Usage share of operating systems the similar correlation for the richest countries and that poorer countries choose Apple's iPhone in lesser numbers. Data from Google however suggests that people in poorer countries are more likely to buy apps on Android. Smartphone penetration vs. desktop use, differs substantially by country. While some countries like Russia still measure desktop use high, there at 77% (and smartphones at 19%) this ranges down to a bit under 5% in Mali where Android smartphones have just over 95% share. In most western countries, smartphone use is close to, but still under 50%. Section below has more info on regional trends
Market share to help the brand identify market share growth opportunities. "Although market share is likely the single most important marketing metric, there is no generally acknowledged best method for calculating it. This is unfortunate, as different methods may yield not only different computations of market share at a given moment, but also widely divergent trends over time. The reasons for these disparities include variations in the lenses through which share is viewed (units versus dollars), where in the channel the measurements are taken (shipments from manufacturers versus consumer purchases), market definition (scope of the competitive universe), and measurement error." Market share