Newzoo: 3.8 billion smartphone users by 2021 with Asia Pacific regions accounting for half

 The number of smartphone users across the globe will exceed 3 billion in 2018 and by 2021 the number will pass 3.8 billion. The Asia-Pacific region is driving that growth and accounts for half of all global smartphone users according to a new report by market researcher NewzooNewzoo: Global Smartphone Users (2016-2021)

  • The most popular smartphone brands are Samsung and Apple, with market shares of 27% and 24%, respectively.
  • Chinese firms, however, are continuing to become more prominent, both locally in China and on a global scale.
  • For the tablet market Apple is still way out in front with a market share of 67%.

Consumers will spend $92.1 billion on apps this year but which app categories are netting those revenues?

  • More than three-quarters (76%) of these revenues will be generated by mobile games while 24% will come from non-game apps.
  • China’s ever-growing mobile industry will account for a remarkable $29.3 billion of total app revenues.


Outside of games, we’re seeing more mobile services making their mark. Combining the convenience of smartphones with finding a romantic partner, dating apps have established a foothold on the world’s app stores. In general, increasingly more start-ups are utilizing smartphones and tablets to make things more convenient for consumers—in all aspects of our lives. For instance, innovative mobile-first banks, such as Germany-based N26 and Dutch company Bunq, are rapidly expanding within Europe and beyond.

Jelle Kooistra Head of Market Analysis