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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
This section covers the following mobile markets:
al Mobile Mark
• US • Germany • Italy
• UK • France • Spain Glob
EU as indicated in this section refers to the consolidation of UK, Spain, Italy, Germany
and France and NOT the entire actual EU. It will be referred to as EU5.
The following section contains data sourced from M:Metrics. This data provides
information on unique, individual mobile users rather than generic mobile subscriptions
i.e. therefore all percentages indicate the proportion of unique users that fall into the
discussed measure, rather than the proportion of total subscribers.
Quantitatively, Italy shows the highest number of unique smartphone users of the
examined EU countries and boasts smartphone penetration of 26.6%. Even though the
US has a larger absolute number of smartphone users its penetration is a lower 20.4%.
The other EU countries have penetration levels that range from 13.0% to 9.5% based on
their absolute smartphone users.
Figure 1.12: Smartphone Users by Region and Country (3 Month average ending
November 2008)
40M
35,989,442
35M
30M
25M
23,841,226
20M
15M 12,519,620
10M
7,048,186
6,251,627
5,760,578
4,409,431
5M
0
EU5 US Italy Spain UK Germany France
Source: M:Metrics
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