ComScore: iPhone has low penetration in Europe, enormous impact

Digital measurement company comScore Inc. outlined the impact that the first three generations of Apple’s iPhone have had on the European mobile market in light of record pre-sales and extraordinary consumer demand for the iPhone 4. The iPhone currently represents just 4 percent of the EU5 mobile market —Britian, France, Germany, Spain and Italy—but 18 percent of the overall EU5 smartphone market. However, the iPhone has facilitated fundamental change in mobile user behavior and ignited fierce competition among device and operating system providers, as iPhone owners are the most voracious consumers of mobile media—in fact, 94 percent use mobile media. Go to article.

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