08 Nov 10

28.1% of Scottish mobile phone owners have a Smartphone

by Jonathan Sepulchre, Digital Planner/Buyer

According to ComScore MobiLens, 28.1% of Scottish mobile phone owners have a Smartphone. This represents significant growth of 10.1% compared to last year’s figures (September 2009).

In September 2010 the Leading Smartphone Operating System in Scotland was Symbian (used mainly by Nokia) with 393.8K handsets and 9.5% overall market share. The iPhone comes second with 8.4% market share (350k handsets, up by 177.7% compared to last year).

Handsets using a Google Android OS represent the fastest growing segment with a growth rate of 8,500%. Starting with 0% market share last year, Android now represents 4.15% mobile phone handsets in Scotland (172k handsets).
Blackberry also grew by 90% and has a 3.8% market share (158K handsets). Microsoft Windows is stable with a 1.57% market share in Scotland (65K handsets).

These figures illustrate the diversity of the mobile landscape in Scotland and the need to carefully plan mobile strategies to maximise coverage for Scottish Audience activity.