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More than half of French website visits occurred via mobile phones in March 2017, and Android increased its lead as the most common operating system powering those devices, according to data from Médiamétrie.
Based on data compiled using Médiamétrie’s eStat website traffic measurement tool, 67.9% of visits to sites in France tracked by eStat during March were made using smartphones and tablets.
Mobile phones were responsible for 55.7% of total site visits, up 0.8 percentage points from December 2016, while tablets represented 12.2%, a gain of 0.6 percentage points from the earlier period.
Just 32.1% of visits in March arrived via desktop or laptop computers, according to eStat figures, down approximately 1 percentage point in share from December.
Among mobile phone-based visits, 57.0% were via devices running Google’s Android operating system. Apple’s iOS ranked second, with 41.5% of visits, but that share was down 3.5 percentage points compared with December. Microsoft’s Windows OS ranked a distant third, responsible for just 1.1% of mobile phone-based visits for the month.
Android’s lead in mobile visits isn’t especially surprising—Google’s OS has long dominated the market in France for share of smartphone sales. In the three-month period ended December 2016, approximately three-quarters of smartphones sold in the country were Android devices, according to Kantar Worldpanel ComTech—the latest market share win in a streak going back to at least 2012.
Considering Android’s sales dominance, what’s more notable is the extent to which Apple users have continued to make up a greater share of site visits than their representation among France’s mobile phone users would lead one to expect. Now with iOS’ share slipping, that lead is in doubt.
Médiamétrie’s March figures show Android visits moving in a direction that’s more in sync with the operating system’s strong market share in France.
Paid media advertising outlays worldwide will increase 7.3% in 2017 to $583.91 billion. Growth will be roughly on par with previous estimates, and spending will rise at a steady pace throughout the forecast period, driven by increased investments in digital and mobile ads.
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