Sweden has highest number of smart device penetration in Europe: Flurry report


This post was 1st published by analytics firm Flurry on Tumblr.

Lali Kesiraju, Marketing Analyst

Home to the first-ever app blockbuster, Angry Birds, and current chart stalwarts Supercell and Spotify, Europe has played a starring role in the mobile app revolution. In fact, just this month Swedish gaming house King Digital Entertainment sold to Activision Blizzard for a staggering $5.9B. All this in mind, we thought it was high time we took a deep dive into mobile app activity on the continent, as we have done in the past for other areas around the globe.

Flurry from Yahoo currently tracks over 725,000 apps across 564 million devices in Europe. All Europeans love their smart devices, but there are marked differences in usage and preferences across the continent. Let’s take a look.

Sweden Leads in Smart Device Penetration; Italy Lags

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For this analysis, we focused on the top 10 European countries by total population: Russia, UK, Germany, France, Italy, Spain, Netherlands, Ukraine, Poland, and Sweden. We next compared the total population and Gross National Income (GNI) per capita of these countries, to the number of iOS and Android devices Flurry Analytics tracked in each of these countries throughout October 2015. GNI is a measure of a country’s wealth, as calculated by the World Bank in constant US dollars.

Unsurprisingly, smart device penetration is highest in the north. Sweden has the highest smart device penetration with 150% smart device penetration, or 1.5 devices for every man, woman and child in the kingdom. This is followed by The Netherlands at 136% and the UK at 130%. France clocks in at 81% penetration, followed by Germany at 77%, and Spain at 74%. Given the ratio of minors to adults in these nations, the data implies that almost every adult has a smart device.

Italy is the exception, with the lowest smart device penetration of any country in Western Europe at 66%. Russians on the other hand, are willing to spend more of their income on smart devices, bumping their penetration up to 75%, despite a low GNI.

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