A new study of European smartphone buyers by Yankee Group is due to be released next month, with the highlight being a claim that fully 40% of European smartphone purchasers intend their next handset to be an Apple iPhone.
After that massive 40% potential iPhone sales, Android comes in a distant second with 19%, followed by 17% aiming for a BlackBerry.
Former phone giant Nokia lags behind with a paltry 15%. The Finnish outfit will no doubt be hoping their imminent switch to Microsoft’s Windows Phone 7 will help arrest their alarming decline over the last few years…
The one proud Finnish outfit has had to turn to former Microsofty Stephen Elop in an attempt to modernise their business, and he clearly believes Microsoft holds the key turning around Nokia’s fortunes.
“These findings highlight the continued strength of Apple in the European smartphone market and, in particular, its phenomenal brand appeal,” Yankee Group research vice president, Declan Lonergan, said. “The data also highlights the enormous challenges faced by Nokia and RIM to retain mind share and market share in this increasingly dynamic and competitive marketplace.”
As reported by BGR, Yankee Group has also released data they have gathered regarding usage of tablets on the continent.
Of the people questioned, 58% believe they are more productive when on a long business trip if they are equipped with a tablet device, presumably with Apple’s iPad being the top dog.
Full press release incoming:
“Yankee Group Unveils New European Mobile User Study
New survey offering finds 40 percent of smartphone buyers plan to choose an iPhone.
London, U.K. Jun 22, 2011 – Yankee Group today announced the 2011 European Mobile User Study, which is designed to help both European and global firms make better product, pricing and segmentation decisions. The new study polls 5,000 consumers and 2,250 employees and IT decision-makers across five European countries: France, Germany, Italy, Spain and the U.K.
Available in July, this new survey offering provides key insights into European mobile user behavior, attitudes and purchase plans. For example, it finds 40 percent of consumers who intend to buy a smartphone as their next mobile device will choose an iPhone. Android-based devices come in second (19 percent), followed by BlackBerry (17 percent) and Nokia (15 percent).
“These findings highlight the continued strength of Apple in the European smartphone market and, in particular, its phenomenal brand appeal,” said Declan Lonergan, research VP at Yankee Group. “The data also highlights the enormous challenges faced by Nokia and RIM to retain mind share and market share in this increasingly dynamic and competitive marketplace.”
Other study findings include:
- Consumerization is taking over the enterprise. Four times more employees use consumer tools for work purposes with IT’s explicit approval.
- New devices spur productivity. Employees say they are 58 percent more productive during long-distance travel when they have a tablet.
- Mobile users are multi-device-savvy. Most users have more than one device and they access the same services and content via the screen best suited for the time and place.
In addition to the new study, Yankee Group also announced that Simon Rodd is joining the firm as portfolio manager within the company’s European sales team (see accompanying release). To learn about additional open Yankee Group positions in Boston, London and other locations, visit http://www.yankeegroup.com/careers.do”