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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The Italian market
Figure 1.25: Proportion of Italian Users by income group for Total Mobile and
al Mobile Mark
Smartphones (3 month average ending November 2008)
Total Smart
Glob
45%
43.5%
41.8%
40%
35%
30%
26.9%27.2%
25%
19.8%19.6%
20%
15%
10%
5.8%
6.5%
5% 2.5%
2.8%
1.6%
2.1%
0%
<€20k €20k €40k - < €65k €85k - €105k+
- <€40k €65k - <€85k <€105k
Source: M:Metrics
Most egalitarian of all are the Italians, mirroring a broader trend throughout the data. The
difference between smartphones and overall phones is very small indeed irrespective of
income level.
This can be attributed to the ‘mobile savvy‘ characteristics in Italy, as well as their high
Smartphone penetration of 26.6% (3 month average ending November 2008).
The German market
Figure 1.26: Proportion of German Users by income group for Total Mobile and
Smartphones (3 month average ending November 2008)
Total Smart
35% 33.2%
32.7%
30.9%
30%
24.9%
25%
22.6%
20.3%
20%
15%
11.4%
10%
7.8%
4.8%
5.4%
5%
3.1% 2.9%
0%
<€20k €20k €40k - < €65k €85k - €105k+
- <€40k €65k - <€85k <€105k
Source: M:Metrics
The overall German mobile market is weighted more to the lower income ranges than
any other examined country with 66% of mobile users earning less than €40,000 per year.
In comparison, it is evident that in the same pattern for smartphones, it is slighted more
weighted towards the upper income bands.
30 31
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