Get key insights from MEF’s 6th Global Smartphone User Survey – this week, looking at Smart Devices & IoT service via mobile (pre- Covid-19).

Android dominance as the largest smartphone family remains unchallenged. Globally about 3 in 10 smartphones are running Apple’s iOS. However, the numbers vary significantly by market.

The Japanese and USA markets show a majority of iPhones. This is the first time USA has got a clear majority of iPhones (+2 percentage points since the end of 2018).

Price conscious markets have a strong preferences for Android instead: Brazil, India and Spain see penetration of 10% or slightly higher.

Market share is not changing greatly year on year, with only a couple of share points of difference at maximum. Apple attracts in proportion a large number of Millennials (16-24 years old). Unsurprisingly, the iPhone premium positions makes it more likely to be chosen by high income classes (with the opposite being true in Japan). Android is usually the preferred platform for low and medium income users.

For more real-world insights, download the survey now