Global Mobile Landscape 2016: A Country-by-Country Look at Mobile Phone and Smartphone Usage - eMarketer
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Global Mobile Landscape 2016: A Country-by-Country Look at Mobile Phone and Smartphone Usage

eMarketer Report

By: eMarketer

Published: November 16, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Mobile phones have become one of the primary ways in which people around the globe communicate with each other. Still, adoption and usage of those devices can vary greatly from country to country. This report examines the use of mobile phones and smartphones in major markets in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.

  • Nearly 60% of the worldwide population will own a mobile phone and use it at least one a month in 2016, eMarketer estimates. Due to already-wide uptake, mobile phone user growth will slow to 2.2% by 2020.
  • While the number of smartphone users worldwide will climb by double digits this year and next, user penetration is reaching saturation in many countries. Emerging smartphone markets will be the key drivers of continued growth, as the cost of owning those devices declines and mobile infrastructures improve.
  • Samsung is the top smartphone manufacturer on a global level, though Apple controls a significant share of the market in wealthy, digitally developed countries. Chinese smartphone brands have also made strong headway, especially in Southeast Asia.
  • 4G LTE access has made notable inroads in most markets worldwide. While North America boasts the highest share of 4G mobile connections overall, some of the most reliable 4G networks are found in Japan, Singapore and South Korea.
  • Japan and South Korea are leading the way in 5G development. Strategy Analytics expects that the first commercial 5G handsets will become available in those two countries in 2020, followed by a handful of other early adopters like the US and China in 2021. By 2025, 7% of worldwide mobile connections will be 5G.

"eMarketer estimates that there will 4.30 billion mobile phone users worldwide in 2016, representing 58.7% of the global population. Though user growth is slowing, the number of mobile phone users will climb to 4.78 billion in 2020."

Table of Contents

Mobile Usage: A Worldwide Overview

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Asia-Pacific

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Europe

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Latin America

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Middle East and Africa

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North America

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181 charts are included in the full report:

Global Mobile Landscape 2016: A Country-by-Country Look at Mobile Phone and Smartphone Usage

Mobile Phone Users and Penetration Worldwide, 2015-2020 (billions, % of population and % change)

Mobile Usage: A Worldwide Overview

Smartphone User Penetration Worldwide, by Region, 2015-2020 (% of mobile phone users)

Smartphone Users Worldwide, by Region, 2015-2020

Smartphone Sales Worldwide, by Country/Region, 2015 & 2016

Smartphone Sales Worldwide, by Brand, Q2 2015 & Q2 2016 (millions of units and % of total)

Smartphone Sales Worldwide, by OS, Q2 2015 & Q2 2016 (millions of units and % of total)

4G Mobile Connections and Penetration Worldwide, by Region, 2015 & 2020

4G LTE Mobile Connections and Penetration Worldwide, 2016-2020 (billions and % of total mobile connections)

Asia-Pacific

Smartphone User Penetration in Asia-Pacific, by Country, 2015-2020 (% of mobile phone users)

Smartphone Users in Select Countries in Asia-Pacific Who Access the Internet via Smartphone, by Frequency, May 2016 (% of respondents)

4G Penetration in Select Countries in Asia-Pacific, 2015 & 2020 (% of mobile connections)

Australia

Smartphone Owner Penetration in Australia, Q1 2013-Q1 2016 (% of population)

Smartphone Owner Penetration in Australia, by Age, April 2016 (% of internet users in each group)

Smartphone Sales Share in Australia, by OS, June 2012-June 2016 (% of total)

Demographic Profile of Smartphone Users in Australia, by Brand, Q2 2016 (% of total)

Mobile Phone Connection Share in Australia, by Service Provider, March 2016 (% of total)

China

Smartphone Shipments in China, Q2 2015 & Q2 2016 (millions of units and % change)

Top 5 Smartphone Brands in China, Ranked by Shipments, Q2 2015 & Q2 2016 (millions, % of total and % change)

Smartphone Sales Share in China, by OS, Dec 2012-June 2016 (% of total)

3G vs. 4G LTE Mobile Phone Connections in China, 2015 & 2016* (millions)

4G LTE vs. Total Mobile Connections in China, by Service Provider, July 2016 (millions and % of total)

India

Mobile Handset Shipments in India, by Type, 2013-2016 (millions)

Smartphone Shipment Share in India, by Brand, Q2 2016 (% of total)

Smartphone Shipments in India, by OS, Q2 2015 & Q2 2016 (millions and % of total)

Mobile Service Provider Subscriber Share in India, June 2016 (% of total)

4G-Enabled Smartphone Shipment in India, 2016 (% of total)

Indonesia

Types of Mobile Phones Owned by Mobile Phone Owners in Indonesia, Nov 2015 (% of respondents)

Mobile Phone Access Among Consumers in Indonesia, by Demographic, Nov 2015 (% of respondents)

Smartphone Shipment Share in Indonesia, by Brand, Q2 2016 (% of total)

Smartphone Brands Ever Used by Smartphone Users in Indonesia, June 2016 (% of respondents)

4G Usage Among Mobile Internet Users in Indonesia, Dec 2015 (% of respondents)

Leading Mobile Service Providers Among Mobile Phone Owners in Indonesia, Nov 2015 (% of respondents)

Japan

Mobile Phone Ownership Among Internet Users in Japan, by Type, April 2016 (% of respondents)

Feature Phone vs. Smartphone Shipments in Japan, 2014 & 2015 (millions of units and % change)

Smartphone User Share in Japan, by Brand/Model, April 2016 (% of respondents)

Smartphone Sales Share in Japan, by OS, Dec 2012-June 2016 (% of total)

Demographic Profile of Smartphone Users in Japan, by OS, Q2 2016 (% of total)

Smartphone User Share in Japan, by Service Provider, Dec 2015 (% of respondents)

Malaysia

Mobile Phone Connections and Penetration in Malaysia, Q1 2014-Q1 2016 (millions and % of population)

Smartphone Market Share in Malaysia, by Brand, H1 2015 (% of total)

Demographic Profile of Mobile Internet Users in Malaysia, Q1 2016 (% of total)

Mobile Internet Usage Among Mobile Internet Users in Select Countries in Southeast Asia, by Access Technology and Location, Aug 2015 (% of respondents)

Philippines

Smartphone Shipments in the Philippines, Q1 2015 & Q1 2016 (millions and % change)

Smartphone Shipment Share in the Philippines, by Brand Origin, 2014 & 2015 (% of total)

4G Penetration in Select Countries in Asia-Pacific, 2015 & 2020 (% of mobile connections)

Singapore

Mobile Connections in Singapore, by Type, May 2016 (millions and % of total)

Smartphone User Penetration in Singapore, 2014-2016 (% of population)

Leading OS Used by Smartphone Users in Singapore, June 2016 (% of respondents)

Demographic Profile of Smartphone Users in Singapore, by OS, Q2 2016 (% of total)

4G Network Coverage* in Singapore, by Service Provider, Q1 2016 (% of total)

South Korea

Mobile Phone Connections in South Korea, by Service Provider and Type, Dec 2015 & June 2016 (millions)

Consumers in South Korea Who Use a Mobile Phone, Oct 2015 (% of respondents in each group)

Demographic Profile of Smartphone Users in South Korea, by Brand, July 2016 (% of respondents)

Mobile Data and Device Metrics in South Korea, 2015 & 2020

Thailand

Prepaid vs. Postpaid Mobile Subscription Penetration in Thailand, 2011-2016 (% of population)

Consumers in Thailand Who Use a Mobile Phone, by Geographic Locale, March 2015 (% of respondents in each group)

Number of Smartphones Owned by Internet Users in Thailand, by Age, Oct 2015 (% of respondents)

Usage and Awareness of Select Smartphone Brands Among Smartphone Users in Thailand, Oct 2015 (% of respondents)

Mobile Subscription Share in Thailand, by Service Provider, Q3 2015 (% of total)

Vietnam

Mobile Connections in Vietnam, by Access Technology, Dec 2013-June 2016 (millions)

Leading Mobile Phone Operating Systems Among Smartphone/Tablet Users in Vietnam, Oct 2015 (% of respondents)

Mobile Service Providers Ever Used by Internet Users in Vietnam, Jan 2016 (% of respondents)

Europe

Smartphone User Penetration in Western Europe, by Country, 2015-2020 (% of mobile phone users)

4G LTE Connections in Western vs. Central & Eastern Europe, 2020 (% of total mobile connections)

Belgium

Postpaid vs. Prepaid Mobile Connections in Belgium, 2011-2015 (millions)

Smartphone User Penetration in Belgium, 2014-2016 (% of population)

Smartphone User Penetration in Belgium, by Age, 2015 (% of internet users in each group)

Mobile Internet Traffic Share in Belgium, by Brand and Device, Q2 2016 (% of total)

4G LTE Mobile Connection Share in Belgium, 2014 & 2015 (% of total)

Mobile Connection Share in Belgium, by Service Provider, 2011 & 2015 (% of total)

Denmark

Smartphone Owner Penetration in Denmark, 2011-2016 (% of internet users)

Mobile Internet Traffic Share in Denmark, by Brand and Device, Q2 2016 (% of total)

Mobile Broadband Subscriptions in Denmark, by Type, 2015 (thousands)

Mobile Phone Subscription Share in Denmark, by Service Provider, 2014 & 2015 (% of total)

Finland

Smartphone Owner Penetration in Finland, 2012-2016 (% of internet users)

Share of Mobile Phones in Use in Finland, by Brand, Sep 2015 (% of total)

4G LTE-Capable Mobile Phone Share in Finland, Sep 2015 (% of total mobile phones in use)

Mobile Phone Subscription Share in Finland, by Service Provider, 2015 (% of total)

France

Smartphone User Penetration in France, Q3 2013-Q1 2016 (% of internet users)

Internet Users in France Who Own a Smartphone, by Demographic, Feb 2016 (% of respondents in each group)

Smartphone User Share in France, by OS, April 2016 (% of total)

Smartphone Sales Share in France, by OS, June 2012-June 2016 (% of total)

4G Smartphone Users in France, Q1 2015 & Q1 2016 (millions, % change vs. same period of prior year and % of total mobile connections)

Mobile Connection Share in France, by Service Provider, Q1 2016 (% of total)

Germany

Consumers in Germany Who Use a Smartphone, by Age, May 2016 (% of respondents in each group)

Smartphone Sales in Germany, 2014-2016

Smartphone Sales Share in Germany, by OS, June 2012-June 2016 (% of total)

Mobile Data and Device Metrics in Germany, 2015 & 2020

Italy

Smartphone Owner Penetration in the EU-5, April 2016 (% of mobile phone owners)

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

Smartphone Sales Share in Italy, by OS, June 2012-June 2016 (% of total)

Internet Users in Italy, by Device, June 2016 (millions and % of population)

Mobile Data and Device Metrics in Italy, 2015 & 2020

4G Smartphone Network Performance Benchmarks in Italy, by Service Provider, Q1 2016

Netherlands

Smartphone User Penetration in the Netherlands, 2014-2016 (% of population)

Smartphone Internet Users in the Netherlands, April 2014, April 2015 & April 2016 (% of population)

Top 10 Smartphone Brands/Models in the Netherlands, Ranked by User Share, 2015 & 2016 (% of total)

Mobile Data Usage Share in the Netherlands, by Access Technology, Q2 2015-Q1 2016 (% of total)

Norway

Demographic Profile of Smartphone Users in Norway, 2015 (% of mobile phone users in each group)

Internet Session Share in Norway, by OS, March 2016 (% of total)

Mobile Phone Subscription Share in Norway, by Service Provider, 2015 (% of total)

Russia

Mobile Phone Sales in Russia, by Type, 2009-2015 (millions of units)

Smartphone Sales Share in Russia, by OS, H1 2016 (% of total)

LTE Smartphone Sales in Russia, H1 2015 & H1 2016 (millions of units and % change)

Mobile Data and Device Metrics in Russia, 2015 & 2020

Mobile Phone Connection Share in Russia, by Service Provider, Q2 2016 (% of total)

Spain

Mobile Connections in Spain, by Payment Plan, Q1 2015-Q1 2016 (millions)

Smartphone Owner Share in Spain, by OS, Q4 2015 (% of respondents)

Share of Time Spent Online Among US Internet Users, by Age and Platform, June 2016 (% of total in each group)

Smartphone Owner Share in Spain, by Connection Type, Dec 2015 (% of total)

Mobile Connection Share in Spain, by Service Provider, May 2016 (% of total)

Sweden

Demographic Profile of Smartphone Users in Sweden, 2015 (% of population in each group)

Mobile Phone Owner Share in Sweden, by Brand, Sep 2015 (% of total)

Mobile Phone Subscription Share in Sweden, by Service Provider, 2014 & 2015 (% of total)

Mobile Connections in Sweden, by Type, 2014 & 2015 (millions and % change)

United Kingdom

UK Consumers Who Own a Smartphone, 2011-2016 (% of respondents)

Smartphone Sales Share in Great Britain, by Brand, July 2015 & July 2016 (% of total)

Smartphone Sales Share in Great Britain, by OS, June 2012-June 2016 (% of total)

UK Consumers Who Use 4G LTE Mobile Services, by Demographic, Feb 2015 & Feb 2016 (% of respondents in each group)

UK 4G Smartphone Network Performance Benchmarks, by Service Provider, Jan 2016

Latin America

Mobile Phone User Penetration in Latin America, by Country, 2015-2020 (% of population)

Mobile Phone User Share in Select Countries in Latin America, by Connection Type, 2015 (% of total)

Smartphone User Penetration in Latin America, by Country, 2015-2020 (% of mobile phone users)

Smartphone Shipments in Latin America, by Country/Region, 2016-2020 (millions)

4G LTE and Total Mobile Connections in Latin America, 2016-2020 (millions and % of total mobile connections)

Argentina

Mobile Phone User and Connection Penetration in Argentina, 2006-2015 (% of population)

Smartphone Connections in Argentina, 2011-2020 (millions and % change)

Share of Smartphones in Use in Argentina, by Brand and OS, Oct 2015 (% of total)

Active Mobile Connections in Argentina that Are In Use vs. Not In Use, by Device/Access Technology, Dec 2015 (% of total)

Mobile Data and Device Metrics in Argentina, 2015 & 2020

4G Smartphone Network Performance Benchmarks in Argentina, by Service Provider, Q1 2016

Brazil

Mobile Phone User Share in Brazil, by Age and Device Type, Sep 2015 (% of total)

Smartphone Owner Share in Brazil, by OS, April 2016 (% of respondents)

Smartphone Shipments in Brazil, 2013-2016 (millions and % change)

Mobile Broadband Connections in Brazil, 3G vs. 4G, Q2 2016 (millions)

Mobile Connections in Brazil, by Service Provider, Q1 2015 & Q1 2016 (thousands and % of total)

Chile

Mobile Phone Connections in Chile, 2010-March 2016 (millions, % change and % of population)

Smartphone Users in Chile, by Access Technology, 2013-June 2016 (millions, % of population and % change)

Smartphone Shipment Share in Chile, by Brand, Q4 2014 & Q4 2015 (% of total)

Mobile Page View Share in Chile, by OS, Feb 2016 (% of total)

LTE Subscriptions in Chile, 2016-2020 (millions and % change)

Colombia

Mobile Connections in Colombia, Q4 2010-Q1 2016 (millions, % change and % of population)

Smartphones in Use in Colombia, by Connection Type, 2015 & 2020 (millions)

Urban Mobile Phone Users in Colombia Who Own/Have Access to a Smartphone, by Demographic, June 2015 (% of respondents in each group)

Share of Smartphones in Use in Colombia, by Brand and OS, Sep 2015 (% of total)

Mobile Connection Share in Colombia, by Service Provider, Q1 2016 (% of total)

Mexico

Mobile Connections and Penetration in Mexico, 2012-Q1 2016 (millions, % of population and % of change)

Smartphone User Share in Mexico, by Brand, Q4 2015 (% of total)

Mobile Phone Page View Share in Mexico, by OS, Feb 2016 (% of total)

Mobile Phone Subscription Share in Mexico, by Service Provider, Q2 2016 (millions and % of total)

Mobile Connection Share in Mexico, by Type, 2012-Q1 2016 (% of total mobile connections)

Peru

Mobile Connections in Peru, 2007-March 2016 (millions and % change)

Mobile Connections in Peru, by Access Technology, 2014 & 2020 (millions)

Smartphone Ownership Share Among Smartphone Owners in Urban Peru*, by Brand, May 2015 (% of respondents)

Mobile Phone Page View Share in Peru, by OS, Feb 2016 (% of total)

Mobile Phone Internet Users in Peru, by Carrier, Q1 2014-Q4 2015 (millions)

4G Smartphone Network Performance Benchmarks in Peru, by Service Provider, Q1 2016

Middle East and Africa

Mobile Phone User Penetration in the Middle East & Africa, by Country, 2015-2020 (% of population)

Consumers in Sub-Saharan Africa Who Have Mobile Access, by Country, 2015 (% of population)

Consumers in Select Countries in North Africa Who Have Mobile Access, 2015 (% of population)

Smartphone Connection Penetration in the Middle East & North Africa, by Country, Q2 2015 (% of total mobile connections)

Mobile Internet Traffic Share in the Middle East & North Africa*, by Brand, Q3 2016 (% of total)

Top 5 Mobile Phone Brands in the Middle East & Africa, Ranked by Shipment Share, Q1 2016 (% of total)

Egypt

Mobile Connections and Penetration in Egypt, Q1 2015, Q4 2015 & Q1 2016 (millions and % of population)

Saudi Arabia

Mobile Connections in Saudi Arabia, 2010-Q2 2016 (millions)

South Africa

Smartphone Shipment Share in South Africa, by Brand, 2015 (% of total)

United Arab Emirates

Leading Mobile Phone Models in the United Arab Emirates, Q1 2016 (% of total)

Leading Mobile Phone Brands in the United Arab Emirates, Q1 2016 (% of total)

North America

Mobile Phone Users and Penetration in North America, by Country, 2015-2020

Top 5 Worldwide and Regional Smartphone Brands, Ranked by Shipment Share, Q2 2016 (% of total)

Canada

Smartphone Owner Penetration in Canada, 2014-2016 (% of internet users)

Smartphone vs. Feature Phone User Share in Canada, by Brand, June 2016 (% of total)

Smartphone Owner Share in Canada, by OS, 2014-2016 (% of respondents)

Mobile Data and Device Metrics in Canada, 2015 & 2020

Mobile Connections in Canada, by Service Provider, Q1 & Q2 2016 (thousands and % of total)

United States

US Smartphone User Penetration, 2009-2016 (% of population)

Leading Smartphone Brands, Ranked by US Smartphone User Share, Sep 2012-June 2016 (% of total)

US iPhone Purchasers, by Demographic, Jan 2014-March 2016 (% of respondents)

US Smartphone Sales Share, by OS, June 2012-June 2016 (% of total)

US Mobile Data and Device Metrics, 2015 & 2020

Customer Metrics for the Top 5* US Mobile Service Providers, Q2 2016 (millions)