Given the hype surrounding the launch of iPhone 4 on both sides of the Atlantic, the release of European based statistics by comScore may surprise many who have overestimated its impact at least in terms of pure sales on this particular side of the pond.
Indeed, according to the firm's latest figures, iPhone's total userbase in the EU5 UK, Germany, France, Spain and Italy currently sits at just over 10 million.
That puts Apple firmly behind Symbian on 33.15 million users, handing iPhone a 4 percent share of the total mobile market and around an 18 percent slice of the smartphone cake.
However, despite trailing the market leader by such a wide margin, comScore reports iPhone enjoys what comScore describes as a 'disproportionate' share of the app market across the five territories.
Appetite for apps
The firm's figures suggest 94 percent of iPhone's EU5 userbase engage in 'mobile media' activies on their handsets defined by comScore as browsing the internet or downloading and using apps.
That's the highest share of any of the OS vendors covered in the report, with Android users coming in at 89 percent and RIM at 81 percent.
"To date the iPhone has had a disproportionate impact on the European mobile market considering its relatively modest installed base of around 10 million," said VP of comScore's Mobile Europe arm, Jeremy Copp.
"It has catalysed the consumption of mobile media and opened the eyes of brands to mobile as an engaging marketing medium.
"However, it has also prompted other device manufacturers and OS vendors to elevate their game so the poster-child of the smartphone generation now faces serious competition."
Android on the up
Said competition, Copp believes, doesn't really come from Symbian, despite its market leading share.
In fact, only 52 percent of Symbian users use their handsets to engage in mobile media, suggesting consumers interesting in picking up apps are more likely to pick up an iPhone or, in Copp's view, an Android handset.
"Google's Android is most certainly the one to watch," adds Copp.
"It has gained about 1.7 million users in a very short period of time and now accounts for 3 percent of the European smartphone market.
"The Droids are coming and current demand for the iPhone 4 implies a titanic battle between Apple and Google is imminent."
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With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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