Millennial Media has used data from its mobile advertising platform, which processes billions of mobile ad requests every month, and compiled them in a new Mobile Mix study that focuses on the Europe, Middle East, and Africa device markets.
It reports that 81% of the European population has a mobile phone, with 42% owning smartphones. The overall figures for EMEA are 65% mobile penetration and 25% with a smartphone.
Samsung and Apple were the most popular manufacturers (as counted by EMEA mobile ad impressions), with 40.1% and 30.0% shares respectively. In third place was BlackBerry with a mere 3.6%.
Impressions from Android devices accounted for 64% of the total in EMEA, an increase from 51% last year, while iOS devices contributed 31% of impressions (down from 40% last year).
Overall, 73% of impressions in EMEA came from smartphones and 26% came from non-phone connected devices, including tablets.
[Millennial Media blog; report (pdf)]