A press release from comScore offers some illuminating insight into the iPhone's impact on Europe. Though the iPhone represents only 4% of the mobile market in the EU5 (U.K., France, Germany, Spain, Italy), it has nonetheless'facilitated fundamental change in mobile user behaviour and ignited fierce competition among device operating system providers,' comScore reports. iPhone users, for example, consume significantly larger amounts of mobile media than other mobile users: 94% use mobile media, 87% use applications, and 85% browse the mobile internet. Though they represent only 4% of the European market, iPhone users encompass 12% of all mobile media users.
Jeremy Copp, Vice President Mobile Europe comScore, explains the practical effect this influence has had on the market and on developers:
'To date the iPhone has had a disproportionate impact on the European mobile market considering its relatively modest installed base of around 10 million. It has catalysed the consumption of mobile media and opened the eyes of brands to mobile as an engaging marketing medium. However, it has also prompted other device manufacturers and OS vendors to elevate their game so the poster-child of the smartphone generation now faces serious competition.'
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