Smartphone Adoption in Belgium Varies by Age, but Not by Language – eMarketer

Source: Smartphone Adoption in Belgium Varies by Age, but Not by Language – eMarketer

While the Dutch-French language divide impacts many aspects of life in Belgium, it has little influence over mobile device adoption. Recent research shows that Dutch speakers and French speakers in the country are equally likely to use smartphones and tablets.

Smartphone User Penetration in Belgium, by Age and Language, 2016 (% of internet users in each group)

According to data from Centrum voor Informatie over de Media (CIM), 70% of Dutch-speaking internet users in Belgium used a smartphone in 2016, compared with 72% of francophone internet users. In both language groups, smartphone user penetration was highest among young adults and declined steadily with age.

Tablet usage was also fairly even among Dutch-speaking and francophone internet users, at 46% and 43%, respectively.

Dutch and French are both official languages of Belgium, and they are spoken in different areas of the country. Dutch predominates in the northern region of Flanders, where approximately 57.5% of Belgium’s population resides, based on data from Statistics Belgium. French is spoken in the southern region of Wallonia—home to roughly 32% of the country’s population. Belgium’s capital, Brussels, is considered bilingual, and the 10.5% of the population that lives there speak a mix of Dutch and French.

German, the third official language of Belgium, is spoken by less than 1% of the population, primarily along the country’s eastern border. German speakers were not included in CIM’s study.

—Jasmine Enberg

– See more at:

Exclusive Telco Research Identifies a Clear Switching Process and Social Media Recommendations (Socialyse (Havas) & Twitter)

Paris – Exclusive research from Socialyse (Havas Group’s social media solution) shows that 63% of “switchers”i will change their mobile device, and 23% will change their device and carrier. The study identifies a clear switching process including four key phases –Information Gathering, Active Research, Decision Making and Deal Hunting. It also demonstrates the important role of social media: 25% will turn to Twitter to inform their decision, and Twitter ranks among the Top 5 point of contacts for research.

Socialyse Global Managing Director Séverin Naudet comments: “The mobile phone industry is extremely dynamic. With total worldwide mobile phone shipments of just under 2 billion units, the mobile phone industry will grow by over 10% this yearii. We’ve been working closely with global telco companies, and this study really demonstrates not only how social is a powerful business solution, but how Twitter, in particular, can influence and impact the purchase decision. Social brings ROI to advertisers.”

Telco Infographic_07112016

Key Consumer Insights about Switching

The research provides keen insights into consumer attitudes and behaviors regarding switching their mobile devices and carriers:

  •   There are 3 key consumer motivations for a switch: improving current equipment, ie device and/or price; urgent needs like breakage or theft; and rewarding customer outreach at contract end-date. There were some differences by region: a higher level of motivation related to contracts in Europe and a higher level of motivation to change devices, plans or carriers in Latin America.
  •   For devices, the Top 5 criteria for a switch were (in order): Price, Technical Characteristics, Operating System, Camera Quality and Brand.
  •   For carriers, the Top 5 criteria for a switch were (in order): Network Coverage, Network Quality, Price, Internet Speed and Included Services.
  •   Despite being confused at first, most people feel positively about the change.
  •   Twitter users stay informed with news and deals available on the market, are more likely to be both experts and influencers for others seeking new devices or carriers, and are more at ease with switching.
  •   78% make their decision to switch in 1 month or less.Bruce Daisley, VP of Europe at Twitter, says: “Twitter plays a daily role in the lives of our users, and this research highlights how useful it can be in helping people across Europe make informed decisions about the telecom brands they turn to and the mobile products they buy. There are important lessons here for these brands and the industry. We found similarities in how people  approach switching from London, to Berlin, Madrid and Paris. And what’s fascinating is that Twitter can help make the process more positive. That says a lot about the platform.”

    Using Twitter to Influence Switching

    In addition to the consumer insights, the study also delivers clear recommendations on how to activate Twitter for telcos:

    •   With 25% of all respondents turning to Twitter to inform their choice of smartphone or carrier, use an everyday Twitter strategy and targeted messaging to reach users at the right time and right place.
    •   As a key touchpoint at each phase, tailor Twitter targeting to reach consumers at each distinct step in the Telco switching process: Information Gathering, Active Research, Decision Making and Deal Hunting.
    •   Consider influencer partnerships with Niche to combine the benefits of impartiality and trust with the existing power of utility and information that brands’ tweets have to drive purchase.
    •   Twitter is most impactful in the stages leading to a final decision in the switching journey. Combine an everyday strategy with TVxTwitter to drive campaign success.
    •   Twitter users tend to be more influential among their peer groups as layman experts in the telco field; Connect with and cultivate brand advocates on Twitter to grow a valuable base of earned brand coverage through outreach & advocacy.
    •   Seed promotions one month prior to the launch of a new device/plan to align with the average consumer switching cycle of 30 days.


      Research institute CSA contacted smartphone users aged 18-50 who have or will change their mobile device and/or plan in the past/next 3 months, across the UK, France, Germany, Spain, Brazil and Mexico. The study included two phases: 1) a qualitative analysis including focus groups and one-on- one interviews, and 2) an in-depth qualitative online survey.


    About Socialyse

    Launched in 2013, Socialyse is the social media solution of Havas Group. Socialyse provides a unique integrated and synchronized social media offer, including strategy, content, media and analytics. Innovative tools include the Social Rating Point and the powerful Socialyse Newsroom. With specialized talent and best-in-class technology, Socialyse guarantees both performance and prices. With over 720 social media experts based in 38 local offices and operating in 80 countries, Socialyse combines the agility of a startup and the strength of a powerful global network.


    Robert Fridovich
    Tel +33 146933715
    Mob +33 632063816

Guillaume Bacuvier, managing director EMEA Solutions & Innovation at Google: “We don’t go online any more, we live online

Guillaume Bacuvier, managing director EMEA Solutions & Innovation at Google, said “We don’t go online any more, we live online”. And even if the basic aim of marketing has not changed over the years – i.e. to win over more customers and in- crease sales in the face of greater competition – two major elements have turned the landscape upside down. On the one hand, there is the emergence of mobile devices.


“The average person consults his smartphone about 150 times a day and it is important to be able to identify these times so as to make use of them for marketing purposes.” And thanks to the many Google tools that reach over a billion people a month (including Chrome, Gmail, YouTube, etc.), marketing managers can target and reach eligible customers, impact on the purchasing process and measure the results of their marketing campaigns.

For instance, Google offers smart targeting and prospect/customer segmentation tools, as well as others that can detect intent to buy signs. Similarly, Google has solutions to optimise and personnalise marketing messages based on advanced algorithms, artificial intelligence and machine learning. To illustrate this, Bacuvier held up the example of the German e-commerce website Zalando, where 40% of the traffic comes from mobile devices, or the French Galeries Lafayette, where they have noticed that 20% of purchases are preceded by an online visit, and 20% of these visits are made via a mobile device!


Think with Google took place in February 2016 at Googleplex Brussels

The Marshall smartphone is a cynical branding exercise done right | The Verge

The Marshall smartphone is a cynical branding exercise done right | The Verge.

In an ideal world, brands would always make our lives easier. They would ensconce us in a safe environment where each new product bearing a storied name maintains the quality and care that have made that name famous. But in the real world, we have Apple making both the iPhone and the EarPods, Adobe responsible for both Photoshop and Flash, and Leica putting its iconic red dot on rebadged Panasonic cameras. Brands are unreliable.

Marshall is precisely the sort of turncoat brand that we should all be wary of. Having established itself as an icon of live rock music with its unique guitar amplifiers, the company recently decided to make some extra cash on the side by selling its name to a small Swedish outfit by the name of Zound Industries. All of a sudden, Marshall headphones and Bluetooth speakers started showing up, accompanied by the tattooed arms of their supposed rock legend users. It was cheap and exploitative, and at first it was just a terrible charade for awful products. The first set of Marshall-branded in-ear headphones was an unqualified disaster, both in its sound and design.



But somewhere along this road to perdition, a detour was taken and the Marshall-Zound hookup headed toward redemption. The latest Marshall Mode earbuds are a terrific improvement on their predecessors and finally sound like something worthy of bearing the big M logo that adorns them. And this week we got the next stage in the evolution of Marshall as a brand for non-Marshall products: a smartphone called the London. It should have been a dead-on-arrival calamity — another big name to add to the sad tales of the rebadged Polaroid and Kodak phones — but it’s subverted all prejudices and wowed us with a highly individualized and attractive design.

What sets the Marshall London apart from the rest of the gimmicky crowd is that it’s functionally, not just aesthetically, different. Its basic specs are unimpressive, but it has two headphone jacks for output and dual stereo microphones for recording. It has a professional Wolfson Audio sound card, a scroll wheel for a volume control, an “M” button for direct access to music, and yes, it even bundles in a pair of Marshall Modes. It’s a music aficionado’s phone that’s designed for that purpose. The fact it’s also embellished with brass accents and knurled sides that imitate Marshall’s amps is just a bonus.


Zound has been talking up its smartphone plans for a few months ahead of this week’s announcement, noting how boring and staid things have become and seeing an opportunity to add “soft values” with its own designs. That’s the notion of addressing the unquantified needs and wishes of users: a phone that attracts attention without being kitsch, a device that does something materially, if not massively, different. Zound has sidestepped the endless spec race and created a lightning rod for attention simply by tapping into our imaginations and unexpressed desires.

In spite of its mediocre specifications, the Marshall London has revitalized excitement around smartphones by being so clear-eyed and assertive in its purpose. Everyone canjust look at it and understand why it exists. That cannot be validly said of the marginal upgrades introduced by the likes of HTC, LG, Sony, and Huawei this year. It’s true that those big global brands have to cater to a broader market and therefore aim for a lower common denominator, but that doesn’t mean they can’t also show a bit of leadership by experimenting with wilder and more fascinating designs such as the London’s. Their passivity is what’s opening the door for Zound to steal the limelight.


And yet, the London still represents a Faustian deal. Sure, you get the pleasure of having the “turn it up to 11” marque on your phone, but you get none of the audio expertise of the actual Marshall company. Maybe Zound and its partners have enough engineering acumen to make that unimportant, but then they also lack the infrastructure required to support a smartphone beyond the first few days after it’s sold. What happens when Google releases Android M and the London needs to be updated across multiple countries and multiple carriers? The handset has a removable battery, but who’s in charge of making sure there will be replacements available in a couple of years’ time? Those are the unappreciated benefits of going with an established smartphone brand.

Ultimately, this smartphone feels like one giant contradiction. It’s disingenuous to just slap on the Marshall label when that company isn’t involved in the engineering, and yet the London is far from some corporate copycat cash-in. Its design is thoughtful and understated, and its hardware additions are purposeful. It marries cynical marketing with sincere design. More than anything, though, it reminds us that smartphones can and should be exciting — it just takes a little bit more imagination and courage than everyone else is showing right now.

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN

Le temps passé sur mobile dépasse celui sur PC au Royaume-Uni – JDN.

En 2011, un adulte britannique passait 31 minutes par jour en moyenne sur les devices mobiles (smartphone, tablette…). En 2015, il y consacrera 2 heures et 26 minutes par jour, soit 5 fois plus qu’en 2011, selon les estimations de budget temps média au UK publiées par eMarketer. Pour la première année, le temps passé sur mobile dépassera le temps passé en ligne via les ordinateurs (2h13min) qui continue de progresser légèrement (+3 minutes/an).
Le temps passé sur smartphone devrait encore gagner +17 minutes cette année et dépasser le temps dévolu au média radio (1h31min vs 1h23min). Le temps passé sur tablette a, quant à lui, dépassé en 2014 le temps consacré à la presse (37min vs 20min) et devrait atteindre 48min en 2015. La télévision devrait rester le premier média consommé, avec un temps passé quotidien de 3h12min, en recul de 2 minutes vs 2014.

Temps passé par média © eMarketer

En additionnant le temps passé par média, sans dédupliquer les phénomènes de multi-tasking, un Britannique aura, en 4 ans, consacré deux heures de plus aux médias majeurs : 9h34min en 2015 vs 7h38min en 2011.
Le cumul des médias digitaux représente désormais près de la moitié du budget temps média : 48,6% en 2015, contre moins d’un tiers en 2011 (31,7%).


Temps passé par média par jour © eMarketer

Géofencing et stratégie web to store – Marketing Professionnel e-magazine

Géofencing et stratégie web to store – Marketing Professionnel e-magazine.

Avec l’arrivée du e-commerce, puis du m-commerce et la propagation des smartphones, la vision du shopping a évolué. Aujourd’hui, face à des consommateurs cross-canal, il est nécessaire pour les retailers de s’adapter à ces nouveaux comportements d’achat, grâce à des approches web-to-store.

Pour contrer le showrooming et proposer des expériences connectées, la détection de présence en point de vente devient indispensable. Ainsi, des technologies de géofencing en intérieur voient le jour. Elles permettent aux retailers de savoir quand leurs consommateurs visitent leur point de vente afin de mieux communiquer avec eux.

Le showrooming : émergence d’une tendance

Avec la crise financière des années 2000, le showrooming a explosé : les consommateurs se rendent en magasin pour repérer et tester les produits, avant de comparer les prix et d’acheter sur Internet.

Depuis 2011, avec la forte augmentation du taux d’équipement en smartphones – passant en France de 2,7 à 11,4 millions d’unités vendues entre 2009 et 2011 – les consommateurs se rendent en magasin pour repérer un produit, avant de comparer avis et prix directement dans les rayons depuis leur téléphone.

Face aux nouveaux géants du e-commerce comme Amazon, même des retailers seniors tels Walmart ont dû fermer des points de vente suite aux pertes engendrées par les achats en ligne. Tous les secteurs ne sont pas touchés à l’identique par cette tendance et selon une étude réalisée par Digitas en mars 2013, les industries les plus concernées sont l’high-tech et l’équipement de la maison.

Des brick & mortar dépassés

Par méconnaissance des évolutions du web, les « brick & mortar » ne se sont pas préparés à ce changement dans les modes d’achat. Les stratégies mises en place manquaient de cohérence, avec des sites internet, lorsqu’il y en avait, et des sites physiques traités comme deux silos différents, très loin des attentes des consommateurs.

Anh-Vu Nguyen, Directeur Marketing chez Fidzup

Avec l’essor, dès 2012, du m-commerce (achat sur mobile) et des paiements depuis le téléphone, la concurrence s’est accrue pour les commerces physiques.

Des consommateurs exigeants

Pour les consommateurs, le monde devient un grand magasin et ils font aussi bien leur shopping dans le monde physique que digital, à la recherche de bons plans – d’après une étude Nielsen de 2012, 91 % des Français sont de grands consommateurs de coupons de réduction. Les enseignes ont dû s’adapter en passant à des stratégies omnicanal où site marchand, mobile et magasin évoluent en synergie pour ramener les clients du « web » au « store » et proposer des expériences digitales à la hauteur de leurs attentes.

La géolocalisation, donnée indispensable dans une stratégie web-to-store

Le mobile étant de plus en plus utilisé en situation de shopping, il en devient l’outil de prédilection pour les marketeurs en quête de ce fameux “pont” entre le digital et le point de vente physique. Par ailleurs, le nouveau comportement des consommateurs pousse les retailers à contextualiser et personnaliser – grâce aux données de géolocalisation – leur communication sous peine de perdre leurs clients. Un nouveau besoin est né : pousser la bonne information, au bon endroit et au bon moment. Mais qu’en pensent les consommateurs ? Trouvent-ils ce genre de démarche intrusive ? Les différentes études menées démontrent que tout est question de contexte puisque 59 % acceptent de recevoir des messages sur leur smartphone selon leur position géographique et 68 % acceptent de recevoir des messages commerciaux, s’ils sont clients de la marque Mobile Marketing Attitude”, édition 2013, menée par la SNCD).

Géolocalisation en point de vente : usages

La technologie GPS intégrée au smartphone devient obsolète en intérieur, un point de vente étant une surface fermée, avec dans certains cas une connectivité (3G, Wi-Fi) limitée. Elle laisse alors place à une poignée de technologies de géolocalisation en intérieur permettant de connaître la position des consommateurs pour mieux communiquer avec eux. Ces technologies possèdent chacune leurs spécificités techniques et répondent à des besoins différents, allant du guidage en intérieur (technologie Wi-Fi qui nécessite un déploiement lourd pour une précision optimale), à la détection dans une zone virtuelle (déploiement plus léger, mais pour une granularité moins fine).

Le géofencing, technologie adaptée aux besoins des retailers

Le géofencing est un principe dérivé de la géolocalisation. Il consiste en la définition de frontières virtuelles permettant la détection de consommateurs dès qu’ils se rendent dans la zone, pour déclencher l’envoi de contenus riches et interactifs directement sur les mobiles des consommateurs. La première application de ce type de technologie est marketing, permettant à une enseigne/centre commercial d’envoyer coupons et promotions à ses clients au bon moment, au bon endroit, et sur le bon produit. Par ailleurs, son mode de déploiement fait de ce type de technologie le plus adapté aux besoins des enseignes et centres commerciaux.

Quels critères pour choisir la bonne technologie ?

Face à la multitude de technologies de géolocalisation/géofencing en intérieur, il devient de plus en plus difficile de s’y retrouver, tant le sujet est technique et novateur. Pour qu’une technologie rencontre son marché, elle doit d’une part être déployée massivement chez les retailers, mais aussi être utilisée par une majorité de consommateurs.

Ainsi, nous avons identifié quatre facteurs-clés de succès pour ces technologies :

  • Précision : puisqu’il s’agit de capter des consommateurs dans une surface fermée, il est indispensable d’avoir une technologie fiable, capable de différencier l’intérieur de l’extérieur ou alors un rayon A par rapport à un rayon B.
  • Déploiement : afin de favoriser un déploiement massif, il est primordial d’avoir une technologie facile à installer et à maintenir, pour un coût économiquement viable pour le retailer.
  • Audience : bien évidemment, plus l’audience est large plus la technologie est efficace. Compte tenu de la multitude de devices, marques, et version d’OS sur le marché, une technologie permettant de toucher un maximum de smartphones sortira du lot.
  • Usage : le mobinaute d’aujourd’hui étant pressé et exigeant, un usage fluide – en limitant au maximum les actions à effectuer de la part du consommateur – assure un usage massif.

Justine Joliveau, Chargée de Clientèle Fidzup

Les technologies de géofencing

La technologie sonore de Fidzup

Pensée et développée par la start-up, cette technologie de géofencing fonctionne grâce au son. En diffusant un signal inaudible à l’oreille humaine à travers les sources audio installées en point de vente (système d’enceintes, télévisions, etc.), Fidzup est capable de détecter la présence des consommateurs porteurs de l’application mobile du retailer. Cette détection déclenche l’envoi automatique de promotions et instants gagnants personnalisés et géolocalisés. Cette technologie est le fruit du programme de R&D de la start-up, qui l’a construite autour des quatre critères cités plus haut :

  • Précision : les propriétés physiques du son assurent une détection fiable et précise en intérieur.
  • Déploiement : une installation matérielle sur place légère, voire inexistante, en s’intégrant aux infrastructures sonores présentes dans la majorité des points de vente.
  • Audience : la technologie fonctionne sur 99,9 % des smartphones iPhone et Android, soit plus de 80 % de l’audience mobile mondiale.
  • Usage : un usage fluide pour le consommateur en limitant au maximum les actions à faire de sa part puisqu’il lui suffit de télécharger l’application mobile du retailer.

Par ailleurs, demander aux consommateurs de télécharger l’application de l’enseigne/centre commercial présente deux avantages :

  • Opt-in : c’est à ce moment-là que l’utilisateur devra accepter, ou non, de partager sa localisation pour recevoir du contenu personnalisé. Pour rappel, 59 % acceptent de recevoir des messages sur leur smartphone selon leur position géographique.
  • Branding : le consommateur reste dans l’univers de la marque, ce qui favorise sa compréhension du service novateur qu’on lui propose.

La technologie BLE face à la technologie sonore

Quel est l’avenir de la technologie sonore avec l’arrivée de la technologie BLE – Bluetooth Low Energy -, et son adoption par Apple sous le nom de iBeacon ? Si les deux technologies présentent les mêmes avantages, à savoir des usages en point de vente similaires, le BLE présente aujourd’hui des limites :

  • Précision : les ondes bluetooth pouvant traverser les murs, la fiabilité n’est pas aussi aboutie qu’avec la technologie sonore.
  • Déploiement : le BLE nécessite le déploiement de boîtiers tandis que la technologie sonore peut être déployée simplement et à distance, sans aucune installation matérielle sur place.
  • Audience : aujourd’hui limitée aux derniers devices et versions d’OS sur iPhone et Android, la technologie BLE ne permet pas de cibler une audience aussi large que celle de la technologie sonore. En revanche, cela est amené à évoluer avec le taux de pénétration et de renouvellement des smartphones.
  • Usage : la technologie BLE nécessite l’activation du bluetooth sur le smartphone des consommateurs, fonction très peu utilisée par les mobinautes d’aujourd’hui et donc peu ancrée dans leurs habitudes.

A l’avenir, la technologie BLE gagnera en maturité, compte tenu de la puissance des acteurs qui l’ont adoptée (Apple et PayPal, entre autres), qui l’évangélisent dès aujourd’hui et feront potentiellement les meilleurs choix pour lever ces barrières qui ne dépendent que d’eux. Dans ce cadre, la start-up n’exclut pas d’utiliser le BLE, en complément du son, pour optimiser sa technologie de détection de présence en point de vente.

Auteurs : Anh-Vu Nguyen, Directeur Marketing chez Fidzup et Justine Joliveau, Chargée de Clientèle chez Fidzup.

Cette tribune est extraite de Internet Marketing 2014 publié par l’EBG sous la direction de Soraya Cabezon (sortie prévue : juin 2014).


Social TV encourages CTR in Italy: News from

Social TV encourages CTR in Italy: News from

21 April 2014 
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.

According to analysis from eMarketer, based on a study conducted by comScore MobiLens in March 2014, almost half (46.3%) of smartphone users in Italy who use their device for any TV-related activity also access social networks.

With smartphone penetration in Italy estimated to account for 41.8% of the population in 2014, or 25.8m people, this means that more than 12m users are likely to visit social networks while watching TV this year.

Furthermore, a high proportion then go on to click through to ads if prompted by a TV programme to visit social networks.

Under these circumstances, if prompted, more than half (54%) say they then click on an ad – an impressive click-through rate (CTR) because it equates to 6m people.

Other social networking activities performed by smartphone users in Italy include reading posts from organisations, brands or events, which 69.4% of those prompted by a TV programme to visit a social network take part in.

Over two-thirds (71.5%) say they follow a posted link to a website, 65.2% read posts from public figures and celebrities while almost exactly half (50.2%) receive coupons and discount offers.

Smartphone penetration is also forecast to rise in Italy, as in every other Western European country, over the next three years although Italy is still expected to remain below the regional average.

By 2017, eMarketer expects 57.8% of Italians to own at least one smartphone compared to a Western European average of 65.1%, which will include rates of 65.8% in the UK, 79.3% in the Netherlands and as much as 83.2% in Denmark. 

Data sourced from eMarketer; additional content by Warc staff 

Gartner: Lenovo Became the No. 3 Worldwide Smartphone Vendor for the First Time (3/4 2013)

Gartner Says Smartphone Sales Accounted for 55 Percent of Overall Mobile Phone Sales in Third Quarter of 2013.

– Western Europe Grew for the First Time this Year

– Lenovo Became the No. 3 Worldwide Smartphone Vendor for the First Time

Worldwide mobile phone sales to end users totaled 455.6 million units in the third quarter of 2013, an increase of5.7 percent from the same period last year, according to Gartner, Inc. Sales of smartphones accounted for 55 percent of overall mobile phone sales in the third quarter of 2013, and reached their highest share to date.

Worldwide smartphone sales to end users reached 250.2 million units, up 45.8 percent from the third quarter of 2012. Asia/Pacific led the growth in both markets – the smartphone segment with 77.3 percent increase and the mobile phone segment with 11.9 percent growth. The other regions to show an increase in the overall mobile phone market were Western Europe, which returned to growth for the first time this year, and the Americas.

“Sales of feature phones continued to decline and the decrease was more pronounced in markets where the average selling price (ASP) for feature phones was much closer to the ASP affordable smartphones,” said Anshul Gupta, principal research analyst at Gartner. “In markets such as China and Latin America, demand for feature phones fell significantly as users rushed to replace their old models with smartphones.”

Gartner analysts said global mobile phone sales are on pace to reach 1.81 billion units in 2013, a 3.4 percent increase from 2012. “We will see several new tablets enter the market for the holiday season, and we expect consumers in mature markets will favor the purchase of smaller-sized tablets over the replacement of their older smartphones” said Mr. Gupta.

While Samsung’s share was flat in the third quarter of 2013, Samsung increased its lead over Apple in the global smartphone market (see Table 1). The launch of the Samsung Note 3 helped reaffirm Samsung as the clear leader in the large display smartphone market, which it pioneered.

Lenovo’s sales of smartphones grew to 12.9 million units, up 84.5 percent year-on-year. It constantly raised share in the Chinese smartphone market.

Apple’s smartphone sales reached 30.3 million units in the third quarter of 2013, up 23.2 percent from a year ago. “While the arrival of the new iPhones 5s and 5c had a positive impact on overall sales, such impact could have been greater had they not started shipping late in the quarter. While we saw some inventory built up for the iPhone 5c, there was good demand for iPhone 5s with stock out in many markets,” said Mr. Gupta.

Table 1

Worldwide Smartphone Sales to End Users by Vendor in 3Q13 (Thousands of Units)




3Q13 Market Share (%)



3Q12 Market Share (%)
















LG Electronics




















Source: Gartner (November 2013)

In the smartphone operating system (OS) market (see Table 2), Android surpassed 80 percent market share in the third quarter of 2013, which helped extend its leading position. “However, the winner of this quarter is Microsoft which grew 123 percent. Microsoft announced the intent to acquire Nokia’s devices and services business, which we believe will unify effort and help drive appeal of Windows ecosystem,” said Mr. Gupta. Forty-one per cent of all Android sales were in mainland China, compared to 34 percent a year ago. Samsung is the only non-Chinese vendor in the top 10 Android players ranking in China. Whitebox Yulong is the third largest Android vendor in China with a 9.7 percent market share in the third quarter of 2013. Xiaomi represented 4.3 percent of Android sales in the third quarter of 2013, up from 1.4 percent a year ago.

Table 2

Worldwide Smartphone Sales to End Users by Operating System in 3Q13 (Thousands of Units)

Operating System



3Q13 Market Share (%)



3Q12 Market Share (%)









































Source: Gartner (November 2013)

Mobile Phone Vendor Perspective

Samsung: Samsung extended its lead in the overall mobile phone market, as its market share totaled 25.7 percent in the third quarter of 2013 (see Table 3). “While Samsung has started to address its user experience, better design is another area where Samsung needs to focus,” said Mr. Gupta. “Samsung’s recent joint venture with carbon fiber company SGL Group could bring improvements in this area in future products.”

Nokia: Nokia did better than anticipated in the third quarter of 2013, reaching 63 million mobile phones, thanks to sales of both Lumia and Asha series devices. Increased smartphone sales supported by an expanded Lumia portfolio, helped Nokia move up to the No. 8 spot in the global smartphone market. But regional and Chinese Android device manufacturers continued to beat market demand, taking larger share and creating a tough competitive environment for Lumia devices.

Apple:  Gartner believes the price difference between the iPhone 5c and 5s is not enough in mature markets, where prices are skewed by operator subsidies, to drive users away from the top of the line model. In emerging markets, the iPhone 4S will continue to be the volume driver at the low end as the lack of subsidy in most markets leaves the iPhone 5c too highly priced to help drive further penetration.

Lenovo: Lenovo moved to the No. 7 spot in the global mobile phone market, with sales reaching approximately13 million units in the third quarter of 2013. “Lenovo continues to rely heavily on its home market, which represents more than 95 per cent of its overall mobile phone sales. This could limit its growth after 2014, when the Chinese market is expected to decelerate,” said Mr. Gupta.

Table 3

Worldwide Mobile Phone Sales to End Users by Vendor in 3Q13 (Thousands of Units)




3Q13 Market Share (%)



3Q12 Market Share (%)
















LG Electronics




















TCL Communication





Sony Mobile Communications




















Source: Gartner (November 2013)

Additional information is in the Gartner report “Market Share Analysis: Mobile Phones, Worldwide, 3Q13.” The report is available on Gartner’s website at

1 in 7 European Smartphone Owners Make Online Purchases via their Device – comScore, Inc

1 in 7 European Smartphone Owners Make Online Purchases via their Device – comScore, Inc.

European Smartphone Owners Accessing Retail Sites Has Grown by 43 Percent in Past Year

London, 21 October 2013 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of mobile  phone usage across the five leading European markets (France, Germany, Italy, Spain and the United Kingdom) using data from  the comScore MobiLens service. The study showed that the European mobile retail audience grew by 43 percent over the past year, with 20 percent of smartphone users accessing online retail sites and apps using their device. In addition, 1 in 7 European smartphone users reported  having completed a retail transaction on their mobile phone in a month.

Retail Site Visitation via Smartphone Differs Significantly Across EU5
In the three month average ending August 2013, 20.4 percent of the EU5 smartphone audience accessed online retail sites, displaying an increase of 2.8 percentage points in the past year. Spain was the fastest growing market with a growth rate of66.5 percent to almost 3.3 million smartphone users accessing retail sites on their mobile. Italy ranked second with a growth rate of 61.3 percent to almost 5.6 million smartphone users accessing those sites on their device. When looking at the year-on-year growth of smartphone owners accessing online retail sites, Italy ranks first with a 4.8 percentage point increase, reaching a level of 19.3 percent of smartphone users accessing retail sites in a month. In terms of audience size, Germany had the largest number of smartphone users accessing retail sites (9.9 million), followed by the UK with 9.7 million.

 Retail Activity Amongst Smartphone Audience 
 3 Month Average Ending August 2013 vs August 2012
 Total EU5 (DE, ES, FR, IT and UK) Audience, Age 13+
 Source: comScore MobiLens
                            Accessed Online Retail in a month
Smartphone Audience (000) Y/Y Growth by Audience % of Total Smartphone Audience Y/Y Percentage Point Increase
EU5 31,804 43.3% 20.4% 2.8
Spain 3,284 66.5% 12.2% 3.1
Italy 5,589 61.3% 19.3% 4.8
Germany 9,929 45.2% 27.2% 2.9
France 3,340 35.9% 11.7% 1.1
UK 9,662 29.5% 27.6% 2.4

36.6 Million European Smartphone Users Take Pictures of a Product Whilst in a Retail Store
Taking a picture of a product whilst in a physical retail store was the most popular in-store activity performed by smartphone owners in the EU5, with nearly a quarter of users (23.5 percent) doing so during the month. Europeans also tend to seek advice from friends and family when making purchase decisions, as 14.3 percent sent a picture of a product and 14.0 percent called or texted friends/family about a product.

Top 5 In-Store Activities Performed by European Smartphone Owners
3 Month Average Ending August 2013
Total EU5 (DE, ES, FR, IT and UK) Smartphone Audience, Age 13+
Source: comScore MobiLens
  Target Audience (000) % of Smartphone Audience
Total Smartphone Audience: 13+ yrs old 155,772 100.0%
Took picture of a product 36,617 23.5%
Send picture of product to family/friends 22,317 14.3%
Texted or called friends/family about a product 21,782 14.0%
Scanned a product bar code 17,047 10.9%
Compared product prices 12,286 7.9%

1 in 7 European Smartphone Owners Engage in M-Commerce Transactions
Approximately 1 in 7 European smartphone users (14.6 percent) purchased goods or services via their device in August 2013. The number of Europeans engaging in m-commerce transactions has increased by 37 percent over the year from  16.6 million users in August 2012 to 22.8 million in August 2013.

An analysis of the top 5 goods and services purchased via smartphone showed clothing or accessories (5.4 percent) and consumer electronics/household appliances (3.8 percent of smartphone audience) were the most popular retail categories. Other services or goods purchased by smartphone owners in Europe were books (3.8 percent), tickets (3.4 percent) and personal care or hygiene products (2.6 percent).

Mobile Retail Activity Amongst Smartphone Owners
 3 Month Average Ending August 2013
 Total EU5  (DE, ES, FR, IT and UK) Smartphone Audience, Age 13+
 Source: comScore MobiLens
  Target Audience (000) % of Smartphone Audience
Total Smartphone Audience: 13+ yrs old 155, 772 100.0%
   Purchased goods or services 22,765 14.6%
Type of goods or services purchased
   Clothing or accessories 8,411 5.4%
   Consumer electronics / household appliances 5,957 3.8%
   Books (excluding e-books) 5,861 3.8%
   Tickets 5,352 3.4%
   Personal care/hygiene products 4,118 2.6%

About MobiLens
MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile phone subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.