Author(s) : Hugo Grillat
Introduction
The USA is known as an advanced country for the new technology, but now the UE5 market is grower than the United States. In this document we can see this market thanks to few graphs.
Hypothesis
UE5 better than USA
Apple against Google
Consumer habits changed
Results
Smartphones are everywhere, but more in Europe Union 5 than in USA ! Not for their number, but for their rate of penetration: 42% in EU5 whereas in USA it is 39%.
All these devices need an Operating System to work, and even if Symbian (Nokia) has the more users it also has the most negative growth (-6,2% in end 2011). The biggest battle is between Apple (IOS) and Google (Android). And for the smartphones OS, Android takes the first place with about 30 000 000 users and 330% of growth ! Apple has about 22 000 000 users and 54,3% of growth.
But when we compare the OS for the smartphones + tablets + others devices (iPod Touch), Apple takes top spot with 30% of the market against 27% for Android.
These users are very different, but a majority stands: the male (125 for a base of 100), between 18 and 24 years old (200 for a base of 100); follow the 25-34 years old, 13-17 and 35-44.
With these new devices, we change our habits. For starting, with the hours where we are connected: Now the computer is used especially during the day (for the work per example), whereas the mobile and more again the tablet are used the evening.
In relation with the commerce, these devices are a very powerful tool ! In 2011 13,6 millions people accessed a retail site via smartphone in the EU5, it is plus 112% since the last year.
20,3% people accessed to their bank accounts, 13,9% to an online retail, 12,1% to an electronic payment, etc. And more that the site and application, now we use our smartphone in the real retails store, especially to took picture of a product, text or call someone about a product, scan a barcode…
Conclusion
The Europe Union 5 is very dynamic in the tablet & smartphone’s market. In this huge market two companies reach the top of the sells: Apple and Google. They both are neck and neck with different devices and software. With these devices our consuming habits have changed, we buy on internet, check everything, compare, consult… and it is just the beginning.
Reference
All statistics and graphs come from ComScore and Telefonica.