New independent YouGov research out this week suggests that almost half of UK mobile owners now use smartphones (47%), with a predicted steady climb to over 55% of the total market likely within the next 12 months.
Fuelled by the continued success of its iPhone, Apple is out in front with a 29% share of smartphone sales but Samsung (20%) and HTC (16%) are gaining ground fast, while BlackBerry (17%) is also attempting a fight back.
Based on its findings, YouGov expects Samsung to do well in the months ahead because the manufacturer has a firm presence in both the smartphone and feature phone markets, putting it in a strong position to tempt loyal users across to cleverer devices.
That said, Nokia is still the most popular brand among feature phone owners with a 43% market share in the UK. Leading with its Microsoft-powered Lumia range, the mobile veteran is hopeful of a turnaround in the smartphone market where it currently holds a 9% share.
According to YouGov, the road ahead for everyone is unlikely to be easy in terms of upping market penetration, with well over a third of feature phone users saying they “have no need of a smartphone”.