Market Share Analysis: Mobile Phones, Worldwide, 4Q12 and 2012

Android was top with 144.7m smartphones sold, for a 69.7% market share. iOS ranks second with 43.5m iPhones and a 20.9% share. Gartner has BlackBerry in third place (7.3m sales / 3.5% share) and Windows Phone in fourth (6.2m / 3%) but with the former falling considerably year-on-year, and the latter growing.

“2013 will be the year of the rise of the third ecosystem as the battle between the new BlackBerry 10 and Windows Phone intensifies,” predicts Gartner.

 

Worldwide Smartphone Sales to End Users by Operating System in 4Q12 (000s of Units)

 

Operating System	4Q12  Units	4Q12 Market Share (%)	4Q11  Units	4Q11 Market Share (%)
Android	144,720.3	69.7	77,054.2	51.3
iOS	43,457.4	20.9	35,456.0	23.6
Research In Motion	7,333.0	3.5	13,184.5	8.8
Microsoft	6,185.5	3.0	2,759.0	1.8
Bada	2,684.0	1.3	3,111.3	2.1
Symbian	2,569.1	1.2	17,458.4	11.6
Others	713.1	0.3	1,166.5	0.8
Total	207,662.4	100.0	150,189.9	100.0

 

Source: Gartner (February 2013) 

 

 

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Samsung and Android continue US mobile dominance

With Apple's prowess in marketing it's easy forget what a critical role the carrier plays in manufacturer and platform market dominance. 

Google touts 'choice' as its big advantage over Apple with more carriers, manufacturers and handsets. 

Recent survey data from comScore shows that Samsung is still the leading OEM brand in the US market with 25.6% of US mobile subscribers, followed by LG and then Apple. 

Google Android is the number one smartphone platform with over the half the market share (Apple has just over one third). 

 

Top Mobile OEMs 3 Month Avg. Ending Jul. 2012 vs. 3 Month Avg. Ending Apr. 2012 Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+ Source: comScore MobiLens
	Share (%) of Mobile Subscribers
	Apr-12	Jul-12	Point Change
Total Mobile Subscribers	100.0%	100.0%	N/A
Samsung	25.9%	25.6%	-0.3
LG	19.2%	18.4%	-0.8
Apple	14.4%	16.3%	1.9
Motorola	12.5%	11.2%	-1.3
HTC	6.0%	6.4%	0.4

Smartphone Platform Market Share

More than 114 million people in the U.S. owned smartphones during the three months ending in July, up 7 percent versus April. Google Android ranked as the top smartphone platform with 52.2 percent market share (up 1.4 percentage points), while Apple’s share increased 2 percentage points to 33.4 percent. RIM ranked third with 9.5 percent share, followed by Microsoft (3.6 percent) and Symbian (0.8 percent).

Top Smartphone Platforms 3 Month Avg. Ending Jul. 2012 vs. 3 Month Avg. Ending Apr. 2012 Total U.S. Smartphone Subscribers Ages 13+ Source: comScore MobiLens
	Share (%) of Smartphone Subscribers
	Apr-12	Jul-12	Point Change
Total Smartphone Subscribers	100.0%	100.0%	N/A
Google	50.8%	52.2%	1.4
Apple	31.4%	33.4%	2.0
RIM	11.6%	9.5%	-2.1
Microsoft	4.0%	3.6%	-0.4
Symbian	1.3%	0.8%	-0.5

 

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How will content shifting impact on advertising revenues?

The paywall debate is an important one but let’s go under the hood and look at the real question large media companies such as Fairfax, Facebook and News Ltd need to be asking themselves.

How will content shifting impact on my advertising revenues?

Paywall and display advertising work fine when the audience gathers around the main dot com site to view the stories.

What happens when the content is moved to aggregators such as Storify?

The partnership announced yesterday at Le Web between Google + and Flipboard demonstrates that Google is trying to get out in front of these changes and develop aggregation functionality inside their products for inevitable content shifting.

If readers aggregate RSS feeds for tablet or mobile device, obviously the complexity of the ad products will be lost.

Digital advertising products that command the most money such as pre-rolls, skyscrapers or page buyouts are lost on third party aggregators . So either the aggregator takes over the advertising and you syndicate content to them, or you create a walled garden (paywall) and stop content sharing.

Arguably, the death of Myspace was its walled garden model. Facebook learned from MySpace’s errors and have taken brave steps to make content on their site shareable. Facebook still haven’t figured out how to adserve mobile or third party aggregators.

Paywalls are part of the solution but don’t truly reflect multi device media consumption.

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