With smartphone adoption slowing, growth is expected to be less than 2% this year and remain low throughout the forecast period. The biggest shifts occurring among the U.S. digital audience are no longer device-related, but rather, based on activities.
China’s domestic smartphone market declined in 2017 for the first time, and Apple recorded a year-on-year decrease in iPhone sales in the fourth quarter of 2017. While the industry is still projecting increases in unit sales, our analysis suggests that smartphone makers may have to count on price increases to support continued revenue growth.
The U.S. will account for a quarter of all mobility spending throughout the forecast, making it the largest geographic market at nearly $392 billion in 2021. Mainland China will be the second largest country in terms of overall spending ($337 billion in 2021), followed by Japan, Brazil, and the UK.
Source: Digital Lifescapes
Mobile AR’s installed base could grow to over 3 billion by 2021, while smartglasses, premium VR and mobile VR combined might top 100 million in the same timeframe (so tens of millions for each platform individually). This makes mobile AR’s installed base more than 25x all AR/VR headsets long-term.
B2B companies have consistently searched for opportunities that target business users with mobile devices, products and services and now based on research from AO that identifies common apps and usage behaviors that companies can use to better identify these business users often disguised as consumers.
Source: Strategy Analytics
Android is undeniably Spain’s preferred smartphone operating system. Its share of advanced handset sales as of December 2016 was 87.2%, continuing a trend that since 2012 has seen Android power at least eight in 10 smartphones purchased in the country.