Smartphones are now a well-established segment of the mobile phone market, following several years of sustained industry focus in this area. Over the end of 2013 and in early 2014 though, focus has started to shift to the creation of wearable technology that pairs with smartphones to enhance their functionality – proof of sorts that the smartphone market is now an established, rather than establishing entity, with the emphasis shifting away from driving ownership of the core product to adding value. With saturation occurring in the youth market, manufacturers are being pushed to innovate by providing new services and appealing to older consumers in order to maintain interest.

This report looks at the manufacturers of mobile phones and smartphones owned by consumers, the operating systems (OS) installed on their smartphones, the precedence that consumers place on brand of the mobile network operator, brand of manufacturer, model of handset and brand of OS on their future phones, and features or factors that consumers consider when purchasing a new handset.

Mobile phones are any device being used to place or receive calls by connecting to a mobile network.

“Basic mobile phones” and “Feature phones” are terms used to describe non-smartphones.

Smartphones are any portable computers capable both of making calls, sending and receiving data either over a mobile or Wi-Fi network, and downloading, installing, and running applications from an App Store.

Market value data in this report include sales of feature phones and smartphones to consumers.

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