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Samsung Tops Smartphone Market in Italy

New devices are slightly more likely to be made by Apple

September 30, 2016 | Mobile

Samsung enjoys significant popularity among smartphone users in Italy, according to May 2016 data from comScore MobiLens. Only two brands had devices in the hands of more than 10% of all smartphone users that month—and more than 40% had Samsung phones.

Smartphone User Share in Italy, by Brand, May 2016 (% of total)

Trailing significantly but still with nearly one-fifth of the smartphone user base, Apple was the only other brand to hold over 10% of all smartphone users in Italy.

After that came Nokia and Huawei, at about 9% and 8% of all smartphone users, respectively. From there are a number of companies with very low shares of users in Italy.

However, Apple, as well as Huawei, made the phones most likely to be newly in users’s hands.

While the Huawei P8 lite was the most popular phone for smartphone users to acquire in May, two recent Apple models were the second- and third-most-popular. In fact, combined with the Apple iPhone 5, new-to-them Apple devices were acquired by 11.5% of smartphone users who upgraded their devices in May.

Top 9 Smartphone Models in Italy, Ranked by New User Share, May 2016 (% of total)

That’s slightly higher than the aggregate share for the four Samsung Galaxy models that made the list, which means that while Samsung is still the most dominant smartphone brand in Italy, there could be rising popularity for iPhones.

In September 2016, eMarketer estimated there would be nearly 31 million smartphone users in Italy by the end of the year, a figure that will grow to about 33 million in 2017, a change of 6.4%. Italy has the No. 4 smartphone market in Western Europe this year, trailing Germany, the UK and France.

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