et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The UK market
Figure 1.23: Proportion of UK Users by income group for Total Mobile and
al Mobile Mark
Smartphones (3 month average ending November 2008)
Total Smart
Glob
35%
31.9%
30%
25.0%
25%
24.4%
21.6%
22.3%
20%
15%
13.0%
12.4%
11.3%
10%
9.6%
8.3%
5.7%
5.6% 5.5%
5% 3.3%
0%
<£15k £15k £30k £45k £55k £65k £75k+
- <£30k - <£45k - <£55k - <£65k - <£75k
Source: M:Metrics
It is quickly apparent that even though smartphone users have a slightly higher weighting
towards the upper end of the income spectrum, this weighting is far less pronounced than is
seen in the US market. Contribution peaks on the 2nd lowest income bracket (£15k - <£30k)
and 50% of smartphone users are within the £15k - <£30k and £30k - <£45k bands.
The Spanish market
Figure 1.24: Proportion of Spanish Users by income group for Total Mobile and
Smartphones (3 month average ending November 2008)
Total Smart
45%
42.3%
42.6%
40%
35%
30%
29.2%
25%
24.2%
21.7%
20%
19.0%
15%
10%
5.7%
6.5%
5%
1.8%
2.2% 2.1%
2.8%
0%
<€20k €20k €40k - < €65k €85k - €105k+
- <€40k €65k - <€85k <€105k
Source: M:Metrics
The Spanish smartphone market follows a trend common to the other studied EU
countries with a peak in the lower income bracket. The smartphone market is weighted
slightly more to the higher income levels but not significantly so.
28 29
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