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UK Insights

Windows growth continues

Dominic Sunnebo

Global Insight Director

Tech Mobile 03.06.2013 / 00:00


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US smartphone data - Windows growth fueled by share gains among 25 to 34 year olds

While the Smartphone sales market has remained relatively stable to date this year as compared to last, increases in share of sales for iOS (up 2.3 percentage points) and Windows (an increase of 1.8 percentage points) have seen these platforms growing slightly faster than Android (up 1.4 percentage points), year on year, according to data by Kantar Worldpanel ComTech.

Through the 3 month period ending April 2013, Android now owns more than half (51.7%) of the smartphone sales market. iOS remains in second place with 41.4% of smartphone sales, while Windows' smartphone sales share remains at 5.6%  - compared to last month  - but has grown over the last year by 1.8% points.

Positive movement can also be seen across carriers, too, particularly by leader Verizon with 36.3% of smartphones sold (1.8% points increase) and Sprint Nextel with 13.1% of smartphones sold (1.4% points increase). AT&T, in second place, remains stable at 26.3%, while T-Mobile declines to 11.3%.

Windows has begun to capture consumers from across the competitor set. Of those who purchased a Windows device in the last year, 42% came from a featurephone device, 25% from another Windows device and 23% from Android. While iOS is similarly effective at capturing Android users and their own users, only 31% came from a featurephone device, showcasing Windows strength in attracting featurephone users. 

But it's not just about capturing the market that is yet to upgrade. Windows is also seeing success in the younger group. When looking at those who changed device, between 2011 and 2012 Windows was more successful at capturing older consumers aged 50-64. But when looking at those changing now and in the last year, we're seeing Windows now gaining share among those aged 25-34.

Looking at specific sales of smartphone devices, for the 3 month ending April 2013, Nokia's Lumia devices were the key models driving success for the Windows OS.

Source : Kantar Worldpanel


Editor's Notes

This data is derived from Kantar Worldpanel ComTech USA's consumer panel, which is the largest continuous consumer research mobile phone panel of its kind in the world, conducting more than 240,000 interviews per year in the U.S. alone. ComTech tracks mobile phone behavior and the customer journey, including purchasing of phones, mobile phone bills/airtime, and source of purchase and phone usage.

Journalists, download the full press release above. To interview Mary-Ann Parlato please contact us.

You can download and embed the charts above for your website, by clicking on the links at the top right of the webpage.

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