40% of European smartphone buyers intend to buy an iPhone next

Yankee Group is set to release its European Mobile User Study next month and the research firm has just provided a quick glimpse into its early findings. Reportedly, 40% of European smartphone buyers plan to purchase an iPhone as their next device. 19% plan to purchase an Android powered device, 17% have their eye on a BlackBerry, and 15% plan to buy a Nokia smartphone. “These findings highlight the continued strength of Apple in the European smartphone market and, in particular, its phenomenal brand appeal,” Yankee Group research vice president, Declan Lonergan, said. “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.” In addition, the firm found that employees argued they are 58% more productive while on long-distance travel trips when they have a tablet in tow. Yankee Group also argues that consumerization is taking over the workplace and that four times more employees are now using tools designed for the consumer market for work purposes — with IT’s approval, of course. The survey involved 5,000 consumers, 2,250 employees and “IT decision makers” in France, Germany, Italy, Spain, and the United Kingdom. Read on for the full press release.

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

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