Smart phone market sharecarrier data, device manufacturer data for US and UK.

Part
01
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Part
01

Mobile phone users and Carriers in the United States.

Approximately 310,888,450 people in the US own a mobile device. Of these users, approximately 251,983,270 own a smartphone. The top five smartphone manufacturers by market share are Apple, Samsung, LG, ZTE, and Motorola. Lastly. The top five carriers by market share are Verizon Wireless, AT&T, T-Mobile, Sprint, and US Cellular. I've included a sixth carrier, America Movil, because it has a higher market share than US Cellular, but it is an MVNO (mobile virtual network operator) and thus does not have its own network. I've compiled the figures for the top five manufacturers and carriers into the attached spreadsheet.

Number of mobile device and smartphone USERS

To determine the number of mobile device and smartphone users, we'll use the current estimate of the population using the US census bureau as well as some statistics regarding mobile device usage. The current population of the US is 327,251,000 (and rising). We'll use this figure for our estimates. According to Pew Research, 95% of Americans own a cell phone and 77% own a smartphone. These figures are from 1/10/2018.

Number of mobile device users:
327,251,000 * .95 = 310,888,450 people

Number of smartphone users:
327,251,000 * .77 = 251,983,270 people

Market share: smartphone manufacturers

The market share for smartphone manufacturers has been determined by the number US vendor shipments in Q3 2017. During this period, 39,500,000 units (smartphones) were shipped in the US. The market share breakdown is as follows:

2. Samsung — 25.1% or 9,900,000 units
5. Motorola — 5.2% or 2,100,000 units

Market share: carriers

The market share for carriers has been determined by the subscriber count. These figures are from Q3 2017. The market share breakdown is as follows:

1. Verizon Wireless — 148,874,000 subscribers
3. T-Mobile — 70,731,000 subscribers
4. Sprint — 53,074,000 subscribers
5. US Cellular — 5,089,000 subscribers
*America Movil23,100,000 subscribers

As you may have noticed, the subscriber count adds up to be more than the 251,983,270 figure we calculated above. This is likely due to some users having multiple devices, and thus, multiple subscriptions. For example, someone may have one device for personal use and another for business use.

*America Movil is a mobile virtual network operator (MVNO). MVNOs do not have their own network, and thus operate on the networks of other carriers. They generally use the networks of the top four in the list above. Despite this, America Movil has more US subscribers than US Cellular, so I've decided to include it here. The data for their subscriber count is from Q4 2017.

CONCLUSION

These details on the top five smartphone manufacturers, as well as the top five carriers have been compiled within the attached spreadsheet.
Part
02
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Part
02

Mobile phone users and Carriers in the U.K.

The UK is one of the largest mobile markets in Europe and has gone through dramatic consolidations during the recent years due to mergers within the industry. According to the 2017 Europe’s Digital Progress Report, currently, there are four main mobile network operators (MNOs) in the UK. BT/EE, Vodafone, O2 (Telefonica) and 3 (Hutchison 3G). There are also several virtual network Operators (MVNOs) which are hosted by one of the main four operators.

Based on research findings, BT/EE is now the market leader with a 29% share of the UK mobile market consisting of 53.8 million users in 2017. Apple had the leading share in terms of devices and was closely followed by Samsung.

Mobile and smartphone usage in the UK

According to eMarketer, there were 43.6 million smartphone users in the UK in 2017 (late 2016 prediction). The UK ranks 3rd highest in the world for smartphone penetration. The article also states that 81% of all UK mobile owners owned a smartphone during the year.

Based on the above information, it can be calculated that the number of mobile phone users in 2017 was 53.8 million (43.6 million/.81).

In addition, it was found that according to a consultancy.uk article from 2017, that 85% of the adult UK population use smartphones compared to the 78% using laptops.

Smartphone market share by device

An article from GSM arena states that, according to market research firm Counterpoint, Apple is the leading smartphone device manufacturer in the UK as at Q3 2017, followed closely by Samsung.

The top five smartphone device manufacturers in the UK in order of their market share are Apple (34.4%), Samsung (34%), Huawei (13%), Alcatel (4%), and Motorola (3%).

Smartphone market share by carrier

Based on the 2017 annual report of BT Group, BT/EE led the UK market with the highest market share of mobile subscribers as of 31st December 2016.

According to the report, the five leading mobile operators in the UK are BT/EE (29%), O2 (27%), Vodafone (22%), Three (11%), and Tesco Mobile (6%).

Other findings

The merger of Orange and T-mobile had created EE which was the largest operator before being to BT Group in 2016. The bid by Hutchison to acquire O2 was rejected by the European Commission due to this causing the number of Mobile network operators (MNO) to reduce to 3 and further restrict competition.

Conclusion

A summary of these findings is compiled in the attached spreadsheet.

Part
03
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Part
03

Market share of smartphone manufacturers by carrier in the U.S. - (1st and 2nd largest network carriers)

According to the previously completed Wonder research project titled, "Mobile Phone Users and Carriers in the United States," the top two carriers of smartphones in the United States are Verizon and AT&T. These were determined based off of total subscribers to each respective network. From these two networks, previously compiled information was located that listed what percentage of each manufactured mobile phone (Apple, Samsung, etc.) that the carrier sells. With this information in mind, the total number of shipments that each smartphone manufacturer is making to these respective carriers was used to determine total market shares from Q3 2017. Below is the data from these sources.

Top Two Carriers by Subscribers

Total Subscribers to Carriers in Q3 of 2017: 417,547,000 subscribers
[148,874,000 Verizon] + [138,826,000 AT&T] + [70,731,000 T-Mobile] + [53,074 Sprint] + [5,089,000 U.S. Cellular] + [953,000 Shentel] = 417,547,000 total subscribers to carriers
Verizon Wireless: 148,874,000 subscribers
Verizon Market Share: 35.65%
[148,874,000 Verizon] / [417,547,000 total] * [100%] = 35.65% market held by Verizon
AT&T: 138,826,000 subscribers
AT&T Market Share: 33.25%
[138,826,000 AT&T] / [417,547,000 total] * [100%] = 33.25% market held by AT&T

Smartphone Manufacturer Market Shares for Top Two Carriers

In Q3 of 2017, each of the following major smartphone manufacturers shipped out these respective number of smartphones to carriers across the United States:
- Apple: 12,000,000 smartphones
- Samsung: 9,900,000 smartphones
- LG: 6,800,000 smartphones
- ZTE: 4,600,000 smartphones
- Motorola: 2,100,000 smartphones
Previously compiled data from Q2 of 2017 (listed below as percentages) states what percentage of each smartphone manufacturer that Verizon Wireless and AT&T are selling. By multiplying the previously compiled market shares of each smartphone manufacturer for Verizon and AT&T listed above by the total number of smartphones that each manufacturer shipped out, the number of smartphones that each manufacturer has under each carrier can be determined.
VERIZON WIRELESS
- Apple: 44.6% or 5,352,00 smartphones
[12,000,000 Apple smartphones] * [44.6% Apple from Verizon] = 5,352,000 Apple smartphones from Verizon
- Samsung: 36.4% or 3,603,600 smartphones
[9,900,000 Samsung smartphones] * [36.4% Samsung from Verizon] = 3,603,600 Samsung smartphones from Verizon
- LG: 11.7% or 795,600 smartphones
[6,800,000 LG smartphones] * [11.7% LG from Verizon] = 795,600 LG smartphones from Verizon
- Motorola: 5.7% or 119,700 smartphones
[2,100,000 Motorola smartphones] * [5.7% Motorola from Verizon] = 119,700 Motorola smartphones from Verizon
- Other: 1.6%

AT&T
- Apple: 33.4% or 4,008,000 smartphones
[12,000,000 Apple smartphones] * [33.4% Apple from AT&T] = 4,008,000 Apple smartphones from AT&T
- Samsung: 37.1% or 3,672,900 smartphones
[9,900,000 Samsung smartphones] * [37.1% Samsung from AT&T] = 3,672,900 Samsung smartphones from AT&T
- LG: 12.4% or 843,200 smartphones
[6,800,000 LG smartphones] * [12.4% LG from AT&T] = 843,200 LG smartphones from AT&T
- ZTE: 11.2% or 515,200 smartphones
[4,600,000 ZTE smartphones] * [11.2% ZTE from AT&T] = 515,200 ZTE smartphones from AT&T
- TCL-Alcatel: 4.4%
- Other: 1.5%

Conclusion

Based on pre-compiled reports and the total number of shipped smartphones from manufacturers, Apple has the largest number of smartphones between both Verizon Wireless and AT&T, even though AT&T sells a greater percentage of Samsung smartphones than Apple ones. This is likely due to the fact that AT&T has a smaller overall market share of subscribers compared to Verizon, and this they sell fewer devices. Based on these reports, Verizon is the top running carrier in the United States, and contains more smartphones than AT&T, even if the percentages are lower for each smartphone manufacturer.
Part
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Part
04

Market share of smartphone manufacturers by carrier in the U.S. - (3rd and 4th largest network carriers)

According to data from Q3 2017, the 3rd largest network carrier in the United States is T-Mobile with 70.731 million subscribers, while the 4th largest carrier is Sprint with 53.074 million subscribers. T-Mobile has a market share (in shipments) ratio of smartphone manufacturers (based on Q2 2017 data) of: 34.4% Apple, 32.2% Samsung, 15.3% LG, 10.7% ZTE, 5.0% TC-Alcatel, and 2.4% others. Sprint, the 4th largest carrier in the United States, has a market share (in shipments) ratio of smartphone manufacturers (based on Q2 2017 data) of: 32.7% Apple, 29.4% Samsung, 15.2% LG, 14.2% ZTE, 5.4% TCL-Alcatel, and 3.1% others.

While the percentages of Apple, Samsung, LG, ZTE, and TCL-Alcatel were clearly visible in the data, the figure for the remaining other manufacturers were not shown. This figure is calculated by adding the visible percentages and subtracting the sum from 100% for both T-Mobile and Sprint.

3rd and 4th largest network carriers

The research company Strategy Analytics created a list of the top U.S. wireless carriers (based on data from Q3 2017) by ranking the "number of subscribers, retail plus wholesale," including "connections of both traditional and new connected device categories (e.g., M2M)." In this ranking, affiliate subscribers were excluded for Sprint subscriber data.

According to this ranked data, Verizon Wireless came in 1st with 148.874 million subscribers, and AT&T came in 2nd with 138.826 million subscribers. T-Mobile came in 3rd with 70.731 million, while Sprint came in 4th with 53.074 million subscribers.

Market Share of manufacturers

Counterpoint's Market Monitor program researched the market share of smartphone manufacturers by carrier based on data from Q2 2017 and have published their results.

According to their research, T-Mobile, the 3rd largest carrier in the United States, has a market share (in shipments) ratio of smartphone manufacturers (based on Q2 2017 data) of: 34.4% Apple, 32.2% Samsung, 15.3% LG, 10.7% ZTE, 5.0% TC-Alcatel, and 2.4% others.

Sprint, the 4th largest carrier in the United States, has a market share (in shipments) ratio of smartphone manufacturers (based on Q2 2017 data) of: 32.7% Apple, 29.4% Samsung, 15.2% LG, 14.2% ZTE, 5.4% TCL-Alcatel, and 3.1% others.

While the data for Apple, Samsung, LG, ZTE, and TCL-Alcatel are clearly visible in Counterpoint's graph, the percentage for the remaining other manufacturers were not shown. We calculated this figure by adding the visible percentages and subtracting the sum from 100% as shown:

T-Mobile
34.4% + 32.2% + 15.3% + 10.7% + 5.0% = 97.6%
100% - 97.6% = 2.4%

Therefore, for T-Mobile, the market share percentage of the remaining other manufacturers would be 2.4%.

Sprint
32.7% + 29.4% + 15.2% + 14.2% + 5.4% = 96.9%
100% - 96.9% = 3.1%

Therefore, for Sprint, the market share percentage of the remaining other manufacturers would be 3.1%.

Conclusion

According to Strategy Analytics on the top ranked wireless carriers, T-Mobile came in 3rd with 70.731 million subscribers, while Sprint came in 4th with 53.074 million subscribers. Using Counterpoint's research on the market share ratio of smartphone manufacturers by carrier, we were able to obtain the ratio data on both T-Mobile and Sprint. T-Mobile has a market share ratio of smartphone manufacturers (based on Q2 2017 data) of: 34.4% Apple, 32.2% Samsung, 15.3% LG, 10.7% ZTE, 5.0% TC-Alcatel, and 2.4% others. Sprint has a market share ratio of smartphone manufacturers (based on Q2 2017 data) of: 32.7% Apple, 29.4% Samsung, 15.2% LG, 14.2% ZTE, 5.4% TCL-Alcatel, and 3.1% others.
Part
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Part
05

Market share of smartphone manufacturers by carrier in the U.S. - (5th largest network carriers)

According to a related Wonder project, "Mobile Phone Users and Carriers in the United States," the top five carriers by market share based on number of subscribers are Verizon Wireless, AT&T, T-Mobile, Sprint, and US Cellular. After intensive research through reports, blogs, articles, and press releases, we were able to find the market share of smartphone manufacturers by the top 5 carriers in the U.S. Below are details gathered for each of the 5 U. S carriers.

Market share

According to statista.com, "smartphone sales share by carrier and brand/manufacturer in the United States in the second quarter of 2017" was identified:

Verizon: 43.8% Apple, 30.1 % Samsung, 18.8% LG, 5.6% Motorola, 1.7% others

T-mobile: 32.2% Apple, 24.7% Samsung,20.2% LG,3.8% Motorola, 11.1% ZTE, 6.1% TCL- Alcate, and 1.7% others

AT&T: 41% Apple, 22% Samsung, 14.5% ZTE, 14.8% LG, 6.9% TCL — Alcate, and 0.8% others

Sprint: 36.6%Apple, 19.7% Samsung, 15.5% LG, 15.8% ZTE, 5% TCL -Alcate, and 7.2% others

*Note: This source (statista.com) is behind a paywall and the statistics can be viewed only once. If you found difficulty with viewing the data from the source we attached, please refer to this screenshot of the chart.

This is the latest source that we found on the market share of smartphone manufacturers by carrier in the U. S. Thus, the source would provide the most up-to-date information on market share of smartphone manufacturers by carrier. While we tried to triangulate different sources for credible data, relevant reports, such as "Manufacturers' market share of smartphone subscribers in the United States from 2013 to 2017, by month" were inaccessible (require payment).

We noticed that there was no information disclosed on market share of smartphone manufacturers by U. S Cellular. The reason for this unavailability is that even though US cellular is the 5th largest carrier in the U. S, it had a market share of just about 1.5% for the subscription market (2017). According to an intensive report by statista.com of "wireless subscriptions market share by carrier in the U.S. from 1st quarter 2011 to 3rd quarter 2017", the chart shown that in 2017, the 5th US carrier had a market share of just 1.5% in the subscription market.

Conclusion

To sum up, Apple accounts for a large percentage of smartphones sold by the top 5 U. S carriers, followed by Samsung and LG. While data on market share of smartphone manufacturers by the top 4 carriers in the U. S was found, the information on market share of smartphone manufacturers by U. S Cellular was unavailable. This is due to the fact that it had a market share of just about 1.5% for the subscription market (2017).
Part
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Part
06

Market share of smartphone manufacturers by carrier in the UK - (1st and 2nd largest network carriers)

The two largest mobile carriers in the UK are EE (which is owned by BT) and O2 (owned by Telefonica), which control 29% and 27% of the UK mobile market, respectively, as outlined in more detail in one of your previous Wonder requests. Each of these carriers serves a wide range of customers, and derives a large portion of their revenue from mobile phone sales. Unfortunately, a detailed breakdown of the proportion of users of each carrier by brand of smartphone is not available in the public domain. This is because these carriers both sell "sim-only" packages, and provides SIM cards for all types of smartphone. Moreover, even for the sale of phones directly via the carriers, none of the publicly disclosed financial statements detail sales by smartphone brand or manufacturer. However, we are able to provide information about the smartphone market in the UK more generally, and about broader demographics of the customer base for EE and O2.

Methodology

In order to determine the market share of each smartphone manufacturer by carrier in the UK, we began by simply searching for a pre compiled report of this information. Unfortunately, no such information was available, so we moved on to looking at sales data from EE and O2. Unfortunately, neither company provides data on their smartphone sales by brand or manufacturer. We then moved on to looking from the manufacturers end, to see how many sales were made to each distributor, however once again the data these companies provide publicly is not nearly specific enough to determine what proportion or number of sales are made to or through a particular mobile carrier. We then moved on to looking at more general market reports, filings with Ofcom, and news articles about the industry. However, none of these provided enough data to even estimate the market share of smartphone manufacturers by carrier. Nonetheless, we have been able to find data on the overall breakdown of the UK market by smartphone manufacturer, as well as more specific data on the demographics of users of both EE and O2.

overall market

The UK smartphone market as a whole is incredibly robust - the country has 43.6 million smartphone users, which means it has the 3rd highest rate of smartphone penetration of any country in the world. This important market is dominated by Apple and Samsung, which control 34.4% and 34% of the market respectively, followed by Huawei with 13%, Alcatel with 4%, and Motorola with 3%, with various other smaller players making up the remaining 11%. A quick check of both the EE and O2 websites shows that both carriers sell and support phones from each of these brands, as well as various others including their own brands. Because these are the two largest carriers in the country, together making up 56% of the total market, they each serve a broad spectrum of customers, and it does seem reasonable to assume that given the large volume of customers they serve that the manufacturer market share of the UK as a whole and the market share specifically among these two carriers, are fairly similar. That said, there are some things we have been able to find about the demographics of smartphone users for each carrier.

EE demographics

By looking at EE sales data we can gain some insight into the type of phones they're selling the most of, if not the exact brand. The period about which the most detailed sales information is available for EE is from 2016. In that period, they had 93 million pounds in revenue from mobile phone sales, while adding 192,000 contract customers. About 17% of phone contracts in the UK are sim-only, so this means that about 159,360 of these contracts involved buying a phone. If we divide the 93 million pounds of revenue from phone sales by the 159,360 phones, we can estimate the average price of a phone sold be EE, which is about 584 pounds.

Other reports also allow us to give further insight into the demographics of EE smartphone users. EE has 18.6 million 4G customers, out of 52.4 million total in the UK. This gives EE a 35.5% share of the 4G market, notably more than their 29% market share overall. This suggests that EE customers are more likely than customers of other carriers to use 4G. Finally, a marketing report from EE notes that the brand positions itself as comparatively high cost but also high quality, though it is widely seen as having a high cost and low quality. This suggests that EE may appeal to a slightly wealthier demographic than other carriers.

o2 demographics

The most detailed sales data available for Telefonica UK (the parent company of O2) is from the third quarter of 2017. This quarter, O2 added 15,000 contracts. Because 17% of UK mobile contracts are SIM only, we can estimate that about 12,450 of these new contracts involved the sale of a phone. During that period O2s handset revenue increased by 9 million pounds, suggesting that the average price of a phone sold at O2 is about 722.89 pounds. Note that the input figures are quite different from those for EE only because Telefonica reports the change in sales and revenue rather than focusing on the absolute figures; this is why these sales and revenue figures appear to be much lower than those for EE.

In their advertising, O2 emphasizes the range of services they provide and how advanced their technology is, rather than focusing on price. O2 employs a "high price high promotion" model, in which they rely on customer loyalty and brand recognition to drive sales despite having slightly higher prices for handsets, particularly Apple products, suggesting that they are aiming at the more high-end side of the mobile carrier market.

conclusion

Both EE and O2 eschew budget conscious customers, focusing instead on the relatively mid to high end of mobile phone customers, charging on average approximately 584 and 723 pounds per smartphone respectively. Unfortunately detailed information about the market share of each networks users by manufacturer is not available, as neither the carriers nor the manufacturers report such information. However, because EE and O2 together make up 56% of the overall UK market, it seems likely that the distribution of smartphone brands among their customers is roughly similar to that of the UK as a whole, with perhaps a slight tilt towards the higher end of the market. Since UK smartphone sales as a whole are led by Apple, with 34.4%, then Samsung with 34%, Huawei with 13%, Alcatel with 4%, Motorola with 3%, and others with 11%, we can expect that these proportions hold roughly true for EE and O2 as well.
Part
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Part
07

Market share of smartphone manufacturers by carrier in the UK - (3rd and 4th largest network carriers)

Although we were unable to determine the smartphone manufacturers market share of Vodafone and Three subscribers in the UK, the market share of smartphones manufacturers of Vodafone and Three subscribers in the UK is unlikely to be significantly different from the overall smartphone manufacturer market share. The smartphone manufacturers market share in the UK in 2017 is as follows: Apple (49.04), Samsung (29.98), RIM (1.57%), HTC (1.89%), Nokia (0.57%), Sony Ericcson (3.49%), Motorola (1.54%), Google (0.89%), LG (1.43%), and Others (2.23%). Below, you will find more details.

METHODOLOGY AND DEEP DIVE

According to the preceding request, the 3rd and 4th largest carriers in the UK are Vodafone and Three respectively. So for this request, we focused our search on looking at the market share of smartphone manufacturers for Vodafone and Three in the UK. We looked at various market studies, Vodafone's annual report (Three is a private company and only publishes financial statement), and industry reports, however, after an extensive search, we were unable to find any such survey or studies of the market share of smartphone manufactures by Vodafone and Three subscribers. We determined that the reason the data is unavailable is probably that such studies or surveys are yet to be done in the UK and neither Vodafone nor Three publishes such data publicly.
However, we found various data on the UK smartphone manufacturer market share in 2017. According to Statista, the market share of smartphone manufacturers in the UK in 2017 is dominated by Apple which has 49.04% market share and Samsung which has 29.98%. The others include RIM (1.57%), HTC (1.89%), Nokia (0.57%), Sony Ericcson (3.49%), Motorola (1.54%), Google (0.89%), LG (1.43%), and Others (2.23%). The market share data by Statista above is based on a 2017 survey in the UK. In terms of market share based on 2017 third-quarter sales, Apple's dominance is less (34.4%) while Samsung has a 34% market share. This is followed by Huawei (13%), Alcatel (4%) and Motorola (3%).
During the course of our research, we found no information or data that would indicate that the smartphone manufacturers market share for subscribers of either Three or Vodafone would be significantly different from the national market share. Also, a 25% churn rate in two years and the prevalence of prepaid plans (about 26% of UK subscribers on a pre-pay plan) indirectly shows that subscribers in the UK change network provider frequently. In fact, Vodafone cites the increasing churn rates and sim only mix offerings as a reason for revenue decline in the UK in 2017 and Three is now offering a sim only mix and prepaid plan to attract customers that prefer such options and that are leaving other network providers. This shows that subscribers of each network are probably not so dissimilar from each other and so more likely that the smartphone manufacturer market share by network provider is similar to that of the national market share given above.

DEMOGRAPHICS OF VODAFONE AND THREE UK USERS

We also attempted to look at the demographics of Three and Vodafone subscribers.

THREE

Three generally targets data-centric users and is recently focusing on cash-conscious consumers that are leaving other brands and subscribers that do not want a long-term contract. Three is also increasingly targeting younger people with their offerings but there is very little available in public about their customers demographic.

Vodafone

The average age of Vodafone's customers is 55 years. However, the company's retail employees are predominantly made up of 20-year-olds, showing that the company is also targeting younger users. In fact, it recently lunched a device to specifically target those 25 years and younger. That being said, Vodafone is currently improving its capacity and has attained a 96% 4G coverage in the UK in a bid to attract data-centric users to its base and reduce churn rates.

CONCLUSION

To wrap up, data on the market share of smartphone manufacturers of Vodafone and Three subscribers is unavailable, however, the market share is probably similar to that of the national market share of smartphone manufacturers in the UK. The market share of smartphone manufacturers in the UK in 2017 is dominated by Apple which has a 49.04% market share and Samsung which has 29.98%. The others include RIM (1.57%), HTC (1.89%), Nokia (0.57%), Sony Ericcson (3.49%), Motorola (1.54%), Google (0.89%), LG (1.43%), and Others (2.23%).
Part
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Part
08

Market share of smartphone manufacturers by carrier in the UK - (5th largest network carriers)

The UK, like many other parts of the world, has seen a huge amount of consolidation in the market for mobile network carriers. Many sources, including Investintech and Jefferies Investment bank, fail to even mention a fifth largest mobile network carrier. Still, Tesco is the fifth largest carrier in the UK with about 6% of the market, less than half of fourth place. I found that Tesco is an accurate reflection of the larger market in terms of its flexibility and comparability to other carriers in the UK. I found no evidence to suggest that Tesco doesn't follow the UK average smartphone market which is divided between Apple (34.4%), Samsung (34%), Huawei (13%), Alcatel (4%), Motorola (3%), and others (11%).

methodology

After an extensive search, no precompiled information on the market share of smartphone manufacturers for Tesco is found in the public domain. A possible issue is that mobile providers often sell SIM cards alone which gives little indication of the model of the smartphone being used by the client. Tesco can be established as flexible, it demonstrates that the carrier appeals evenly to those with a bigger budget (who would purchase the more expensive Apple and Samsung models) and to those looking to shave costs on their mobile plan (who would purchase cheaper Motorola's or Huawei's). If Tesco can be established as comparable to the four other major carriers, which together make up 95% of the market, it provides further evidence that the smartphone preferences of its clients are comparable and that they together make an accurate representation of the market as a whole.

Tesco flexibility

Tesco is an extremely flexible company both in its offerings in terms of plans and its smartphone accessibility. The provider's flexibility is used in order to provide a comparison that the company appeals to rich and poor clients alike and Tesco doesn't skew towards either the budget or premium smartphone markets.

plans

Tesco offers plans for many users including SIM only plans, monthly pay deals, and pay as you go offerings. The prices range widely, showing that Tesco has offerings for shoppers in every spending bracket.
A new iPhone X, with 20GB of data, and 5000 talk and text minutes each, runs around $105 per month. Tesco also offers a bare essentials SIM card plan with no phone included costs only $12.57.

smartphone accessibility

A preliminary search of the Tesco website showed that they cater to every smartphone user by using all three SIM card sizes: Standard, Micro, and Nano. By offering all three sizes, Tesco ensures that any smartphone can be hooked to its network. To further establish its flexibility in phone sales, I visited its Bill Pay Phones page which offered sales in all major smartphone brands including: Motorola, Huawei, Sony, Apple, Samsung, and Alcatel. The top of the page even has a scroll bar featuring an apple, Samsung, and Huawei model which are the three most popular smartphone producers in the UK holding 34.4%, 34%, and 13% of the market respectively.

conclusion

Through our research, we have concluded that Tesco clients are indeed a fair and comparable cross section of UK smartphone buyers as a whole. The carrier caters to all wealth brackets just like all of its competitors and there is no reason to believe its clients would exhibit different smartphone preferences than the wider market. For this reason, we have concluded that the market share of smartphone providers in the Tesco network follow the national averages with Apple holding 34.4%, Samsung holding 34%, Huawei holding 13%, Alcatel holding 4%, Motorola holding 3%, and all others holding 11%.
Sources
Sources