Nordic Client Device Platform Shares, 2014

Nordic Client Device Platform Shares, 2014

The market for client devices (i.e., mobile phones, tablets, and PCs) is more dynamic than we have seen in a long time. In 2014, a stunning 22 million client devices shipped in the Nordic region, 3% up compared with 2013. The key development of the year was that smartphones are on the verge of eradicating the feature phone market, while the tablet market lost momentum as PC demand rebounded.With the emergence of "phablets" and 2-in-1 tablets, it becomes increasingly difficult to differentiate one device type from another. Consequently, the importance of the operating system goes in the favor of ecosystems provided by Google, Apple, and Microsoft, which combined makes up for 93% of the Nordic client device platform market.Android is the largest competitor with 38% of the market. This is primarily due to its dominance of the smartphone market, where Android runs in 59% of the Nordic smartphones. Android is also successful on the tablet market with a market share of 46%. But compared with 2013, Android declined 1%.Apple is second largest competitor with a market share of 28%. Apple is a leader on the tablet market with 52% of the Nordic market, but it is also performing well on the smartphone market with a 34% market share. Apple grew 7% in 2014, which is higher than overall market growth, and Apple manages to increase its market share by 2 percentage points to reach 28%.Windows is the third largest vendor with a market share of 28%. Windows dominates the PC market (market share of 86%) and the small 2-in-1 tablet market (market share of 96%). Windows performs well and grew 12% in 2014, increasing its market share from 25% to 28%.

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