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Apple iOS leads in Europe, drives 61.1% of Non PC Internet traffic

Just as my last post about Android, Apple iOS and the US mobile Internet went live, some fresh stats came through from Comscore.

While the IBM study in my previous post refers to the US, Comscore’s latest smartphone figures are about the EU5 – UK, France, Germany, Spain and Italy.

Comscore shows that the iOS platform – and Comscore includes iPod Touches as well as iPhones and iPads – accounts for 30.5% of mobile devices in the major European markets.    This compares to 29% for Symbian (Nokia) and 24% for Android.

IBM’s research in the US shows that Apple iOS users are more active online in both relative and absolute terms.   In Europe, Comscore shows that this is even more the case.

61.1% of non-PC browser based page views – so the vast majority – are made from Apple mobile devices, compared to 20.9% from Android devices.   Meanwhile, despite clinging onto the no.2 spot in smartphone popularity, Symbian phones account for only 2.7% of European mobile Internet traffic.

Again, Comscore’s European stats mirror IBM’s American ones in showing the disproportionate influence iPad users have on the mobile Internet.

iPads currently account for 43% of all iOS traffic.   To put that in perspective, in April, Apple revealed that 10% of iOS devices were iPads.

The European Comscore and US IBM figures, raise the question of whether we are looking at smartphone market share in the right way.  Currently there seems to be a train of thought among marketers that Android is where it is at, because more are being shipped.

Yes, brands need to factor in both the Android and Apple iOS universes, but as the Symbian figures show, having lots of handsets on the market and having those users go online with their devices is not the same thing.

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