A recent survey, entitled, “2011 European Mobile User Study” found that 40 percent of consumers who intend to buy a smartphone as their next mobile device will choose an iPhone. Android-based devices come in second (19 percent), followed by BlackBerry (17 percent) and Nokia (15 percent).
“These findings highlight the continued strength of Apple in the European smartphone market and, in particular, its phenomenal brand appeal,” said Declan Lonergan, research VP at Yankee Group. “The data also highlights the enormous challenges faced by Nokia and RIM to retain mind share and market share in this increasingly dynamic and competitive marketplace.”
Other study findings include:
- Consumerization is taking over the enterprise. Four times more employees use consumer tools for work purposes with IT’s explicit approval.
- New devices spur productivity. Employees say they are 58 percent more productive during long-distance travel when they have a tablet.
- Mobile users are multi-device-savvy. Most users have more than one device and they access the same services and content via the screen best suited for the time and place.
Conducted by the Yankee Group, the survey was designed to help both European and global firms make better product, pricing and segmentation decisions. The new study polls 5,000 consumers and 2,250 employees and IT decision-makers across five European countries: France, Germany, Italy, Spain and the U.K.
Source: The Yankee Group