America dominates iPhone market

27 July 2009

NEW YORK: The US is by far the biggest market for Apple's iPhone, and is home to more than half of all users of the device worldwide, according to new figures from AdMob, the mobile advertising company.

It has been predicted that smartphones, and the iPhone in particular, will become increasingly popular with marketers in the future, and a number of brands have already started to utilise this medium in an effort to engage with consumers.

Some 13.3 million iPhones have been purchased by American consumers between its launch in June 2007 and the same month two years later, amounting to 50.2% of total global shipments.

Apple's home market also holds a 54% share when it comes to ownership rates of all iPhones and iPod Touches, although this figure has fallen from 61% in the last six months, suggesting "international users are growing faster than those in the US."

A further 1.9 million, of the company's touch-phones have been sold in Germany, a 7.3% share, a figure that falls to 1.8 million, or 6.8%, in France, and 6.4%, or 1.7 million in the UK.

Canada, Australia and Japan all contributed between 2% and 3% of sales, with Italy, Switzerland and Russia all registering between 1.2% and 1.9%.

AdMob serves ads for more than 7,000 mobile websites and 2,500 applications around the world, and reported that 47.7% of all such executions delivered in June were in the US market.

The country was significantly ahead of its nearest rivals, which included Indonesia, on 8%, India, on 6.1%, the Philippines on 4.7% and the UK on 3.1%.

By region, North America took 49.6% of all ad requests, compared with 27.8% in Asia, 8.7% in Western Europe, 5.3% in Africa, and 3.4% in Latin America.

Apple's iPhone had a 30% share of the market by manufacturer, with Nokia on 25.6%, Samsung on 0.9%, and Motorola and Sony Ericsson on 6.4%. (Research in Motion's BlackBerry registered a total of 2.7%.)

In terms of smartphone operating systems, the iPhone also took the top spot, on 47%, with Symbian on 34%, Research in Motion on 7%, Google's Android on 5%, and Microsoft's Windows Mobile on 4%.

Data sourced from AdMob; additional content by WARC staff