EMarketer Global Mobile Landscape 2015

GLOBAL MOBILE
LANDSCAPE
2015
A Country-by-Country Guide
to Mobile Phone and
Smartphone Usage
RAHUL 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
GLOBAL MOBILE LANDSCAPE 2015: A COUNTRY-BY-COUNTRY GUIDE TO

MOBILE 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%.
Smartphone Users and Penetration Worldwide,

2014-2019
billions, % of mobile phone users and % change
2.48
2.66
2.29
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 shift
to 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.
2.08
1.86
1.59
37.7%
42.0%
48.0%
50.3%
12.0%
10.1%
8.2%
2016
2017
2018
45.2%
52.5%
24.9%
16.7%
2014
2015
Smartphone users
% of mobile phone users
7.2%
2019
% change
Note: individuals of any age who own at least one smartphone and use the
smartphone(s) at least once per month
Source: eMarketer, July 2015
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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.
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 TO MOBILE PHONE AND SMARTPHONE USAGE
2015 EMARKETER INC. ALL RIGHTS RESERVED 2
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.
Mobile Phone Users and Penetration in Asia-Pacific,

by Country, 2013-2019
millions and % of population
2013
2014
2015
2016
2017
2018
2019
Mobile phone users (millions)

China*
959.3 1,003.2 1,033.6 1,056.1 1,070.7 1,080.5 1,086.8
India
524.9
581.1
638.4
684.1
730.7
775.5
813.2
Indonesia
124.3
136.9
149.2
161.4
173.3
184.0
193.4
Japan
103.8
104.9
106.0
106.4
106.8
107.1
107.2
Philippines
63.4
68.1
71.6
74.7
77.2
79.2
81.0
Vietnam
51.6
54.7
57.1
59.2
61.0
62.9
64.5
Thailand
42.4
44.1
45.6
46.7
47.8
48.7
49.5
South Korea
40.2
40.5
40.8
41.1
41.4
41.6
41.9
Malaysia
19.4
20.8
21.7
22.4
23.0
23.5
23.9
Australia
17.5
18.2
18.6
19.0
19.4
19.7
20.0
Hong Kong
5.7
5.8
5.9
6.0
6.0
6.1
6.1
Singapore
4.4
4.6
4.7
4.8
4.9
5.0
5.2
279.3
296.4
314.3
332.4
351.1
370.1
389.4
Other
Asia-Pacific 2,236.3 2,379.2 2,507.4 2,614.3 2,713.3 2,803.8 2,882.1

Mobile phone user penetration (% of population)
Japan
81.6%
82.6%
83.5%
84.0%
84.5%
84.9%
85.2%
South Korea
82.1%
82.6%
83.0%
83.5%
84.0%
84.5%
84.9%
Singapore
80.4%
81.8%
82.8%
83.2%
83.7%
84.1%
84.4%
Hong Kong
80.2%
81.6%
82.6%
83.0%
83.5%
84.0%
84.4%
Australia
78.5%
80.6%
81.9%
82.7%
83.4%
83.9%
84.3%
China*
71.1%
74.0%
75.9%
77.3%
78.0%
78.5%
78.7%
Malaysia
65.4%
69.1%
71.0%
72.3%
73.3%
73.7%
74.0%
Thailand
62.9%
65.0%
67.0%
68.5%
69.8%
71.0%
72.0%
Philippines
60.0%
63.2%
65.3%
66.9%
68.0%
68.6%
69.0%
Vietnam
55.8%
58.5%
60.5%
62.1%
63.5%
64.8%
65.9%
Indonesia
49.5%
54.0%
58.3%
62.5%
66.5%
70.0%
73.0%
India
43.0%
47.0%
51.0%
54.0%
57.0%
59.8%
62.0%
Other
45.5%
47.6%
49.8%
52.0%
54.2%
56.4%
58.6%
Asia-Pacific
56.7%
59.8%
62.5%
64.6%
66.4%
68.1%
69.4%
Note: individuals of any age who own at least one mobile phone and use
the phone(s) at least once per month; numbers may not add up to total
due to rounding; *excludes Hong Kong
Source: eMarketer, April 2015; confirmed and republished, July 2015
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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.
Smartphone Users and Penetration in Asia-Pacific, by

Country, 2014-2019
millions and % of mobile phone users
2014
2015
2016
2017
2018
2019
Smartphone users (millions)

China*
482.7
525.8
563.3
599.3
640.5
687.7
India
123.3
167.9
204.1
243.8
279.2
317.1
Indonesia
44.7
55.4
65.2
74.9
83.5
92.0
Japan
46.2
51.8
55.8
58.9
60.9
62.6
South Korea
32.2
33.6
34.6
35.6
36.5
37.0
Philippines
21.8
26.2
29.9
33.3
36.5
39.2
Vietnam
16.6
20.7
24.6
28.6
32.0
35.2
Thailand
15.4
17.9
20.0
21.9
23.4
24.8
Australia
13.5
14.6
15.4
16.0
16.5
16.8
Malaysia
8.9
10.1
11.0
11.8
12.7
13.7
Hong Kong
4.4
4.8
5.0
5.2
5.3
5.4
Singapore
Other
Asia-Pacific
3.8
4.0
4.2
4.3
4.4
4.6
74.5
91.1
106.7
121.3
134.7
147.2
888.0
1,023.9
1,139.8
1,254.7
1,366.3
1,483.4
Smartphone user penetration (% of mobile phone users)
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 phone
users* (millions)
2014
2015
2016
2017
2018
2019
18.2
18.6
19.0
19.4
19.7
20.0
80.6%
81.9%
82.7%
83.4%
83.9%
84.3%
% change
3.8%
2.6%
2.0%
2.0%
1.6%
1.5%
Smartphone
users** (millions)
13.5
14.6
15.4
16.0
16.5
16.8
% of mobile
phone users
74.3%
78.4%
81.0%
82.6%
83.6%
84.3%
% change
17.5%
8.3%
5.4%
4.0%
2.9%
2.3%
% of population
Note: *individuals of any age who own at least one mobile phone and use
the phone(s) at least once per month; **individuals of any age who own at
least one smartphone and use the smartphone(s) at least once per month
Singapore
83.1%
85.2%
86.3%
87.2%
88.0%
88.9%
South Korea
79.5%
82.3%
84.3%
86.0%
87.6%
88.4%
Hong Kong
76.6%
80.7%
84.0%
85.9%
87.2%
88.3%
193899
Australia
74.3%
78.4%
81.0%
82.6%
83.6%
84.3%
China*
48.1%
50.9%
53.3%
56.0%
59.3%
63.3%
Japan
44.0%
48.9%
52.4%
55.1%
56.9%
58.4%
Malaysia
42.6%
46.6%
49.2%
51.3%
54.3%
57.3%
Thailand
34.9%
39.2%
42.8%
45.8%
48.1%
50.0%
Indonesia
32.6%
37.1%
40.4%
43.2%
45.4%
47.6%
Philippines
32.0%
36.6%
40.0%
43.1%
46.1%
48.4%
Vietnam
30.4%
36.2%
41.5%
46.8%
50.9%
54.6%
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.
India
21.2%
26.3%
29.8%
33.4%
36.0%
39.0%
Other
25.1%
29.0%
32.1%
34.5%
36.4%
37.8%
Asia-Pacific
37.3%
40.8%
43.6%
46.2%
48.7%
51.5%
smartphone(s) at least once per month; *excludes Hong Kong
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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.
AUSTRALIA
While 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.
www.eMarketer.com
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 more
often 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%.
Mobile Phone Ownership in Australia, by Brand,

2011-2014
% of respondents
Smartphone Sales Share in Australia, by OS,

June 2012-March 2015
% of total
Android
iOS
Windows
Other
2011
2012
2013
2014
June 2012
60.9%
27.3%
5.3%
6.4%
Apple
32%
40%
45%
49%
Dec 2012
56.0%
38.5%
3.0%
2.5%
Samsung
13%
18%
28%
25%
June 2013
64.8%
27.4%
5.2%
2.6%
Nokia
28%
16%
9%
7%
Dec 2013
57.5%
34.8%
5.2%
2.4%
HTC
8%
11%
7%
5%
June 2014
68.0%
25.5%
5.3%
1.2%
LG
4%
4%
2%
4%
Dec 2014
43.7%
45.1%
9.2%
2.0%
Sony Ericsson
5%
3%
2%
3%
March 2015
52.3%
38.4%
7.3%
2.0%
Motorola
3%
2%
2%
1%
BlackBerry
3%
2%
1%
<1%
Other
3%
4%
4%
5%
Note: numbers may not add up to 100% due to rounding

Source: Kantar Worldpanel ComTech, May 2015
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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.
Smartphone Shipment Share in Australia, by Brand,
Q1 2014 & Q1 2015
% of total
Telstra
Microsoft
2%
4%
Telstra
3%
Other
12%
Samsung
40%
HTC
4%
Microsoft
3%
Apple
38%
Q1 2014
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4G has made significant inroads in Australia, accounting

for 34% of all mobile connections in 2014, according
to Cisco Systems. That percentage was projected to
increase to 54% in 2019. The amount of mobile traffic
traveling over 4G connections was expected to climb
dramatically over the same time period, increasing from
58% to 91%.
Mobile Data and Device Metrics in Australia,
2014 & 2019
2014
2019
Mobile device users (millions)
20.3
22.2
Mobile device user penetration (% of population)
86%
88%
21
23
Mobile devices
Other
11%
Smartphones in use (millions)
HTC
3%
Apple
49%
Samsung
31%
Connected tablets in use (millions)

4G connections (% of total mobile connections)*
34%
54%
Mobile data
Mobile data traffic per user (MB/month)
Q1 2015
Source: International Data Corporation (IDC) as cited in press release;

eMarketer calculations, June 10, 2015
191168
Source: Australian Interactive Media Industry Association (AIMIA) and

Complete the Picture Consulting, "Australian Mobile Phone Lifestyle Index,"
Dec 4, 2014
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 the
market, followed by Nokia (7%), HTC (5%), LG (4%) and
Sony Ericsson (3%).
1,425
6,343
Smartphone data traffic (% of total)
52%
50%
Tablet data traffic (% of total)
16%
30%
Laptop data traffic (% of total)
28%
5%
Mobile video traffic (% of total mobile data traffic)
60%
77%
4G data traffic (% of total mobile data traffic)
58%
91%
Note: includes only devices connected to the mobile network; excludes

devices connected via Wi-Fi; *excludes low-power wide area (LPWA)
machine-to-machine (M2M) connections
Source: Cisco Systems, "Cisco Visual Networking Index (VNI): Global Mobile
Data Traffic Forecast Update, 2014-2019," Feb 3, 2015
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Kantar reported that Telstra was the largest mobile

phone service provider in Australia, controlling 39.7% at
the end of Q1 2015. Optus was second with 21.3% of the
market share, followed by Vodafone Hutchison Australia
with 16.9%.
CHINA
Chinas 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. eMarketer
projects that by 2019, mobile phone users will number
1.09 billion, with mobile phones achieving an uptake rate
of 78.7%.
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.
4G LTE-Enabled Smartphone Shipments in China,
April 2014 & April 2015
millions and % change
124.0
(658.7%)
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 May
2015 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%.
3G vs. 4G LTE-Enabled Smartphone Shipment Share in
China, April 2014 & April 2015
% of mobile phone shipments
April 2014
16.3
April 2014
April 2015
Note: data is for Jan-April of each year; during Jan-April 2015, 4G

LTE-enabled smartphone shipments accounted for 80.5% of total mobile
phone shipments
Source: China Academy of Information and Communication Technology
(CAICT), "April 2015 China Mobile Phone Market Analysis"; eMarketer
calculations, May 2015
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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.
Mobile Phone Shipments in China, by Connection
Type, 2014
millions and % of total
2G
61 (13.5%)
4G
171 (37.8%)
3G
220 (48.7%)
Source: Ministry of Industry and Information Technology (MIIT) - People's

Republic of China as cited by Tencent Tech, Jan 13, 2015
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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 2015
total mobile phone shipments=45.2 million
Source: China Academy of Information and Communication Technology
(CAICT), "April 2015 China Mobile Phone Market Analysis," May 2015
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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 and
domestic, 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.
Smartphone Shipments in China, by Brand,

Q1 2014 & Q1 2015
millions, % change and % of total
Q1 2014
Q1 2015
Smartphone
shipments
% of
total
Smartphone
shipments
% of
total
%
change
Apple
8.9
8.7%
14.5
14.7%
62.1%
Xiaomi
9.5
9.2%
13.5
13.7%
42.3%
Huawei
8.0
7.8%
11.2
11.4%
39.7%
Samsung
20.5
19.9%
9.6
9.7%
-53.0%
Lenovo*
10.7
10.3%
8.2
8.3%
-23.1%
Other
45.7
44.3%
41.7
42.2%
-8.8%
Total
103.2
100.0%
98.8
100.0%
-4.3%
Note: numbers may not add up to 100% due to rounding; *includes

shipments from its smartphone subsidiary Motorola, which Lenovo
acquired during Q4 2014
Source: International Data Corporation (IDC) as cited in press release, May
10, 2015
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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% the
previous quarter. Xiaomi had a 13.1% share, followed by
Huawei (10.5%) and Samsung (8.6%).
Smartphone Shipment Share in China, by Brand,
Q1 2014, Q4 2014 & Q1 2015
% of total
Q4 2014
Q1 2015
Apple
Q1 2014
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%

Source: 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%.
Smartphone Shipments in China, by Brand,

Q1 2014-Q1 2015
millions, % change vs. same period of prior year and % of total
Q1 2014
Xiaomi
% of total
Apple
Q2 2014
Q3 2014
Q4 2014
Q1 2015
10.6
14.5
17.0
15.7
14.0
11.3%
14.2%
16.2%
12.8%
12.8%
7.8
5.0
4.9
13.4
13.5
8.3%
4.9%
4.7%
10.9%
12.3%
8.0
11.9
9.6
11.9
11.2
% of total
8.5%
11.6%
9.1%
9.7%
10.2%
Other
67.2
70.6
73.5
82.0
71.1
71.9%
69.3%
70.0%
66.6%
64.7%
93.6
102.0
105.0
123.0
109.8
38.9%
29.4%
31.9%
34.7%
17.3%
% of total
Huawei
% of total
Total
% change vs.
same period of
prior year
Source: Strategy Analytics, "China Smartphone Vendor & OS Marketshare in

Q1 2015" as cited in press release, April 29, 2015
190279
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 townships

Source: Sinomonitor, CMMS as cited in ZenithOptimedia, "2014 China
Media 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.
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.
Smartphone Sales Share in China, by OS,
Dec 2012-March 2015
% of total
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%

185564
Median Monthly Household Income of Smartphone

Users in China, by OS, 2014
in Chinese yuan renminbi
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.
INDIA
The number of mobile phone users in India has seen
a 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 will
decline, falling to 4.9% by the end of the forecast period.
Mobile Phone* and Smartphone** Users in India,
2014-2019
2014
2015
2016
2017
2018
2019
Mobile phone
users* (millions)
581.1
638.4
684.1
730.7
775.5
813.2
% of population
47.0%
51.0%
54.0%
57.0%
59.8%
62.0%
% change
10.7%
9.9%
7.2%
6.8%
6.1%
4.9%
Smartphone
users** (millions)
123.3
167.9
204.1
243.8
279.2
317.1
% of mobile
phone users
21.2%
26.3%
29.8%
33.4%
36.0%
39.0%
% change
62.1%
36.2%
21.5%
19.5%
14.5%
13.6%
193900
www.eMarketer.com
eMarketer estimates that there will be 167.9 million

smartphone 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.
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.
Feature Phone Shipment Share in India, by Brand,

Q3 2014
% of total
Samsung
16%
Q1 2014
72%
Karbonn
8%
28%
Q2 2014
71%
29%
Q3 2014
32%
Q4 2014
65%
Feature phones
35%
Smartphones
Source: International Data Corporation (IDC), "Asia Pacific Quarterly Mobile

Phone 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.
Feature phones
Source: International Data Corporation (IDC), "Asia Pacific Quarterly Mobile

Phone Tracker Q3 2014" as cited in press release, Nov 26, 2014
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 India
was 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.
2014
2019
Mobile devices
180
590.3
895.6
47%
67%
140
651
77
257
Source: CyberMedia Research (CMR), "India Monthly Mobile Handsets

Market Review, CY 2014" as cited in press release; eMarketer calculations,
Feb 7, 2015
186433
Nokia
11%
Mobile Data and Device Metrics in India, 2014 & 2019
Mobile Phone Shipments in India, by Type, 2014

millions
Total
Lava
10%
183938
68%
Smartphones
Micromax
14%
Other
41%
Mobile Phone Shipment Share in India, by Type,

Q1-Q4 2014
% of total
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 feature
phones shipped that quarter.
19
0%
15%
149
1,262
48%
76%
2%
12%
8%
3%
36%
66%
3%
38%

Mobile data


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.
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 indication
of just how fierce competition in India remains.
Mobile Service Provider Subscriber Share in India,

Dec 2014
% of total
Bharti Airtel
23.0%
Vodafone
18.9%
Idea Cellular
16.0%
Reliance (RCOM)
11.3%
BSNL
Smartphone Shipment Share in India, by Brand,

Q1 2015
% of total
8.6%
Aircel
8.3%
Tata Docomo
7.0%
Telewings
Samsung
26%
Other
37%
4.6%
Micromax
18%
Microsoft
4%
Lava
6%
Intex
8%
Videocon
0.7%
MTNL
0.4%

Source: Canalys, May 8, 2015
190382
Sistema
1.0%
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, once
telecoms are able to recoup their investment costs.
Quadrant Televentures
0.3%
Source: Telecom Regulatory Authority of India (TRAI) as cited in press
release, Feb 6, 2015
187219
www.eMarketer.com

Bharti Airtel had 226.0 million subscribers in Q1 2015.
Vodafone had 183.8 million subscribers that quarter, while
Idea Cellular had 157.8 million and Reliance (RCOM) had
110.7 million.
INDONESIA
Indonesia 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 the
fast adoption of mobile devices has proven that Indonesia
is a market filled with people hungry for telephone and
internet services.
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
2014
2015
2016
2017
2018
2019
Mobile phone
users* (millions)
136.9
149.2
161.4
173.3
184.0
193.4
% of population
54.0%
58.3%
62.5%
66.5%
70.0%
73.0%
% change
10.2%
9.0%
8.2%
7.3%
6.2%
5.1%
44.7
55.4
65.2
74.9
83.5
92.0
% of mobile
phone users
32.6%
37.1%
40.4%
43.2%
45.4%
47.6%
% change
35.0%
Smartphone
users** (millions)
24.0%
17.6%
15.0%
11.5%
10.1%
193905
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.
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

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.
2019
155.1
195.3
61%
73%
64
167
0%
14%
388
3,080
50%
75%
46%
20%
1%
3%
51%
69%
6%
44%

Mobile data


185488
The ingress of low-cost devices manufactured by both

domestic and Chinese companies has aided smartphone
uptake in Indonesia, making access to them easier than
ever. 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.
2014
Mobile devices
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.
Mobile Internet Users in Indonesia, by Smartphone
OS, 2014
millions
Android
16.5
RIM
iOS
6.3
2.5
1.8
Windows
Note: ages 16-64; some individuals own/use more than one handset
Source: GlobalWebIndex as cited in company blog, Nov 24, 2014
184205
www.eMarketer.com
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%), Chinas
Oppo (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.
Smartphone Brand Used by Mobile Internet Users in

Indonesia, 2014
% of respondents
Samsung
49.7%
BlackBerry
16.2%
Smartfren
Lenovo
7.1%
Oppo
6.4%
3.0%
1.9%
1.0%
14.4%
Apple
Hisense
Huawei
Source: Baidu survey as cited in The Wall Street Journal, Dec 5, 2014
184559
Smartphone Shipment Share in Indonesia, by Brand,

Q4 2014
% of total
Samsung
26.4%
Smartfren
15.4%
Evercoss
Oppo
Advan

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.
13.4%
JAPAN
8.8%
7.7%
Other
28.3%
Source: Counterpoint as cited in company blog, Feb 4, 2015

185194
www.eMarketer.com
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, then
Smartfren (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.
eMarketer 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 annual
user growth rate at 1.0% or less through 2019.
Mobile Phone* and Smartphone** Users in Japan,
2014-2019
2014
2015
2016
2017
2018
2019
Mobile phone
users* (millions)
104.9
106.0
106.4
106.8
107.1
107.2
% of population
82.6%
83.5%
84.0%
84.5%
84.9%
85.2%
% change
1.1%
1.0%
0.4%
0.4%
0.2%
0.1%
Smartphone
users** (millions)
46.2
51.8
55.8
58.9
60.9
62.6
% of mobile
phone users
44.0%
48.9%
52.4%
55.1%
56.9%
58.4%
% change
17.5%
12.2%
7.7%
5.6%
3.5%
2.8%
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.
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 NTTCom
Research, 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.
Primary Type of Mobile Phone Used by Internet Users
in Japan, March 2015
% of respondents
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.
Type of Mobile Phone that Feature Phone vs.
Smartphone Users in Japan Plan to Purchase Next,
Jan 2015
% of respondents
Smartphone users
0.5%
0.5%
35.5% 7.3%
56.3%
Feature phone users
Both
9.7%
9.0%
Definitely a smartphone
Leaning toward a smartphone
Fine with either
Smartphone only
51.5%
Feature phone only

38.8%
34.8%
18.3% 6.3%
Leaning toward a
feature 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 rounding
Source: Rakuten as cited in press release, Jan 23, 2015
190380
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
31.8%
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 for
58.9%, with feature phones and those not using a phone
at all making up the remainder of responses.
www.eMarketer.com
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.
Primary Type of Mobile Phone Used by Internet Users

in Japan, June 2014, Dec 2014 & April 2015
% of respondents
June 2014
52.9%
42.6% 4.5%
52.6%
42.4%
Dec 2014
5.0%
April 2015
58.9%
Smartphone
Feature phone
37.2% 3.9%
Not using a mobile phone
Note: n=1,100 ages 15-69

Source: JustSystems, "Mobile and Social Media Monthly Survey," May 15,
2015
190461
www.eMarketer.com
Reasons that Internet Users in Japan Are Not

Interested In Using a Smartphone, April 2015
% of respondents
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%
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 iPhone
6 Plus models.
Smartphone Sales Share in Japan, by OS,
Dec 2012-March 2015
% of total
Seems difficult to use

10.8%
The phone (hardware) is too big
9.6%
Android
iOS
Other
Dec 2012
32.2%
66.1%
1.7%
Have no interest in mobile devices in general

9.0%
June 2013
44.6%
53.7%
1.8%
Dec 2013
30.5%
68.7%
0.8%
Have no interest in using apps

8.1%
June 2014
58.8%
39.5%
1.7%
Dec 2014
38.3%
60.2%
1.5%
Other
2.4%
March 2015
52.3%
45.1%
2.5%
Note: n=334 ages 10-69 who do not use a smartphone

Source: Lifemedia Research Bank survey as cited in press release, April 8,
2015
183852

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%).
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.
Smartphone User Share in Japan, by OS,
June 2014, Dec 2014 & April 2015
% of respondents
June 2014
54.5%
44.2%
1.4%
46.3%
0.3%
44.1%
1.5%
Dec 2014
Smartphone Shipment Share in Japan, by Brand, 2014

% of total
Kyocera
4.5%
Sharp
11.4%
Sony
14.2%
54.3%
iOS
Other
Note: April 2015 n=648 ages 15-69; numbers may not add up to 100% due
to rounding
2015
190463
Apple
58.7%

Source: International Data Corporation (IDC) as cited in press release,
March 12, 2015
189385
April 2015
Android
Other
6.6%
Samsung
4.7%
53.4%
www.eMarketer.com
4G connections are already well entrenched in Japan.

According to data from Mobidia and Ovum, there were
70.6 million 4G LTE mobile connections in the country at
the end of 2014, with a 47.2% penetration rate among the
overall population.
www.eMarketer.com
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.
Mobile Phone* and Smartphone** Users in South

Korea, 2014-2019
Japan has three major mobile service providersNTT

Docomo, 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%).
Mobile phone
users* (millions)
2014
2015
2016
2017
2018
2019
40.5
40.8
41.1
41.4
41.6
41.9
82.6%
83.0%
83.5%
84.0%
84.5%
84.9%
% change
0.8%
0.7%
0.7%
0.7%
0.7%
0.6%
Smartphone
users** (millions)
32.2
33.6
34.6
35.6
36.5
37.0
% of mobile
phone users
79.5%
82.3%
84.3%
86.0%
87.6%
88.4%
% change
11.9%
4.3%
3.1%
2.7%
2.6%
1.5%
% of population
193907
Smartphone User Share in Japan, by Service Provider,

April 2015
% of respondents
Y!mobile
3.2%
Other
3.7%
SoftBank
25.2%
NTT Docomo
37.3%
au
30.6%
Note: n=648 ages 15-69

2015
190462
www.eMarketer.com
According to company filings, NTT Docomo had

66.6 million subscribers as of Q1 2015, while au had
43.5 million and SoftBank had 37.8 million.
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 in
the 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.
Daily Time Spent Using Smartphones Among
Smartphone Users in South Korea, 2014
% of respondents
<1 hour
3.6%
SOUTH KOREA
The 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 Korea
in 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%.
www.eMarketer.com
3+ hours
45.7%
1-1.9 hours
24.4%
2-2.9 hours
26.3%
Note: ages 6+; average daily time spent using smartphones=171 minutes
Source: Korea Internet & Security Agency (KISA), "2014 Survey on the
Status of Mobile Internet Usage - Executive Summary," Dec 29, 2014
187040
www.eMarketer.com
4G networks have made very strong headway in South

Korea. According to Cisco Systems, 4G connections
accounted for half of all mobile connections in the country
last year, while 89% of mobile data traffic was conducted
over 4G networks.
Mobile Data and Device Metrics in South Korea,

2014 & 2019
2014
2019
Smartphone Brand Used by Smartphone Users in

South Korea, by Demographic, Aug 2014
% of respondents in each group
Samsung LG G2/ iPhone Pantech Other
Galaxy S/ GPlex/
Vega
Note
Optimus
Mobile devices
43.8
45.7
88%
90%
39
48

50%
52%

Gender
Male
60%
19%
11%
5%
1%
4%
Female
56%
23%
9%
8%
2%
3%
Age
Mobile data
2,505
87%
5%
2%
13,055
19-29
53%
24%
15%
7%
1%
1%
76%
30-39
55%
21%
16%
4%
1%
2%
13%
40-49
58%
17%
8%
12%
2%
4%
1%
50-59
63%
21%
5%
5%
3%
3%
66%
18%
3%
2%
0%
11%
58%
21%
10%
7%
1%
3%
59%
75%
60+
89%
96%
Total

185491
Don't
know/
declined
to answer
www.eMarketer.com
South Korea also made waves in 2014 when it

announced 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.
Note: n=792; read as saying that 11% of male smartphone users use an
iPhone; numbers may not add up to 100% due to rounding
Source: Gallup Korea, "Gallup Korea Daily Opinion - Survey on Smartphone
Usage"; 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 Kong
Data 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, giving
the 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.
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.
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.
According to Hong Kongs telecom regulator the Office

of the Communications Authority (OFCA), Hong Kong
had 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.
Philippines
Malaysia
In 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.
In 2015, 65.3% of the population in the Philippines will

use 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.
Singapore
eMarketer 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 faster
networks 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.
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 that
the 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 of
mobile connections, followed by DTAC (28.9%) and True
Corp. (24.3%).
Vietnam
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.
eMarketer 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%.
Thailand
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%.

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%.
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 cost
$150 or less.
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 of
shipments 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.
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.
Mobile Phone Users and Penetration in Western
Europe, by Country, 2013-2019
2013
2014
2015
2016
2017
2018
2019

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
4.2
Other
31.9
32.3
32.6
32.9
33.1
33.3
33.4
Western Europe 324.9
330.0
334.5
338.5
341.9
344.8
347.4

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%
Ireland
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%

due to rounding
187828
www.eMarketer.com
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 mobile
phone user penetration rates reaching 69.1% of the
population for 2015 and increasing to 72.6% by 2019,
eMarketer estimates.
2014
2015
2016
2017
2018
2019

Russia
98.4
100.3
101.8
102.7
103.3
103.6
103.8
Turkey
55.9
57.8
60.0
61.8
63.2
64.3
65.1
Poland
25.8
26.7
27.7
28.2
28.5
28.8
28.9
7.4
7.5
7.6
7.7
7.8
7.8
7.8
96.0
98.4
100.9
103.0
105.3
107.1
108.5
Czech Republic
Other
Central &
Eastern Europe
eMarketer 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 phone
user 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.
Mobile Phone Users and Penetration in Central &

Eastern Europe, by Country, 2013-2019
2013
DENMARK
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%.
283.5 290.7 297.9 303.4 308.0 311.5 314.2

Turkey
69.2% 70.8% 72.7% 74.1% 75.0% 75.5% 75.7%
Poland
67.2% 69.5% 72.3% 73.7% 74.6% 75.5% 76.1%
Czech Republic
70.2% 71.0% 71.7% 72.3% 72.7% 72.9% 72.9%
Russia
69.1% 70.4% 71.5% 72.2% 72.6% 72.9% 73.1%
Other
60.7% 62.4% 64.1% 65.6% 67.2% 68.5% 69.6%
Central &
Eastern Europe
65.9% 67.5% 69.1% 70.3% 71.3% 72.0% 72.6%
due to rounding
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.
Smartphone Users and Penetration in Western

Europe, by Country, 2014-2019
2014
2015
2016
2017
2018
2019
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.
Germany
36.4
42.3
47.4
51.3
54.1
55.5
UK
35.1
38.3
41.4
44.0
45.7
46.8
France
25.4
29.8
33.5
36.8
39.1
41.0
Italy
23.8
28.1
30.9
32.9
34.8
35.4
Spain
22.0
25.0
26.9
28.4
29.5
30.5
Netherlands
8.8
10.4
11.7
12.4
13.1
13.6
Sweden
5.4
6.0
6.6
7.2
7.6
7.9
Switzerland
4.3
4.8
5.3
5.8
6.2
6.4
Denmark
3.2
3.7
4.1
4.4
4.5
4.7
Standard subscriptions
3.4
4.1
21.0%
Norway
3.1
3.5
3.9
4.1
4.3
4.4
Add-on data subscriptions
1.2
1.2
0.4%
Ireland
2.7
3.0
3.2
3.4
3.5
3.6
Dedicated mobile data subscriptions
1.1
1.2
4.9%
Finland
2.5
2.9
3.1
3.4
3.6
3.8
Total
5.7
6.5
13.6%
Other
Western Europe
16.8
20.1
22.3
24.0
25.1
26.0
189.5
218.0
240.3
258.1
271.2
279.6
H2 2013 H2 2014 % change
Note: as of the end of each period

Source: Danish Business Authority, "Telestatistik Andet Halvr 2014," May
29, 2015
190592
Denmark
69.8%
79.6%
85.8%
90.9%
93.7%
95.4%
Norway
68.4%
76.5%
84.8%
89.4%
91.3%
92.8%
Sweden
69.0%
76.0%
82.0%
87.7%
92.2%
95.0%
Netherlands
64.8%
75.9%
84.5%
88.5%
92.5%
95.0%
Ireland
69.5%
74.2%
78.8%
82.4%
84.3%
85.6%
UK
68.6%
73.6%
78.3%
82.2%
84.3%
85.4%
Switzerland
65.8%
73.2%
79.5%
86.1%
90.0%
92.5%
Germany
56.0%
64.4%
71.7%
77.3%
81.3%
83.1%
Spain
56.3%
63.2%
67.2%
70.2%
72.3%
74.0%
Finland
55.0%
62.9%
69.0%
74.5%
79.4%
82.2%
France
52.5%
60.6%
66.9%
72.7%
76.6%
79.8%
Italy
48.9%
57.0%
61.8%
64.9%
67.9%
68.5%
Other
52.0%
61.7%
67.9%
72.5%
75.5%
77.7%
Western Europe
57.4%
65.2%
71.0%
75.5%
78.6%
80.5%
193878
Mobile Broadband Subscriptions in Denmark, by Type,

H2 2013 & H2 2014
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 and
SMS/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.
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.
Mobile Connections and Penetration in Denmark, by
Type, H2 2013 & H2 2014
thousands, % change and % of population
Mobile phone
Prepaid
Dedicated mobile data
Total mobile subscriptions
% of population
H2 2013
H2 2014
% change
7,031
7,100
868
871
0.4%
1,109
1,163
4.9%
8,140
8,263
1.5%
143.8%
146.0%
1.5%
1.0%
Note: as of the end of each period; numbers may not add up to total due to
rounding
29, 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 the
lower-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.
Mobile Phone Subscription Share in Denmark,

by Service Provider, H2 2014
% of total
Smartphone Sales Share in Denmark, by Brand,

Q1 2015
% of total
DLG Tele
1.3%
Other
6.7%
Nokia/Microsoft
3%
Sony
8%
LG
4%
Other
4%
Hi3G Denmark
13.2%
Apple
45%
Telia
17.5%
Samsung
36%
Telenor
23.6%
Source: International Data Corporation Nordic (IDC Nordic) as cited by

Berlingske 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%).
Smartphone Owner Share in Denmark, by Brand,
May 2015
% of total
Apple
47%
Samsung
24%
Sony
Nokia
HTC
8%
7%
LG
2%
Huawei
3%
Other
Note: ages 15-75; numbers may not add up to 100% due to rounding
Source: Danske Medier (IAB Denmark) and Kreativitet & Kommunikation,
"Mobile Devices 2015" conducted by TNS Gallup Denmark as cited in press
release, June 11, 2015
191191
Note: as of the end of H2 2014; numbers may not add up to 100% due to
rounding
29, 2015
190590
www.eMarketer.com
FINLAND
With an 86.2% mobile phone user penetration rate
projected for 2015, Finland lags behind only Norway in
Western Europe by that metric. Finlands mobile phone
market is nearly saturated, with the annual mobile phone
user growth rate hitting 0.3% in 2015 and declining to just
0.1% by 2019. eMarketer estimates there will be
4.5 million mobile phone users in the country in 2015,
with that figure barely increasing to 4.6 million users
by 2019.
Mobile internet use in Finland will see a sharper increase,
with user growth increasing 14.4% in 2015. In 2019, the
mobile internet user growth rate will decline to 3.4%, as
the vast majority of those who go online will be on the
internet by that time.
6%
2%
TDC
37.8%
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 (13.2%). In its
earnings report for Q1 2015, TDC reported that it had lost
some 21,000 private and business customers in 2014,
likely due to its competitors lower prices. (In December,
TeliaSonera, which controls Telia, announced that it
would merge its Danish operations with Telenor into a
joint venture that would have an estimated 3.5 million
subscribers, a figure equal to about 40% of the market.)
Smartphone user growth will also remain relatively high in

the near term, hitting 14.7% in 2015 and staying in double
digits in 2016 before declining to 3.7% by the end of the
forecast period. eMarketer projects that the number of
smartphone users in Finland will climb from 2.9 million
this year to 3.8 million in 2019, reaching 54.2% to 71.4%
of the overall population during that time.
As the number of smartphones in Finland increases,
so too does the number of 4G LTE-capable devices.
According to data from Aalto University, 4G LTE-enabled
mobile phones accounted for almost one in five of
all mobile phones in use in 2014, up from 7% the
previous year.
4G LTE-Capable Mobile Phone Share in Finland,

2013 & 2014
% of total mobile phones in use
19%
Share of Mobile Phones in Use in Finland, by Brand,

Sep 2014
% of total
Nokia
55.0%
Samsung
26.5%
Apple
10.5%
Doro
2.0%
7%
Sony Ericsson
1.5%
LG
1.0%
2013
2014
Note: includes feature phones and smartphones

Source: Aalto University, "Mobile Handset Population in Finland
2005-2014," March 26, 2015
190061
www.eMarketer.com
According to Deloittes Global Mobile Consumer Survey,

the country is set for the wide adoption of 4G networks
in 2015. The report found that mobile broadband users in
Finland prefer to use 4G cellular connections over Wi-Fi,
probably because 4G connections are often speedier and
public Wi-Fi spots remain relatively rare in the country.
Download speeds for 4G connections in Finland were
estimated at between 15 megabits per second and 18
megabits per second, making them about five times
faster than download speeds offered on 3G networks.
September 2014 data from Aalto University found that
homegrown Nokia was the market leader in Finland,
accounting for 55.0% of all mobile phones. Samsung
was next with a 26.5% market share, followed by
Apple (10.5%). The rest of the brands trailed Apple by a
significant margin.
HTC
1.0%
Other
2.5%
Note: includes feature phones and smartphones
2005-2014," March 26, 2015
190060
www.eMarketer.com
Smartphone users in Finland still demonstrate

strong loyalty to the Nokia mobile phone unit, which
was acquired by Microsoft in April 2014. (Microsoft
dropped the use of Nokia branding on its Lumia line of
smartphones in fall 2014, although it retained the ability to
use the Nokia brand on its feature phones for around 10
years.) In a poll of smartphone users conducted by TNS
Gallup Finland for Sanoma, Nokia- or Microsoft-branded
smartphones accounted for 37% of user share in 2015,
followed by Samsung (33%) and Apple (16%). However,
Nokia has seen its share decline from 2012, when it
controlled a 61% share in its home market.
Smartphone User Share in Finland, by Brand,
2012 & 2015
% of respondents
Apple
16%
Other
5%
Nokia
61%
Samsung
18%
Other
14%
Nokia/MS
37%
Apple
16%
Samsung
33%
2012
2015
Note: ages 15-69

Source: Sanoma, "Suomalaiset lypuhelimen ja tabletin kyttjin 2015"
conducted by TNS Gallup Finland, April 2, 2015
188929
www.eMarketer.com
Due to Nokia/Microsofts strength in Finland, the country

is one of the few markets where the Windows Phone
OS has a strong presence. According to September 2014
findings from Aalto University, 26.7% of smartphones in
Finland ran the Windows Phone OS, a figure that still put
it behind the 42.5% market share controlled by Googles
Android OS. The Symbian OSonce heavily used by
Nokia phonesalso retains a noticeable presence in
the country.
Share of Smartphones in Use in Finland, by OS,
Sep 2014
% of total
Symbian (touch)
5.8%
Other
0.8%
Symbian
6.7%
iOS
17.5%
Android
42.5%
Windows Phone
26.7%

2005-2014," March 26, 2015
190062
www.eMarketer.com
Finland has three major mobile service providers:

Elisa, TeliaSonera and DNA. According to the Finnish
Communications Regulatory Authority (FICORA), Elisa
held 40% of the countrys mobile phone subscription
share in 2014, followed by TeliaSonera (35%) and
DNA (24%).
Mobile Phone Subscription Share in Finland,
by Service Provider, 2014
% of total
According to company filings, Elisa had 3.7 million

mobile phone subscribers in Q1 2015, followed by
TeliaSonera with 3.2 million subscribers and DNA with
2.5 million users.
FRANCE
eMarketer estimates that France will have the
fourth-highest number of mobile phone users in Western
Europe in 2015 with 49.2 million, behind Germany, the
UK and Italy. Frances mobile phone market is nearing its
saturation point; 77.3% of the population will use mobile
phones this year, a 1.9% increase over 2014. By the end
of the forecast period, the annual mobile phone user
growth rate will be only 0.8%.
Mobile internet use in France will see steady growth over
the next few years. eMarketer projects that the number
of mobile internet users in the country will increase from
31.5 million to 42.8 million between 2015 and 2019, with
growth rates of 17.5% and 4.6% over that timeframe.
Frances smartphone user base will also grow over the
next few years, increasing from 29.8 million to 41.0 million
between 2015 and 2019. Smartphone penetration among
the countrys population will reach 63.4% by the end of
the forecast period, up from 46.8% in 2015.
Although the rollout of 4G in France trailed that of the US,
adoption of faster networks is now growing. According
to 451 Research, there will be 9.4 million 4G LTE mobile
connections in France in 2015, and that figure is projected
to increase to 18.7 million by 2018.
4G LTE Mobile Connections in France, 2014-2018
millions
18.7
Other
1%
DNA
24%
15.7
Elisa
40%
12.6
9.4
TeliaSonera
35%
6.3
Note: there were 9.4 million mobile subscriptions in Finland in 2014,
including data and voice transmission services
Source: Finnish Communications Regulatory Authority (FICORA),
"Toimialakatsaus 2014 (01/2015)," March 18, 2015
188150
www.eMarketer.com
2014
2015
2016
2017
2018
Source: 451 Research, "Mobile Broadband Forecast," Sep 2014 as cited in

company blog, Dec 11, 2014
183222
www.eMarketer.com
Figures from Cisco Systems showed that 4Gs footprint

was slight in France last year, accounting for only 15%
of total mobile connections. Cisco estimates that figure
will grow to 47% by 2019. Additionally, the percentage of
mobile traffic traveling over 4G networks is expected to
increase from 38% in 2014 to 81% in 2019.
When it comes to operating systems, Android devices

have a strong presence in France. March 2015 data from
Kantar Worldpanel ComTech showed that 64.6% of the
smartphones sold in France ran Googles OS, while 19.4%
used Apples iOS. Windows Phone was on 14.1% of
devices sold, followed by BlackBerry with just 1.0%.
Mobile Data and Device Metrics in France,

2014 & 2019
Smartphone Sales Share in France, by OS,

% of total
2014
2019
Android
iOS
BlackBerry
Other
June 2012
60.2%
13.5%
Dec 2012
61.0%
23.7%
2.3%
9.8%
14.2%
5.0%
5.1%
June 2013
68.6%
5.1%
12.7%
9.5%
2.9%
Dec 2013
6.3%
66.0%
20.2%
11.3%
1.6%
0.8%
June 2014
71.4%
14.7%
10.6%
1.0%
2.3%
Dec 2014
64.7%
23.0%
11.6%
0.6%
0.1%
March 2015
64.6%
19.4%
14.1%
1.0%
0.9%
Mobile devices
56.2
59.5
87%
90%
43
61
15%
47%

Mobile data traffic
Windows
547
3,687
84%
79%
2%
8%

10%
2%
183844
55%
73%
38%
81%

185458
www.eMarketer.com
According to company filings, the mobile service provider

Orange had 28.3 million subscribers in Q1 2015. SFR had
22.5 million subscribers, while Bouygues had 11.3 million
and Free Mobile had 10.5 million.
www.eMarketer.com
Samsung is the top smartphone brand in France,

according to data from Deloitte. The firm polled internet
users in June 2014 and found that 37% owned a
Samsung device. iPhones were owned by 17% of
respondents, followed by Nokia (13%) and Sony
Ericsson (6%).
GERMANY
Smartphone Ownership Among Internet Users in

France, by Brand, 2013 & 2014
% of respondents
Germanys population of mobile phone internet users

will increase at a significantly faster pace. eMarketer
estimates that between 2015 and 2019, the number of
mobile internet users will grow from 43.1 million to
56.5 million. By the end of the forecast period, 70.1%
of the overall population in Germany will use the mobile
internet, up from 53.3% in 2015.
Germanys mobile phone user base will grow slowly

over the next few years. eMarketer estimates an annual
expansion rate that will not exceed 1.0% over the forecast
period. The countrys mobile phone users will number
65.6 million in 2015 and 66.7 million by 2019.
2013
2014
Samsung
39%
37%
iPhone
15%
17%
Nokia
14%
13%
Sony Ericsson
7%
6%
BlackBerry
5%
4%
LG
5%
4%
HTC
3%
3%
Carrier-branded
2%
3%
Motorola
2%
1%
Huawei
1%
1%
ZTE
1%
1%
Google Nexus
1%
Smartphone ownership rates among Germanys

population will also increase, climbing from 52.2% in 2015
to 68.9% in 2019. Germanys smartphone user base will
expand from 42.3 million to 55.5 million, making it the
largest smartphone market in Western Europe.
Note: ages 18+; current primary smartphone

Source: Deloitte, "Etude sur les usages mobiles 2014. Focus sur le march
franais" conducted by Ipsos, Sep 30, 2014
181159
www.eMarketer.com
Bitkom and the European Information Technology

Observatory (EITO) also foresee the continued rise
of smartphones in Germany. According to their data,
smartphone sales will reach 24.6 million in 2015, up 3.9%
from 2014.
Smartphone Sales and Revenues in Germany,
2013-2015
millions of units, billions of and % change
2013
2014
2015
Smartphone sales (millions of units)
22.6
23.6
24.6
% change
4.8%
4.7%
3.9%
Smartphone revenues (billions of )
8.2
8.3
8.2
% change
9.2%
1.7%
-1.2%
Source: BITKOM and European Information Technology Observatory (EITO),

"Konjunktur und Trends in der Mobilkommunikation" in collaboration with
International Data Corporation (IDC), Feb 23, 2015
186195
According to company filings, Telefnica Germany had

42.1 million subscribers in Q1 2015, while Telekom had
39.2 million and Vodafone had 30.9 million.
www.eMarketer.com
Data from Mobidia and Ovum found that 4G LTE

connections in Germany numbered only 9.0 million as
of December 2014, for a 7.8% penetration rate among
the population. Cisco Systems had a higher estimate,
reporting that 4G connections made up 8% of total
mobile connections in 2014 and would account for 47%
of connections by 2019. Cisco also found that 26% of
mobile data traffic traveled over 4G networks in 2014.
In terms of operating systems, Android remains tough
to beat in Germany. According to data from Kantar
Worldpanel ComTech, 71.3% of smartphones sold in
Germany in March 2015 had Googles OS installed on
them. Apples iOS was on 18.3% of devices, while
Windows Phone was on 8.7%.
Smartphone Sales Share in Germany, by OS,
% of total
Android
iOS
Windows
Other
June 2012
72.2%
15.5%
6.1%
6.2%
Dec 2012
69.0%
21.7%
3.4%
5.9%
June 2013
79.2%
12.4%
6.2%
2.2%
Dec 2013
75.4%
17.3%
5.9%
1.4%
June 2014
81.4%
10.6%
6.4%
1.6%
Dec 2014
71.0%
20.9%
7.4%
0.7%
March 2015
71.3%
18.3%
8.7%
1.6%

183845
Following the October 2014 completion of the merger of

the E-Plus Group and Telefnica Germany (also referred to
by its German name, Telefnica Deutschland), Germany
was left with three major wireless service providers:
Telekom (operated by former state monopoly Deutsche
Telekom and formerly known as T-Mobile), Vodafone
and Telefnica Germany (which still operates the E-Plus
brand, a wholly-owned subsidiary). According to data from
Bundesnetzagentur, the new Telefnica Germany became
the largest mobile operator after absorbing E-Plus in
Q4 2014.
www.eMarketer.com
ITALY
Like most of the rest of Western Europe, Italy has all of
the hallmarks of a mature mobile market. By eMarketer
projections, mobile phone users in the country will
number 49.4 million in 2015 and climb slightly to
51.7 million by 2019. The mobile phone penetration rate
will also increase, rising from 79.9% to 82.9% of the
population over the forecast period.
Mobile internet usage in Italy is expected to increase at
a fairly high rate in the coming years. eMarketer projects
that growth in mobile internet usage will hit 17.7% in
2015 but will drop to single-digit percentages come 2016.
By the end of the forecast period, Italy will record a
growth rate of just 1.6%, when mobile internet users in
the country will reach 36.6 million, up from 30.1 million
in 2015.
Smartphone users in Italy will also see an increase in
the near term. eMarketer projects that the number of
smartphone owners will increase from 28.1 million in
2015 to 35.4 million by 2019. The smartphone user growth
rate will hit 18.2% in 2015 but steadily decline over the
following four years to just 1.8%.
The Osservatorio Mobile Economy del Politecnico di
Milano estimated that the number of smartphones and
tablets in use in the country totaled 35.0 million in 2014
and will hit 40.0 million in 2015.
The slow uptake of 4G in Italy may be due to prohibitively

high costs, both for 4G data plans and 4G-capable
devices. According to H2 2014 polling of internet users
in Italy conducted by Ipsos MORI for Deloitte, 22% of
respondents said 4G data plans are too expensive, while
16% thought the 4G devices had a high price point. In
addition, 16% were unfamiliar with 4G, while 12% said
they lacked coverage of the faster network.
Smartphones and Tablets in Use in Italy, 2014 & 2015

millions
40.0
35.0
2014
Smartphones
Reasons that Internet Users in Italy Do Not Have a 4G

Package, H2 2014
% of respondents
10.0
9.5
4G package is too expensive
2015
Satisfied with the current performance of my coverage
Tablets
Source: Osservatorio Mobile Economy del Politecnico di Milano, "Mobile

Economy: la via per la digitalizzazione del Paese" as cited by Interactive
Advertising Bureau Italia (IAB Italia), May 25, 2015
190561
www.eMarketer.com
So far, 4G networks have only played a small part in

Italys mobile traffic. According to Cisco Systems,
4G connections accounted for only 2% of all mobile
connections in 2014, while 14% of mobile data traffic
traveled over 4G. Cisco projects that by 2019, 4G
connections will make up 37% of connections and
that 77% of mobile traffic will be conducted over
4G networks.
Not familiar with 4G
16%
Use Wi-Fi
15%
12%
187259
www.eMarketer.com
However, the Osservatorio Mobile Economy del

Politecnico di Milano reported that telecoms increased
the amount of money spent on improving 4G LTE
networks in 2014, and that such networks now covered
80% of the population.
2019
53.6
55.0
88%
90%
27
63
Mobile devices
2%
37%
854
5,952
59%
68%
6%
18%
16%
20%
Source: Deloitte, "Global Mobile Consumer Survey 2014: la prospettiva

italiana - Il digitale parte dal mattinoe gli italiani battono tutti!" conducted
by Ipsos MORI, Dec 10, 2014
2014
4G device is too expensive
No 4G coverage
Mobile Data and Device Metrics in Italy, 2014 & 2019
22%
Mobile data traffic
According to April 2015 findings from comScore

MobiLens, Samsung devices led the smartphone market
in Italy, with 45.0% of subscribers using the brands
devices. Apple was next with a 16.8% share, followed by
Nokia (13.1%), LG (5.9%) and Huawei (4.1%).
Smartphone Subscriber Share in Italy, by Brand,
April 2014 & April 2015
% of total
April 2014
April 2015
Samsung
43.8%
45.0%
74%
Apple
16.3%
16.8%
77%
Nokia
18.7%
13.1%

LG
5.3%
5.9%
Huawei
2.3%
4.1%
Sony
3.3%
3.2%
HTC
2.5%
2.0%
185471
Google
1.3%
1.9%
Alcatel
1.1%
1.1%
BlackBerry
2.3%
1.1%
Other
3.1%
5.8%

31%
55%
14%
5%
www.eMarketer.com
Note: ages 13+; 3-month average for periods ending April 2014 and April
2015
Source: comScore MobiLens; eMarketer calculations, June 12, 2015
191258
www.eMarketer.com
Smartphone users in Italy favor Android devices over

those running other operating systems, according to
figures from Kantar Worldpanel ComTech. The research
firm found that devices running Googles OS accounted
for 66.2% of smartphone sales in Italy in March 2015,
compared with 17.5% for those running Apples iOS.
Surprisingly, Windows Phone devices accounted for
14.4% of the smartphone sales share for that month.
4G has seen very low adoption rates in the Netherlands.

According to a poll of mobile phone users in the
country conducted by Deloitte in July 2014, only 12% of
respondents had a 4G LTE subscription.
Mobile Phone Users in the Netherlands Who Have a
4G LTE Subscription, July 2014
% of respondents
Don't know
14%
Smartphone Sales Share in Italy, by OS,

% of total
Android
iOS
June 2012
54.6%
16.7%
Dec 2012
54.2%
23.1%
June 2013
70.7%
16.4%
Dec 2013
66.2%
June 2014
Windows
BlackBerry
Other
8.3%
5.5%
14.9%
12.7%
2.6%
7.4%
7.8%
2.5%
2.7%
12.8%
17.1%
1.8%
2.1%
75.9%
12.3%
10.1%
1.0%
0.7%
Dec 2014
67.3%
18.3%
12.7%
0.8%
0.9%
March 2015
66.2%
17.5%
14.4%
1.3%
0.7%

183848
Yes
12%
No
74%
Note: n=1,846 ages 18-75 who own or have access to a mobile

phone/smartphone
Source: Deloitte, "Global Mobile Consumer Survey 2014, The Pulse of the
Mobile Nation (The Dutch Perspective)" conducted by Ipsos MORI, Nov 18,
2014
190105
www.eMarketer.com

Telecom Italia Mobile (TIM) had the largest number of
mobile subscribers in Italy in Q1 2015, with 30.1 million.
Vodafone was next, with 25.2 million subscribers,
followed by Wind (21.4 million) and Three (10.0 million).
NETHERLANDS
With an 80.9% mobile phone user penetration rate in
2015, eMarketer estimates, the Netherlands represents
a relatively mature market that is similar to several others
in Western Europe. By 2019, 83.0% of the population will
use the devices regularly. The number of mobile phone
users, meanwhile, will increase only slightly, rising from
13.7 million to 14.3 million during that time.
The mobile internet user base, however, is expected to
increase by 3 million over the next four years, from
10.9 million in 2015 to 13.9 million in 2019. The growth
rate for mobile internet users will remain in the double
digits in 2015 and 2016, hitting 17.2% this year, before
falling to 2.1% in 2019.
eMarketer estimates that the number of smartphone
users in the Netherlands will see steady growth,
reaching 10.4 million individuals in 2015 and increasing
to 13.6 million by 2019.
www.eMarketer.com
Deloitte cited the wide availability of free Wi-Fi in the

Netherlands as the reason 4G service has not yet caught
on, finding that users there are willing to sacrifice the
faster speeds of cellular networks in order to cut costs.
But Deloitte also predicts that 4G adoption will increase
as 4G-capable devices become more affordable and
the cost of data packages associated with the faster
networks decreases.
According to data from Net Marketshare, Android and iOS
are in a battle for first place in terms of the dominant OS
on mobile devices and tablets combined. The research
firm found that Googles Android held 51.0% of the
smartphone and tablet market in June 2015, followed by
Apples iOS (40.8%), Java Platform, Micro Edition (3.2%),
Windows Phone (2.3%) and Symbian (1.4%).
In the Netherlands, KPN is the largest mobile service
provider, controlling 30% to 35% of connections in
Q4 2014, according to the Authority for Consumers &
Markets (ACM). Vodafone was responsible for 20% to
25% of connections during that time, while T-Mobile held
15% to 20%.
According to company filings for Q1 2015, KPN had
9.4 million subscribers as of that quarter, followed by
Vodafone (5.2 million) and T-Mobile (3.8 million).
NORWAY
Norways state-owned oil wealth has translated to a
well-heeled population with cash to spend on mobile
devices. Its no surprise, then, that the mobile phone
use in Norway is close to ubiquitous. In 2015, 87.1% of
the countrys population will use mobile phones, giving
Norway the highest penetration rate of all Western
European countries tracked by eMarketer. That figure will
grow very slightly by 2019 to 87.3%, with mobile phone
user growth projected at 1.3% in 2015 and just 1.0%
by 2019.
According to Stiftelsen Elektronikkbransjen, a
Norway-based electronic equipment trade group, mobile
phone sales fell by 12.5% between 2013 and 2014,
with a total of 2.1 million devices sold in the latter year.
Elektronikkbransjen accounted for this drop by noting
that the mobile phone market in Norway is now mature,
and most consumers have fully shifted from buying a
handset for the first time to just replacing one they own
already. Consumers who already own a mobile phone
wait an average of almost 2.5 years before buying a
replacement device.
In another sign of the slowing mobile phone market
in Norway, the Norwegian Communications Authority
(Nkom) reported that mobile phone connections in the
country had increased only 0.9% between 2013 and 2014,
to reach a total of 5.91 million.
Mobile Phone Connections in Norway, 2013 & 2014
5.86
5.91
(0.9%)
Smartphone user figures will increase as well. eMarketer

projects 3.5 million individuals in the country will use such
a device regularly by the end of 2015, a 13.3% increase
over 2014. By the end of the forecast period, smartphone
users will number 4.4 million, for a 2.6% increase year
over year, as the market approaches saturation.
Consumer purchases of smartphones also fell from
2.16 million in 2013 to 1.95 million in 2014, according
to Stiftelsen Elektronikkbransjen, again because most
consumers are no longer buying their first smartphone
but replacing an existing one.
In a demographic profile of smartphone users in the
country from Statistics Norway, those devices had the
highest penetration rate among mobile phone users
ages 16 to 19, at 97%. Overall smartphone adoption
was highest among the 13-to-44-year-old cohort, while
males used mobile phones at a slightly higher level than
did females.
Demographic Profile of Smartphone Users in Norway,
2014
% of mobile phone users in each group
Gender
Male
81%
Female
78%
Age
9-12
77%
13-15
94%
16-19
97%
20-24
95%
25-44
92%
45-66
67-79
Total
75%
31%
80%
Note: who have access to a smartphone at home

Source: Statistics Norway, "Norwegian media barometer 2014," April 14,
2015
188921
2013
2014
Note: includes active prepaid cards

Source: Norwegian Communications Authority (Nkom), "Det norske
markedet for elektroniske kommunikasjonstjenester," May 20, 2015
190277
www.eMarketer.com
However, the number of mobile internet users will

increase from 3.5 million in 2015 to 4.4 million in 2019,
eMarketer estimates, reaching 67.8% and 81.8% of the
population, respectively.
www.eMarketer.com
4G is now well established in Norway, so much so that

the countrys largest wireless carrier, Telenor, already has
plans to shut down its 3G network by 2020. In January
2015, Telenor reported that the number of 4G-capable
phones on its network had surpassed the number of 3G
phones for the first time, accounting for 42.7% to 3Gs
40.8%. 2G telephones made up 16.5% of devices on
Telenors network.
In terms of OS share, Apples iOS has proven to be

quite popular in Norway. According to data from TNS
Gallup Norway that measured internet session share
among all operating systemsincluding those running
on computers, tablets and mobile phoneson
Norwegian-language sites, iOS running on a phone led
mobile-specific operating systems with a 22% share.
Android running on a phone had a 14% share, while
Windows Phone commanded only a 1% share.
Internet Session Share in Norway, by OS, Dec 2014
% of total
Android (tablet)
2%
Windows Phone
1%
Other
1%
Mac OS
8%
Android (phone)
14%
Windows
36%
iOS (iPad)
16%
iOS (iPhone)
22%
Note: includes sessions from computers, tablets and mobile phones on

Norwegian-language websites only; 37% of sessions are from mobile
phones and 18% of sessions are from tablets
Source: TNS Gallup Norway, "rsrapport internettbruk 2014," Feb 12, 2015
190450
www.eMarketer.com
Telenor controlled the largest swath of the mobile service

market in its home country in 2014, at a 50.1% share,
according to Nkom. TeliaSonera held a 22.9% share,
followed by Network Norway (12.2%) and Tele2 (5.7%).
Mobile Phone Connection Share in Norway,
% of total
Tele2
5.7%
Network
Norway
12.2%
Other
9.0%
Telenor
50.1%
TeliaSonera
22.9%
Note: includes active prepaid cards; numbers may not add up to 100% due
to rounding
Source: Norwegian Communications Authority (Nkom), "Det norske
markedet for elektroniske kommunikasjonstjenester," May 20, 2015
190270
RUSSIA
Mobile phone adoption in Russia has stagnated,
increasing just 1.5% in 2015 and 0.2% by 2019. eMarketer
estimates that there will be 101.8 million mobile phone
users in Russia this year, with that figure increasing to
103.8 million in four years. Mobile phone penetration
will also remain relatively low, reaching 71.5% of the
population in 2015 and climbing to 73.1% by 2019.
Mobile internet use will see stronger growth, with users
numbering 57.8 million in 2015a 14.6% increase over
the prior year. eMarketer forecasts that mobile phone
internet users will increase to 76.0 million by 2019,
growing 3.7% year over year.
eMarketer projects that smartphone user growth in
Russia will be significantly stronger than that of mobile
phone growth, increasing by 18.7% in 2015, when
smartphone users in the country will total 53.8 million.
By 2019, we expect there will be 73.3 million smartphone
users in the country.
There are recent signs that the drop in oil prices has
affected the smartphone market in Russia, as has
the tough trade sanctions imposed on the country by
the US and the European Union in response to the
fighting in Ukraine, according to the IDC. The research
firm reported that consumers in Russia rushed to
purchase smartphones in late 2014 as the declining
value of the Russian ruble made imported devices
increasingly expensive.
4G devices have not made strong inroads in Russia.
According to data from Mobidia and Ovum, 4G LTE
connections totaled 5.6 million in the country in
December 2014, giving such connections a 2.3%
penetration rate among the population.
Figures from Cisco Systems reflected a similarly
dismal 4G market in Russia. Cisco estimated that 4G
connections made up only 2% of all mobile connections
in 2014, forecasting that that number would grow to 25%
by 2019. 4G data traffic accounted for 15% of all mobile
traffic in 2014, with Cisco projecting it would make up
60% of traffic by 2019.
www.eMarketer.com
According to company filings for Q1 2015, Telenor had

3.2 million mobile subscribers during that period, while
NetComs numbered 2.5 million. (Figures were not
available for Network Norway or Tele2).
Mobile Data and Device Metrics in Russia,

2014 & 2019
2014
2019
118.0
124.0
83%
88%
64
149
Mobile devices
20
2%
25%
768
10,756
57%
75%
9%
17%
31%
4%
49%
71%
15%
60%

Mobile data traffic

According to the IDC, Samsung had the largest share

of smartphone sales in Russia last year, at 6.04 million
units. This represented a large drop of 27.4% from the
previous year. Apple had a strong year, selling 3.25 million
smartphones, while Lenovo made incredible gains in the
country, selling 2.22 million devices, almost tripling its
sales since 2013.
Smartphones Sales in Russia, by Brand,
2013 & 2014
thousands of units and % change
2013
2014
Samsung
8,326
6,047
-27.4%
Apple
1,571
3,245
106.6%
Lenovo
% change
570
2,217
288.9%
Nokia
1,047
1,797
71.6%
Sony
1,075
1,586
47.5%
562
1,064
89.3%
LG
931
852
-8.5%
www.eMarketer.com
Other
4,733
10,666
125.4%
The high price of 4G-capable devices in Russia is probably

a large factor in dissuading consumers from purchasing
advanced handsets. According to JSon & Partners
Consulting, the average retail price of a smartphone sold
in 2014 was RUB8,300 ($215), but the average price of a
4G LTE-capable phone was RUB22,000 ($571).
Total
18,814
27,474
46.0%
185472
Mobile TeleSystems (MTS) tracked the average

smartphone price in Russia, finding that it was
RUB10,000 (US$260) in Q4 2014, a year-over-year
increase of 12%.
Average Smartphone Price in Russia,
Q4 2013 & Q4 2014
Russian rubles and % change
10,000
(12%)
8,010
HTC
Note: numbers may not add up to total due to rounding

Source: International Data Corporation (IDC), "Worldwide Mobile Phone
Tracker" as cited by Bloomberg Business; eMarketer calculations, Feb 16,
2015
189776
www.eMarketer.com
Friction between Russia and the West is also affecting

smartphone technology. Russian financial newspaper
RBC reported in May 2015 that Russias ministry of
communications has started a project to build a new
mobile operating system based on the open-source
Sailfish OS, developed by the Finnish company Jolla.
Russia hopes to remove the stranglehold that Googles
Android and Apples iOS has on the mobile OS market.
According to company filings, MTS is the largest mobile
service provider in Russia, with 74.5 million subscribers
in Q1 2015. MegaFon was next, with 66.3 million
subscribers, then VimpelComs Beeline brand with
55.7 million customers. (Tele2s Russian brand merged
with state-owned telecom Rostelecom in June 2014
to form a new company for which numbers are not
yet available.)
SPAIN
Q4 2013
Q4 2014
Source: Mobile TeleSystems (MTS), "Report on Mobile Retail in Russia, Q4

2014"; eMarketer calculations, May 1, 2015
190206
www.eMarketer.com
The number of mobile phone users in Spain will reach

39.6 million in 2015, increasing only slightly to 41.2 million
by 2019, eMarketer projects, reflecting how saturated
the mobile market in the country is. The mobile phone
user penetration rate will reach 82.2% in 2015 and remain
close to flat over the next four years, increasing to 83.0%
in 2019.
Mobile internet use will see more dramatic growth

over that period, however. eMarketer estimates that
the number of mobile phone internet users will climb
from 25.9 million in 2015 to 31.3 million by 2019. Mobile
internet usage among the countrys population will
increase from 53.8% to 63.1% over the same period.
Smartphone user growth will also be significant,
registering a 13.5% jump in 2015 before decreasing to
just 3.4% in 2019. eMarketer forecasts that the number
of smartphone users in Spain will hit 25.0 million in 2015
and increase to 30.5 million by 2019.
Kantar Worldpanel ComTech reported that Android led

Spains smartphone market in terms of OS share by
a wide margin, accounting for 89.9% of devices sold
in March 2015. Apples iOS was a very distant second
with 7.0%, followed by Windows Phone with 2.8% and
BlackBerry with 0.2%.
Smartphone Sales Share in Spain, by OS,
March 2014 & March 2015
% of total
Windows Phone
3.0%
iOS
7.6%
The status of 4G in Spain is something of a mixed bag,

with slow adoption but also some of the fastest 4G
networks in the world. The Cocktail Analysis surveyed
smartphone owners in Spain in October 2014 and found
that 22% of respondents were on 4G networkswell
below the 68% still on 3G.
Smartphone Owner Share in Spain, by Connection
Type, Oct 2014
% of respondents
Don't know/did not answer
7%
2G
3%
4G
22%
3G
68%
Note: n=964 ages 18-55 who own a smartphone with data connection
Source: The Cocktail Analysis, "Televidente 2.0 2014 VIII Oleada"
190248
www.eMarketer.com
According to data from Cisco Systems, 4G connections

constituted 11% of all mobile connections in Spain in
2014, although that figure was projected to grow to 45%
by 2019. Cisco also reported that the amount of mobile
data traffic conducted over 4G networks would rise from
31% to 81% over the same time period.
Other
0.8%
Windows Phone
2.8%
iOS
7.0%
Android
88.6%
March 2014
BlackBerry
0.2%
Other
0.1%
Android
89.9%
March 2015
Source: Kantar Worldpanel ComTech, May 18, 2015

190112
www.eMarketer.com
While there are four mobile operators that own their

own networksMovistar, Vodafone, Orange and Yoigo
Spains market is also well populated with mobile virtual
network operators (MVNOs), which lease spectrum from
the big players and sell service to customers, usually
at a discount. According to Comisin Nacional de los
Mercados y la Competencia (CNMC), Movistar is the
market leader in Spain, with 31.6% of connection share
in January 2015, followed by Orange (22.9%), Vodafone
(22.5%), MVNOs in the aggregate (16.3%) and Yoigo
(6.8%). The strong market presence of MVNOs in Spain
reflects a user base on the hunt for cheaper mobile
service plans.
OpenSignals The State of LTE report found that Spain

had the fastest 4G LTE speeds out of all the markets
it measured, averaging 18 megabits per second for
downloads between November 2014 and January
2015. However, it should be noted that OpenSignals
methodology excluded some service providers deemed
to be too small to accurately represent a real-world
experience by a user.
Mobile Connection Share in Spain, by Service

Provider, Jan 2015
% of total
Smartphone User Penetration in Sweden, 2010-2014

% of population
73%
67%
Yoigo
6.8%
MVNO*
16.3%
Vodafone
22.5%
54%
Movistar
31.6%
36%
Orange
22.9%
14%
Note: numbers may not add up to 100% due to rounding; *mobile virtual
network operator
Source: Comisin Nacional de los Mercados y la Competencia (CNMC) as
cited in company blog, April 28, 2015
190409
www.eMarketer.com

Movistar had 17.4 million subscribers in Q1 2015, followed
by Vodafone (14.2 million), Orange (12.8 million) and Yoigo
(3.5 million).
CNMC also found that in March 2015, about 72% of all
mobile contracts in Spain were postpaid, with prepaid
contracts making up the remainder of the 50.34 million
total mobile contracts in the country.
SWEDEN
Swedens mobile phone market is highly mature.
eMarketer estimates that 80.9% of the countrys
population, or 7.9 million people, will be mobile phone
users in 2015, increasing to 82.6% by 2019 when users
will number 8.4 million.
Mobile internet users will increase by 11.3% in 2015,
reaching 6.1 million individuals. The strong annual growth
rate will begin to peter out over the forecast period,
however, falling to 4.1% by 2019, when there will be
8.0 million mobile internet users in Sweden.
Smartphone user numbers in Sweden will also climb over
the forecast period. eMarketer estimates that between
2015 and 2019, the number of people who own such
a device will increase from 6.0 million to 7.9 million.
Smartphone penetration will also rise over that period,
from 61.5% to 78.5% among the overall population.
The media research institute Nordicom reported higher
figures for smartphone penetration in Sweden, although
it measured the statistic somewhat differently, estimating
that 73% of the countrys population had access to such a
device in their home.
2010
2011
2012
2013
2014
Note: ages 9-79 who have access to a smartphone at home

Source: Nordicom, "Nordicom-Sveriges Mediebarometer 2014," June 3,
2015
177974
www.eMarketer.com
4G networks have seen a fair amount of growth recently.

According to the Swedish Post and Telecom Authority
(PTS), the number of 4G LTE mobile connections in the
country jumped from 1.5 million in 2013 to 4.1 million in
2014, a 164% increase. (It should be noted that there was
possible overlap between the 3G and 4G LTE connections
recorded by PTS due to the use of both networks by
consumers on one subscription plan.)
Mobile Connections in Sweden, by Type, 2013 & 2014
2013
2014
11.0
11.1
3.2
3.3
3%
14.2
14.4
2%
3G*
9.8
11.0
12%
4G (LTE)**
1.5
4.1
164%
Mobile broadband as a standalone service
2.2
2.2
1%
Mobile broadband as an additional service
5.6
6.3
13%
Private
Corporate
Total
% change
1%
Of which:
Note: numbers may not add up to total due to rounding; *active

UMTS/CDMA 2000 subscriptions; **overlap may occur between 3G and 4G
(LTE) connections due to multiple network usage within subscriptions
Source: Swedish Post and Telecom Authority (PTS), "Svensk Telemarknad
2014," May 25, 2015
190483
www.eMarketer.com
Cisco Systems reported that 4G connections in Sweden

accounted for 19% of all mobile connections in 2014, and
that the figure was expected to grow to 51% by 2019.
Cisco also found that 39% of all mobile traffic traveled
over a 4G network in 2014, and projected that 85% of
mobile traffic would do so by 2019.
Mobile Data and Device Metrics in Sweden,

2014 & 2019
2014
2019
8.4
9.0
87%
90%
10
19%
51%
3,783
14,251
Mobile Phone Subscription Share in Sweden,

% of total
Mobile devices
Hi3G Access
12.5%
62%
66%
7%
24%
31%
7%
59%
76%
39%
85%

185474
www.eMarketer.com
According to social media marketing agency Buzzador,

smartphone penetration in Sweden was high across all
age cohorts. In fact, it was at 98% for those ages 16 to
44, dropping to 95% for the 45-to-54-year-old group and
88% for those ages 55 to 65.
Smartphone Owner Penetration in Sweden, by Age,
Feb 2015
% of internet users in each group
16-24
98%
25-34
98%
35-44
98%
45-54
95%
55-65
88%
Total
95%
TeliaSonera
37.4%
Telenor
17.4%
Mobile data
Other
5.2%
Tele2
27.6%
Note: includes data subscriptions and mobile voice; excludes

machine-to-machine (M2M) subscriptions; numbers may not add up to
100% due to rounding
Source: Swedish Post and Telecom Authority (PTS), "Svensk Telemarknad
2014," May 25, 2015
190484
www.eMarketer.com
According to company filings, TeliaSonera had

6.1 million mobile subscribers in Q1 2015, while Tele2
had 3.6 million and Telenor had 2.5 million. Three had
1.9 million subscribers as of 2014.
UK
Growth of mobile phone use in the UK will slow to 1.6%
this year, eMarketer estimates, reflecting the maturation
of the market. The UK will have 52.0 million mobile phone
users in 2015, a figure expected to climb only slightly to
54.9 million by 2019.
UK Mobile Phone Users and Penetration, 2014-2019
millions, % change and % of population
51.2
52.0
52.8
53.5
54.2
54.9
79.2%
79.9%
80.4%
80.8%
81.2%
81.6%
1.6%
1.6%
1.5%
1.3%
1.3%
1.2%
2014
2015
2016
2017
2018
2019
Note: n=19,832
Source: Buzzador, "BuzzadorINDEX 2015," March 17, 2015
189031
www.eMarketer.com
There are four carriers with a significant presence in

Swedens mobile service provider market. According to
PTS, TeliaSonera held 37.4% of mobile connections in
2014, followed by Tele2 (27.6%), Telenor (17.4%) and Hi3G
Access (12.5%).
Mobile phone users
% change
% of population
Note: individuals who own at least one mobile phone and use the phone(s)
at least once per month
192649
www.eMarketer.com
Mobile phone internet use will see higher growth rates.

internet users in the UK will hit 38.7 million in 2015,
increasing 8.4% over the previous year. By 2019, mobile
phone internet users will number 47.3 million, but the
annual growth rate will decline to 2.6%.
UK 4G LTE Mobile Connection Penetration, 2014-2018

% of total mobile connections
66.5%
58.6%
48.6%
36.7%
UK Mobile Phone Internet Users and Penetration,

2014-2019
2014
2015
2016
2017
2018
2019
35.7
38.7
41.8
44.4
46.1
47.3
% change
13.7%
8.4%
7.9%
6.3%
3.8%
2.6%
69.7% 74.4% 79.1% 83.0% 85.0% 86.2%
% of population
55.2% 59.4% 63.6% 67.1% 69.1% 70.3%
Mobile phone internet

users (millions)
Note: mobile phone users of any age who access the internet via mobile
phone (browser or app) at least once per month; use of SMS/MMS is not
considered mobile internet access
192653
www.eMarketer.com
In 2015, the number of smartphone users will reach

38.3 million individuals, or 58.7% of the UKs population,
eMarketer estimates. While the penetration rate of
smartphones will remain comparatively low for a
developed market, it will rise to 69.6% by 2019.
UK Smartphone Users and Penetration, 2014-2019
22.6%
2014
2015
2016
2017
2018
Source: 451 Research, "Mobile Broadband Forecast," Dec 2014 as cited in

company blog, Feb 13, 2015
185655
www.eMarketer.com
Cisco Systems reported that 4G penetration was slightly

lower in 2014, at 17% of total mobile connections, and
was only expected to reach 44% by 2019. However,
according to Cisco, 42% of mobile data traffic traveled
over 4G networks last year, with that figure estimated to
reach 88% in five years time. In findings from Mobidia
and Ovum, 4G LTE connections in the UK numbered
16.4 million at the end of 2014, giving them a 20.3%
penetration rate among the overall population.
2014 2015 2016 2017 2018 2019

35.1
38.3
41.4
44.0
45.7
46.8
% change
13.8%
9.0%
8.0%
6.4%
3.8%
2.6%
68.6% 73.6% 78.3% 82.2% 84.2% 85.4%
% of population
54.3% 58.7% 62.9% 66.4% 68.4% 69.6%
192662
www.eMarketer.com
4G coverage in the UK has increased steadily, according

to data from the Office of Communications (Ofcom)
UK. In its April 2015 Measuring mobile broadband
performance in the UK report, the government agency
found that 4G coverage areas offered by three service
providersEE, O2 and Vodafonehad all improved
substantially between June 2014 and March 2015.
Samsung remains the most popular mobile brand in the

UK, but Apple has a significant presence in the market.
According to data from comScore MobiLens, Samsung
phones accounted for 29.4% of mobile phones used in
the UK in the three-month period preceding March 2015.
Apple was next with 25.4% of the market, followed by
Nokia (16.2%), Sony (7.1%), HTC (5.7%), Motorola (3.4%),
LG (2.4%) and BlackBerry (2.2%). However, it should be
noted that Apples market presence reflects how popular
its iPhone is among those in the UK, while Samsungs
position also reflects the popularity of its feature phones
as well as its smartphones.
According to 451 Research, 22.6% of mobile connections

in the UK were of the 4G LTE variety last year. That
percentage is expected to increase to around two-thirds
of mobile connections by 2018.
UK Mobile Phone User Share, by Brand, March 2015

% of total
Samsung
29.4%
Apple
16.2%
Sony
7.1%
HTC
5.7%
3.4%
Motorola
2.4%
2.2%
BlackBerry
Other
iOS
June 2012
57.2%
25.3%
Dec 2012
54.4%
32.4%
June 2013
55.2%
Dec 2013
Windows
BlackBerry
Other
4.5%
10.6%
2.3%
5.9%
6.4%
0.9%
31.1%
9.2%
3.5%
0.9%
54.9%
29.9%
11.3%
3.2%
0.6%
June 2014
60.6%
28.5%
9.6%
1.1%
0.2%
Dec 2014
50.5%
42.0%
6.6%
0.8%
0.1%
March 2015
52.9%
38.1%
8.0%
0.7%
0.3%

8.2%
183843
Note: 3-month average for period ending March 2015

Source: comScore MobiLens as cited in Newsworks, "Newsbrands and
mobile phones," May 15, 2015
190139
www.eMarketer.com
In terms of OS share, Googles Android is the market

leader. eMarketer forecasts that there will be 21.5 million
Android users in the UK in 2015, accounting for 56.2%
of the market. Smartphones running iOS will number
12.3 million this year, with a market share of 32.2%. The
market shares of both Android and iOS are expected
to remain static over the forecast period, as is that of
Windows Phone, while BlackBerry will lose share.
2014
Android
2015
2016
EE
30.7%
O2
Tesco
Other
19.6
21.5
23.3
24.9
9.6%
8.4%
6.7%
% of total
55.9%
56.2%
56.4%
56.6%
10.8
12.3
13.4
14.3
% change
26.0%
14.0%
8.7%
7.0%
% of total
30.8%
32.2%
32.4%
32.6%
2.8
3.3
3.6
3.9
% change
21.3%
15.8%
10.6%
8.8%
% of total
8.0%
8.5%
8.7%
8.9%
BlackBerry
1.3
0.7
0.6
0.4
% change
-47.4%
-44.0%
-20.4%
-31.6%
% of total
3.7%
1.9%
1.4%
0.9%
0.6
0.5
0.5
0.4
% change
-46.5%
-18.3%
-1.0%
-3.3%
% of total
1.6%
1.2%
1.1%
1.0%
Other
UK Mobile Phone User Share, by Service Provider,

March 2015
% of total
2017
19.3%
Windows Phone
UK mobile phone users have a fair number of mobile

service providers to choose from. According to comScore
MobiLens, EE controlled 30.7% of the mobile phone
market in the UK during Q1 2015, followed by O2 (22.3%),
Vodafone (19.0%), Three (10.4%) and Tesco (8.0%).
22.3%
19.0%
Three
% change
iOS
www.eMarketer.com
Vodafone
UK Smartphone Users, by OS, 2014-2017

millions, % change and % of total
192689
Android
25.4%
Nokia
LG
Smartphone Sales Share in Great Britain, by OS,

% of total
www.eMarketer.com
Data from Kantar Worldpanel ComTech similarly found

that Android devices were prominent in the UK. Googles
OS was installed on 52.9% of smartphones sold in March
2015, compared with 38.1% for iOS. Windows Phone
was on 8.0% of devices, while BlackBerry was found on
just 0.7%.
10.4%
8.0%
9.6%
Note: 3-month average for period ending March 2015

Source: comScore MobiLens as cited in Newsworks, "Newsbrands and
mobile phones," May 15, 2015
190175
www.eMarketer.com
According to company filings, EE had 24.3 million mobile

subscribers as of Q1 2015, while O2 had 17.5 million for
the quarter and Vodafone had 18.4 million. Three had
10.3 million subscribers as of late 2014, the most recent
period for which data was available.
The telecom sector in the UK is in the middle of a wave
of consolidation. In January 2015, Three announced it was
in talks to purchase the UK subsidiary of O2 from the
Spanish telecom Telefonica. In addition, BT announced
its plan to purchase EE in February 2015. By expanding,
the telecoms hope to be able to offer customers a
range of servicessuch as traditional TV, landlines, fixed
broadband and wireless servicefrom one company in
order to offset declining revenues from a maturing sector
with little growth.
LATIN AMERICA
Mobile phone use is gaining across Latin America,
thanks to a drop in the costs associated with owning
and using a mobile device. eMarketer projects that
the regions mobile phone user base will grow to
396.6 million in 2015 and reach 430.7 million by the
end of 2019. Mobile phone penetration among the
regions population will also climb, from 64.7% in
2015 to 67.7% in 2019.
Mobile Phone Users and Penetration in Latin America,
2013
2014
2015
2016
2017
2018
2019

Brazil
121.6
126.6
130.3
133.5
136.5
139.2
141.6
Mexico
74.4
78.2
81.3
83.5
85.6
87.4
89.2
Colombia
30.8
31.7
32.4
33.0
33.7
34.3
34.9
Argentina
29.4
30.0
30.7
31.3
31.9
32.4
32.9
Peru
16.6
17.7
18.5
19.0
19.6
20.0
20.4
Chile
12.4
12.6
12.8
13.0
13.2
13.4
13.5
Other
Latin America
85.4
88.3
90.6
92.8
94.7
96.6
98.3
370.5
385.1
396.6
406.2
415.2
423.3
430.7

Chile
72.2%
72.8%
73.3%
73.9%
74.3%
74.6%
74.9%
Argentina
68.9%
69.7%
70.6%
71.4%
72.0%
72.5%
73.0%
Colombia
67.3%
68.6%
69.3%
70.0%
70.6%
71.2%
71.7%
Mexico
62.8%
65.3%
67.2%
68.3%
69.3%
70.1%
70.8%
Brazil
60.5%
62.5%
63.8%
64.9%
65.8%
66.7%
67.3%
Peru
55.7%
58.6%
60.7%
61.9%
63.0%
63.8%
64.4%
Other
58.5%
59.7%
60.6%
61.3%
61.9%
62.4%
62.8%
Latin America 61.7% 63.4% 64.7% 65.6% 66.5% 67.1% 67.7%

due to rounding
187826
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The number of mobile connections in Latin America has

also increased, driven by the popularity of multiple SIM
ownership, by which users employ several active SIM
cards to take advantage of price competition among
service providers.
Smartphone use will see substantially sharper growth

rates, a reflection of the trading up of feature phones for
devices with touchscreens running advanced operating
systems, in particular Googles Android and Apples iOS.
eMarketer estimates that smartphone users will number
155.9 million in 2015 and increase to 245.6 million by
2019. The penetration rate of smartphones among
mobile phone users in Latin America will break the 50%
mark in 2018 and increase to 57.0% by the end of the
forecast period.
Smartphone Users and Penetration in Latin America,
2014
2015
2016
2017
2018
2019

Brazil
39.7
49.1
57.8
65.8
72.5
77.6
Mexico
31.3
38.5
45.2
51.7
57.9
62.4
Colombia
14.4
16.7
19.0
20.9
22.6
24.3
Argentina
11.0
13.3
15.5
16.9
18.3
19.8
Chile
6.3
7.1
7.9
8.7
9.3
9.8
Peru
5.1
6.2
7.3
8.3
9.3
10.1
Other
Latin America
19.8
25.0
29.7
34.0
38.1
41.5
127.6
155.9
182.4
206.3
228.0
245.6

Chile
49.7%
55.5%
60.9%
65.7%
69.7%
72.8%
Colombia
45.3%
51.4%
57.4%
62.1%
66.0%
69.7%
Mexico
40.1%
47.4%
54.1%
60.4%
66.2%
70.0%
Argentina
36.7%
43.5%
49.3%
53.0%
56.7%
60.2%
Brazil
31.3%
37.6%
43.3%
48.2%
52.0%
54.8%
Peru
28.7%
33.5%
38.2%
42.5%
46.5%
49.7%
Other
22.4%
27.6%
32.0%
35.9%
39.5%
42.3%
Latin America
33.1%
39.3%
44.9%
49.7%
53.9%
57.0%
193868
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Smartphones are providing many consumers in the region

with their first access to the internet, but a perhaps more
radical change will occur once faster 3G and 4G networks
become more common in the region, displacing slower
2G networks. The GSMA, a trade group composed
of mobile operators, estimates that 80% of mobile
connections will run over 3G or 4G networks by 2020.
However, 4G has a long way to go before achieving any
susbstantial penetrationthe GSMA estimates that 4G
connections accounted for just slightly more than 1.0% of
total connections in the region as of September 2014.
These faster networks will result in increased data
consumption, fueling the demand for new online mobile
services and content.
ARGENTINA
Due to its smaller population, Argentina has a smaller
mobile market in absolute terms than either Brazil or
Mexico. However, the mobile phone penetration rate in
Argentina exceeds that found in both of those countries, a
clear sign of a more advanced mobile market. eMarketer
users in 2015, giving the devices a penetration rate of
70.6% among the overall population. Mobile phone users
will number 32.9 million by 2019, when the penetration
rate will be 73%, reflecting a slowdown in growth found
in maturing markets.
Mobile Phone Sales Share in Argentina, by Type,

2010-2014
% of total
2010
72%
Smartphones, however, remain a bright spot for the

mobile market. The devices will see a higher growth
rate over eMarketers forecast period, with the number
of smartphone users in Argentina increasing from
13.3 million in 2015 to 19.8 million in 2019. The penetration
rate of smartphones among mobile phone users will also
increase from 43.5% to 60.2% over that time period.
Feature phones constituted a very small share of total
mobile phone sales in Argentina in 2014, according to
Carrier y Asociados. The firm reported that 84% of
mobile phones sold that year were smartphones. Only
7% of the phones sold were feature phones, while 9%
were so-called socialphones, which run basic versions
of social networking and messaging apps but lack the
computer-like functions of a smartphone.
14%
2011
41%
33%
26%
2012
23%
35%
41%
2013
16%
2014
7%
28%
56%
9%
84%
Feature phone*
There are other signs, too, of a slowdown in mobile

device uptake in Argentina. In March 2015, Carrier y
Asociados reported that the number of mobile phones
shipped in the country had fallen from 13 million units in
2013 to 11.4 million units in 2014, a 12% decline.
14%
Socialphone**
Smartphone
Note: numbers may not add up to 100% due to rounding; *devices enabled
for voice calling and SMS only; **devices that can run basic versions of
social networks and instant messaging apps but do not have the
computer-like functions of a smartphone
Source: Carrier y Asociados, "Mercado celular argentino 2015" as cited in
company newsletter, March 27, 2015
188973
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According to Carrier y Asociados, the number of

socialphones and feature phones sold in 2014 dropped
68% from the previous year, while smartphone sales
increased by 31% over the same period. The firm also
reported that 9.6 million smartphones were sold in
Argentina in 2014.
Despite signs that smartphone adoption in Argentina
is continuing apace, the country remains largely stuck
on 3G connections. In January 2015 polling conducted
by Internet Media Services (IMS) and comScore, 84%
of smartphone owners in the country used 3G internet
connections, while only 9% used a 4G network to
get online. This was the lowest percentage among
respondents in the countries polled.
Internet Connection Types Used by Smartphone
Owners in Select Countries in Latin America, Jan 2015
% of respondents
Wi-Fi
3G
4G
Other
Don't
know
Argentina
84%
84%
9%
2%
Mexico
82%
57%
31%
1%
1%
Brazil
81%
65%
19%
1%
<1%
Chile
74%
71%
27%
1%
<1%
Peru
74%
60%
36%
1%
1%
Colombia
74%
56%
41%
1%
1%
Latin America
80%
65%
23%
1%
1%
1%
Note: on their smartphone

Source: Internet Media Services (IMS) and comScore Inc., "IMS Mobile in
Latam," March 25, 2015
188424
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However, mobile service operators have started building

out the infrastructure to support 4G connections in
Argentina, following airwave auctions by the government
that allocated spectrum for that purpose. The adoption of
4G will take some time though. Cisco Systems estimates
that 4G connections will make up only 10% of all mobile
connections by 2019, when 36% of all mobile data traffic
will be conducted over 4G.
Claro had 21.9 million subscribers in Argentina, Paraguay
and Uruguay combined in Q1 2015. Movistar, meanwhile,
had 19.8 million subscribers in Argentina during that
quarter, while Personal had 19.3 million subscribers.
BRAZIL
Brazil has experienced significant growth in its middle
class in recent years, a phenomenon that has translated
to an increase in mobile phone adoption. eMarketer
users in Brazil in 2015, giving it the largest population
of mobile phone users in Latin America. However, the
mobile phone penetration rate in the country will remain
relatively low, reaching 63.8% in 2015, therefore trailing
Chile (73.3%), Argentina (70.6%), Colombia (69.3%) and
Mexico (67.2%). eMarketer projects that 67.3% of the
population in Brazil, or 141.6 million people, will be mobile
phone users by 2019.
Smartphone use in Brazil will see stronger growth
through the forecast period, with eMarketer projecting
that users of the devices will grow from 49.1 million in
2015 to 77.6 million in 2019. During that time, smartphone
penetration among mobile phone users will increase from
37.6% to 54.8%
Cost savings is clearly an important factor for the majority
of mobile phone users in Brazil. In a survey of mobile
phone users conducted by Acision in September 2014,
72% of respondents said they relied on a prepaid service
plan with a rechargeable card, while 17% had a postpaid
plan. Another 11% had some mix of the twoin other
words a fixed plan that could be supplemented with
additional payments.
Acisions survey also found that almost half of mobile
phone users in Brazil owned more than one SIM card,
a practice that allows them to take advantage of the
cheapest deals offered by competing wireless carriers in
the market.
Number of SIM Cards Owned by Mobile Phone Users

in Brazil, by Device Type, Sep 2014
% of total
2%
Smartphone
53%
40% 5%
Feature phone
45%
45% 5% 5%
2%
Total
52%
1
41% 5%
More than 3

Source: Acision, "Monitor Acision de VAS Mvel, 12th edition," Sep 1, 2014
182354
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The emergence of cheaper devices and declining prices

for service plans will drive smartphone adoption in
Brazil. As in many other markets, an increased demand
for data-intensive mobile device users, such as video
viewing, will contribute to increased appetites for
mobile broadband.
Despite residents clamoring for faster network speeds,
4G remains in the early stages of adoption in Brazil.
According to data from Telebrasil (the Associao
Brasileira de Telecomunicaes), there were 7.8 million
4G mobile broadband connections in the country as
of January 2015, while 3G connections numbered
165.2 million.
Mobile Broadband Connections in Brazil, 3G vs. 4G,
Jan 2015
millions
4G
7.8
3G
165.2
Note: total mobile broadband connections=173 million

Source: Associao Brasileira de Telecomunicaes (TELEBRASIL) as cited in
press release; eMarketer calculations, March 13, 2015
188816
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According to 451 Research, 4G LTE mobile connections in

Brazil will see strong growth over the next few years. The
firm projects that 4G LTE connections number 9.9 million
in 2015, with that number set to more than triple to
35.8 million by 2018.
4G LTE Mobile Connections in Brazil, 2014-2018

millions
35.8
Similarly, IMS/comScore data found that 82% of

smartphone owners polled in January 2015 had a device
running Android. However, their poll also showed that
Apples iOS had a more substantial footprint in Brazil,
used by 16% of respondents.
26.6
17.7
9.9
4.3
2014
2015
2016
2017
2018
Source: 451 Research, "Mobile Broadband Forecast," Sep 2014 as cited in

company blog, Nov 13, 2014
182236
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Googles Android operating system is the clear market

leader in Brazil, making up 89.6% of smartphones in Q1
2015, according to data from Kantar Worldpanel. Windows
Phone was second, accounting for 6.3% of smartphones,
while iOS ran on 3.3% of devices. Windows Phone
appears to be benefiting from the lower prices of devices
on which it is usually installed, allowing it to edge out
more expensive Apple devices. In fact, Brazil is one of
the strongest markets for phones running Windows:
The IDC reported that the number of devices running
Microsofts OS sold in Brazil in Q3 2014 had outnumbered
the number of iOS devices purchased during the
same period.
Smartphone Sales Share in Brazil, by OS,
March 2014 & March 2015
% of total
iOS
3.0%
BlackBerry
1.5%
BlackBerry
0.2%
iOS
3.3%
Other
2.5%
Other
0.7%
Windows
6.3%
Windows
5.5%
Android
87.6%
Android
89.6%
March 2014
March 2015
The domination of Android in Brazil is related to the

popularity of devices by manufacturers that have paired
with Google to offer the OS on their smartphones. In
September 2014, Acision polled adult mobile phone users
in Brazil and found that 42% of smartphone owners
had a Samsung. Fifteen percent of respondents owned
a Motorola or LG devices, while Nokia owners made
up 12% of those polled. Apple accounted for 7% of
smartphones, while Sony made up 5%.
Mobile Phone Users in Brazil, by Device Type and
Brand, Sep 2014
% of total
Smartphone
42%
Feature phone
24%
15%
24%
15%
8%
12% 7% 5% 4%
31% 1%
12%
Total
39%
Samsung
LG
Motorola
17%
Nokia
14%
Apple
15% 5% 4% 6%
Sony
Other

Source: Acision, "Monitor Acision de VAS Mvel, 12th edition," Sep 1, 2014
182353
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When it came to feature phones, Samsung had a

significantly smaller percentage. For both Samsung and
LG devices, 24% of the poll respondents who had a
feature phone had those device types, trailing the 31%
who had Nokia.
According to company filings, Vivo had 81.9 million
subscribers in Brazil in Q1 2015. The Brazil subsidiary of
Telecom Italia Mobile (TIM) had 75.7 million subscribers
that quarter, while Claro had 71.9 million. Oi had
50.4 subscribers.

Source: Kantar Worldpanel ComTech, May 27, 2015
190519
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MEXICO
Mexico trails markets like Argentina, Brazil and the US
in terms of mobile connection penetration, but telecom
reforms enacted in the past two years have been aimed
at eliminating that disparity by increasing mobile phone
adoption growth. Amrica Mvil, the countrys dominant
service provider, has effectively been made to open its
infrastructure to other providers, stimulating competition
and resulting in reduced prices for users. However, while
the cost of data plans and devices in Mexico is relatively
low compared with other countries, their costs still put
them out of reach for a significant chunk of people in a
country where about half of the population lives below
the poverty line. Those costs, along with a lack of access
to banking, have served as impediments to the wider
adoption of smartphones in Mexico.
phone users in the country in 2015, reaching 67.2% of the
overall population. But the country represents a maturing
market with slowing growth; the total number of mobile
phone users has seen a single-digit annual growth
rate since 2013. The number of mobile phone users is
projected to total 89.2 million by 2019.
Forecasting numbers for smartphones in Mexico show
a much higher growth rate, remaining in the double
digits through 2018. eMarketer projects that 38.5 million
individuals, or almost one-third (31.8%) of the countrys
population, will be smartphone users in 2015.
62.4
57.9
51.7
45.2
38.5
22.9
31.3
37.2%
26.2%
19.3%
2013
31.8%
37.0%
17.3%
22.9%
2014
Smartphone users
2015
2016
41.9%
14.5%
2017
% change
Smartphone User Share in Mexico, by Brand, Q4 2014

% of total
Samsung
46.4%
11.8%
2018
49.6%
7.9%
2019
26.1%
LG
15.0%
Apple
14.9%
Motorola
10.0%
Nokia
10.0%
Alcatel
6.8%
Sony
6.3%
4.3%
BlackBerry
1.6%
Huawei
1.6%
ZTE
Other
3.5%

Source: The Competitive Intelligence Unit as cited in press release, Feb 23,
2015
186218
Smartphone Users in Mexico, 2013-2019

45.7%
Samsung has been able to capitalize in Mexico by

appealing to consumers with devices that range from
affordable to top-tier flagship level. According to data from
The Competitive Intelligence Unit (CIU), Samsung was
the top smartphone manufacturer by user share in Q4
2014. LG, another manufacturer with budget-conscious
product offerings, was second with 15.0%, slightly ahead
of Apples 14.9% share. BlackBerry, once a powerhouse
in Mexico, was in eighth place with a 4.3% market share.
Chinese smartphone manufacturers Huawei and ZTE
also ranked near the bottom of the list, an indicator that
these low-cost manufacturers have gained a toehold in
the market.
www.eMarketer.com
As in most emerging markets, Googles Android

mobile operating system is the overwhelming market
leader. Androids dominance is a result of the fact that
it is effectively free for OEMs to preinstall on devices
and is often found on low-cost devices. According to
comScore and Internet Media Services (IMS), 74% of
smartphone owners in Mexico surveyed in January 2015
had devices running Android. Apples iOS was used by
26% of respondents, and BlackBerrys OS was used
by 6% of those polled. (BlackBerry, once a dominant
player in Mexico thanks to a strong secondhand market
for devices, has seen its fortunes decline sharply in
the country.)
% of population
Source: eMarketer, April 2015
187803
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Data from Yahoo backed up Androids strong presence in

the market. According to October 2014 findings, 67.6%
of the smartphone audience on Yahoo properties were
Android users. Again, iOS took the second spot, with
22.9% of user share. Windows Phone OS had captured
6.5% of user share, followed by BlackBerry (1.7%).
Mobile Data and Device Metrics in Mexico,

2014 & 2019
2014
2019
81.5
95.7
66%
73%
30
73
Mobile devices
Smartphone User Share in Mexico, by OS, Oct 2014

% of total smartphone audience on Yahoo properties
Windows Phone
6.5%
BlackBerry
1.7%
iOS
22.9%
1%
22%
353
4,194
68%
66%
9%
26%
19%
5%
50%
72%
8%
55%

Mobile data
Android
67.6%

Note: represents activity on Yahoo properties, broader industry metrics

may vary; numbers may not add up to 100% due to rounding
Source: Yahoo, "Mobile Web Mexico Audience Q4 2014," March 5, 2015
186918
www.eMarketer.com
A separate study conducted by comScore in December

2014 found that 80.8% of smartphone traffic in Mexico
was on an Android device. More surprising is that iOS
was responsible for only 10.6% of smartphone traffic
in the country, as Apple devices are known for driving
mobile traffic. However, Apple remained ahead of the
4.6% of traffic that came via Windows mobile OS.
Mexico, like most markets in Latin America, trails more
developed markets in the prevalence of 4G connections.
According to Cisco Systems, only 1% of mobile
connections in Mexico last year were 4G. However, Cisco
predicts that the country is on the cusp of strong growth
in 4G connections, estimating that they will make up
22% of all mobile connections by 2019. Similarly, Cisco
estimates that the percent of total mobile data traffic that
travels over 4G networks will increase from 8% in 2014 to
55% in 2019.
185457
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Data from Mobidia and Ovum tracking 4G LTE mobile

connections and penetration in 15 different countries
placed Mexico at the bottom of the list, with 600,000
such connections in December 2014. In comparison,
Brazil had 5.3 million 4G LTE connections, while Colombia
had 1.7 million. The research also found that the mobile
penetration rate of 4G LTE connections among the overall
population in Mexico was very low, at 0.6%.
Mobile phone users in Mexico opt for prepaid plans
in much greater numbers than those who enroll in
postpaid plans. That makes sense given the high cost
of data plansprepaid plans are generally cheaper and
offer users greater flexibility, which are both factors
that would appeal strongly to Mexicos growing middle
class. September 2014 data from the Instituto Federal
de Telecomunicaciones (IFT) Mexico found that 85.0%
of mobile connections in the country were prepaid, with
postpaid making up the remaining 15.0%.
Mobile Connections in Mexico, by Service Provider

and Plan Type, Sep 2014
% of total
Connections (millions)
Connections
Share of connections
Prepaid
Mobile Connections in Mexico, by Service Provider,

Sep 2014
millions and % of total
Postpaid
% of total
Telcel
70.5
69.0%
Telefnica
21.3
20.8%
Unefn
5.0
4.9%
3.6%
Telcel
60.7
69.9%
86.1%
9.8
63.8%
13.9%
Iusacell*
3.6
Telefnica
19.7
22.7%
92.7%
1.5
10.1%
7.3%
Nextel*
1.8
1.8%
Unefn
4.6
5.3%
92.4%
0.4
2.5%
7.6%
Total
102.2
100.0%
Iusacell*
1.8
2.0%
48.2%
1.9
12.3%
51.8%
Nextel*
0.1
0.1%
3.4%
1.7
11.3%
96.6%
86.8
100.0%
85.0%
15.3
100.0%
15.0%
Total
Note: numbers may not add up to total due to rounding; *have since been
acquired by AT&T
Source: Instituto Federal de Telecomunicaciones (IFT) - Mexico, "Informe
Estadistico 3 Trimestre 2014"; eMarketer calculations, March 25, 2015
188396
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Mobile phone users in Mexico also sidestep costs

associated with data plans by taking advantage of both
paid and free Wi-Fi networks when available. According to
the Interactive Advertising Bureau Mxico (IAB Mxico)
and Millward Brown, 83% of mobile internet users polled
in December 2014 used a paid Wi-Fi connection to access
the internet via a mobile device, a category that also
included tablets. Almost three in 10 respondents used a
public Wi-Fi connection.
Note: numbers may not add up to 100% due to rounding; *have since been
acquired by AT&T
Source: Instituto Federal de Telecomunicaciones (IFT) - Mexico, "Informe
Estadistico 3 Trimestre 2014," March 25, 2015
188395
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According to company filings, Telcel had 73.3 million

subscribers in Q1 2015, while Movistar had 22.5 million
subscribers.
Connection Types Used to Access the Internet*

Among Mobile Internet Users in Mexico, Dec 2014
% of respondents
Paid Wi-Fi connection
83%
32%
28%
18%
Postpaid mobile data plan
Public Wi-Fi connection
Prepaid mobile data plan
Note: ages 13-70; *via mobile device

Source: Interactive Advertising Bureau Mxico (IAB Mxico) and Millward
Brown, "Estudio de Consumo de Medios y Dispositivos Entre Internautas
Mexicanos," March 10, 2015
187288
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Mexico has something close to a duopoly in terms of

mobile service providers. The Amrica Mvil-owned
Telcel and the Mexican subsidiary of Spanish telecom
Telefnica, Movistar, control 79.8% of the market
between them, according to September 2014 data from
the IFT. Unefn provided 4.9% of mobile connections,
while lusacell and Nextelboth of which were acquired
by AT&T in H1 2015rounded out the list of the top five
mobile service providers in Mexico.
THE MIDDLE EAST AND AFRICA
Smartphone Users and Penetration in the Middle East

& Africa, by Country, 2014-2019
The Middle East and Africa is a region with significant

variation in the economic fortunes of its constituent
countries, based largely on their access to oil wealth.
Those countries that benefit from the natural resource
generally have more advanced mobile markets than
those lacking it.
mobile phone users in the region in 2015, a figure that is
expected to rise to 789.2 million by 2019. Mobile phone
user penetration will reach 42.8% of the population this
year, but by 2019 more than half of those in the region will
have a mobile phone.
2014
2015
2016
2017
2018
2019

Egypt
15.5
18.2
21.0
23.6
25.8
27.9
Saudi Arabia
12.8
14.7
15.9
17.0
18.1
19.1
Nigeria
11.0
13.2
15.5
18.0
20.5
23.3
South Africa
9.7
11.9
14.1
16.2
17.8
19.2
United Arab Emirates
3.1
3.5
3.7
3.9
4.1
4.3
Other
33.6
44.9
53.3
62.2
71.3
80.0
Middle East & Africa
85.7
106.4
123.7
140.9
157.7
173.8

70.1%
75.6%
77.4%
79.2%
80.0%
80.8%
Saudi Arabia
66.2%
72.7%
75.5%
77.5%
79.6%
82.1%
South Africa
28.4%
34.0%
39.9%
45.0%
49.1%
52.2%
Egypt
25.9%
29.8%
33.5%
36.9%
39.6%
42.0%
Nigeria
16.6%
18.7%
20.8%
23.1%
25.3%
27.6%
8.9%
10.8%
11.7%
12.6%
13.3%
14.0%
Other
Middle East & Africa 15.2% 17.6% 18.9% 20.1% 21.2% 22.0%
Mobile Phone Users and Penetration in the Middle

East & Africa, by Country, 2013-2019
2013 2014 2015 2016 2017 2018 2019
193886
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Nigeria
62.0
66.2
70.5
74.6
78.0
81.4
84.5
Egypt
58.1
59.7
61.2
62.7
64.0
65.3
66.6
South Africa
33.0
34.0
34.9
35.5
35.9
36.3
36.7
Saudi Arabia
18.4
19.3
20.2
21.1
21.9
22.7
23.3
4.2
4.5
4.7
4.8
5.0
5.1
5.3

Other
345.0 379.1 414.6 454.5 494.9 534.4 572.9
Middle East & Africa
520.9 562.9 606.2 653.2 699.7 745.1 789.2

77.5% 79.1% 80.6% 81.6% 82.1% 82.5% 82.8%
Saudi Arabia
68.4% 70.8% 72.9% 74.9% 76.7% 78.3% 79.2%
South Africa
67.9% 70.3% 72.3% 73.3% 74.2% 75.0% 75.6%
Egypt
68.2% 68.7% 69.2% 69.6% 69.9% 70.1% 70.3%
Nigeria
35.9% 37.4% 38.8% 40.1% 40.9% 41.7% 42.2%
Other
34.0% 36.5% 39.0% 41.8% 44.5% 47.0% 49.3%
Middle East & Africa 38.5% 40.7% 42.8% 45.2% 47.4% 49.4% 51.2%
due to rounding
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Smartphone users are expected to total 106.4 million in

the region, with Egypt accounting for the largest number
of them at 18.2 million. eMarketer predicts that there will
be 173.8 million smartphone users in the Middle East and
Africa by 2019, when 22.0% of mobile phone users in the
region will use the devices regularly.
EGYPT
By virtue of its population, Egypt is the largest mobile
phone market in the Middle East, and any future
economic growth will help to increase the market for
mobile phones. eMarketer estimates that Egypt will have
61.2 million mobile phone users in 2015, reaching 69.2%
of its population. Mobile phone user growth will be slow
through the forecast period, hitting 2.5% in 2015 and
2.0% in 2019. By that year 66.6 million people, or 70.3%
of Egypts population, will be mobile phone users.
Despite the slow growth in the number of mobile phone
users, smartphone users are accumulating at a healthy
rate. eMarketer estimates there will be 18.2 million
smartphone users in Egypt in 2015, an 18.0% increase
over the previous year. The number of smartphone users
will reach 27.9 million in 2019. The penetration rate of
the devices among mobile phone users will climb from
29.8% to 42.0% during that time.
According to the IDC, Android devices have a strong hold
on the smartphone landscape in Egypt, with 84.4% of
devices running Googles OS in Q3 2014. In comparison,
Apples iOS ran on only 11.7% of phones, followed by
Windows Phone (2.9%) and BlackBerry (0.5%). Android
has gained market share over the past few years largely
at the expense of BlackBerry, though also advancing over
iOS to a lesser degree.
Additional data from Gfk also supports Samsungs control

the smartphone market in Egypt. The research firm
reported that smartphones manufactured by the Korean
company accounted for 72.9% of smartphone sales
during the period lasting from January 2014 to October
2014. Nokia-branded devices were second, with a 7.8%
market share, followed closely by Sony (7.6%), Alcatel
(3.0%) and HTC (2.7%).
Egypts Ministry of Communications and Information
Technology (MCIT) reported that Vodafone Egypt was the
top mobile service provider in Egypt as of the end of 2014
with 41.6% of mobile subscriptions. Mobinil controlled
35.1% of the market and Etisalat Misr held 23.3%.
SAUDI ARABIA
Saudi Arabia has a highly developed mobile market.
phone users in the country in 2015, giving the devices
a 72.9% penetration rate among the population. Mobile
phone user growth is already in the single digits and is
expected to reach 4.6% in 2015 and 2.7% come 2019. By
then, 23.3 million people, or 79.2% of the population, will
be mobile phone users.
Smartphone usage is also high in Saudi Arabia. eMarketer
estimates the devices will reach 72.7% of mobile phone
users in 2015. That works out to a smartphone user
population of 14.7 million. Smartphone user growth
rates will remain higher than those of mobile phones
throughout the forecast period. eMarketer projects that
there will be 19.1 million smartphone users by 2019.
According to the governments Communications and
Information Technology Commission (CITC), mobile
broadband has near-total penetration in Saudi Arabia,
reaching 94.5% at the end of 2014 with 29 million active
mobile subscriptions. The CITC credited the growth in
mobile broadband subscriptions to a combination of the
ongoing adoption of smartphones, increased competition
among service providers and a wider selection of
data packages.
Until 2005, the Saudi Telecommunications Company

(STC) was the only mobile telecom authorized to provide
services in Saudi Arabia. Currently, it faces competition
from two other companiesMobily and Zain Saudi
Arabiaalong with two mobile virtual network operators
(MVNOs). According to data from Telegeography, the
telecom was the mobile service provider market leader as
of September 2014, with a 44.4% market share. Mobily
had a 38% share, while Zain Saudi Arabia controlled
17.3% of mobile subscriptions.
SOUTH AFRICA
eMarketer expects that there will be 34.9 million mobile
phone users in South Africa in 2015, with that figure set
to increase to 36.7 million by 2019. The mobile phone
penetration rate will reach 72.3% of the countrys
population this year and climb slightly to 75.6% by 2019,
reflecting a market nearing its saturation point.
By eMarketer estimates, 34.0% of mobile phone users,
or 11.9 million people, will utilize smartphones in 2015. The
penetration rate of smartphones will reach 52.2% in 2019,
giving the country a smartphone user base of 19.2 million.
The use of 4G in South Africa is still in its infancy. Cisco
Systems reported that 4G connections made up 2.2% of
all mobile connections in 2014, accounting for 15.7% of
all mobile data traffic. Cisco also projected that by 2019,
4G connections would grow to account for 23.2% of all
mobile connections and 56.1% of mobile data traffic.
In a survey of internet users in South Africa, the research
firm Effective Measure found that Samsung was the
smartphone brand with the largest market share in the
country, at 39.4% in June 2014. Effective Measure found
that both BlackBerry and Nokia, once dominant players
in the country, had seen their market position slip, with
BlackBerry commanding 31.6% of the market and Nokia
29.7%. Apple was in fourth with a 14.1% market share.
South Africa has four large mobile service providers
Vodacom, MTN, Cell C and Telkom. The South African
news site BusinessTech reported in April 2015 that
Vodacom had 31.4 million subscribers in 2014. MTN
had 28 million subscribers as of March 2015, while Cell
C reported having 20.4 million at the end of Q1 2015.
Telcom had 1.8 million in 2014.
UNITED ARAB EMIRATES

Mobile phones are entrenched in the United Arab
Emirates (UAE), reaching 80.6% of the population in 2015,
eMarketer estimates. There will be 4.7 million mobile
phone users in the country this year, with that figure
growing to 5.3 million by 2019 when the devices will have
an 82.8% penetration rate among the overall population.
Growth in mobile phone users will slow over the forecast
period, falling from 4.6% in 2015 to 2.5% in 2019.
eMarketer estimates that smartphone growth in the UAE
will be stronger, reaching 12.7% in 2015 and declining to
3.5% in 2019. In 2015 the number of smartphone users
in the country will reach 3.5 million75.6% of mobile
phone usersand climb to 4.3 million by 2019.
NORTH AMERICA
The two markets that make up North America
Canada and the USare similar in a number of
ways. Both have high mobile phone penetration, and
smartphones have been adopted relatively quickly.
mobile phone users in the region this year, reaching
80.2% of the population. By 2019, those figures will rise
to 304.4 million and 82.4%, respectively.
Mobile Phone Users and Penetration in North
America, by Country, 2013-2019
2013
2014
The UAEs Telecommunications Regulatory Authority

(TRA) found that smartphones accounted for 61% of
mobile phones registered on the countrys networks in
Q4 2014. The Apple iPhone 5s was the most widely used
smartphone on UAE networks, comprising 4% of all
handsets. The iPhone 5 was second with a 2.4% market
share, followed by the Samsung S III (2.1%), the iPhone 6
(1.7%), the iPhone 4S (1.6%), the Samsung S4 LTE (1.5%),
the Samsung Note (1.3%) and the Samsung S5 (1.0%).
The TRA also reported that Nokia controlled the largest

share of all mobile phones registered in the UAE in Q4
2014, accounting for 40%. Samsung was second (24.3%),
followed by Apple (11.4%), BlackBerry (5%), Sony (1.2%),
HTC (1.2%), Lenovo (1.2%) and Huawei (0.9%).
187827
The mobile service landscape in the UAE is effectively

a duopolyEtisalat and du are the countrys two lone
carriers and the government holds a majority stake
in both companies. BuddeComm reported that both
companies have already implemented 4G networks
that provide service to 88% of the population, and that
Etisalat expected to cover 99% of the population with 4G
networks by the end of 2015.
US
2015
2016
2017
2018
2019
273.8
247.2
252.8
258.0
262.2
265.9
270.4
26.8
27.7
28.7
29.2
29.8
30.1
30.6
North America 274.0
280.5
286.7
291.4
295.7
300.5
304.4
Canada

US
78.1%
79.3%
80.3%
80.9%
81.4%
82.1%
82.5%
Canada
76.3%
77.9%
79.6%
80.7%
81.2%
81.7%
81.9%
North America 77.9% 79.2% 80.2% 80.9% 81.4% 82.1% 82.4%

the phone(s) at least once per month
www.eMarketer.com

internet users on the continent will reach 215.2 million in
2015 and increase to 265.3 million by 2019.
That correlates to an increase in smartphone users in
North America. eMarketer forecasts that smartphone
users will number 210.8 million in 2015, an increase of
11.6% over the previous year. By 2019, there will be
262.2 million smartphone users in the region.
Smartphone Users and Penetration in North America,
2014
2015
2016
2017
2018
2019
236.8

US
Canada
North America
171.0
190.5
207.2
219.8
229.2
18.0
20.3
22.1
23.7
24.7
25.4
189.0
210.8
229.3
253.9
262.2
243.5

86.5%
US
67.6%
73.8%
79.0%
82.7%
84.8%
Canada
64.9%
70.9%
75.8%
79.5%
81.9%
83.1%
North America
67.4%
73.6%
78.7%
82.4%
84.5%
86.1%
193877
www.eMarketer.com
Gfk reported that smartphone sales in North America

totaled 42.3 million in Q1 2015, a 17% year-over-year
increase.
Smartphone users in the region have also been quick
to migrate to faster 4G networks, driving demand for a
new host of mobile internet services and content. GSMA
forecasts that 4G connections will account for almost
80% of all mobile connections by 2020 in North America.
The fast buildout of 4G infrastructure has also helped to
drive the sales of newer 4G-enabled devices that replaced
older devices in the relatively mature markets of Canada
and the US.
Smartphone penetration is expected to reach 70.9%

of mobile phone users in 2015, putting the number of
smartphone users in the country at 20.3 million. That
figure is expected to increase to 25.4 million by 2019,
when the penetration rate will reach 83.1%
Smartphone Users and Penetration in North America,
2014
2015
2016
2017
2018
2019
236.8

US
Canada
North America
171.0
190.5
207.2
219.8
229.2
18.0
20.3
22.1
23.7
24.7
25.4
189.0
210.8
229.3
243.5
253.9
262.2
CANADA
The mobile service provider market in Canada has long
been dominated by three playersRogers Wireless, Telus
Mobility and Bell Mobility. Although these three telecoms
operate a few discount subsidiaries, limited competition
in Canada has saddled the country with a reputation for
having expensive mobile service, with data packages
commanding comparatively high premiums. The opening
of new blocks of spectrum to regional upstarts has raised
the prospect of increased competition, but it remains
unclear whether these new service providers will be able
to disrupt the status quo enough to result in lower prices
for consumers.
The majority of the population in Canada has access
to mobile phones, making it a market thats close to
saturation. eMarketer estimates that 28.7 million people
in Canada79.6% of its populationwill use a mobile
phone at least once per month in 2015. By 2019, there
will be 30.6 million mobile phone users in Canada, with
the penetration rate climbing only slightly to 81.9%.
86.5%
US
67.6%
73.8%
79.0%
82.7%
84.8%
Canada
64.9%
70.9%
75.8%
79.5%
81.9%
83.1%
North America
67.4%
73.6%
78.7%
82.4%
84.5%
86.1%
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When it comes to operating systems, Googles Android

OS has gained market share among smartphone owners
in Canada, according to data from Catalyst Canada and
GroupM Next, increasing to 51% in Q1 2015 compared
with 45% the previous year. Apples iOS, meanwhile, saw
its market share fall slightly from 34% to 33%, while the
share held by BlackBerry (formerly known as Research in
Motion, or RIM) also declined, falling by five percentage
points to 10%. Canada-based BlackBerry once enjoyed
strong standing among smartphone users in the country,
but no more. Windows Phone saw a slight gain, but still
held only a tiny sliver of the market.
Mobile Phone Users and Penetration in North

America, by Country, 2013-2019
2013
2014
2015
2016
2017
2018
2019
273.8

US
247.2
252.8
258.0
262.2
265.9
270.4
26.8
27.7
28.7
29.2
29.8
30.1
30.6
North America 274.0
280.5
286.7
291.4
295.7
300.5
304.4
Canada

US
78.1%
79.3%
80.3%
80.9%
81.4%
82.1%
82.5%
Canada
76.3%
77.9%
79.6%
80.7%
81.2%
81.7%
81.9%
North America 77.9% 79.2% 80.2% 80.9% 81.4% 82.1% 82.4%

187827
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Smartphone Owner Share in Canada, by OS,

2014 & 2015
% of total
Smartphone vs. Feature Phone OEM Share in Canada,

Dec 2014
% of total
Android
Smartphone
45%
51%
iOS
34%
33%
RIM
15%
10%
Windows Phone
4%
Apple
38.3%
Samsung
32.4%
BlackBerry
8.9%
Google
5.3%
HTC
3.7%
LG
2.7%
Motorola
2.3%
Nokia
2.3%
Other
4.1%
Feature phone
5%
Other
2%
Samsung
36.8%
LG
25.0%
Nokia
13.9%
Motorola
1%
2014
6.9%
Kyocera
2015
2.6%
Other
14.8%
Note: ages 18+

Source: Catalyst Canada and GroupM Next, "The Evolving Canadian Mobile
Landscape 2015," March 26, 2015
Note: ages 13+

Source: comScore MobiLens as cited in "2015 Canada Digital Future in
Focus," March 27, 2015
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comScore MobiLens data from December 2014 reported

similar figures for OS market share on smartphones in
Canada, finding that Android ran on 50.5% of devices and
iOS on 38.3%, with other operating systems making up
the balance.
Although Apple trails Google in terms of OS share, it
is No. 1 in smartphone manufacturer share in Canada.
Additional data from comScore MobiLens found that
Apple smartphones held a 38.3% share in Canada in
December 2014, with Samsung controlling a 32.4%
share. BlackBerry was in a distant third place with 8.9%.
In the arena of feature phones, Samsung was king,
accounting for 36.8% of the market. LG feature phones
accounted for one-quarter of such devices in Canada,
while Nokia held a 13.9% share and Motorola made up
6.9% of the market.
www.eMarketer.com
Despite Canadas well-developed wireless infrastructure,

there are signs that the adoption of 4G connections
among smartphone users has been somewhat slow,
likely due to the high costs associated with data
packages in the country. According to 451 Research,
there will be 6.4 million 4G LTE mobile connections in
the country in 2015. That figure is expected to grow
substantially over the next four years, almost doubling to
12.3 million connections by 2017 and reaching 16.5 million
connections by 2019.
4G LTE Mobile Connections in Canada, 2015-2019
millions
16.5
14.7
12.3
9.5
6.4
2015
2016
2017
2018
2019
Source: 451 Research, "Mobile Broadband Forecast," March 2015 as cited

in company blog, April 1, 2015
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Mobidia and Ovum had higher figures 4G LTE connections

for Canada, estimating 5.6 million connections as of
December 2014. By their count, 19.8% of the population
had 4G LTE connections.
There are signs that mobile apps have become the
preferred method for smartphone users wanting to
engage with content on their devices. The research firm
Flurry Analytics analyzed the activity of some 92,000
devices on its network in March 2015, finding that those
running Android or iOS spent 86% of their time with
apps, and only 14% on a mobile browser.
App vs. Browser Share of Time Spent Using Mobile
Internet in Canada, March 2015
% of total
Smartphone Apps Used Regularly by Smartphone App

Users in Canada, by Category/Brand, Dec 2014
% of respondents
Weather
73%
Facebook
66%
Maps
56%
Games
54%
YouTube
46%
Banks
45%
Loyalty program
33%
Snap by Groupon
28%
Checkout51
27%
Twitter
26%
Instagram
23%
Pinterest
20%
Google+
18%
Health/fitness
18%
Skype
17%
Note: n=4,018 smartphone owners ages 18+ who regularly use apps
Source: BrandSpark, "2015 Canadian Shopper Study," Jan 13, 2015
Browser
14%
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According to company filings, Rogers Wireless was

the largest mobile service provider in Canada as of Q1
2015, with 9.5 million subscribers. Telus was next with
8.3 million, followed by Bell Canada (8.1 million).
App
86%
Note: iOS and Android devices

Source: Flurry based on comScore Inc. as cited in company blog, May 13,
2015
US
190301
eMarketer estimates that mobile phone user penetration

in the US is nearing saturation. However, while mobile
phones seem to be in everyones hands these days, only
80.3% of the US population will use such devices on a
regular basis this year. By 2019, this figure will increase
slightly to 82.5%, while the annual growth rate for mobile
phone uptake will decline from a projected 2.0% to 1.3%
during this period.
www.eMarketer.com
A December 2014 survey conducted by BrandSpark

found that weather apps were the most popular type of
mobile app among smartphone users, used by almost
three-quarters of respondents. Two-thirds said they used
the Facebook app, while more than half of those polled
used map-related apps and games.
US Mobile Phone Users and Penetration, 2013-2019

247.2
78.1%
252.8
79.3%
258.0
80.3%
262.2
80.9%
265.9
81.4%
US Smartphone Users and Penetration, 2013-2019

2013 2014 2015 2016 2017 2018 2019
273.8
270.4
82.5%
82.1%
Smartphone users
(millions)
146.5 171.0 190.5 207.2 219.8 229.2 236.8
% change
20.9% 16.7% 11.4% 8.7% 6.1% 4.2% 3.3%
% of mobile phone users 59.3% 67.6% 73.8% 79.0% 82.7% 84.8% 86.5%
% of population
46.3% 53.6% 59.3% 63.9% 67.3% 69.6% 71.4%
Source: eMarketer, Feb 2015; confirmed and republished, July 2015
184713
2.1%
2.3%
2.0%
2013
2014
2015
Mobile phone users
1.6%
1.4%
1.7%
1.3%
2016
2017
2018
2019
% change
% of population
184696
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www.eMarketer.com
4G has already managed to work its way into the mobile

landscape in the US. Projections from 451 Research put
the number of 4G LTE connections in the country at
208.6 million for this year, and it expects that will increase
to 294.6 million by 2019.
US 4G LTE Mobile Connections, 2015-2019
millions
The number of mobile phone users in the US will increase

over the next few years, from 258.0 million in 2015 to
273.8 million in 2019.
266.8
283.7
294.6
243.6
208.6
Mobile internet use will see a higher growth rate, with

the number of users increasing from 193.8 million in 2015
to 239.6 million by the end of the forecast period. During
that time, the percentage of the US population who will
use the mobile internet will rise from 60.3% to 72.2%.
US Mobile Phone Internet Users and Penetration,
2013-2019
2013
2014
2015
2016
2017
2018
2015
2019
Mobile phone
internet users
(millions)
149.9 174.3 193.8 210.5 223.0 232.2 239.6
% change
20.3% 16.2% 11.2%
% of mobile phone
users
60.7% 68.9% 75.1% 80.3% 83.9% 85.9% 87.5%
% of population
47.4% 54.7% 60.3% 65.0% 68.3% 70.5% 72.2%
8.6%
6.0%
4.1%
3.2%
Note: mobile phone users of any age who access the internet via mobile
phone (browser or app) at least once per month; use of SMS/MMS is not
considered mobile internet access
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Mobile internet use is closely correlated with smartphone

usage, and eMarketer predicts that smartphone users
in the US will number 190.5 million in 2015, reaching
59.3% of the overall population. By 2019, there will
be 236.8 million smartphone users, or 71.4% of the
US population.
2016
2017
2018
2019
Source: 451 Research, "Mobile Broadband Forecast," March 2015 as cited

in company blog, May 15, 2015
190223
www.eMarketer.com
December 2014 data from Mobidia and Ovum had similar

estimates for 4G LTE connections, at 157.8 million and a
41.9% penetration rate among the overall population.
Cisco Systems was a bit more bullish, reporting that
4G LTE connections made up 41% of total mobile
connections in 2014 and that 72% of all data traffic was
conducted over 4G networks.
Apple has become the top smartphone manufacturer
in the US, easily drawing the largest number of users.
Data from comScore MobiLens found that 42.6% of US
smartphone users had Apple devices as of March 2015.
Samsung was the next most popular brand with 28.3% of
users. LG devices drew a smaller slice of users, at 8.4%,
followed by Motorola (5.0%) and HTC (3.8%).
Leading US Smartphone Brands, by Smartphone User

Share, Sep 2012-March 2015
% of total
Apple
Samsung
LG
Motorola
HTC
Sep 2012
34.3%
18.7%
6.6%
9.8%
12.0%
Dec 2012
36.3%
21.0%
7.1%
9.1%
10.2%
March 2013
39.0%
31.7%
6.8%
8.5%
9.0%
June 2013
39.9%
23.7%
6.6%
7.2%
8.5%
Sep 2013
40.6%
24.9%
6.6%
6.8%
7.1%
Dec 2013
41.8%
26.1%
6.6%
6.7%
5.7%
March 2014
41.4%
27.0%
6.7%
6.4%
5.4%
June 2014
42.1%
28.6%
6.4%
5.9%
4.8%
Sep 2014
41.7%
29.0%
6.9%
5.4%
4.4%
Dec 2014
41.6%
29.7%
8.0%
5.2%
3.7%
March 2015
42.6%
28.3%
8.4%
5.0%
3.8%
Note: ages 13+; 3-month average for periods ending each given month
Source: comScore MobiLens as cited in press release, Feb 2013-May 2015
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Similarly, Nielsen data from Q4 2014 found that Apple

held a significant lead over its Korea-based Samsung,
controlling 43.6% of the market vs. 31.0%, respectively.
US Smartphone Owner Share, by Brand, Q4 2014
% of total
HTC
3.9%
Nokia
2.2%
BlackBerry
1.2%
Other
4.1%
Motorola
5.8%
LG
7.6%
Apple
43.6%
Android
iOS
Windows
Phone
BlackBerry
Symbian
March 2012
51.0%
30.7%
3.9%
12.3%
1.4%
June 2012
51.6%
32.4%
3.8%
10.7%
0.9%
Sep 2012
52.5%
34.3%
3.6%
8.4%
0.6%
Dec 2012
53.4%
36.3%
2.9%
6.4%
0.6%
March 2013
52.0%
39.0%
3.0%
5.2%
0.5%
June 2013
52.0%
39.9%
3.1%
4.4%
0.3%
Sep 2013
51.8%
40.6%
3.3%
3.8%
0.3%
Dec 2013
51.5%
41.8%
3.1%
3.4%
0.2%
March 2014
52.2%
41.4%
3.3%
2.7%
0.2%
June 2014
51.9%
42.1%
3.4%
2.4%
0.1%
Sep 2014
52.1%
41.7%
3.6%
2.3%
0.1%
Dec 2014
53.1%
41.6%
3.4%
1.8%
0.1%
March 2015
52.4%
42.6%
3.3%
1.6%
0.1%
Note: ages 13+; 3-month average for periods ending each given month;
numbers may not add up to 100% due to rounding
Source: comScore MobiLens as cited in press release, May 2012-May 2015
160576
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Apple has seen strong success with its new iPhone 6

and iPhone 6 Plus models, which debuted in the US
in fall 2014. According to data from Kantar Worldpanel
ComTech, the smartphone sales share by OS was almost
even between Android and iOS in December 2014, a
reflection of high consumer demand for the new iPhone
at its launch. The sales share of iOS devices fell in March
2015, compared with figures from three months earlier.
US Smartphone Sales Share, by OS,
% of total
Samsung
31.0%

Source: Nielsen as cited in company blog, March 5, 2015
187524
US Smartphone User Share, by OS,

March 2012-March 2015
% of total
www.eMarketer.com
Apples solid control of the smartphone market translates

to its operating system commanding a large footprint in
the US. According to comScore MobiLens, Apples iOS
was installed on 42.6% of smartphone devices in Q1
2015. Android controlled a larger piece of the market at
52.4%, reflecting the fact that a larger number of OEMs
run the open-sourceand freeAndroid on their devices.
Android
iOS
Windows
BlackBerry
Other
June 2012
52.7%
39.2%
2.9%
4.0%
1.3%
Dec 2012
46.2%
49.7%
2.4%
0.9%
0.8%
June 2013
51.5%
42.5%
4.0%
1.1%
0.9%
Dec 2013
50.6%
43.9%
4.3%
0.4%
0.8%
June 2014
62.0%
31.5%
3.8%
2.0%
0.7%
Dec 2014
47.6%
47.7%
3.8%
0.3%
0.6%
March 2015
58.1%
36.5%
4.3%
0.4%
0.6%

183374
www.eMarketer.com
eMarketers projections show that iOS has been making

small but steady gains in the US over the past few years.
In 2015, 43.3% of smartphone users will be on iOS, up
from 40.0% in 2013, eMarketer estimates. However,
Android has seen its own increase in user share, with
both operating systems experiencing gains at the
expense of Windows Phone and BlackBerrys OS.
3.3%
Worldwide Internet and Mobile Users: Q1 2015

Complete Forecast
1.1%
451 Research
3.1%
2.8%
Aalto University
42.3%
43.3%
1.6%
3.0%
US Mobile Video Advertising 2015: Video Viewing

Goes Mobile, but Advertisers Arent Going All In (Yet)
RELATED LINKS
US Smartphone User Share, by OS, 2013-2015

% of total
3.2%
RELATED EMARKETER REPORTS
1.7%
1.1%
Acision
40.0%
Analysys Mason
Australian Interactive Media Industry Association
(AIMIA)
Baidu
51.7%
51.3%
50.5%
Bitkom
BrandSpark
2014
2013
Android
iOS
Windows Phone
2015
BlackBerry
Other
184737
www.eMarketer.com
According to company filings, Verizon is the largest mobile

service provider in the US as of Q1 2015 with 108.8 million
subscribers. AT&T followed with 86.2 million subscribers,
then Sprint (57.1 million), T-Mobile (56.8 million), mobile
virtual network operator TracFone (25.7 million) and US
Cellular (4.8 million). Updated figures were not available
for MetroPCS or Cricket.
BuddeComm
Buzzador
Canalys
Carrier y Asociados
Catalyst Canada
China Academy of Information and Communication
Technology (CAICT)
China Ministry of Industry and Information
Technology (MIIT)
Cisco Systems
Comisin Nacional de los Mercados y la Competencia
(CNMC)
Complete the Picture
comScore
Counterpoint Technology Market Research
Cybermedia Research
Danish Business Authority
Danske Medier (IAB Denmark)
Deloitte
Effective Measure
Egyptian Ministry of Communications and
Information Technology (MCIT)
Ericsson
European Information Technology Observatory (EITO)
Finnish Communications Regulatory Authority

(FICORA)
Swedish Post and Telecom Authority (PTS)
Flurry
Telecom Mobile TeleSystems (MTS)
Gallup Korea
Telegeography
Gfk
The Cocktail Analysis
GlobalWebIndex
The Competitive Intelligence Unit (CIU)
GroupM
TNS Gallup Norway
GSMA
United Arab Emirates Telecommunications Regulatory

Authority (TRA)
Hong Kong Office of the Communications Authority

(OFCA)
Telebrasil (Associao Brasileira de Telecomunicaes)
Indonesia Communications and Information Ministry
Vietnam Ministry of Information and Communication

(MIC)
InMobi
Yahoo
Instituto Federal de Telecomunicaciones (IFT) - Mexico
YouGov
Interactive Advertising Bureau Mxico (IAB Mxico)

International Data Corporation (IDC)
Internet Media Services (IMS)
Ipsos MORI
JSon & Partners
JustSystems
Kantar Worldpanel
Korea Internet & Security Agency (KISA)
Lifemedia Research Bank
Millward Brown
Mobidia
EDITORIAL AND
PRODUCTION CONTRIBUTORS
Cliff Annicelli
Joanne DiCamillo
Dana Hill
Stephanie Meyer
Kris Oser
Ezra Palmer
Heather Price
John Rambow
Allie Smith
Managing Editor, Reports

Senior Production Artist
Director of Production
Senior Production Artist
Deputy Editorial Director
Editorial Director
Senior Copy Editor
Senior Editor
Director of Charts
NetMarketShare
Nielsen
Norwegian Communications Authority (Nkom)
NTTCom Research
Office of Communications (Ofcom) UK
OpenSignal
Osservatorio Mobile Economy del Politecnico
di Milano
Ovum
Rakuten
Roy Morgan Research
Saudi Arabian Communications and Information
Technology Commission (CITC)
Sinomonitor
Strategy Analytics
Statistics Norway
Stiftelsen Elektronikkbransjen
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GLOBAL MOBILE

GLOBAL MOBILE LANDSCAPE 2015: A COUNTRY-BY-COUNTRY GUIDE TO

eMarketer estimates that mobile phone users

Smartphone Users and Penetration Worldwide,

The number of smartphone users is still growing at a

WHATS IN THIS REPORT? An overview of the mobile phone

% of mobile phone users

KEY STAT: eMarketer projects that there will be 1.86 billion

2015 EMARKETER INC. ALL RIGHTS RESERVED 2

Mobile Phone Users and Penetration in Asia-Pacific,

Mobile phone users (millions)

959.3 1,003.2 1,033.6 1,056.1 1,070.7 1,080.5 1,086.8

Asia-Pacific 2,236.3 2,379.2 2,507.4 2,614.3 2,713.3 2,803.8 2,882.1

The number of mobile phone internet users in the region,

2015 EMARKETER INC. ALL RIGHTS RESERVED 3

Smartphone Users and Penetration in Asia-Pacific, by

Smartphone users (millions)

Smartphone user penetration (% of mobile phone users)

In fact, eMarketer estimates that mobile phone

Additionally, smartphone penetration is quite high,

The buildout of wireless infrastructure in various

Feature phones still account for about one in four mobile

2015 EMARKETER INC. ALL RIGHTS RESERVED 4

Mobile Phone Ownership in Australia, by Brand,

Smartphone Sales Share in Australia, by OS,

Note: numbers may not add up to 100% due to rounding

While mobile phone users in Australia have access to

4G has made significant inroads in Australia, accounting

Mobile device users (millions)

Mobile device user penetration (% of population)

Smartphones in use (millions)

Connected tablets in use (millions)

Source: International Data Corporation (IDC) as cited in press release;

Source: Australian Interactive Media Industry Association (AIMIA) and

A survey of internet users in Australia conducted by the

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)

Note: includes only devices connected to the mobile network; excludes

Kantar reported that Telstra was the largest mobile

2015 EMARKETER INC. ALL RIGHTS RESERVED 5

CAICT also found that the number of 4G LTE-enabled

China is also the worlds largest smartphone market,

Note: data is for Jan-April of each year; during Jan-April 2015, 4G

In comparison, the Ministry of Industry and Information

Source: Ministry of Industry and Information Technology (MIIT) - People's

2015 EMARKETER INC. ALL RIGHTS RESERVED 6

The increase of 4G-capable phones does not translate

Smartphone Shipments in China, by Brand,

Note: numbers may not add up to 100% due to rounding; *includes

Data from Counterpoint similarly demonstrated Apples

Note: numbers may not add up to 100% due to rounding

Meanwhile, Strategy Analytics reported that Xiaomi

2015 EMARKETER INC. ALL RIGHTS RESERVED 7

Smartphone Shipments in China, by Brand,

Source: Strategy Analytics, "China Smartphone Vendor & OS Marketshare in

Note: ages 15-64 living in 62 tier 1-5 cities and townships

According to company filings, mobile service provider

Although Googles Android OS remains the dominant

Note: numbers may not add up to 100% due to rounding

Median Monthly Household Income of Smartphone

eMarketer estimates that there will be 167.9 million