As the iPhone 6s and 6s Plus hit the stores today, the analyst eMarketer has released contextual data on Apple’s UK and US market share.

In the UK, Apple is expected to account for a 32.2 per cent share of smartphone users this year, compared to 30.8 per cent last year. So Apple’s share is growing slightly faster than that of Android, which will account for 56.2 per cent of UK smartphone users this year, compared to 55.9 per cent last.

eMarketer expects there to be 16.7m iPad users in the UK in 2015, representing 25.6 per cent of the countrys total population. That figure also represents 51 per cent of UK tablet users, down from 53 per cent share of all tablet users last year. Additionally, eMarketer estimates that 32.8m people in the UK will use a tablet at least once per month, up from 30m users last year.

In the US, eMarketer estimates that Apples share of US smartphone users will rise to 43.3 per cent in 2015, up from 42.3 per cent last year. Android, by comparison, will see its share of US smartphone users rise to 51.7 per cent in 2015, up from 51.3 per cent last year.

While the number of overall iPad users in the US continues to increase, Apple is losing share as others enter the market. Apples share of US tablet users is expected to fall below 50 per cent for the first time in 2015, to 49.2 per cent, down from 51.5 per cent last year.

The iPad audience is still growing, however. About 24.3 per cent of the US population used an iPad at least once each month in 2015, up from 24 per cent of the population in 2014. Nearly 46.7 per cent of Americans, or 148.9m people, used tablets at least monthly last year. This year, eMarketer estimates that 49.4 per cent of Americans (158.8m people) will use a tablet device once a month.

eMarketer’s figures also reveal how relatively small a player Apple is in the mobile advertising space, compared to Google and Facebook. In fact, Apple iAd accounted for just 2.5 per cent of the total $19.15bn US mobile ad market in 2014, according to eMarketer, though it is expected to increase its share to 2.6 per cent in 2015, when total US mobile ad spend is predicted to rise to $30.45bn.