Research

EMEA 2014 Mobile Mix™

Overview

This special Mobile Mix report takes a deep dive into the Europe, Middle East, and Africa (EMEA) device market, including characteristics, trends, and forecasts for the region.

Highlights

Currently, 62% of the EMEA region owns a mobile phone, while 20% owns a smartphone. Within the region, Europe has the highest mobile phone (81%) and smartphone (42%) penetration. The highest rate of growth in smartphone adoption (average of 21% a year) will come from the Middle East and Africa.

 

Six of the top ten countries from which we see impressions in this region on our platform are in Western Europe, where smartphone penetration is the highest, and account for 52% of total impressions for the region. Russia, Saudi Arabia, Turkey, and South Africa round out the top ten.

 

Android impressions have grown 13 percentage points in the last year, and this is reflected in the breakdown of impressions for the top 10 countries. Germany, Spain, and Russia see the largest percentage of Android impressions, while the UK, Saudi Arabia, and the Netherlands all see above average impressions from iOS devices.

EMEA 2014 Mobile Mix

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