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UK Insights

Samsung success

Dominic Sunnebo

Global Insight Director

Tech Mobile 01.07.2013 / 00:00


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Smartphone sales data - almost half of all smartphones sold in Europe are a Samsung

Smartphone sales data from Kantar Worldpanel ComTech, for the three months to May 2013, show that almost half of all smartphones sold in Europe are a Samsung. This uplift has helped Android to a 70.4% share across Great Britain, Germany, France, Italy and Spain, up from 61.3% a year ago, and far higher than the 17.8% and 6.8% shares for iOS and Windows respectively.

In Great Britain, Samsung faces a challenge from a resurgent Sony which is now the country's fourth largest handset manufacturer. The flagship Xperia Z has driven Sony's growth in Britain by successfully appealing to Samsung customers. Some 38% of Xperia's users are ex-Samsung owners, the majority of whom have upgraded from the Galaxy S2.

Samsung now finds itself in a position where, after two years of relentless growth, it must focus on keeping its existing base of customers loyal if it is to maintain its success. As it stands, Samsung has the second highest loyalty rate in Britain (59%), but this falls well short of Apple (79%). With the competition dramatically upping their game in terms of build quality and content innovation, Samsung will have to work hard to convince its 8.8 million customers to stick with the brand.

Smartphone penetration in Great Britain reached a record high of 65% in May, with 85% of devices sold in the past three months being smartphones.

Source : Kantar Worldpanel

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Editor's Notes

ComTech is the largest continuous research consumer mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behaviour, including purchasing of phones, mobile phone bills/airtime, source of purchase and phone usage and delivers beyond market share tracking to understand drivers of share changes, market dynamics through consumer insight - the data included in this release is excluding enterprise sales.

Journalists, download the press release above for the full data, or for interviews please contact us.

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