The mobilesquared Databooks deliver comprehensive data and forecasts to 2018 for mobile subscriptions and smartphones in 200 markets worldwide, including a breakdown of the top 20 markets by operating system. This presentation provides a snapshot of the data available.

1. www.mobilesquared.co.uk@mobilesquared

2. What is a Databook
mobilesquared.co.uk@mobilesquared
We know people don’t have time to read 200-page reports, and really just want the
data. So mobilesquared has developed a series of Databooks that are data-heavy
and copy-light.
Our Databooks are designed to deliver comprehensive market data and forecasts,
coupled with a concise, accessible short report to provide you with all the data and
key top-line analysis you need to inform your business decisions.
With our Databooks you can now use actual numbers in presentations and reports,
and not percentages.
The mobilesquared Databooks feature:
• Summary market overview
• Current market data + breakdown by OS (actual numbers, not percentages)
• 3-year forecast market data 2016-2018
• Key trend analysis
• The top 5 key takeouts covering the main areas your business needs to
plan for now

3. Total smartphones by region (2015)
mobilesquared.co.uk@mobilesquared
• There were a total of 2.74 billion smartphones in use worldwide at the end of 2015
• Equivalent to 37.4% penetration of the total estimated 7.32 billion mobile connections
• Smartphone data is based on total devices used in 200 markets worldwide
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37.4%
62.6%
Smartphones Non-smartphones

4. Total smartphones by region (2015-18)
mobilesquared.co.uk@mobilesquared
• By the end of 2018, the number of smartphones will have risen 1.74 billion to 4.48 billion
• Compound Annual Growth Rate (CAGR) of 17.8%
• Growth will centre on Africa, Asia and Latin America
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5. Region Country Smartphone net
adds
% of total net
adds
Asia China 434,370,560 24.9%
Asia India 410,990,570 23.6%
Asia Indonesia 76,164,521 4.4%
North America USA 57,202,116 3.3%
East Europe Russia 51,346,950 2.9%
Latin America Brazil 49,456,546 2.8%
Africa Nigeria 36,582,972 2.1%
Latin America Mexico 28,720,676 1.6%
Asia Philippines 24,961,424 1.4%
West Europe Italy 24,661,586 1.4%
Others Others 547,176,504 31.4%
Total Worldwide 1,741,634,425 100.0%
Top 10 countries by smartphone net adds (2016-18)
mobilesquared.co.uk@mobilesquared
• The top 10 countries by smartphone net adds to 2018 will account for 68.6% of the total
• All except the USA and Italy can be considered developing markets
• China and India alone will account for almost half of total smartphone net adds over the period

6. Middle East & Africa smartphones (2015-18)
mobilesquared.co.uk@mobilesquared
• The number of smartphones used in Africa is forecast to see CAGR of 27.8% to end-2018
• Nigeria and South Africa are forecast to dominate African smartphone shipments over the period
• The Middle East will see CAGR of 16.6%
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7. The Americas smartphones (2015-18)
mobilesquared.co.uk@mobilesquared
• The number of smartphones used in Latin America will see CAGR of 19.6% to end-2018
• Caribbean will see 22.7% growth, followed by North America with 7.8%
• The number of smartphones in Latin America will surpass North America during 2018
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8. Asia Pacific smartphones (2015-18)
mobilesquared.co.uk@mobilesquared
• Asia is forecast to see CAGR in smartphones of 20.1% to end-2018, with Oceania up 5.3%
• China will surpass 1 billion smartphones in use by end 2018
• At the same time, India will become the single largest market by annual growth in smartphone users
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9. Europe smartphones (2015-18)
mobilesquared.co.uk@mobilesquared
• East Europe is forecast to see CAGR in smartphones of 15.9% to end-2018
• Russia alone will account for 58.8% of total smartphone net adds in East Europe
• West Europe will see CAGR of 9.8%
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10. Smartphones by OS (2015-18)*
mobilesquared.co.uk@mobilesquared
• By the end of 2018, Android market share will rise 2.5 points to 74.4%
• Total of 2.36 billion Android smartphones in use in 20 key markets
• Apple will lose 0.7 point to 20.8% market share – 660.56 million smartphones in use
* Data from 20 key markets - Argentina, Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Malaysia, Mexico, Russia, Saudi Arabia, South Africa,
Spain, Turkey, UAE, UK and the US: Together accounting for approximately 71% of the total smartphones in use in 200 countries worldwide
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11. About the mobilesquared Databooks
mobilesquared.co.uk@mobilesquared
For more information on the global smartphone market please see our latest Databook - Global
subscriptions & smartphone forecasts by country (2015-18) - which includes individual forecasts for 227
countries and OS breakdowns for 20 key markets.
The report costs £499.00 / €645 / US$710 (excl. VAT where applicable)
Global subscriptions & smartphone forecasts by country (2015-18) is the first in a series of Databooks to
be released by mobilesquared. Upcoming databooks include:
- Global A2P messaging forecasts (2015-18) - published May 2016
- UK mobile marketing forecasts (2015-18) - published May 2016
- Why I will never click on your mobile ad: UK mobile advertising forecasts (2015-18) –
published June 2016
- Global OTT communication forecasts (2015-18) - published June 2016
- Global push notification forecasts (2015-18) - published July 2016
For more information go to www.mobilesquared.co.uk/databooks
Alternatively, please email info@mobilesquared.co.uk or call + 44 (0) 118 380 1601