- Guardian, Thursday, November 7, 2013 12:47 PM
Marketers need to remember that when brands and search agencies distribute percentages, those numbers represent their market share, not the market share of every company advertising on iOS or Android
devices. That's the crux behind Charles Arthur's analysis. He points to a statement from Nike, and explains how the quoted 80% market share number can sound misleading. Arthur provides a few
calculations to work through to find the real numbers.
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