Smartphone Ownership and Usage 2018 report

Statista Global Consumer Survey

Smartphone Ownership and Usage 2018 report Almost no market is as closely followed by the public as smartphones: Apple Fans eagerly await each product release and quality papers publish comparisons between the latest products. What two decades ago cars used to symbolize is nowadays represented by the smartphone: expression of personality, identification feature and personal freedom.
The Global Consumer Survey shows that in every country over 60% of the population own a smartphone. When it comes to cars on the other hand, in 12 out of 27 countries the share of owners is smaller than 60%. The U.S. is the only country where more people own a car than a smartphone. The car has clearly been replaced by the smartphone as the most important status symbol and personal possession. Time to have a closer look at this market.
Hard information is everywhere, but often it is distributed by the manufacturers themselves and therefore not impartial, or it addresses only one brand. This report depicts all relevant key numbers on the base of one global survey.

Topics include
  • Smartphone ownership among internet users per country
  • Agreement to statement „It is important to me to have mobile internet access in any place at any time”
  • Brand of mostly used smartphone: Top3 in international comparison
  • General relation between smartphone users and their smartphone brand
  • Comparison of selected brands, by satisfaction and willingness to change
  • Usage of smartphone features by age

Key Findings:

  • Turkey and India have the highest smartphone penetration, with 98% of internet users owning a smartphone in both counties
  • With a share of 36.9%, smartphones produced by Apple are most popular among respondents, followed by Samsung with 27.9%
  • 56% of U.S. smartphone users are both satisfied with and loyal to their current smartphone brand
  • Next to classic phone functions, especially young people tend to use additional smartphone features frequently like streaming (45%) or navigation (50%)

  • Language: English
  • Released: March 2018
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