Android Sits Atop Brazil's Smartphone Market - eMarketer

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Android Sits Atop Brazil's Smartphone Market

iOS devices represent a sliver of smartphone sales in the country

June 5, 2015

Android has a stranglehold on the smartphone market in Brazil, based on research from Kantar Worldpanel. Back in June 2012, just under half of smartphones sold in Brazil ran Android. For the past year, however, that figure has plateaued just under 90%.

Smartphone Sales Share in Brazil, by OS, June 2012-March 2015 (% of total)

That leaves a tiny 3.3% share of smartphones sold for Apple’s offerings—which are also less popular than Windows Phones.

According to the International Data Corporation (IDC), smartphone shipments were up 55% last year in Brazil, reaching 54.5 million. This year, IDC estimates, Brazil will account for 4.4% of all smartphone shipments in the world. Its share of the total will drop to 4.0% by 2019, however.

eMarketer estimates that 46.7 million people in Brazil will own and use a smartphone at least monthly this year. That’s up from 39.7 million in 2014 and will rise to 68.7 million by 2019, the end of our forecast period. That year, 48.5% of Brazil’s mobile phone users will use a smartphone, up from 35.8% penetration this year.


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