By the end of last year, 19 percent of the population aged 15 and older had already cited the iPhone as their most-used cell phone. That is 3.5 times more than two years earlier. The gap between the iPhone and Nokia—which remains the market leader—has more than halved during this period, from 42 to 19 percent (see chart «Most-Used Cell Phone»), as Nokia is heading in the opposite direction. But Sony Ericsson is also on the decline. While it was still in second place in 2010, it was overtaken by Samsung in 2012. Among the target group of digital natives (ages 15 to 24), the iPhone—at 32 percent—actually has twice the share of the third-place brand and is 12 percentage points ahead of the second-place brand. The future looks particularly bleak for the Nokia brand, which is now the most-used phone by just under 15 percent of young people (see chart «Most-Used Cell Phone by Age»). Two years ago, that figure was more than double. It remains to be seen whether the new Lumia 800 can reverse this trend.

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By the end of last year, 19 percent of the population aged 15 and older had already cited the iPhone as their most-used cell phone. That’s 3.5 times more than two years earlier. The gap between the iPhone and Nokia—which remains the market leader—has more than halved during this period, from 42 to 19 percent, as Nokia is heading in the opposite direction. But Sony Ericsson is also on the decline. While it was still in second place in 2010, it was overtaken by Samsung in 2012.

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