Having already looked at mobile operating systems, here we turn our attention to the fortunes of handset brands.

At a global level, Samsung is top of the pile – 36% of internet users said they owned one of the brand’s handsets by the end of last year, up from 31% at the start of 2013. It also increased its dominance within the market, now being some fourteen percentage points ahead of its closest rival.

Elsewhere, iPhone and Sony also posted rises in 2013 – each adding an extra 4%. But the situation is less positive for Nokia, which saw its global share slip from 25% to 22%. That said, it still maintains second position and enjoys considerably higher than average usage levels in a number of fast-emerging internet markets (hitting 40% or more in places like the Philippines, India and Indonesia). In terms of age, though, its highest figures are in the 45+ group; its appeal will have to grow in other age groups if the current trend is to be reversed.

For the latest mobile and tablet trends, see our brand new GWI Device report – you can download a free summary here.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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