iPhone changing consumer behaviour in Europe

In the EU5 markets (UK, France, Germany, Spain and Italy) the iPhone only has 4% of the mobile market, but 18% of the overall EU5 smartphone market. However, iPhone users are the most consistent consumers of mobile media with 87% using applications and 85% using their phone to browse the internet.

However, Jeremy Copp, vice president mobile Europe, comScore believes the iPhone's success has created a more competitive smartphone market. "It has also prompted other device manufacturers and OS vendors to elevate their game, so the poster-child of the smartphone generation now faces serious competition," said Copp.

Overall, the European smartphone market has enjoyed a 38% year-on-year growth but this increase is attributed to the growing prosperity of North American operating systems such as Apple (+161%) and Google Android (+2,429%) , rather than an 18% rise for the Symbian system.