%
Oppo 6.4%
Apple3.0%
Hisense1.9%
Huawei1.0%
Source: Baidu survey as cited in The Wall Street Journal, Dec 5, 2014
184559 www.eMarketer.com
According to company filings, mobile service provider
Telkom Indonesia had 140.6 million subscribers at the
end of 2014, while XL Axiata had 59.6 million and Bakrie
Telecom had 11.6 million subscribers. And as of Q1 2015,
Indosat had 66.5 million subscribers.
JAPANeMarketer estimates that Japans mobile phone user
population will stand at 106.0 million in 2015. Mobile
phone user numbers have hit their effective ceiling in the
country, with penetration rates above 80% and the annua
user growth rate at 1.0% or less through 2019.
Mobile Phone* and Smartphone** Users in Japan,
2014-2019
Mobile phoneusers* (millions)
% of population
% change
Smartphoneusers** (millions)
% of mobilephone users
% change
2014
104.9
82.6%
1.1%
46.2
44.0%
17.5%
2015
106.0
83.5%
1.0%
51.8
48.9%
12.2%
2016
106.4
84.0%
0.4%
55.8
52.4%
7.7%
2017
106.8
84.5%
0.4%
58.9
55.1%
5.6%
2018
107.1
84.9%
0.2%
60.9
56.9%
3.5%
2019
107.2
85.2%
0.1%
62.6
58.4%
2.8%
Note: *individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; **individuals of any age who own atleast one smartphone and use the smartphone(s) at least once per monthSource: eMarketer, July 2015
193906 www.eMarketer.com
The number of smartphone users will see a stronger
annual growth rate through the forecast period.
By eMarketer estimates, there will be 51.8 million
smartphone users in Japan this year, with that figure
growing to 62.6 million by 2019. Like mobile phones,
smartphone user growth will also slow, with the annual
increase falling to just 2.8% by 2019.
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Japan remains something of an aberration, as it
represents a developed market that was comparatively
slow to shift to smartphones, largely due to the
prevalence of advanced feature phones that offered many
of the same functions of a smartphone in a form factor
closer to that of a feature phone. In fact, feature phones
still play an important part of Japans mobile landscape.
According to a March 2015 survey conducted by NTTComResearch, more than half of internet users in Japan
owned just a smartphone. Almost four in 10 owned solely
a feature phone, while about one in 10 owned both.
% of respondents
Primary Type of Mobile Phone Used by Internet Usersin Japan, March 2015
Smartphone only51.5%Feature phone only
38.8%
Both9.7%
Note: n=1,089 ages 10+Source: NTTCom Research (formerly goo Research) and japan.internet.com,"4th Survey on Switch to Smartphones" as cited in press release, March 16,2015
190516 www.eMarketer.com
In another survey of internet users in Japan conducted
by JustSystems in April 2015, smartphones made up a
slightly larger proportion of mobile phones, accounting for58.9%, with feature phones and those not using a phone
at all making up the remainder of responses.
% of respondents
Primary Type of Mobile Phone Used by Internet Usersin Japan, June 2014, Dec 2014 & April 2015
Smartphone Feature phone Not using a mobile phone
Note: n=1,100 ages 15-69Source: JustSystems, "Mobile and Social Media Monthly Survey," May 15,2015
190461 www.eMarketer.com
June 2014
52.9% 42.6% 4.5%
Dec 2014
52.6% 42.4% 5.0%
April 2015
58.9% 37.2% 3.9%
Those who have bought smartphones display an
attachment to them. January 2015 polling by Rakuten
found that smartphone users in Japan were much more
inclined to make their next mobile phone purchase a
smartphone: More than 40% of mobile phone users
surveyed planned to purchase a smartphone or were
heavily leaning in that direction. Only 6.3% were firmly
committed to replacing their existing feature phone with
another one.
% of respondents
Type of Mobile Phone that Feature Phone vs.Smartphone Users in Japan Plan to Purchase Next,Jan 2015
Feature phone users
9.0% 31.8% 34.8% 18.3%6.3%
Definitely a smartphone
Leaning toward a smartphone
Fine with either
Leaning toward afeature phone
Definitely a feature phone
Note: feature phone users n=400; smartphone users n=400; ages 20-59;numbers may not add up to 100% due to roundingSource: Rakuten as cited in press release, Jan 23, 2015
190380 www.eMarketer.com
Smartphone users
56.3% 35.5% 7.3%
0.5%0.5%
The higher costs of purchasing smartphones and their
data packages appear to be dissuading some feature
phone users from trading up. In April 2015 polling
from Lifemedia Research Bank, almost half (49.4%) of
respondents who said they werent interested in using a
smartphone expressed concern about the higher charges
associated with usage, while 30.2% said the devices
themselves were too expensive.
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% of respondents
Reasons that Internet Users in Japan Are NotInterested In Using a Smartphone, April 2015
Satisfied with feature phone
65.3%
Fees associated with usage are too high
49.4%
Smartphones (hardware) are too expensive
30.2%Do not need PC-like functions on mobile phone
29.9%
Battery life is too short
15.3%
Seems difficult to use
10.8%
The phone (hardware) is too big
9.6%
Have no interest in mobile devices in general
9.0%
Have no interest in using apps
8.1%
Other
2.4%
Note: n=334 ages 10-69 who do not use a smartphoneSource: Lifemedia Research Bank survey as cited in press release, April 8,2015
189523 www.eMarketer.com
Another idiosyncratic characteristic of the mobile phone
market in Japan is its affinity for Apple devices.
According to data from IDC, the iPhone accounted for
58.7% of smartphones shipped in the country in 2014,
well above the 14.2% share controlled by domestic OEM
Sony. Next was Sharp (11.4%), then Samsung (4.7%) and
Kyocera (4.5%).
% of totalSmartphone Shipment Share in Japan, by Brand, 2014
Apple58.7%
Sony14.2%
Sharp11.4%
Samsung4.7%
Kyocera4.5%
Other6.6%
Note: numbers may not add up to 100% due to roundingSource: International Data Corporation (IDC) as cited in press release,March 12, 2015
189385 www.eMarketer.com
Apples control of the smartphone market understandably
results in the companys iOS found on a sizeable
number of devices in the market. According to Kantar
Worldpanel ComTech, devices running iOS made up
45.1% of smartphones sold in Japan in March 2015, while
Android was on 52.3% of devices sold that month. iOSs
smartphone sales share was a drop from 60.2% recorded
in December 2014, but that figure was likely boosted by
the recent release of Apples popular iPhone 6 and iPhone6 Plus models.
% of total
Smartphone Sales Share in Japan, by OS,Dec 2012-March 2015
Android iOS Other
Dec 2012 32.2% 66.1% 1.7%
June 2013 44.6% 53.7% 1.8%
Dec 2013 30.5% 68.7% 0.8%
June 2014 58.8% 39.5% 1.7%
Dec 2014 38.3% 60.2% 1.5%
March 2015 52.3% 45.1% 2.5%
Note: numbers may not add up to 100% due to roundingSource: Kantar Worldpanel ComTech, May 2015
183852 www.eMarketer.com
JustSystems data similarly found that Android held a lead
in the market over iOS, but not by as wide a gap as it
does in many other markets.
% of respondents
Smartphone User Share in Japan, by OS,June 2014, Dec 2014 & April 2015
Android iOS Other
Note: April 2015 n=648 ages 15-69; numbers may not add up to 100% dueto roundingSource: JustSystems, "Mobile and Social Media Monthly Survey," May 15,2015
190463 www.eMarketer.com
April 2015
54.3% 44.1% 1.5%
June 2014
54.5% 44.2% 1.4%
Dec 2014
53.4% 46.3% 0.3%
4G connections are already well entrenched in Japan.
According to data from Mobidia and Ovum, there were70.6 million 4G LTE mobile connections in the country at
the end of 2014, with a 47.2% penetration rate among the
overall population.
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Data from Cisco Systems reported that 4G connections
made up a much higher proportion of all mobile
connections, at 43%, and projected that figure would
reach 63% by 2019. Cisco also found that 86% of mobile
traffic in Japan was conducted over 4G networks in
2014, and estimated that 96% of traffic would be on 4G
connections in five years time.
Japan has three major mobile service providersNTTDocomo, au and SoftBank. According to a survey of
smartphone users conducted by JustSystems in April
2015, 37.3% of respondents said they used NTT Docomo,
followed by au (30.6%) and SoftBank (25.2%).
% of respondents
Smartphone User Share in Japan, by Service Provider,April 2015
NTT Docomo37.3%
au30.6%
SoftBank25.2%
Y!mobile3.2%
Other3.7%
Note: n=648 ages 15-69Source: JustSystems, "Mobile and Social Media Monthly Survey," May 15,2015
190462 www.eMarketer.com
According to company filings, NTT Docomo had
66.6 million subscribers as of Q1 2015, while au had43.5 million and SoftBank had 37.8 million.
SOUTH KOREAThe mobile phone market in South Korea is about as close
to saturation as it can get. The country is well-known
for its affinity for mobile devices, especially the phablet
form factor, which lands somewhere between a
smartphone and a tablet in terms of screen size but
allows for cellular service. eMarketer estimates that there
will be 40.8 million mobile phone users in South Koreain 2015, reaching 83.0% of the overall population. The
number of mobile phone users will increase only slightly
to 41.9 million by 2019, when the penetration rate will
reach 84.9%.
Mobile Phone* and Smartphone** Users in SouthKorea, 2014-2019
Mobile phoneusers* (millions)
% of population
% change
Smartphoneusers** (millions)
% of mobilephone users
% change
2014
40.5
82.6%
0.8%
32.2
79.5%
11.9%
2015
40.8
83.0%
0.7%
33.6
82.3%
4.3%
2016
41.1
83.5%
0.7%
34.6
84.3%
3.1%
2017
41.4
84.0%
0.7%
35.6
86.0%
2.7%
2018
41.6
84.5%
0.7%
36.5
87.6%
2.6%
2019
41.9
84.9%
0.6%
37.0
88.4%
1.5%
Note: *individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; **individuals of any age who own atleast one smartphone and use the smartphone(s) at least once per monthSource: eMarketer, July 2015
193907 www.eMarketer.com
Smartphone adoption in South Korea has been fast and
is now nearing totalitygrowing just 4.3% in 2015, down
from 11.9% the previous yearindicating that adoption
of the devices is slowing. This year, smartphone users
will total 33.6 million, growing to 37.0 million in 2019,
when they will make up 88.4% of mobile phone users inthe country.
Time spent with smartphones in South Korea is already
high. A survey conducted by the Korea Internet &
Security Agency (KISA) found that 72% of smartphone
users in the country spent at least 2 hours per day on
their devices in 2014.
% of respondents
Daily Time Spent Using Smartphones AmongSmartphone Users in South Korea, 2014
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Mobile Data and Device Metrics in South Korea,2014 & 2019
2014 2019
Mobile devices
Mobile device users (millions) 45.7
Mobile device user penetration (% of population) 90%
Smartphones in use (millions) 48
Connected tablets in use (millions) 3
4G connections (% of total mobile connections)* 52%Mobile data
Mobile data traffic per user (MB/month) 13,055
Smartphone data traffic (% of total) 76%
Tablet data traffic (% of total) 13%
Laptop data traffic (% of total) 1%
Mobile video traffic (% of total mobile data traffic) 75%
4G data traffic (% of total mobile data traffic)
43.8
88%
39
1
50%
2,505
87%
5%
2%
59%
89% 96%
Note: includes only devices connected to the mobile network; excludesdevices connected via Wi-Fi; *excludes low-power wide area (LPWA)machine-to-machine (M2M) connectionsSource: Cisco Systems, "Cisco Visual Networking Index (VNI): Global MobileData Traffic Forecast Update, 2014-2019," Feb 3, 2015
185491 www.eMarketer.com
South Korea also made waves in 2014 when itannounced its intent to develop the next generation
of mobile broadband technology: 5G. However, price
wars among wireless telecoms competing for users
have left companies lacking the deep pockets needed to
develop and build out the new technologies 5G networks
would require.
Unsurprisingly, a survey conducted by Gallup Korea in
August 2014 found that the Samsung Galaxy was the
most widely adopted device brand among smartphone
users in South Korea, used by 58% of respondents.
More than 21% used the LG G2, Gplex and Optimus
models, while 10% used Apples iPhone and 7% used the
Pantech Vega.
% of respondents in each group
Smartphone Brand Used by Smartphone Users inSouth Korea, by Demographic, Aug 2014
Gender
Male
Female
Age
19-29
30-39
40-49
50-59
60+
Total
SamsungGalaxy S/
Note
60%
56%
53%
55%
58%
63%
66%
58%
LG G2/GPlex/
Optimus
19%
23%
24%
21%
17%
21%
18%
21%
iPhone
11%
9%
15%
16%
8%
5%
3%
10%
PantechVega
5%
8%
7%
4%
12%
5%
2%
7%
Other
1%
2%
1%
1%
2%
3%
0%
1%
Don'tknow/
declinedto answer
4%
3%
1%
2%
4%
3%
11%
3%
Note: n=792; read as saying that 11% of male smartphone users use aniPhone; numbers may not add up to 100% due to roundingSource: Gallup Korea, "Gallup Korea Daily Opinion - Survey on SmartphoneUsage"; eMarketer calculations, Aug 27, 2014
186828 www.eMarketer.com
However, Counterpoint Research found that Apple had
made substantial gains in the South Korean smartphone
market following the release of the iPhone 6 and the
iPhone 6 Plus models in fall 2014. According to the
early 2015 blog post, Apple accounted for one-third of
smartphone sales in November 2014, while 46% of
smartphone sales went to Samsung in the same month.
According to company filings, mobile service provider SK
Telecom had 28.4 million subscribers as of Q1 2015. KT
had 18.2 million subscribers that quarter, while LG U+ had
11.4 million.
SOUTHEAST ASIA
Hong KongData for Hong Kong indicates that the market for mobile
phones is becoming saturated. The penetration rate of
mobile devices among Hong Kongs population will reach
82.6% in 2015 and 84.4% by the end of the forecast
period, making it one of the most highly penetrated
markets tracked by eMarketer. We estimate that mobile
phone user growth will be slow, at 1.6% in 2015, givingthe region a total of 5.9 million mobile phone users. That
rate is expected to slow to just 0.7% by 2019, when the
region will have 6.1 million mobile phone users.
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eMarketer forecasts that 66.6% of Hong Kongs
population will be smartphone users in 2015, with that
figure expected to grow to 74.5% by 2019. The number
of smartphone users will reach 4.8 million people in
2015, a 7.1% increase over the previous year. By 2019,
smartphone users will number 5.4 million.
According to Hong Kongs telecom regulator the Office
of the Communications Authority (OFCA), Hong Konghad 16.7 million mobile connections as of April 2015. The
number of mobile connections is so high because Hong
Kong is a market in which mobile phone users often
employ multiple SIM cards to quickly take advantage
of discounts offered by competing carriers. OFCA also
reported that there were 7.3 million 3G customers and
4.9 million 4G customers in Hong Kong as of March 2015.
MalaysiaIn 2015, Malaysia will have 21.7 million mobile phone
users, eMarketer estimates, giving the devices a 71.0%penetration rate among the overall population. However,
the mobile phone adoption growth rate is slowing and will
decline from 4.2% in 2015 to 1.7% in 2019.
Smartphone users in Malaysia will number 10.1 million
this year, a 14.0% growth over 2014. By 2019, there will
be 13.7 million smartphone users in the country, with the
devices achieving a 57.3% penetration rate among mobile
phone users.
Research firm Gfk reported that 8.5 million smartphone
units were sold in Malaysia in 2014, with the smartphone
segment priced between $150 and $200 increasing its
volume share from 10% of the overall market in 2013
to 16% in 2014. The popularity of cheap smartphones
was also highlighted by Gfks data, which found that the
average price of smartphones sold in Malaysia fell to $315
in 2014, from $351 the previous year.
According to research from the IDC, Samsung
controlled the largest slice of the smartphone market
in Malaysia in Q4 2014. Samsung devices constituted
30% of smartphones shipped that quarter, followed by
Lenovo (17%), Asus (9%), Oppo (7%) and Apple (7%).
IDC expects both Taiwanese- and Chinese-produced
smartphones will make inroads in Malaysia this year,
gaining market share against both domestic OEMs and
Korean manufacturer Samsung. Sales of Apple devices,
meanwhile, are hamstrung by their high price point.
With Apple devices relatively unpopular in Malaysia, it
makes sense that Googles Android OS has a stronger
presence in the country. Mobile ad network InMobi found
that 80.4% of its ad impressions on mobile devices
during Q4 2014 were made on smartphones running
Android. Only 15.2% were on devices running iOS.
PhilippinesIn 2015, 65.3% of the population in the Philippines willuse mobile phones regularly, eMarketer estimates, giving
the devices a user base of 71.6 million people. Mobile
phone user growth will be 5.2% this year and decline to
2.3% by 2019.
Smartphone user growth in the country will be
significantly higher, reaching 20.2% in 2015, totaling
26.2 million smartphone users23.9% of the overall
population. By 2019, 39.2 million people in the Philippines
or 33.4% of its population, will own a smartphone.
The Philippines is a market where mobile phone users
are squarely in the middle of the transition from feature
phones to smartphones. According to the IDC, 47% of
mobile phones shipped in the country last year were
smartphones. IDC also reported that the number of
smartphones shipped exceeded the number of feature
phones shipped for the first time in Q3 2014. IDC credited
part of the rise of smartphones to declining prices that
often made them only marginally more expensive than
feature phones.
Local smartphone manufacturers have used marketing
and low prices to command a sizable share of the market
in the Philippines. IDC found that Filipino smartphone
manufacturers controlled the largest share of smartphone
shipments in 2014, accounting for 21.9% of them.
Samsung was second with 13.3%, then domestic
OEM MyPhone (11.2%), Chinas Lenovo (6.5%) and
homegrown Torque (4.8%).
The mobile service provider market in the Philippines
is an effective duopoly ruled by the Philippine Long
Distance Telephone Company (PLDT) and Globe Telecom.
According to company filings, PLDT had 69.6 million
cellular service subscribers at the end of Q1 2015, while
Globe had 41.6 million.
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SingaporeeMarketer estimates there will be 4.7 million mobile
phone users in Singapore in 2015, giving the devices
an 82.8% penetration rate. By 2019, there will be
5.2 million mobile phone users, with the penetration
rate reaching 84.4%.
Smartphones are already well entrenched in Singapore,which is a highly developed market. eMarketer estimates
that 70.5% of the overall population4.0 million people
will use such a device in 2015. The smartphone user
growth rate will be just 5.7%% this year, a sign that the
market for the devices is maturing. By the end of the
forecast period, there will be 4.6 million smartphone
users, for a penetration rate of 75.0% among the
overall population.
According to BuddeComm, 3G and 4G networks are
already well entrenched in Singapore: More than 95%
of mobile connections operated on one of these fasternetworks as of early 2014. Singapore was also the first
country to launch a 4G LTE-Advanced (LTE-A) mobile
network in May 2014 that allowed download speeds of up
to 300 megabits per second.
BlackBerry remains a relatively strong player in Singapore.
According to Q1 2015 data from mobile network InMobi,
29.2% of ad impressions through its network were made
on devices running BlackBerrys OS. Android was the
top OS on InMobis network, with 43.1% of impressions
taking place on its operating system and Apples iOS
drawing 26.6% of impressions.
ThailandeMarketer estimates that there will be 45.6 million
mobile phone users in Thailand in 2015, with that
number increasing to 49.5 million by 2019. The mobile
phone penetration rate among the countrys population
will reach 67.0% in 2015, but user growth will be low at
3.4%. By the end of the forecast period, there will be
49.5 million mobile phone users, giving the devices a
72.0% penetration rate.
The smartphone user base is growing rapidly from a
fairly modest start point. Thailand will have 17.9 million
smartphone users in 2015, an increase of 16.2% over
the previous year. Smartphone penetration will be
relatively low at 26.3%. However, by 2019 there will be
24.8 million smartphone users in Thailand, a penetration
rate equal to 36.0%.
Android appears to have the upper hand in Thailand.
According to Q4 2014 data from InMobi, 65.5% of ad
impressions on the network were made on devices
running Googles Android OS. In comparison, 31.3% of
impressions were on devices running Apples iOS, while
just 1.9% were on those running Windows Phone.
The April 2015 GSMA report, Building Thailands Digital
Economy, citing data from Analysys Mason, found thatthe penetration of mobile broadband networks in Thailand
was closer to that found in developed Asia-Pacific
countries than in emerging countries in the region.
However, 4G networks remained limited to large urban
areas, and plans to allocate additional spectrum for 4G
networks were delayed following the ouster of the ruling
government in May 2014.
GSMA also reported that three mobile service providers
dominated Thailands marketAdvanced Info Service
(AIS), Digital Total Access Communication (DTAC) and
True Corp. GSMA found that AIS had a 45.6% share ofmobile connections, followed by DTAC (28.9%) and True
Corp. (24.3%).
VietnameMarketer estimates that there will be 57.1 million mobile
phone users in Vietnam in 2015, giving the devices a
60.5% penetration rate. Mobile phone user growth in
the country is expected to slow, hitting 4.4% in 2015 but
falling to 2.6% by 2019, the end of the forecast period. By
that time there will be 64.5 million mobile phone users in
the country, for a penetration rate equal to 65.9%.
Smartphone users in Vietnam will number 20.7 million
in 2015, but their ranks will swell to 35.2 million by
2019. Smartphone user growth will be substantially
sharp throughout the forecast period, at 24.3% in 2015,
and remain in the double digits through 2019 when it
will be 10.1%. During that same time, the smartphone
penetration rate will increase from 21.9% to 36.0%.
There are other signs that smartphone uptake in Vietnam
is continuing apace. The IDC reported that 11.6 million
smartphone units shipped in Vietnam in 2014, a 57%
year-over-year increase. IDC credited the robust growth to
the sharp drop in the prices of smartphones in Vietnam,
reporting that 60% of smartphones shipped that year cos
$150 or less.
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According to the IDC, Samsung remained the largest
smartphone vendor in Vietnam in 2014, responsible for
26% of devices shipped that year, down from 38% the
previous year. Microsoft saw its share of shipments
grow substantially, increasing from 16% in 2013 to 24%
in 2014. Oppo was responsible for 8% of smartphones
shipped, followed by Asus (6%) and Viettel (4%). But in
a sign of how fractured the smartphone market remains
in Vietnam, other vendors accounted for one-third ofshipments in the country.
However, Vietnam remains a market lacking 4G
networks. The countrys Ministry of Information and
Communications (MIC) announced in March 2015 that
it would officially launch 4G networks for commercial
purposes in Vietnam in 2016.
EUROPE
Western Europes mobile phone landscape is
advanced, with penetration rates close to saturation
in many markets. However, countries in the region
vary in regards to both mobile phone internet usage
and smartphone adoption.
eMarketer estimates that there will be 334.5 million
mobile phone users in Western Europe this year, with
the largest portion residing in Germany. By 2019, these
users will number 347.4 million, when 82.0% of Western
Europes population will use mobile phones, up from
80.1% in 2015.
millions and % of population
Mobile Phone Users and Penetration in WesternEurope, by Country, 2013-2019
2013 2014 2015 2016 2017 2018 2019
Mobile phone users (millions)
Germany 64.1 64.9 65.6 66.1 66.4 66.6 66.7
UK 50.4 51.2 52.0 52.8 53.5 54.2 54.9
Italy 47.9 48.7 49.4 50.1 50.7 51.3 51.7
France 47.3 48.3 49.2 50.1 50.6 51.0 51.4
Spain 38.7 39.1 39.6 40.0 40.4 40.8 41.2
Netherlands 13.3 13.5 13.7 13.9 14.0 14.2 14.3
Sweden 7.6 7.8 7.9 8.1 8.2 8.3 8.4
Switzerland 6.4 6.5 6.6 6.7 6.8 6.9 7.0
Denmark 4.6 4.7 4.7 4.8 4.8 4.8 4.9
Finland 4.5 4.5 4.5 4.6 4.6 4.6 4.6
Norway 4.4 4.5 4.5 4.6 4.6 4.7 4.7
Ireland 3.8 3.9 4.0 4.1 4.1 4.2 4.2Other 31.9 3 2.3 3 2.6 32.9 33.1 33.3 33.4
Western Europe 324.9 330.0 334.5 338.5 341.9 344.8 347.4
Mobile phone user penetration (% of population)
Norway 86.9% 87.0% 87.1% 87.2% 87.2% 87.2% 87.3%
Finland 85.9% 86.0% 86.2% 86.4% 86.5% 86.7% 86.9%
Denmark 82.6% 83.5% 84.3% 85.0% 85.7% 86.3% 86.8%
Spain 81.6% 82.0% 82.2% 82.4% 82.6% 82.8% 83.0%
Ir eland 80.5% 81.1% 81.5% 81.9% 82.2% 82.4% 82.6%
Switzerland 79.5% 80.5% 81.3% 82.0% 82.5% 83.0% 83.5%
Germany 79.0% 80.2% 81.1% 81.8% 82.3% 82.7% 82.9%
Netherlands 79.0% 80.1% 80.9% 81.6% 82.2% 82.6% 83.0%
Sweden 79.0% 80.1% 80.9% 81.6% 82.1% 82.4% 82.6%
Italy 77.9% 78.9% 79.9% 80.7% 81.6% 82.4% 82.9%
UK 78.6% 79.2% 79.8% 80.4% 80.8% 81.2% 81.5%
France 74.9% 76.1% 77.3% 78.2% 78.7% 79.1% 79.4%
Other 75.9% 76.8% 77.5% 78.0% 78.6% 79.0% 79.3%
Western Europe 78.4% 79.3% 80.1% 80.7% 81.2% 81.7% 82.0%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to roundingSource: eMarketer, April 2015; confirmed and republished, July 2015
187828 www.eMarketer.com
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The IDC reported that there are clear signs of saturation
for the mobile phone market in Western Europe, finding
that shipments of the devices declined by 5.2% year
over year in 2014, totaling 174.1 million units. Feature
phone shipments dropped by 39% during that time, while
smartphone shipments were up by 6.4%.
The mobile phone market in Central and Eastern Europe,
meanwhile, will trail that of Western Europe, with mobilephone user penetration rates reaching 69.1% of the
population for 2015 and increasing to 72.6% by 2019,
eMarketer estimates.
millions and % of population
Mobile Phone Users and Penetration in Central &Eastern Europe, by Country, 2013-2019
Mobile phone users (millions)
Russia
Turkey
Poland
Czech Republic
Other
Central &Eastern Europe
Mobile phone user penetration (% of population)
Turkey
Poland
Czech Republic
Russia
Other
Central &Eastern Europe
2013
98.4
55.9
25.8
7.4
96.0
283.5
69.2%
67.2%
70.2%
69.1%
60.7%
65.9%
2014
100.3
57.8
26.7
7.5
98.4
290.7
70.8%
69.5%
71.0%
70.4%
62.4%
67.5%
2015
101.8
60.0
27.7
7.6
100.9
297.9
72.7%
72.3%
71.7%
71.5%
64.1%
69.1%
2016
102.7
61.8
28.2
7.7
103.0
303.4
74.1%
73.7%
72.3%
72.2%
65.6%
70.3%
2017
103.3
63.2
28.5
7.8
105.3
308.0
75.0%
74.6%
72.7%
72.6%
67.2%
71.3%
2018
103.6
64.3
28.8
7.8
107.1
311.5
75.5%
75.5%
72.9%
72.9%
68.5%
72.0%
2019
103.8
65.1
28.9
7.8
108.5
314.2
75.7%
76.1%
72.9%
73.1%
69.6%
72.6%
Note: individuals of any age who own at least one mobile phone and usethe phone(s) at least once per month; numbers may not add up to totaldue to roundingSource: eMarketer, April 2015; confirmed and republished, July 2015
187831 www.eMarketer.com
The rise of 4G networks in the region will facilitate
data-intensive behaviors in European markets. In the
Mobile Economy: Europe 2014 report, GSMA projected
that 4G LTE connections in Europe would increase
from 3% of total mobile connections at the end of 2013
to 53% by 2020. Most operators have found that an
increase in mobile data usage correlates to the availability
of faster mobile networks.
As a highly fragmented market, Europe is also facing a
wave of consolidation in the telecom sector as revenue
growth begins to flat-line, with no new customers left to
sign up for service plans.
DENMARKeMarketer estimates that the number of mobile phone
users in Denmark will hit 4.7 million in 2015. As with
the other Nordic countries, Denmark is a highly mature
mobile phone market nearing its saturation point. In fact,
with an 84.3% penetration rate in 2015, Denmark trails
only two other countries in Western EuropeNorway
and Finlandby that metric. By 2019, mobile phoneuser penetration in Denmark will increase only a few
percentage points to 86.8%.
Denmarks growth in mobile internet users, meanwhile,
will be stronger over eMarketers forecast period, hitting
14.6% in 2015 and then declining to 1.5% in 2019.
The relatively strong user growth rate can be attributed
to smartphone uptake in the country. In 2015, a projected
3.7 million individuals, or 67.1% of Denmarks population,
will use smartphones regularly. By 2019, there figures will
increase to 4.7 million and 82.8%.
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millions and % of mobile phone users
Smartphone Users and Penetration in WesternEurope, by Country, 2014-2019
Smartphone users (millions)
Germany
UK
France
Italy
Spain
Netherlands
Sweden
Switzerland
Denmark
Norway
Ireland
Finland
Other
Western Europe
Smartphone user penetration (% of mobile phone users)
Denmark
NorwaySweden
Netherlands
Ireland
UK
Switzerland
Germany
Spain
Finland
France
Italy
Other
Western Europe
2014
36.4
35.1
25.4
23.8
22.0
8.8
5.4
4.3
3.2
3.1
2.7
2.5
16.8
189.5
69.8%
68.4%69.0%
64.8%
69.5%
68.6%
65.8%
56.0%
56.3%
55.0%
52.5%
48.9%
52.0%
57.4%
2015
42.3
38.3
29.8
28.1
25.0
10.4
6.0
4.8
3.7
3.5
3.0
2.9
20.1
218.0
79.6%
76.5%76.0%
75.9%
74.2%
73.6%
73.2%
64.4%
63.2%
62.9%
60.6%
57.0%
61.7%
65.2%
2016
47.4
41.4
33.5
30.9
26.9
11.7
6.6
5.3
4.1
3.9
3.2
3.1
22.3
240.3
85.8%
84.8%82.0%
84.5%
78.8%
78.3%
79.5%
71.7%
67.2%
69.0%
66.9%
61.8%
67.9%
71.0%
2017
51.3
44.0
36.8
32.9
28.4
12.4
7.2
5.8
4.4
4.1
3.4
3.4
24.0
258.1
90.9%
89.4%87.7%
88.5%
82.4%
82.2%
86.1%
77.3%
70.2%
74.5%
72.7%
64.9%
72.5%
75.5%
2018
54.1
45.7
39.1
34.8
29.5
13.1
7.6
6.2
4.5
4.3
3.5
3.6
25.1
271.2
93.7%
91.3%92.2%
92.5%
84.3%
84.3%
90.0%
81.3%
72.3%
79.4%
76.6%
67.9%
75.5%
78.6%
2019
55.5
46.8
41.0
35.4
30.5
13.6
7.9
6.4
4.7
4.4
3.6
3.8
26.0
279.6
95.4%
92.8%95.0%
95.0%
85.6%
85.4%
92.5%
83.1%
74.0%
82.2%
79.8%
68.5%
77.7%
80.5%
Note: individuals of any age who own at least one smartphone and use thesmartphone(s) at least once per monthSource: eMarketer, July 2015
193878 www.eMarketer.com
Denmark has its own way of describing the various
mobile broadband options available to its users; mobile
phone users typically purchase voice and data packages
separately. According to data from the Danish Business
Authority, mobile broadband in Denmark is defined
as access to the internet via a mobile phone, laptop
or tablet with a download speed of 256 kilobits per
second. A standard subscription consists of a mobile
broadband subscription that includes voice, data andSMS/MMS. An add-on data subscription consists of a
data subscription with a fixed amount of data at a fixed
maximum download speed. As the name implies, this
subscription is purchased separately and added to a voice
package. Finally, a dedicated mobile data subscription
is not intended for mobile phones but for use with mobile
internet devices like dongles.
According to the Danish Business Authority, the number
of standard subscriptions in the country rose 21.0%
between H2 2013 and H2 2014 to reach 4.1 million.
Add-on data subscriptions saw slower growth, increasing
only 0.4% over that time to 1.2 million. The growth rate for
dedicated mobile data subscriptions was higher, hitting
4.9%, for a total of 1.2 million subscriptions.
millions and % change
Mobile Broadband Subscriptions in Denmark, by Type,H2 2013 & H2 2014
H2 2013 H2 2014 % change
Standard subscriptions 3.4 4.1 21.0%
Add-on data subscriptions 1.2 1.2 0.4%
Dedicated mobile data subscriptions 1.1 1.2 4.9%
Total 5.7 6.5 13.6%
Note: as of the end of each periodSource: Danish Business Authority, "Telestatistik Andet Halvr 2014," May29, 2015
190592 www.eMarketer.com
The Danish Business Authority also released figures that
provided a breakdown of prepaid vs. postpaid mobile
connections and found that only 871,000 of 7.1 million
connections were prepaid in H2 2014.
thousands, % change and % of population
Mobile Connections and Penetration in Denmark, byType, H2 2013 & H2 2014
H2 2013 H2 2014 % change
Mobile phone 7,031 7,100 1.0%
Prepaid 868 871 0.4%
Dedicated mobile data 1,109 1,163 4.9%
Total mobile subscriptions 8,140 8,263 1.5%
% of population 143.8% 146.0% 1.5%
Note: as of the end of each period; numbers may not add up to total due toroundingSource: Danish Business Authority, "Telestatistik Andet Halvr 2014," May29, 2015
190594 www.eMarketer.com
According to data from International Data Corporation
Nordic (IDC Nordic), Apple sold the most smartphones
in Denmark in Q1 2015, making up 45% of the market.
Samsung took a 36% share, followed by Sony (8%), LG
Electronics (4%) and Nokia- or Microsoft-branded phones
(3%). Despite the fact that Samsung offers devices at a
higher number of price points than Apple, including thelower-end devices, Apple sales were still stronger, most
likely due to the fall 2014 release of its iPhone 6 and
iPhone 6 Plus models in Denmark.
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% of total
Smartphone Sales Share in Denmark, by Brand,Q1 2015
Apple45%
Samsung36%
Sony 8%
LG 4%
Nokia/Microsoft3%
Other4%
Source: International Data Corporation Nordic (IDC Nordic) as cited byBerlingske Business, May 28, 2015
190610 www.eMarketer.com
Data from Danske Medier (IAB Denmark) found that 47%
of smartphone owners had an Apple device as of May
2015. Samsung was the next-most-popular brand, owned
by 24% of smartphone owners, followed by Sony (8%),
Nokia (7%) and HTC (6%).
% of total
Smartphone Owner Share in Denmark, by Brand,May 2015
Apple 47%
Samsung 24%
Sony 8%
Nokia 7%
HTC 6%
LG2%
Huawei2%
Other3%
Note: ages 15-75; numbers may not add up to 100% due to roundingSource: Danske Medier (IAB Denmark) and Kreativitet & Kommunikation,"Mobile Devices 2015" conducted by TNS Gallup Denmark as cited in pressrelease, June 11, 2015
191191 www.eMarketer.com
In terms of carriers, there are four major players in
Denmark: TDC, Telenor, Telia and Hi3G Denmark.
According to H2 2014 data from the Danish Business
Authority, TDC held 37.8% of the market, followed by
Telenor (23.6%), Telia (17.5%) and Hi3G