Smartphone technology has been evolving at a rapid rate over the past few years. The technology continues to advance, and smartphones have more features than ever before. The consumption of smartphones has grown alongside the advancements made in the industry.
The European smartphone market is no exception to this growth, with the Western European sales value reaching an impressive peak of 55.8 billion U.S. dollars for smartphones in 2015. With an increasing number of people utilizing these highly advanced minicomputers, penetration rates are forecasted to hit 67.3 percent of the total population of Western Europe by 2018. Some countries are of course ahead of the game when it comes to the penetration rate of smartphones. The United Kingdom, for example, already held a penetration rate of 66.07 percent in 2015, and France is forecasted to be at 73.02 percent by 2018.
Globally, there were approximately 1.86 billion smartphone users in 2015. In order to put some of the above mentioned penetration rates into perspective, the United Kingdom's number of smartphone users added up to a total of 42.85 million in 2015, and Germany reached a total of 49.2 million in 2016.
It doesn't seem to matter which part of Europe you look at, the majority of smartphone buyers are choosing the Android operating system, closely followed by iOS. In Spain the market share held by Android is particularly high with a total of 90 percent as of July 2016. In Germany on the other hand, Android had a market share of 79.8 percent as of July 2016.
With such a large percentage of the population owning a smartphone, you may find yourself wondering what consumers actually spend their time doing on their smartphones. Most countries in Europe have "using the search engine" as one of their top activities on their smartphone. Belgians and the Dutch, however, mostly used their smartphone to check their emails in 2016, with a total of 45 and 63 percent respectively having done this activity at least weekly.
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