1bn smartphones by 2015, Android to lead OS marketshare

  • 1bn smartphones will be shipped worldwide by 2015
  • Android will grow 23.7% to lead all OS with 43.8% marketshare
  • Windows Phones which has been adopted by Nokia will grow 82% and take 2nd spot ousting the Apple iOS

Latest research revealed in IDC’s Worldwide Quarterly Mobile Phone Tracker backs Windows Phones to make a strong charge which will enable it to leapfrog both iOS and RIM by 2015. Nokia recently announced it would ditch Symbian and new phones shipped from 2012 will be Windows based. This means much of the growth will come in the latter half of the forecast period.






Nokia has a strong presence in emerging markets where many users start off with one of the companys attractively priced value-for-money phones. Android growth will be stable, but will ride the wave of overall smartphone adoption. Though late to the party, Android is now everywhere due to the proliferation of feature packed affordable models and bunding of Android phones in low cost mobile plans by carriers.

Q410 IDC figures for APEJ (APAC excluding Japan) indicate Android focused vendors like HTC and Samsung delivering strong YoY growth in these markets.

APEJ-Smartphone-Vendor-Share 2009-10


Global Internet spend to overtake newspapers by 2013

ZenithOptimedia has released an updated Adspend Expenditure report which predicts Internet spend will exceed newspapers as early as 2013.

Internet adspend to overtake newspapers by 2013
Image credit: healingdream
 AdExpenditure Trend by Medium: 2010 to 2013
  1.  TV share of spend will grow from 40.4% to 41.17%. With future growth expected largely from developing populous countries, TV as a mass medium will continue to thrive in volume even if growth slows.
  2. Internet spend will grow from $63mn to $94mn. This growth will be driven by Display (Video & Social) as pace of Paid Search growth slows down
  3. Newspapers share will drop from 21.3% to 17.6% as subscriptions drop and users migrate to digital delivery channels like smart phone apps and services like Twitter
AdExpenditure Trend by Market: 2010 to 2013

  1. Share of developing markets contribution in global ad expenditure will increase from 30.9% in 2010 to 35.1% in 2013
  2. The top 5 markets by spend – US, Japan, Germany, China & UK will still be at the top in 2013, with China overtaking Germany for 3rd spot in 2011.
  3. Australia currently #9 on the list with U$S 9,705mn will drop to 10th place in 2013 at $11,167mn, as Russia rises into the top 10 and Canada drops out.