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Figure 1.39 Smartphone brand choice among users

Apple’s iPhone is the most popular brand of smartphone, with a 32% share among adults.  This is the brand of choice among ABC1s (37%) and is even higher among ABs alone (44%). But BlackBerry handsets have also taken a significant share of the market (24%) and are particularly popular among younger adults and teens (37% each). Female teens, in particular, appear to have a preference for BlackBerry handsets (44%). Anecdotal evidence suggests that this preference is driven by the BlackBerry messenger service (BBM) which offers a free alternative to texting (SMS).

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