Yankee Group Unveils New European Mobile User Study

New survey offering finds 40 percent of smartphone buyers plan to choose an iPhone.

London, U.K. Jun 22, 2011 - Yankee Group today announced the 2011 European Mobile User Study, which is designed to help both European and global firms make better product, pricing and segmentation decisions. The new study polls 5,000 consumers and 2,250 employees and IT decision-makers across five European countries: France, Germany, Italy, Spain and the U.K.

Available in July, this new survey offering provides key insights into European mobile user behavior, attitudes and purchase plans. For example, it finds 40 percent of consumers who intend to buy a smartphone as their next mobile device will choose an iPhone. Android-based devices come in second (19 percent), followed by BlackBerry (17 percent) and Nokia (15 percent).

"These findings highlight the continued strength of Apple in the European smartphone market and, in particular, its phenomenal brand appeal," said Declan Lonergan, research VP at Yankee Group. "The data also highlights the enormous challenges faced by Nokia and RIM to retain mind share and market share in this increasingly dynamic and competitive marketplace."

Other study findings include:

  • Consumerization is taking over the enterprise. Four times more employees use consumer tools for work purposes with IT's explicit approval.
  • New devices spur productivity. Employees say they are 58 percent more productive during long-distance travel when they have a tablet.
  • Mobile users are multi-device-savvy. Most users have more than one device and they access the same services and content via the screen best suited for the time and place.


In addition to the new study, Yankee Group also announced that Simon Rodd is joining the firm as portfolio manager within the company's European sales team (see accompanying release). To learn about additional open Yankee Group positions in Boston, London and other locations, visit http://www.yankeegroup.com/careers.do

About Yankee Group
Yankee Group is the preeminent research and advisory firm equipping enterprises to profit in a mobile world. The core of our content is proprietary research and analytics on the attitudes, behaviors and usage patterns of mobile users. Based on this research, we provide a range of actionable data, insights and advices to marketing, strategy and product executives driving the mobility revolution in leading companies worldwide.

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