The most popular smartphones in 2018

The following statistics are based on mobile web traffic over Q1 2018 to a global network of partner websites using the DeviceAtlas device detection platform.

Skip to country:

Previous reports and insights:

Get access to a free, fully-working local version trial of DeviceAtlas.

Our high performance flagship product - the most complete data set.

Start Your Free Trial Today

United Kingdom

Apple dominated the scene in the UK, with the top four spots. The iPhone 7 has, predictably, overtaken the 6 as the most popular phone in the nation.

Q1 2018 was a slight improvement for Samsung compared to 2017. The Galaxy S7 has risen from 7th to 5th, with the S8 close behind.

Still no sign of the iPhone 8/X in the top ten, but it's lurking in 12th/13th respectively according to our Data Explorer. It may climb higher up the charts, similar to the progress and popularity of the iPhone 7 over the last few months of 2017.

The Top 20 in the UK was exclusively Apple and Samsung - one of the most binary markets in our data.

Country Position Phone model Share
United Kingdom 1 iPhone 7 11.63%
United Kingdom 2 iPhone 6S 9.12%
United Kingdom 3 iPhone 6 7.26%
United Kingdom 4 iPhone SE 6.3%
United Kingdom 5 Samsung Galaxy S7 4.66%
United Kingdom 6 Samsung Galaxy S8 4.36%
United Kingdom 7 Samsung Galaxy S7 Edge 4.22%
United Kingdom 8 iPhone 5S 4.18%
United Kingdom 9 iPhone 7 Plus 3.98%
United Kingdom 10 Samsung Galaxy S6 2.99%

Get access to a free, fully-working local version trial of DeviceAtlas.

Our high performance flagship product - the most complete data set.

Start Your Free Trial Today

Germany

Some positive news for Samsung in Germany, where the Galaxy S7 was the most used smartphone during Q1 2018.

The iPhone 6, 2017's winner, was in 4th spot with its younger sibling, the iPhone 7 hot on the heels of the S7.

Apple's latest offerings, the iPhone 8 and X, didn't make the top ten this time around, but were in 18th and 19th, poised to make a run up the table as their price normalizes and they become more appealing as an upgrade option.

Country Position Phone model Share
Germany 1 Samsung Galaxy S7 6.74%
Germany 2 iPhone 7 6.02%
Germany 3 iPhone 6S 5.18%
Germany 4 iPhone 6 4.95%
Germany 5 Samsung Galaxy A5 4.77%
Germany 6 Samsung Galaxy S8 4.04%
Germany 7 Samsung Galaxy A3 3.79%
Germany 8 Generic Android 3.76%
Germany 9 iPhone SE 3.71%
Germany 10 Samsung Galaxy S6 3.17%

France

The top 4 in France was all Apple territory, with the iPhone 7 switching top spots with the 6, a situation we see in many other countries too.

Last year, places 1-6 were all iPhones, but the iPhone 5's relegation to 20th place in our data shows the upgrade cycle in action - many users may skip a release, holding out for a version of their favourite phone with significant improvements. We can infer that iPhone 5 users are likely to have switched to the 7 over the last 12 months.

Country Position Phone model Share
France 1 iPhone 7 6.77%
France 2 iPhone 6 6.53%
France 3 iPhone 6S 6.18%
France 4 iPhone SE 4.6%
France 5 Samsung Galaxy A5 3.59%
France 6 Generic Android 3.48%
France 7 Samsung Galaxy S7 3.42%
France 8 iPhone 5S 3.4%
France 9 Samsung Galaxy S7 Edge 2.82%
France 10 Samsung Galaxy S8 2.57%

Spain

In Spain, the iPhone 7 leapfrogged the 6, the Huawei P8 Lite and the Samsung Galaxy S6 to take top spot in Q1 2018.

Huawei use remained strong, the P8 clinging onto 3rd place. Further down in our Data Explorer, we can see the P9 and P10 Lite in 13th and 19th position. Excluding the three Huawei smartphones, the rest of the top 20 is made up of the usual big two producers.

Country Position Phone model Share
Spain 1 iPhone 7 4.57%
Spain 2 iPhone 6 4.52%
Spain 3 Huawei P8 Lite 4.31%
Spain 4 iPhone 6S 3.86%
Spain 5 Samsung Galaxy J5 3.78%
Spain 6 Samsung Galaxy A5 3.21%
Spain 7 Samsung Galaxy J7 3.09%
Spain 8 Samsung Galaxy S7 2.45%
Spain 9 iPhone SE 2.38%
Spain 10 Samsung Galaxy S6 2.27%

Italy

The top 4 in Italy is comprised of the same devices as 2017, with the iPhone 7 overtaking the 6 at the top.

Huawei also feature, the P8 Lite in 4th spot again. Unlike Spain, the P9 Lite made the top ten in 7th with 2.87% of web traffic in our data.

Country Position Phone model Share
Italy 1 iPhone 7 5.74%
Italy 2 iPhone 6 5.13%
Italy 3 iPhone 6S 4.66%
Italy 4 Huawei P8 Lite 4.14%
Italy 5 Samsung Galaxy A5 3.25%
Italy 6 Samsung Galaxy J5 2.99%
Italy 7 Huawei P9 Lite 2.87%
Italy 8 Samsung Galaxy S7 Edge 2.77%
Italy 9 iPhone SE 2.2%
Italy 10 Samsung Galaxy S8 2.2%

Ireland

The Samsung Galaxy S7 lost some ground in Ireland, falling from a 2017 high of 3rd spot to 6th in Q1 2018.

Unlike most other European countries, the iPhone 7 hasn't quite caught up with it's predecessor, but with 8.53% of total traffic included in our study, it's not too far behind the top spot. We expect it to overtake the 6 and 6S in the coming months.

It's a predictable Apple/Samsung top ten, with the Google Nexus 5 being the only outsider in the top 20 this time around.

Country Position Phone model Share
Ireland 1 iPhone 6 11.06%
Ireland 2 iPhone 6S 9.39%
Ireland 3 iPhone 7 8.53%
Ireland 4 iPhone SE 7.09%
Ireland 5 iPhone 5S 5.85%
Ireland 6 Samsung Galaxy S7 4.61%
Ireland 7 Samsung Galaxy S6 3.75%
Ireland 8 Samsung Galaxy A5 3.46%
Ireland 9 iPhone 3G, 3GS 2.69%
Ireland 10 iPhone 8 2.21%

Poland

Poland's most popular device for Q1 2018 was the Huawei P8 Lite, joined in the top 5 by its sibling the P9.

The iPhone 6 lost over half its share since 2017's report, now languishing in 13th spot with only 1.88% of traffic. Growth of iPhone 7 use hasn't been as strong as in other countries - moving from a 2.3% share in 2017 to 3.34% in Q1. With the P8 first and the Samsung Galaxy A5 in second, perhaps Poland leans towards Android devices over the iOS option.

Country Position Phone model Share
Poland 1 Huawei P8 Lite 5.2%
Poland 2 Samsung Galaxy A5 4.18%
Poland 3 iPhone 7 3.34%
Poland 4 Samsung Galaxy J5 3.17%
Poland 5 Huawei P9 Lite 2.63%
Poland 6 iPhone 6S 2.4%
Poland 7 Samsung Galaxy J7 2.36%
Poland 8 Samsung Galaxy S8 2.27%
Poland 9 Samsung Galaxy S7 Edge 2.21%
Poland 10 Generic Android 2%

Russia

In Russia, the iPhone 7 hasn't caught up to the 6, but has overtaken the 5S as the second most used device.

Outside the usual suspects, we see the Xiaomi Redmi Note 4 and 4X lurking outside the top ten. Given the success of China's "Little Rice" in India and elsewhere, it's likely we'll be seeing a lot more of their devices in the coming months and years.

Country Position Phone model Share
Russia 1 iPhone 6 6.7%
Russia 2 iPhone 7 6.44%
Russia 3 iPhone 5S 5.84%
Russia 4 iPhone 6S 4.85%
Russia 5 iPhone SE 3.32%
Russia 6 Samsung Galaxy A5 3.06%
Russia 7 iPhone 7 Plus 2.62%
Russia 8 Samsung Galaxy A3 2.41%
Russia 9 iPhone 5 2.1%
Russia 10 Generic Android 2.06%

Sweden

Sweden has long been iPhone country, and Q1 saw the top three switch places in line with the wider trend.

Samsung have gained some share, the Galaxy 7 growing from 4.4% in 2017 to 5.6% in Q1 2018.

There are no surprises in the top 20, but it's worth noting the absence of the Huawei Honor 8 from our latest data - it was in 19th position last year with a mere 1% of overall traffic.

Country Position Phone model Share
Sweden 1 iPhone 7 11.3%
Sweden 2 iPhone 6S 8.65%
Sweden 3 iPhone 6 6.88%
Sweden 4 Samsung Galaxy S7 5.6%
Sweden 5 Samsung Galaxy S7 Edge 4.22%
Sweden 6 Samsung Galaxy S8 4.09%
Sweden 7 iPhone SE 4.05%
Sweden 8 iPhone 7 Plus 3.86%
Sweden 9 iPhone X 3.23%
Sweden 10 Generic Android 3.16%

United States

It's an Apple/Samsung dominated landscape in the US. The iPhone6/7 switch was as predictable as any other developed nation - although the 6 losing almost half its share from 2017 is a somewhat steep decline, dragging it down into third behind the 7 Plus.

The Samsung Galaxy S8 enters the top ten for the first time, having almost trebled its 2017 share of 1.1%.

Excluding carriers (Verizon, AT&T) rebranded Samsung devices, Motorola is the only other manufacturer to feature in our data, but was still a fair bit behind in 20th position with 0.71% share.

Country Position Phone model Share
USA 1 iPhone 7 11.52%
USA 2 iPhone 7 Plus 9.78%
USA 3 iPhone 6S 7.88%
USA 4 iPhone 6 6.52%
USA 5 iPhone 6S Plus 4.41%
USA 6 iPhone 8 Plus 4.33%
USA 7 iPhone X 3.8%
USA 8 iPhone SE 3.68%
USA 9 Samsung Galaxy S8 3.13%
USA 10 iPhone 8 2.97%

Canada

Like Ireland, Canada seems happy enough with the iPhone 6, although the 7 has almost doubled its share since 2017. Strangely, both the iPhone 7 and SE have grown, while the Samsung Galaxy S7 also saw a slight increase in usage.

Country Position Phone model Share
Canada 1 iPhone 6S 10.04%
Canada 2 iPhone 6 9.47%
Canada 3 iPhone 7 9.19%
Canada 4 iPhone SE 6.95%
Canada 5 Samsung Galaxy S7 5.84%
Canada 6 iPhone 7 Plus 4.29%
Canada 7 iPhone 5S 3.5%
Canada 8 Samsung Galaxy A5 3.39%
Canada 9 Samsung Galaxy S8 3.37%
Canada 10 iPhone 6S Plus 2.82%

Brazil

Good news for Samsung in Brazil as the Galaxy J5 increased its share from 2.1% to 5.46%, putting it in second place behind the iPhone 7.

The Motorola Moto G moved from 7th to 6th, while the LG K10 also saw a slight share gain of 0.47%.

Country Position Phone model Share
Brazil 1 iPhone 7 6.62%
Brazil 2 Samsung Galaxy J5 5.46%
Brazil 3 iPhone 6S 4.41%
Brazil 4 iPhone 6 4.29%
Brazil 5 iPhone 5S 3.5%
Brazil 6 iPhone 7 Plus 3.05%
Brazil 7 Motorola Moto G 2.85%
Brazil 8 Samsung Galaxy J7 Prime 2.61%
Brazil 9 iPhone SE 2.04%
Brazil 10 Samsung Galaxy J2 Prime 1.87%

Colombia

iPhone 6 still reigns supreme in Colombia and actually increased by 0.35%, as the 7 continues to eat into Samsung and Huawei's 2017 share.

Country Position Phone model Share
Colombia 1 iPhone 6 5.55%
Colombia 2 Samsung Galaxy J7 4.01%
Colombia 3 iPhone 7 3.7%
Colombia 4 Samsung Galaxy J7 3.58%
Colombia 5 Samsung Galaxy J2 Prime 3.37%
Colombia 6 iPhone 6S 2.71%
Colombia 7 iPhone 7 Plus 2.55%
Colombia 8 Motorola Moto G 2.53%
Colombia 9 Samsung Galaxy J5 Prime 2.23%
Colombia 10 iPhone 5S 2.18%

Argentina

2017's most popular phone in Argentina was the iPhone 6, which now finds itself well down the list in 7th position with 2.92% of the overall visits in our data.

Samsung claims all top 4 places, but with the percentages so evenly distributed between the devices in the top 20, Argentina's mobile landscape is as diverse as they get.

Country Position Phone model Share
Argentina 1 Samsung Galaxy J7 Metal Duos 4.41%
Argentina 2 Samsung Galaxy J1 Ace 3.84%
Argentina 3 Samsung Galaxy J2 Prime 3.83%
Argentina 4 Samsung Galaxy J7 3.75%
Argentina 5 iPhone 7 3.4%
Argentina 6 Motorola Moto G 3.33%
Argentina 7 iPhone 6 2.92%
Argentina 8 iPhone 6S 2.79%
Argentina 9 iPhone 7 Plus 2.62%
Argentina 10 Samsung Galaxy Grand Prime VE 2.1%

India

Our data shows that India had a very interesting Q1.

The rise of the feature phone was the standout landscape shift - our latest Web Intelligence report goes into more detail.

Reliance Jio, India's third largest mobile operator, have been very successful with their recent marketing and promotions around the Lyf devices. So much so, that KaiOS - a feature phone OS based Firefox OS - has overtaken iOS to be the second most used mobile operating system in the country.

Country Position Phone model Share
India 1 Lyf Jio F90M 5.26%
India 2 Samsung Galaxy J2 4.59%
India 3 Xiaomi Redmi Note 4 2.99%
India 4 Lyf LF-2403N 2.28%
India 5 Samsung Galaxy J7 Prime 2.12%
India 6 Lyf Jio F61F 2.09%
India 7 Samsung Galaxy J7 Duo 2.05%
India 8 Lyf Jio F81E 1.86%
India 9 Samsung Galaxy J7 1.79%
India 10 iPhone 6 1.77%

Japan

Like the US, Japan loves the iPhone.

The Samsung Galaxy S7 Edge interrupted Apple's top ten sweep last year, but is now nowhere to be seen, although the S8 is in 14th position.

The iPhone 7 stormed into a comfortable lead at the top with 16.82% of the total share, followed by the 6S and 6 (the latter enjoyed a massive 18.5% of 2017's share).

More positive signs for Apple in the fact we see the iPhone X in 5th and the iPhone 8 in 6th. Positions 11-20 (which you can view here) featured a diverse range of devices, including the Sony Experia Z5 and the DoCoMo Aquos Zeta.

Country Position Phone model Share
Japan 1 iPhone 7 16.82%
Japan 2 iPhone 6S 10.56%
Japan 3 iPhone 6 7.64%
Japan 4 iPhone 7 Plus 7.36%
Japan 5 iPhone X 5.78%
Japan 6 iPhone 8 4.72%
Japan 7 iPhone SE 4.35%
Japan 8 iPhone 6S Plus 2.71%
Japan 9 iPhone 5S 2.52%
Japan 10 iPhone 8 Plus 2.24%

Malaysia

Malaysia appears to have bucked a trend - 2017 saw Apple devices in the first 6 spots, led by the iPhone 5. The latest data, however, shows a significant change in smartphone usage.

Samsung lead the way with the Galaxy J2 Prime, with the most popular Apple device - the iPhone 7 Plus - all the way back in 6th, with 2.6% share.

It's been a strong few months for the Oppo A37, now the second most popular device with 5.23%. In 2017, it had a mere 1.1%. Similarly, the Samsung Galaxy J1 Ace has done well, quadrupling its share of mobile website traffic recorded in our data.

Country Position Phone model Share
Malaysia 1 Samsung Galaxy J2 Prime 11.81%
Malaysia 2 Oppo A37 5.23%
Malaysia 3 Samsung Galaxy J1 Ace 4.89%
Malaysia 4 Samsung Galaxy J3 4.01%
Malaysia 5 Samsung Galaxy J7 Prime 2.62%
Malaysia 6 iPhone 7 Plus 2.6%
Malaysia 7 iPhone 6 2.53%
Malaysia 8 Vivo Y55S 1.94%
Malaysia 9 iPhone 6S 1.88%
Malaysia 10 iPhone 7 1.8%

Australia

As is the case in most English-speaking countries, Australia's most popular phone is the iPhone 7, replacing the iPhone 6 which dropped to 3rd place.

The Samsung Galaxy S7 remained at similar levels to 2017, whereas the S8 jumped from 1.5% share to over 5% in Q1.

The top 20 most used devices were all Apple or Samsung made.

Country Position Phone model Share
Australia 1 iPhone 7 10.64%
Australia 2 iPhone 6S 8.09%
Australia 3 iPhone 6 7.89%
Australia 4 iPhone 7 Plus 6.74%
Australia 5 Samsung Galaxy S7 6.12%
Australia 6 Samsung Galaxy S8 5.13%
Australia 7 iPhone SE 4.31%
Australia 8 Samsung Galaxy S5 3.81%
Australia 9 iPhone 6S Plus 3.3%
Australia 10 iPhone 8 Plus 3.27%

South Africa

No dramatic changes in the device landscape in South Africa, with the 7/6 switch being the most notable movement at the top.

Country Position Phone model Share
South Africa 1 iPhone 7 6.53%
South Africa 2 iPhone 6 4.56%
South Africa 3 iPhone 6S 4.13%
South Africa 4 Samsung Galaxy S7 3.63%
South Africa 5 Samsung Galaxy S8 3.63%
South Africa 6 Samsung Galaxy S7 Edge 3.35%
South Africa 7 Samsung Galaxy A5 2.96%
South Africa 8 Samsung Galaxy J5 2.91%
South Africa 9 Samsung Galaxy S6 2.66%
South Africa 10 iPhone 7 Plus 2.65%

Egypt

The iPhone 6 remains the most popular device in Egypt, where a variety of Samsung devices have lost share to the rest of the Apple family.

The iPhone X makes an appearance in 16th position with 1.44%.

Country Position Phone model Share
Egypt 1 iPhone 6 5%
Egypt 2 Samsung Galaxy J7 3.71%
Egypt 3 iPhone 6S 3.6%
Egypt 4 iPhone 6S Plus 3.28%
Egypt 5 iPhone 7 3.16%
Egypt 6 iPhone 7 Plus 3.16%
Egypt 7 iPhone 5S 2.7%
Egypt 8 iPhone 6 Plus 2.52%
Egypt 9 Generic Android 2.09%
Egypt 10 Samsung Galaxy Grand Prime VE 1.99%

Nigeria

With over twice the share compared to 2017 data, the iPhone 7 is the 3rd most used device in Nigeria. The 6 remains on top.

Country Position Phone model Share
Nigeria 1 iPhone 6 5.56%
Nigeria 2 Generic Android 4.59%
Nigeria 3 iPhone 7 3.49%
Nigeria 4 Samsung Galaxy J7 2.98%
Nigeria 5 iPhone 6S 2.79%
Nigeria 6 iPhone 7 Plus 2.47%
Nigeria 7 Samsung Galaxy S7 Edge 2.44%
Nigeria 8 iPhone 6 Plus 2.25%
Nigeria 9 Samsung Galaxy A5 2.18%
Nigeria 10 iPhone 6S Plus 1.61%

Want even more data?

Visit our Data Explorer to view stats for every device in your country or region.

Main Image By Maurizio Pesce from Milan, Italia (Samsung Galaxy S6 edge vs Apple iPhone 6) [CC BY 2.0], via Wikimedia Commons.

Download the latest Mobile Report

Bringing you the latest developments on the global device landscape.

  • Resurgence of feature phones
  • iOS v Android market share
  • Most active bots and crawlers
  • RAM - 1GB v 2GB v 4GB
  • All statistics represent the share of web traffic in selected countries based on mobile visits tracked by DeviceAtlas.

    Get your copy >>