et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
Smartphones see the lowest share of users who used SMS to access services and
information. This can be rationalised: downloaded utilities can cover a variety of different
uses, from email to location based services. However the wide variety (and complexity) of
al Mobile Mark
these ‘apps’ often requires handsets with a good operating system of which Smartphones
have the best. Browsers are a type of app that is usually custom designed for the handset
Glob
and usually pre loaded, thus can usually be used on a number of handsets that do not
qualify as smartphones. Finally all modern handsets have SMS capabilities making the
necessary use of a smartphone for this access method non existent.
Figure 1.39: Access of News/Information by Smart/Non-Smart and Country
(3 months average ending November 2008)
Total Smart Non-smart
70%
69.3%
60%
53.9%
50.2%
50%
40.3%
40%
38.2%
35.3%
30%
30.1%
24.5%
25.3%
23.0%
20.6%
20%
19.4%
19.8%
18.1%
18.9%
15.9% 16.2%
14.9%
15.6%
12.6% 12.3%
10%
0%
US EU5 UK Spain Italy Germany France
Source: M:Metrics
The major difference revealed when examining the penetration of the access of mobile
services and information, is that it seems that more US users use their smartphones ‘smart’
functionality (69.3% penetration) than do those in the examined European countries
(40%). UK smartphone users lead the European nations in with a 53.9% penetration
followed closely by France (50.2%). Interestingly, even though Italians have the highest
proportion of smartphone users who do access mobile services and information, this
does not translate into a high percentage of smartphone users using their phones for
access. Essentially only 38.2% of Italians that own smartphones use them in this manner.
However they do have the highest services and information access penetration overall
driven by their penetration for non-smartphone users.
40 41
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