Android

The iPhone may still be king but Android has its eye on the throne

As of May, the iPhone still had a surprisingly small market share: just 4.6% of the handset market across the EU5 region (the UK, France, Germany, Italy and Spain), and around 18% of the smartphone market. In spite of this, the Apple device has had a significant influence on mobile user behaviour and the whole industry.

IPhone owners are the most voracious consumers of mobile media: 94% do so, some 12% of mobile media users in the EU5. But the iPhone isn’t the only vehicle for mobile content. Nor is Apple the only recipient of the increasing mobile marketing spend.