Denmark's Smartphone Market Nears Saturation - eMarketer

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Denmark's Smartphone Market Nears Saturation

The country's smartphone owners choose Apple over any other brand

June 18, 2015

With 78.1% of internet users in Denmark expected to use a smartphone at least once per month this year, eMarketer estimates, the country will boast the highest smartphone penetration rate in Western Europe. Recent research suggests that the share of those who own a smartphone may be even higher and that the market in the country is now almost fully mature.

Smartphone Owner Penetration in Denmark, 2011-2015 (% of internet users)

According to a May 2015 survey conducted by TNS Gallup Denmark for Danske Medier (IAB Denmark) and Kreativitet & Kommunikation, just over eight in 10 internet users in Denmark owned a smartphone. This was up by 7 percentage points from one year earlier, when 74% of internet users in the country were smartphone owners.

Smartphone ownership in Denmark is now so high that the market there is quickly approaching its saturation point. Consumers are switching from adoption behaviors to replacement ones, and 15% of respondents, or 384,000 smartphone owners, planned to trade in their device for a newer model.

Smartphone Owner Share in Denmark, by Brand, May 2015 (% of total)

In terms of brand, smartphone owners in Denmark were most likely to choose Apple. IAB Denmark found that nearly half (47%) of all smartphone owners in the country had an iPhone, up from 41% one year earlier. Samsung took second place with a 24% share, followed by Sony (8%) and Nokia (7%).

This brand breakdown is similar to those in the rest of the Nordic countries, with the exception of Finland, where homegrown Nokia still maintains a large share of the smartphone market. Sanoma found in February 2015 that 37% of smartphone users in Finland used a Nokia/Microsoft-branded device, compared with 33% who used a Samsung and 16% who used an iPhone.


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