In Denmark, the smartphone market is near saturation, Apple is the first choice
[ 26.06.2015 ]
According to a May 2015 survey conducted by TNS Gallup Denmark for Danske Medier (IAB Denmark) and Kreativitet & Kommunikation, just over eight in 10 internet users in Denmark owned a smartphone. This was up by 7 percentage points from one year earlier, when 74% of internet users in the country were smartphone owners.
Smartphone ownership in Denmark is now so high that the market there is quickly approaching its saturation point. Consumers are switching from adoption behaviors to replacement ones, and 15% of respondents, or 384,000 smartphone owners, planned to trade in their device for a newer model.
In terms of brand, smartphone owners in Denmark were most likely to choose Apple. IAB Denmark found that nearly half (47%) of all smartphone owners in the country had an iPhone, up from 41% one year earlier. Samsung took second place with a 24% share, followed by Sony (8%) and Nokia (7%).
This brand breakdown is similar to those in the rest of the Nordic countries, with the exception of Finland, where homegrown Nokia still maintains a large share of the smartphone market. Sanoma found in February 2015 that 37% of smartphone users in Finland used a Nokia/Microsoft-branded device, compared with 33% who used a Samsung and 16% who used an iPhone.
See more at: http://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620?ecid=NL1002#sthash.glnaMqul.dpuf
www.emarketer.com
Smartphone ownership in Denmark is now so high that the market there is quickly approaching its saturation point. Consumers are switching from adoption behaviors to replacement ones, and 15% of respondents, or 384,000 smartphone owners, planned to trade in their device for a newer model.
In terms of brand, smartphone owners in Denmark were most likely to choose Apple. IAB Denmark found that nearly half (47%) of all smartphone owners in the country had an iPhone, up from 41% one year earlier. Samsung took second place with a 24% share, followed by Sony (8%) and Nokia (7%).
This brand breakdown is similar to those in the rest of the Nordic countries, with the exception of Finland, where homegrown Nokia still maintains a large share of the smartphone market. Sanoma found in February 2015 that 37% of smartphone users in Finland used a Nokia/Microsoft-branded device, compared with 33% who used a Samsung and 16% who used an iPhone.
See more at: http://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620?ecid=NL1002#sthash.glnaMqul.dpuf
www.emarketer.com