The Mobile & Tablet Advertising Market: 2013 - 2020

  • June 2013
  • -
  • SNS Telecom
  • -
  • 257 pages

Mobile advertising refers to a form of advertising via mobile phones or other mobile devices such as tablets. Although many view mobile advertising as sub-segment of online advertising, its scope is far greater with over 7 Billion mobile subscriptions worldwide.

Mobile advertising promises to drive revenue generation opportunities for App developers, advertising networks, mobile platform providers and Mobile Network Operators (MNOs) alike. Currently in its early years, the market accounts for nearly $17 Billion in annual revenue.

The growing penetration of smartphones and tablets has further extended the addressable market for mobile advertising as users spend an increasing amount of their time with these devices. By the end of 2020, tablet based advertising campaigns alone will generate more than $27 Billion in global revenue, following a CAGR of nearly 30% between 2013 and 2020.

This report provides an in-depth assessment of the global mobile & tablet advertising market. In addition to covering the business case, the market drivers, the challenges, the industry’s roadmap, the ecosystem, key player profiles & strategies and key industry developments, the report also presents comprehensive forecasts for the mobile & advertising market from 2013 till 2020, including an individual assessment of 2 device form factor submarkets, 9 application & media submarkets, and 25 country submarkets.

Tablet and Smartphone shipment forecasts (by OS platform, vendor and region) are also presented in the report due to their profound impact on the size of the mobile & tablet advertising market. Historical figures from 2010, 2011 and 2012 accompany the forecasts.

The report comes with an associated Excel datasheet covering quantitative data from all figures presented within the report.

Topics Covered:


report covers the following topics::

• Mobile & tablet advertising business models: Ad types, physical Ad dimensions, supporting technologies and revenue generation models
• Key market sectors for mobile & tablet advertising and their evolution
• Market drivers and challenges for the mobile & tablet advertising market
• A detailed assessment of the emergent tablet advertising submarket and its growth potential
• Key developments in the industry
• Profiles and strategies of key players in the mobile & tablet advertising market
• Global and regional market forecasts:
• Mobile & Tablet Advertising Revenue Forecasts: 2010 - 2020
- Submarket revenue forecasts are categorized in 2 device form factor categories:
Mobile Phone
Tablet

- Submarket revenue forecasts are categorized in 9 application & media categories:
Media Alerts
Mobile Browsing (Display, Search)
Mobile Applications
Mobile Games
Mobile Music
Mobile Social Networking
Mobile TV (Broadcast, Unicast & One-off)
Mobile Video (One-off, Subscription Based)
Text Alerts
- Country level revenue projections are presented for the following 25 leading countries in the mobile & tablet advertising market:
Argentina
Australia
Brazil
Canada
China
Czech Republic
Denmark
Finland
France
Germany
India
Italy
Japan
Mexico
Norway
Poland
Russia
Saudi Arabia
South Africa
South Korea
Spain
Sweden
UAE
UK
USA
- Regional mobile & tablet advertising forecasts are categorized in the following six categories:
Asia Pacific
Eastern Europe
Latin & Central America
Middle East & Africa
North America
Western Europe
• Tablet Shipment Forecasts: 2010 - 2020
- Tablet shipment projections are categorized in 4 Operating System (OS) platform categories:
Apple iOS
Android
Windows
Others
- Tablet shipment projections are categorized in 4 display size categories:
4 – 7 inches
7 – 9 inches
9 – 12 inches
12 – 16 inches
- Tablet vendor share projections are shown for the following 22 vendors: Apple, White Box, Samsung, Asus, Amazon, Acer, Lenovo, Huawei, Sony, Microsoft, Dell, RiM, HP, Archos, Nook, Toshiba, ZTE, Vizio, Motorola, LG, Viewsonic, HTC
- Regional tablet shipment forecasts are categorized in the following six categories:
Asia Pacific
Eastern Europe
Latin & Central America
Middle East & Africa
North America
Western Europe
• Smartphone Shipment Projections: 2010 - 2020
- Smartphone shipment projections are categorized in 14 Operating System (OS) platform categories:
Apple iOS
Android
Bada
Blackberry OS
Firefox OS
LiMo
MeeGo
Microsoft
Palm OS / webOS
Sailfish
Symbian
Tizen
Ubuntu
Others
- Smartphone vendor share projections are shown for the following 22 vendors: Samsung, Apple, LG, Huawei, ZTE, Lenovo, Sony, Coolpad, RiM (BlackBerry), Nokia, HTC, Motorola, Pantech, TCL-Alcatel, Fujitsu, Sharp, Panasonic, NEC, Casio, Hitachi, Acer
- Regional smartphone shipment forecasts are categorized in the following six categories:
Asia Pacific
Eastern Europe
Latin & Central America
Middle East & Africa
North America
Western Europe


Key Findings:

The report has the following Key Findings:

• At present, the market for mobile & tablet advertising is still in its early years, and accounts for more than $17 Billion in global revenue
• Drive by a higher Click-Through Rate (CTR) and growing user penetration, the tablet segment of the market is expected to overtake smartphone based advertising revenues
• By the end of 2020, tablet advertising will generate more than $27 Billion in global revenue, following a CAGR of nearly 30% between 2013 and 2020. During the same year (2020) tablet shipments will reach nearly 600 Million annually
• Mobile video based advertising will outperform all other applications categories in terms of growth rate. Growing at a CAGR of nearly 23% between 2013 and 2020 mobile video based advertising revenues will account for $5 Billion by 2020


Key Questions Answered
:
The report answers to the following key questions.
• How big is the opportunity for mobile & tablet advertising and what is the size of the total addressable market?
• What are the key use cases of mobile & tablet advertising?
• What are the key business models of mobile & tablet advertising and how can advertisers generate revenue?
• Do tablet advertising campaigns have a better Click-Through Rate (CTR) than smartphones?
• Which application & media categories will generate the highest amount of revenue through mobile & tablet advertising?
• What are the market drivers and barriers for the growth of mobile & tablet advertising?
• Which regions and countries will witness the highest level of revenue through mobile & tablet advertising?
• Who are the key players in the mobile & tablet advertising industry and what are their strategies?

Table Of Contents

List of Figures 20
1 Chapter 1: Introduction 21
1.1 Executive Summary 21
1.2 Topics Covered 23
1.3 Key Questions Answered 29
1.4 Key Findings 30
1.5 Methodology 31
1.6 Target Audience 32
1.7 Companies Mentioned 33
2 Chapter 2: Mobile and Tablet Advertising Marker Models - How they Work? 39
2.1 An Introduction to Mobile and Tablet Advertising 39
2.2 Mobile and Tablet Advertising Categories 41
2.2.1 Web Banners 41
2.2.2 Web Posters 42
2.2.3 SMS Adverts 42
2.2.4 MMS Adverts 42
2.2.5 Audio Adverts 42
2.2.6 Rich Media 43
2.3 Mobile and Tablet Advertising Dimensions 44
2.3.1 Mobile Advert Sizes and Displays 44
2.4 Mobile and Tablet Advertising Supporting Technologies 45
2.4.1 SMS 45
2.4.2 MMS 46
2.4.3 Mobile WAP 46
2.4.4 Web 2.0 47
2.4.5 WAE 47
2.4.6 WAP Push 47
2.4.7 Others 48
2.5 Mobile and Tablet Advertising Formats 50
2.5.1 PNG 50
2.5.2 JPEG 50
2.5.3 GIF 50
2.5.4 BMP 51
2.5.5 WBMP 52
2.6 Revenue Generation Models: How Mobile and Tablet Advertising Works? 53
2.6.1 Cost Per Impression (CPI) 53
2.6.2 Cost Per Click (CPC) 54
2.6.3 Conversion Rate (CR) 54
2.6.4 Cost Per Install (CPI) 54
3 Chapter 3: Mobile Network Technologies and Data Growth 55
3.1 Pre-Analogue and Digital Generation 56
3.1.1 MTS 56
3.1.2 IMTS 56
3.2 Evolution of the Cellular Concept and 1G Technology 57
3.2.1 AMPs - 1G Era 57
3.3 Digital Cellular Concept 57
3.3.1 2G Technology 57
3.3.2 2G and Mobile Internet 57
3.3.3 2G and Media Content: The Beginning of the Mobile Advertising Market 58
3.4 The Evolution to 3G and Mobile Broadband 58
3.4.1 3G Technologies 58
3.4.2 3G Enhancements 58
3.4.3 The Mobile Broadband Era 59
3.5 The 4G Era 60
3.5.1 4G Technologies 60
3.6 The Evolution of LTE and its Impact on Mobile Advertising 61
3.6.1 The LTE Performance Leap 61
3.6.2 Enabling Innovative Mobile Advertising Models 61
4 Chapter 4: Mobile and Tablet Advertising Market Sectors 62
4.1 Advertising Sectors 62
4.1.1 SMS 62
4.1.2 MMS 63
4.1.3 Push Notifications 64
4.1.4 In-Game Advertising 65
4.1.5 Web Advertising 65
4.1.6 QR Codes 66
4.1.7 Bluetooth 66
4.1.8 Infrared 67
4.1.9 Proximity Systems 67
4.1.10 User-Controlled Media 68
4.1.11 Location-based Advertising (LBA) 69
4.2 Case Study: LBA 69
4.2.1 LBA Ad Types 69
4.2.1.1 Push 69
4.2.1.2 Pull 69
4.2.2 LBA Ad Format 70
4.2.3 Factors Affecting Future LBA Growth 70
4.2.3.1 Reach 70
4.2.3.2 Relevance 70
4.2.3.3 Results 71
5 Chapter 5: Market Drivers and Challenges 72
5.1 Market Drivers 72
5.1.1 Technically Conductive Mobile Advertising Platforms 72
5.1.2 Improved Regulatory Environment 73
5.1.3 Availability of Mobile Broadband 73
5.1.4 Smartphone Technology 73
5.1.5 Mobile Internet Penetration 74
5.1.6 Growth in Mobile Content 74
5.1.7 Display Technology 75
5.1.8 Consumer Behaviour: The Key to Growth 76
5.1.9 Increase in Application Downloads 76
5.1.10 Adoption of Location-based Services (LBS) 76
5.1.11 The Growing Influx of Social Networking 77
5.2 Market Challenges 78
5.2.1 The User Engagement Challenge 78
5.2.2 Ad Design: Optimising Relevance 78
5.2.3 Privacy Concerns 78
5.2.4 Payment Integration 78
5.2.5 Complexity of OS Systems: Obstructing Development Efforts 79
6 Chapter 6: The Tablet Market 80
6.1 Tablets: An Introduction 80
6.2 Modern Tablets 80
6.3 Typical Features/Functions of a Tablet 81
6.4 The Evolution of Tablets 82
6.5 Tablet Technologies 82
6.5.1 Traditional Tablet PCs 82
6.5.2 ‘Post-PC’ Tablets 82
6.6 Tablet Types and Content 83
6.6.1 Tablet Computer 83
6.6.2 Internet Tablet 83
6.6.3 Microsoft Tablet PC 83
6.6.4 Graphics or Digitizing Tablet 84
6.7 Tablet Technical and Hardware Features 85
6.7.1 Touch User Interface 85
6.7.2 Handwriting Recognition 85
6.7.3 Resistive Touchscreens 86
6.7.4 Capacitive Touchscreens 86
6.7.5 Palm Recognition 86
6.7.6 Multi-Touch Capabilities 87
6.7.7 Accelerometers 87
6.7.8 Ambient Light and Proximity Sensors 87
6.7.9 Storage Drive 87
6.7.10 Wireless Connectivity 88
6.7.11 3D Slate 88
6.7.12 Docking Station 88
6.8 Tablet Physical Dimensions 89
6.8.1 Slate Tablets 89
6.8.2 Booklet Tablets 90
6.8.3 Convertible Notebooks 90
6.8.4 Hybrid Tablets 91
6.8.5 Mini Tablets 92
6.8.6 Phablets 92
6.9 Tablet OS Vendors 93
6.9.1 Android 93
6.9.2 Apple iOS 94
6.9.3 Blackberry 95
6.9.4 Linux 95
6.9.5 Maemo 97
6.9.6 MeeGo 97
6.9.7 Microsoft 98
6.9.8 OPLC 99
6.9.9 HP 99
6.10 The Market Drivers for Tablet Advertising 100
6.10.1 Growing Consumer Usage 100
6.10.2 Growing Unit Shipments and Price Adjustment - A Driving Factor for Adoption 100
6.10.3 Tablet Advertising - A New Marketplace 100
6.10.4 Adoptability by Advertisers 101
6.10.5 Content Growth 101
6.10.6 Harmonization of Mobile Ad Platforms 102
6.10.7 Better Ad Display and Accessibility 102
6.10.8 Consumer Acceptability 102
6.10.9 Tablet Ads have a higher CTR than Smartphones and PCs - Survey Results 103
6.11 Future Growth Potential: What are the Big Players Saying? 104
6.11.1 Google 104
6.11.2 Apple 104
7 Chapter 7: Key Industry Developments 105
7.1 Google Upgrades AdWords on Mobile 105
7.2 Does Google Dominate the Mobile Advertising Market? 105
7.3 Germany’s Madvertise buys Mobilike 105
7.4 Samsung Prepares to Challenge Apple’s iAd 106
7.5 iPad Ad Units are Most Popular with Advertisers 106
7.6 Consumers Strongly Prefer Tablets for E-Commerce 107
7.7 Top Brands Embrace Mobile and Tablet Advertising 107
7.8 Will Instagram Video Drive Facebook’s Mobile Advertising Revenues? 108
8 Chapter 8: Leading Players in the Mobile and Tablet Advertising Market 109
8.1 Google 109
8.2 Millennial Media 110
8.3 Apple 111
8.4 Flurry 112
8.5 InMobi 113
8.6 Chartboost 114
8.7 MoPub 115
8.8 Amobee 116
8.9 Euclid 117
8.10 HasOffers 118
8.11 Others 119
9 Chapter 9: Market Analysis and Forecasts 120
9.1 Global Outlook of Mobile and Tablet Advertising: 2013 -2020 120
9.2 Mobile Phone vs. Tablet Segmentation 121
9.2.1 Mobile Phone Originated Advertising Revenue: 2013 - 2020 122
9.2.2 Tablet Originated Advertising Revenue: 2013 - 2020 123
9.3 Segmentation by Media and Application Category 124
9.3.1 Media Alerts Submarket: 2013 - 2020 125
9.3.2 Web Browsing Submarket: 2013 - 2020 126
9.3.2.1 Display Submarket: 2013 - 2020 128
9.3.2.2 Search Submarket: 2013 - 2020 128
9.3.3 Mobile Applications Submarket: 2013 - 2020 129
9.3.4 Mobile Gaming Submarket: 2013 - 2020 130
9.3.5 Mobile Music Subscription Submarket: 2013 - 2020 131
9.3.6 Mobile Social Networking Submarket: 2013 - 2020 132
9.3.7 Mobile TV Submarket: 2013 - 2020 133
9.3.8 Mobile Video Submarket: 2013 - 2020 134
9.3.8.1 One-off (Non Subscription) Mobile Video Submarket: 2013 - 2020 136
9.3.8.2 Subscriptions Based Mobile Video Submarket: 2013 - 2020 136
9.3.9 Mobile Text Alerts Submarket: 2013 - 2020 137
9.4 Regional Outlook of the Mobile and Tablet Advertising Market: 2013 - 2020 138
9.4.1 Asia Pacific Mobile and Tablet Advertising Revenue: 2013 - 2020 139
9.4.2 Eastern Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 140
9.4.3 Latin and Central America Mobile and Tablet Advertising Revenue: 2013 - 2020 141
9.4.4 Middle East and Africa Mobile and Tablet Advertising Revenue: 2013 - 2020 142
9.4.5 North America Mobile and Tablet Advertising Revenue: 2013 - 2020 143
9.4.6 Western Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 144
9.5 Global Tablets Market: 2013 - 2020 145
9.5.1 Global Tablet Shipments: 2013 - 2020 145
9.5.2 Segmentation by OS Platform 146
9.5.2.1 Apple iOS Tablet Shipments: 2013 - 2020 147
9.5.2.2 Android Tablet Shipments: 2013 - 2020 147
9.5.2.3 Windows Tablet Shipments: 2013 - 2020 148
9.5.2.4 Other OS Tablet Shipments: 2013 - 2020 148
9.5.3 Segmentation by Display Size 149
9.5.3.1 Global 4-7 Inch Tablet Shipments: 2013 - 2020 150
9.5.3.2 Global 7-9 Inch Tablet Shipments: 2013 - 2020 150
9.5.3.3 Global 9-12 Inch Tablet Shipments: 2013 - 2020 151
9.5.3.4 Global 12-16 Inch Tablet Shipments: 2013 - 2020 151
9.5.4 Segmentation by Region 152
9.5.4.1 Asia Pacific Tablet Shipments: 2013 - 2020 153
9.5.4.2 Eastern Europe Tablet Shipments: 2013 - 2020 153
9.5.4.3 Latin and Central America Tablet Shipments: 2013 - 2020 154
9.5.4.4 Middle East and Africa Tablet Shipments: 2013 - 2020 154
9.5.4.5 North America Tablet Shipments: 2013 - 2020 155
9.5.4.6 Western Europe Tablet Shipments: 2013 - 2020 155
9.5.5 Tablet Vendor Market Share 156
9.6 Global Smartphones Market: 2013 - 2020 157
9.6.1 Global Smartphone Shipments: 2013 - 2020 157
9.6.2 Segmentation by OS Platform 158
9.6.2.1 Apple iOS Smartphone Shipments: 2013 - 2020 159
9.6.2.2 Android Smartphone Shipments: 2013 - 2020 159
9.6.2.3 Bada Smartphone Shipments: 2013 - 2020 160
9.6.2.4 Blackberry OS Smartphone Shipments: 2013 - 2020 160
9.6.2.5 Firefox OS Smartphone Shipments: 2013 - 2020 161
9.6.2.6 LiMo Smartphone Shipments: 2013 - 2020 161
9.6.2.7 MeeGo Smartphone Shipments: 2013 - 2020 162
9.6.2.8 Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 162
9.6.2.9 Palm OS Smartphone Shipments: 2013 - 2020 163
9.6.2.10 Sailfish Smartphone Shipments: 2013 - 2020 163
9.6.2.11 Symbian Smartphone Shipments: 2013 - 2020 164
9.6.2.12 Tizen Smartphone Shipments: 2013 - 2020 164
9.6.2.13 Ubuntu Smartphone Shipments: 2013 - 2020 165
9.6.2.14 Other OS Smartphone Shipments: 2013 - 2020 165
9.6.3 Segmentation by Region 166
9.6.3.1 Asia Pacific Smartphone Shipments: 2013 - 2020 167
9.6.3.2 Eastern Europe Smartphone Shipments: 2013 - 2020 167
9.6.3.3 Latin and Central America Smartphone Shipments: 2013 - 2020 168
9.6.3.4 Middle East and Africa Smartphone Shipments: 2013 - 2020 168
9.6.3.5 North America Smartphone Shipments: 2013 - 2020 169
9.6.3.6 Western Europe Smartphone Shipments: 2013 - 2020 169
9.6.4 Smartphone Vendor Market Share 170
9.7 Asia Pacific Mobile and Tablet Advertising Market: 2013 - 2020 171
9.7.1 Asia Pacific Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 171
9.7.1.1 Australia Mobile and Tablet Advertising Revenue: 2013 - 2020 172
9.7.1.2 China Mobile and Tablet Advertising Revenue: 2013 - 2020 172
9.7.1.3 India Mobile and Tablet Advertising Revenue: 2013 - 2020 173
9.7.1.4 Japan Mobile and Tablet Advertising Revenue: 2013 - 2020 173
9.7.1.5 South Korea Mobile and Tablet Advertising Revenue: 2013 - 2020 174
9.7.1.6 Rest of Asia Pacific Mobile and Tablet Advertising Revenue: 2013 - 2020 174
9.7.2 Asia Pacific Tablet Shipments by OS Platform: 2013 - 2020 175
9.7.2.1 Asia Pacific Apple iOS Tablet Shipments: 2013 - 2020 176
9.7.2.2 Asia Pacific Android Tablet Shipments: 2013 - 2020 176
9.7.2.3 Asia Pacific Windows Tablet Shipments: 2013 - 2020 177
9.7.2.4 Asia Pacific Other Tablet Shipments: 2013 - 2020 177
9.7.3 Asia Pacific Smartphone Shipments by OS Platform: 2013 - 2020 178
9.7.3.1 Asia Pacific Apple iOS Smartphone Shipments: 2013 - 2020 179
9.7.3.2 Asia Pacific Android Smartphone Shipments: 2013 - 2020 179
9.7.3.3 Asia Pacific Bada Smartphone Shipments: 2013 - 2020 180
9.7.3.4 Asia Pacific Blackberry OS Smartphone Shipments: 2013 - 2020 180
9.7.3.5 Asia Pacific Firefox OS Smartphone Shipments: 2013 - 2020 181
9.7.3.6 Asia Pacific LiMo Smartphone Shipments: 2013 - 2020 181
9.7.3.7 Asia Pacific MeeGo Smartphone Shipments: 2013 - 2020 182
9.7.3.8 Asia Pacific Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 182
9.7.3.9 Asia Pacific Palm OS Smartphone Shipments: 2013 - 2020 183
9.7.3.10 Asia Pacific Sailfish Smartphone Shipments: 2013 - 2020 183
9.7.3.11 Asia Pacific Symbian Smartphone Shipments: 2013 - 2020 184
9.7.3.12 Asia Pacific Tizen Smartphone Shipments: 2013 - 2020 184
9.7.3.13 Asia Pacific Ubuntu Smartphone Shipments: 2013 - 2020 185
9.7.3.14 Asia Pacific Other OS Smartphone Shipments: 2013 - 2020 185
9.8 Eastern Europe Mobile and Tablet Advertising Market: 2013 - 2020 186
9.8.1 Eastern Europe Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 186
9.8.1.1 Russia Mobile and Tablet Advertising Revenue: 2013 - 2020 187
9.8.1.2 Poland Mobile and Tablet Advertising Revenue: 2013 - 2020 187
9.8.1.3 Czech Republic Mobile and Tablet Advertising Revenue: 2013 - 2020 188
9.8.1.4 Rest of Eastern Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 188
9.8.2 Eastern Europe Tablet Shipments by OS Platform: 2013 - 2020 189
9.8.2.1 Eastern Europe Apple iOS Tablet Shipments: 2013 - 2020 190
9.8.2.2 Eastern Europe Android Tablet Shipments: 2013 - 2020 190
9.8.2.3 Eastern Europe Windows Tablet Shipments: 2013 - 2020 191
9.8.2.4 Eastern Europe Other Tablet Shipments: 2013 - 2020 191
9.8.3 Eastern Europe Smartphone Shipments by OS Platform: 2013 - 2020 192
9.8.3.1 Eastern Europe Apple iOS Smartphone Shipments: 2013 - 2020 193
9.8.3.2 Eastern Europe Android Smartphone Shipments: 2013 - 2020 193
9.8.3.3 Eastern Europe Bada Smartphone Shipments: 2013 - 2020 194
9.8.3.4 Eastern Europe Blackberry OS Smartphone Shipments: 2013 - 2020 194
9.8.3.5 Eastern Europe Firefox OS Smartphone Shipments: 2013 - 2020 195
9.8.3.6 Eastern Europe LiMo Smartphone Shipments: 2013 - 2020 195
9.8.3.7 Eastern Europe MeeGo Smartphone Shipments: 2013 - 2020 196
9.8.3.8 Eastern Europe Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 196
9.8.3.9 Eastern Europe Palm OS Smartphone Shipments: 2013 - 2020 197
9.8.3.10 Eastern Europe Sailfish Smartphone Shipments: 2013 - 2020 197
9.8.3.11 Eastern Europe Symbian Smartphone Shipments: 2013 - 2020 198
9.8.3.12 Eastern Europe Tizen Smartphone Shipments: 2013 - 2020 198
9.8.3.13 Eastern Europe Ubuntu Smartphone Shipments: 2013 - 2020 199
9.8.3.14 Eastern Europe Other OS Smartphone Shipments: 2013 - 2020 199
9.9 Latin and Central America Mobile and Tablet Advertising Market: 2013 - 2020 200
9.9.1 Latin and Central America Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 200
9.9.1.1 Argentina Mobile and Tablet Advertising Revenue: 2013 - 2020 201
9.9.1.2 Brazil Mobile and Tablet Advertising Revenue: 2013 - 2020 201
9.9.1.3 Mexico Mobile and Tablet Advertising Revenue: 2013 - 2020 202
9.9.1.4 Rest of Latin and Central America Mobile and Tablet Advertising Revenue: 2013 - 2020 202
9.9.2 Latin and Central America Tablet Shipments by OS Platform: 2013 - 2020 203
9.9.2.1 Latin and Central America Apple iOS Tablet Shipments: 2013 - 2020 204
9.9.2.2 Latin and Central America Android Tablet Shipments: 2013 - 2020 204
9.9.2.3 Latin and Central America Windows Tablet Shipments: 2013 - 2020 205
9.9.2.4 Latin and Central America Other Tablet Shipments: 2013 - 2020 205
9.9.3 Latin and Central America Smartphone Shipments by OS Platform: 2013 - 2020 206
9.9.3.1 Latin and Central America Apple iOS Smartphone Shipments: 2013 - 2020 207
9.9.3.2 Latin and Central America Android Smartphone Shipments: 2013 - 2020 207
9.9.3.3 Latin and Central America Bada Smartphone Shipments: 2013 - 2020 208
9.9.3.4 Latin and Central America Blackberry OS Smartphone Shipments: 2013 - 2020 208
9.9.3.5 Latin and Central America Firefox OS Smartphone Shipments: 2013 - 2020 209
9.9.3.6 Latin and Central America LiMo Smartphone Shipments: 2013 - 2020 209
9.9.3.7 Latin and Central America MeeGo Smartphone Shipments: 2013 - 2020 210
9.9.3.8 Latin and Central America Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 210
9.9.3.9 Latin and Central America Palm OS Smartphone Shipments: 2013 - 2020 211
9.9.3.10 Latin and Central America Sailfish Smartphone Shipments: 2013 - 2020 211
9.9.3.11 Latin and Central America Symbian Smartphone Shipments: 2013 - 2020 212
9.9.3.12 Latin and Central America Tizen Smartphone Shipments: 2013 - 2020 212
9.9.3.13 Latin and Central America Ubuntu Smartphone Shipments: 2013 - 2020 213
9.9.3.14 Latin and Central America Other OS Smartphone Shipments: 2013 - 2020 213
9.10 Middle East and Africa Mobile and Tablet Advertising Market: 2013 - 2020 214
9.10.1 Middle East and Africa Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 214
9.10.1.1 South Africa Mobile and Tablet Advertising Revenue: 2013 - 2020 215
9.10.1.2 UAE Mobile and Tablet Advertising Revenue: 2013 - 2020 215
9.10.1.3 Saudi Arabia Mobile and Tablet Advertising Revenue: 2013 - 2020 216
9.10.1.4 Rest of the Middle East and Africa Mobile and Tablet Advertising Revenue: 2013 - 2020 216
9.10.2 Middle East and Africa Tablet Shipments by OS Platform: 2013 - 2020 217
9.10.2.1 Middle East and Africa Apple iOS Tablet Shipments: 2013 - 2020 218
9.10.2.2 Middle East and Africa Android Tablet Shipments: 2013 - 2020 218
9.10.2.3 Middle East and Africa Windows Tablet Shipments: 2013 - 2020 219
9.10.2.4 Middle East and Africa Other Tablet Shipments: 2013 - 2020 219
9.10.3 Middle East and Africa Smartphone Shipments by OS Platform: 2013 - 2020 220
9.10.3.1 Middle East and Africa Apple iOS Smartphone Shipments: 2013 - 2020 221
9.10.3.2 Middle East and Africa Android Smartphone Shipments: 2013 - 2020 221
9.10.3.3 Middle East and Africa Bada Smartphone Shipments: 2013 - 2020 222
9.10.3.4 Middle East and Africa Blackberry OS Smartphone Shipments: 2013 - 2020 222
9.10.3.5 Middle East and Africa Firefox OS Smartphone Shipments: 2013 - 2020 223
9.10.3.6 Middle East and Africa LiMo Smartphone Shipments: 2013 - 2020 223
9.10.3.7 Middle East and Africa MeeGo Smartphone Shipments: 2013 - 2020 224
9.10.3.8 Middle East and Africa Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 224
9.10.3.9 Middle East and Africa Palm OS Smartphone Shipments: 2013 - 2020 225
9.10.3.10 Middle East and Africa Sailfish Smartphone Shipments: 2013 - 2020 225
9.10.3.11 Middle East and Africa Symbian Smartphone Shipments: 2013 - 2020 226
9.10.3.12 Middle East and Africa Tizen Smartphone Shipments: 2013 - 2020 226
9.10.3.13 Middle East and Africa Ubuntu Smartphone Shipments: 2013 - 2020 227
9.10.3.14 Middle East and Africa Other OS Smartphone Shipments: 2013 - 2020 227
9.11 North America Mobile and Tablet Advertising Market: 2013 - 2020 228
9.11.1 North America Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 228
9.11.1.1 USA Mobile and Tablet Advertising Revenue: 2013 - 2020 229
9.11.1.2 Canada Mobile and Tablet Advertising Revenue: 2013 - 2020 229
9.11.2 North America Tablet Shipments by OS Platform: 2013 - 2020 230
9.11.2.1 North America Apple iOS Tablet Shipments: 2013 - 2020 231
9.11.2.2 North America Android Tablet Shipments: 2013 - 2020 231
9.11.2.3 North America Windows Tablet Shipments: 2013 - 2020 232
9.11.2.4 North America Other Tablet Shipments: 2013 - 2020 232
9.11.3 North America Smartphone Shipments by OS Platform: 2013 - 2020 233
9.11.3.1 North America Apple iOS Smartphone Shipments: 2013 - 2020 234
9.11.3.2 North America Android Smartphone Shipments: 2013 - 2020 234
9.11.3.3 North America Bada Smartphone Shipments: 2013 - 2020 235
9.11.3.4 North America Blackberry OS Smartphone Shipments: 2013 - 2020 235
9.11.3.5 North America Firefox OS Smartphone Shipments: 2013 - 2020 236
9.11.3.6 North America LiMo Smartphone Shipments: 2013 - 2020 236
9.11.3.7 North America MeeGo Smartphone Shipments: 2013 - 2020 237
9.11.3.8 North America Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 237
9.11.3.9 North America Palm OS Smartphone Shipments: 2013 - 2020 238
9.11.3.10 North America Sailfish Smartphone Shipments: 2013 - 2020 238
9.11.3.11 North America Symbian Smartphone Shipments: 2013 - 2020 239
9.11.3.12 North America Tizen Smartphone Shipments: 2013 - 2020 239
9.11.3.13 North America Ubuntu Smartphone Shipments: 2013 - 2020 240
9.11.3.14 North America Other OS Smartphone Shipments: 2013 - 2020 240
9.12 Western Europe Mobile and Tablet Advertising Market: 2013 - 2020 241
9.12.1 Western Europe Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 241
9.12.1.1 Denmark Mobile and Tablet Advertising Revenue: 2013 - 2020 242
9.12.1.2 Finland Mobile and Tablet Advertising Revenue: 2013 - 2020 242
9.12.1.3 France Mobile and Tablet Advertising Revenue: 2013 - 2020 243
9.12.1.4 Germany Mobile and Tablet Advertising Revenue: 2013 - 2020 243
9.12.1.5 Italy Mobile and Tablet Advertising Revenue: 2013 - 2020 244
9.12.1.6 Spain Mobile and Tablet Advertising Revenue: 2013 - 2020 244
9.12.1.7 Sweden Mobile and Tablet Advertising Revenue: 2013 - 2020 245
9.12.1.8 Norway Mobile and Tablet Advertising Revenue: 2013 - 2020 245
9.12.1.9 UK Mobile and Tablet Advertising Revenue: 2013 - 2020 246
9.12.1.10 Rest of Western Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 246
9.12.2 Western Europe Tablet Shipments by OS Platform: 2013 - 2020 247
9.12.2.1 Western Europe Apple iOS Tablet Shipments: 2013 - 2020 248
9.12.2.2 Western Europe Android Tablet Shipments: 2013 - 2020 248
9.12.2.3 Western Europe Windows Tablet Shipments: 2013 - 2020 249
9.12.2.4 Western Europe Other Tablet Shipments: 2013 - 2020 249
9.12.3 Western Europe Smartphone Shipments by OS Platform: 2013 - 2020 250
9.12.3.1 Western Europe Apple iOS Smartphone Shipments: 2013 - 2020 251
9.12.3.2 Western Europe Android Smartphone Shipments: 2013 - 2020 251
9.12.3.3 Western Europe Bada Smartphone Shipments: 2013 - 2020 252
9.12.3.4 Western Europe Blackberry OS Smartphone Shipments: 2013 - 2020 252
9.12.3.5 Western Europe Firefox OS Smartphone Shipments: 2013 - 2020 253
9.12.3.6 Western Europe LiMo Smartphone Shipments: 2013 - 2020 253
9.12.3.7 Western Europe MeeGo Smartphone Shipments: 2013 - 2020 254
9.12.3.8 Western Europe Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 254
9.12.3.9 Western Europe Palm OS Smartphone Shipments: 2013 - 2020 255
9.12.3.10 Western Europe Sailfish Smartphone Shipments: 2013 - 2020 255
9.12.3.11 Western Europe Symbian Smartphone Shipments: 2013 - 2020 256
9.12.3.12 Western Europe Tizen Smartphone Shipments: 2013 - 2020 256
9.12.3.13 Western Europe Ubuntu Smartphone Shipments: 2013 - 2020 257
9.12.3.14 Western Europe Other OS Smartphone Shipments: 2013 - 2020 257



List of Figures
Figure 1: Global Smartphones vs. Tablets Advertising User Engagement Rates by Industry (%) 40
Figure 2: Mobile and Tablet Advertising Ecology 41
Figure 3: Mobile Advertising Display Dimensions 44
Figure 4: Smartphone and Tablets Click Through Rate (CTR) Comparison by Campaign Type (CTR Index) 53
Figure 5: Evolution of Mobile Network Technology Through Different Generations of Data Growth 55
Figure 6: Mobile and Tablet Advertising Market Segments 63
Figure 7: Mobile Handset Data Consumption Trends in the U.S 75
Figure 8: A Convertible Notebook Tablet 90
Figure 9: Average Click Through Rate (CTR) by Device (Smartphones, Tablets, PCs) for 10 Leading Markets (%) 103
Figure 10: Global Mobile and Tablet Advertising Revenue: 2010 - 2020 ($ Millions) 120
Figure 11: Global Mobile and Tablet Advertising Revenue by Device Form Factor (Mobile Phones, Tablets): 2010 - 2020 ($ Millions) 121
Figure 12: Global Mobile Phone Advertising Revenue: 2010 - 2020 ($ Millions) 122
Figure 13: Global Tablet Advertising Revenue: 2010 - 2020 ($ Millions) 123
Figure 14: Global Mobile and Tablet Advertising Revenue by Media and Application Category: 2010 - 2020 ($ Millions) 124
Figure 15: Global Media Alerts based Mobile and Tablet Advertising Revenue: 2010 - 2020 ($ Millions) 1259.7.1.6 Rest of Asia Pacific Mobile and Tablet Advertising Revenue: 2013 - 2020 174
9.7.2 Asia Pacific Tablet Shipments by OS Platform: 2013 - 2020 175
9.7.2.1 Asia Pacific Apple iOS Tablet Shipments: 2013 - 2020 176
9.7.2.2 Asia Pacific Android Tablet Shipments: 2013 - 2020 176
9.7.2.3 Asia Pacific Windows Tablet Shipments: 2013 - 2020 177
9.7.2.4 Asia Pacific Other Tablet Shipments: 2013 - 2020 177
9.7.3 Asia Pacific Smartphone Shipments by OS Platform: 2013 - 2020 178
9.7.3.1 Asia Pacific Apple iOS Smartphone Shipments: 2013 - 2020 179
9.7.3.2 Asia Pacific Android Smartphone Shipments: 2013 - 2020 179
9.7.3.3 Asia Pacific Bada Smartphone Shipments: 2013 - 2020 180
9.7.3.4 Asia Pacific Blackberry OS Smartphone Shipments: 2013 - 2020 180
9.7.3.5 Asia Pacific Firefox OS Smartphone Shipments: 2013 - 2020 181
9.7.3.6 Asia Pacific LiMo Smartphone Shipments: 2013 - 2020 181
9.7.3.7 Asia Pacific MeeGo Smartphone Shipments: 2013 - 2020 182
9.7.3.8 Asia Pacific Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 182
9.7.3.9 Asia Pacific Palm OS Smartphone Shipments: 2013 - 2020 183
9.7.3.10 Asia Pacific Sailfish Smartphone Shipments: 2013 - 2020 183
9.7.3.11 Asia Pacific Symbian Smartphone Shipments: 2013 - 2020 184
9.7.3.12 Asia Pacific Tizen Smartphone Shipments: 2013 - 2020 184
9.7.3.13 Asia Pacific Ubuntu Smartphone Shipments: 2013 - 2020 185
9.7.3.14 Asia Pacific Other OS Smartphone Shipments: 2013 - 2020 185
9.8 Eastern Europe Mobile and Tablet Advertising Market: 2013 - 2020 186
9.8.1 Eastern Europe Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 186
9.8.1.1 Russia Mobile and Tablet Advertising Revenue: 2013 - 2020 187
9.8.1.2 Poland Mobile and Tablet Advertising Revenue: 2013 - 2020 187
9.8.1.3 Czech Republic Mobile and Tablet Advertising Revenue: 2013 - 2020 188
9.8.1.4 Rest of Eastern Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 188
9.8.2 Eastern Europe Tablet Shipments by OS Platform: 2013 - 2020 189
9.8.2.1 Eastern Europe Apple iOS Tablet Shipments: 2013 - 2020 190
9.8.2.2 Eastern Europe Android Tablet Shipments: 2013 - 2020 190
9.8.2.3 Eastern Europe Windows Tablet Shipments: 2013 - 2020 191
9.8.2.4 Eastern Europe Other Tablet Shipments: 2013 - 2020 191
9.8.3 Eastern Europe Smartphone Shipments by OS Platform: 2013 - 2020 192
9.8.3.1 Eastern Europe Apple iOS Smartphone Shipments: 2013 - 2020 193
9.8.3.2 Eastern Europe Android Smartphone Shipments: 2013 - 2020 193
9.8.3.3 Eastern Europe Bada Smartphone Shipments: 2013 - 2020 194
9.8.3.4 Eastern Europe Blackberry OS Smartphone Shipments: 2013 - 2020 194
9.8.3.5 Eastern Europe Firefox OS Smartphone Shipments: 2013 - 2020 195
9.8.3.6 Eastern Europe LiMo Smartphone Shipments: 2013 - 2020 195
9.8.3.7 Eastern Europe MeeGo Smartphone Shipments: 2013 - 2020 196
9.8.3.8 Eastern Europe Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 196
9.8.3.9 Eastern Europe Palm OS Smartphone Shipments: 2013 - 2020 197
9.8.3.10 Eastern Europe Sailfish Smartphone Shipments: 2013 - 2020 197
9.8.3.11 Eastern Europe Symbian Smartphone Shipments: 2013 - 2020 198
9.8.3.12 Eastern Europe Tizen Smartphone Shipments: 2013 - 2020 198
9.8.3.13 Eastern Europe Ubuntu Smartphone Shipments: 2013 - 2020 199
9.8.3.14 Eastern Europe Other OS Smartphone Shipments: 2013 - 2020 199
9.9 Latin and Central America Mobile and Tablet Advertising Market: 2013 - 2020 200
9.9.1 Latin and Central America Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 200
9.9.1.1 Argentina Mobile and Tablet Advertising Revenue: 2013 - 2020 201
9.9.1.2 Brazil Mobile and Tablet Advertising Revenue: 2013 - 2020 201
9.9.1.3 Mexico Mobile and Tablet Advertising Revenue: 2013 - 2020 202
9.9.1.4 Rest of Latin and Central America Mobile and Tablet Advertising Revenue: 2013 - 2020 202
9.9.2 Latin and Central America Tablet Shipments by OS Platform: 2013 - 2020 203
9.9.2.1 Latin and Central America Apple iOS Tablet Shipments: 2013 - 2020 204
9.9.2.2 Latin and Central America Android Tablet Shipments: 2013 - 2020 204
9.9.2.3 Latin and Central America Windows Tablet Shipments: 2013 - 2020 205
9.9.2.4 Latin and Central America Other Tablet Shipments: 2013 - 2020 205
9.9.3 Latin and Central America Smartphone Shipments by OS Platform: 2013 - 2020 206
9.9.3.1 Latin and Central America Apple iOS Smartphone Shipments: 2013 - 2020 207
9.9.3.2 Latin and Central America Android Smartphone Shipments: 2013 - 2020 207
9.9.3.3 Latin and Central America Bada Smartphone Shipments: 2013 - 2020 208
9.9.3.4 Latin and Central America Blackberry OS Smartphone Shipments: 2013 - 2020 208
9.9.3.5 Latin and Central America Firefox OS Smartphone Shipments: 2013 - 2020 209
9.9.3.6 Latin and Central America LiMo Smartphone Shipments: 2013 - 2020 209
9.9.3.7 Latin and Central America MeeGo Smartphone Shipments: 2013 - 2020 210
9.9.3.8 Latin and Central America Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 210
9.9.3.9 Latin and Central America Palm OS Smartphone Shipments: 2013 - 2020 211
9.9.3.10 Latin and Central America Sailfish Smartphone Shipments: 2013 - 2020 211
9.9.3.11 Latin and Central America Symbian Smartphone Shipments: 2013 - 2020 212
9.9.3.12 Latin and Central America Tizen Smartphone Shipments: 2013 - 2020 212
9.9.3.13 Latin and Central America Ubuntu Smartphone Shipments: 2013 - 2020 213
9.9.3.14 Latin and Central America Other OS Smartphone Shipments: 2013 - 2020 213
9.10 Middle East and Africa Mobile and Tablet Advertising Market: 2013 - 2020 214
9.10.1 Middle East and Africa Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 214
9.10.1.1 South Africa Mobile and Tablet Advertising Revenue: 2013 - 2020 215
9.10.1.2 UAE Mobile and Tablet Advertising Revenue: 2013 - 2020 215
9.10.1.3 Saudi Arabia Mobile and Tablet Advertising Revenue: 2013 - 2020 216
9.10.1.4 Rest of the Middle East and Africa Mobile and Tablet Advertising Revenue: 2013 - 2020 216
9.10.2 Middle East and Africa Tablet Shipments by OS Platform: 2013 - 2020 217
9.10.2.1 Middle East and Africa Apple iOS Tablet Shipments: 2013 - 2020 218
9.10.2.2 Middle East and Africa Android Tablet Shipments: 2013 - 2020 218
9.10.2.3 Middle East and Africa Windows Tablet Shipments: 2013 - 2020 219
9.10.2.4 Middle East and Africa Other Tablet Shipments: 2013 - 2020 219
9.10.3 Middle East and Africa Smartphone Shipments by OS Platform: 2013 - 2020 220
9.10.3.1 Middle East and Africa Apple iOS Smartphone Shipments: 2013 - 2020 221
9.10.3.2 Middle East and Africa Android Smartphone Shipments: 2013 - 2020 221
9.10.3.3 Middle East and Africa Bada Smartphone Shipments: 2013 - 2020 222
9.10.3.4 Middle East and Africa Blackberry OS Smartphone Shipments: 2013 - 2020 222
9.10.3.5 Middle East and Africa Firefox OS Smartphone Shipments: 2013 - 2020 223
9.10.3.6 Middle East and Africa LiMo Smartphone Shipments: 2013 - 2020 223
9.10.3.7 Middle East and Africa MeeGo Smartphone Shipments: 2013 - 2020 224
9.10.3.8 Middle East and Africa Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 224
9.10.3.9 Middle East and Africa Palm OS Smartphone Shipments: 2013 - 2020 225
9.10.3.10 Middle East and Africa Sailfish Smartphone Shipments: 2013 - 2020 225
9.10.3.11 Middle East and Africa Symbian Smartphone Shipments: 2013 - 2020 226
9.10.3.12 Middle East and Africa Tizen Smartphone Shipments: 2013 - 2020 226
9.10.3.13 Middle East and Africa Ubuntu Smartphone Shipments: 2013 - 2020 227
9.10.3.14 Middle East and Africa Other OS Smartphone Shipments: 2013 - 2020 227
9.11 North America Mobile and Tablet Advertising Market: 2013 - 2020 228
9.11.1 North America Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 228
9.11.1.1 USA Mobile and Tablet Advertising Revenue: 2013 - 2020 229
9.11.1.2 Canada Mobile and Tablet Advertising Revenue: 2013 - 2020 229
9.11.2 North America Tablet Shipments by OS Platform: 2013 - 2020 230
9.11.2.1 North America Apple iOS Tablet Shipments: 2013 - 2020 231
9.11.2.2 North America Android Tablet Shipments: 2013 - 2020 231
9.11.2.3 North America Windows Tablet Shipments: 2013 - 2020 232
9.11.2.4 North America Other Tablet Shipments: 2013 - 2020 232
9.11.3 North America Smartphone Shipments by OS Platform: 2013 - 2020 233
9.11.3.1 North America Apple iOS Smartphone Shipments: 2013 - 2020 234
9.11.3.2 North America Android Smartphone Shipments: 2013 - 2020 234
9.11.3.3 North America Bada Smartphone Shipments: 2013 - 2020 235
9.11.3.4 North America Blackberry OS Smartphone Shipments: 2013 - 2020 235
9.11.3.5 North America Firefox OS Smartphone Shipments: 2013 - 2020 236
9.11.3.6 North America LiMo Smartphone Shipments: 2013 - 2020 236
9.11.3.7 North America MeeGo Smartphone Shipments: 2013 - 2020 237
9.11.3.8 North America Microsoft (Windows OS) Smartphone Shipments: 2013 - 2020 237
9.11.3.9 North America Palm OS Smartphone Shipments: 2013 - 2020 238
9.11.3.10 North America Sailfish Smartphone Shipments: 2013 - 2020 238
9.11.3.11 North America Symbian Smartphone Shipments: 2013 - 2020 239
9.11.3.12 North America Tizen Smartphone Shipments: 2013 - 2020 239
9.11.3.13 North America Ubuntu Smartphone Shipments: 2013 - 2020 240
9.11.3.14 North America Other OS Smartphone Shipments: 2013 - 2020 240
9.12 Western Europe Mobile and Tablet Advertising Market: 2013 - 2020 241
9.12.1 Western Europe Mobile and Tablet Advertising Revenue by Country: 2013 - 2020 241
9.12.1.1 Denmark Mobile and Tablet Advertising Revenue: 2013 - 2020 242
9.12.1.2 Finland Mobile and Tablet Advertising Revenue: 2013 - 2020 242
9.12.1.3 France Mobile and Tablet Advertising Revenue: 2013 - 2020 243
9.12.1.4 Germany Mobile and Tablet Advertising Revenue: 2013 - 2020 243
9.12.1.5 Italy Mobile and Tablet Advertising Revenue: 2013 - 2020 244
9.12.1.6 Spain Mobile and Tablet Advertising Revenue: 2013 - 2020 244
9.12.1.7 Sweden Mobile and Tablet Advertising Revenue: 2013 - 2020 245
9.12.1.8 Norway Mobile and Tablet Advertising Revenue: 2013 - 2020 245
9.12.1.9 UK Mobile and Tablet Advertising Revenue: 2013 - 2020 246
9.12.1.10 Rest of Western Europe Mobile and Tablet Advertising Revenue: 2013 - 2020 246
9.12.2 Western Europe Tablet Shipments by OS Platform: 2013 - 2020 247
9.12.2.1 Western Europe Apple iOS Tablet Shipments: 2013 - 2020 248
9.12.2.2 Western Europe Android Tablet Shipments: 2013 - 2020 248
9.12.2.3 Western Europe Windows Tablet Shipments: 2013 - 2020 249
9.12.2.4 Western Europe Ot

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