Mobile phone model usage varies by country

todayThe Nielsen Company also looked at mobile phone ownership based on device type, including smartphones, feature phones and multimedia phones.

The highest penetrations for smartphones is in South Korea, 67 percent, followed by China, 66 percent; Australia, 65 percent; Italy, 62 percent; and the United Kingdom, 61 percent. The highest penetration of feature phones (basic mobile phones), is in India, 80 percent; Turkey, 61 percent; Russia, 51 percent; and Brazil, 44 percent. By comparison, the smartphone penetrations in these four countries are 10 percent, 19 percent, 37 percent and 36 percent, respectively.

Multimedia phones are diminishing now that cheap smartphones are flooding the market. Twenty-one percent of Brazillian and 20 percent of Turkish users own multimedia phones, according to the Nielsen Company’s 2013 research.

This data set is among the many trends highlighted in the annual Global Digital Media Trendbook. The 2015 GDMT executive summary is now available for free. The Trendbook itself is packed with 500 data sets, 70,000 words of analysis and 230 pages of digital media usage and revenue trends.

The executive summary captures the essence of the trendbook, with 20 pages of 2015’s hottest digital media trends in mobile, video, social media, Big Data and digital revenue streams. For more information, contact publisher Martha Stone at, or go to to download the executive summary.

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