Apple facts, figures and predictions Apple's share of smartphone users in the US continues to grow, even as Android sees its share increase as well. Apple's share of US smartphone users is predicted to rise to 39.5pc in 2014, up from 38.3pc last year. Android, by comparison, will see its share of US smartphone users rise to 47.5pc in 2014, up from 45.9pc last year. About 22.1pc of the US population actively used an iPad last year, up from 17.5pc of the population in 2012. This year, there will be little change, with 22.8pc of the population expected to use iPads at least once per month. More than 40pc of Americans used tablets at least monthly last year. This year it is estimated that 43.9pc of Americans will use a tablet device once a month. There will be 12.3m iPad users in the UK this year, representing 19.1pc of the country's total population or 50pc of tablet users, down from 59pc last year. Growth will continue to slow throughout the forecast period and by 2017, that share will fall to 40pc. This year, 24.6m people - more than one-in-three consumers in the UK - will use a tablet at least once per month, up 22.9pc over 2013's 20m users. By 2017, the tablet will become a mass-market device with more than half the UK population using one regularly. Mobile advertising Apple is expected to earn $479.7m in mobile ad revenues in the US this year, which accounts for 3.3pc of the total US mobile ad market. US mobile advertising spending grew 120pc last year to $9.6bn, and spending is expected to rise a further 56pc to $14.97bn in 2014. Data from eMarketer