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UK Insights

Android and iOS enjoy year-on-year gains in Great Britain

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 12.10.2016 / 07:00


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With the iPhone SE remaining the top smartphone sold

Smartphone sales data from Kantar Worldpanel ComTech for the three months ending August 2016 shows, market share for both Android and iOS grew in EU5, representing 78.1% and 17.3% of smartphone sales, respectively.

In Great Britain, both Android and iOS continued to enjoy year-on-year gains, with the iPhone SE remaining the top smartphone sold in the region in the three months ending August 2016. In Germany, eight out of every ten smartphones sold was Android-based. Samsung remains the top brand at 46%, although that number represents a decline of 3.6 percentage points, compared to the August period a year ago. The Samsung Galaxy S7 was the top-selling device, with a starting price of €620, closely followed by the Samsung Galaxy A5 and A3, two lower-cost alternatives to Samsung’s flagship device. Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.

The US, British and German markets have a couple of things in common. First, the Google Pixel, announced October 4, will be available through select retail partners in these markets beginning in mid-October. Second, the combined sales shares of Samsung and Apple represent more than 60% of all smartphones sold in these regions, with the rest scattered among brands in decline, such as Motorola and Sony, and those in growth, like Huawei and Alcatel.

The US and Britain have always been considered premium markets, but we are starting to see a shift to lower-cost devices as the prices of flagship products reach upwards of $800. For Google, this represents a unique challenge, as consumers weigh the features of the Pixel against those of other similarly priced products like the iPhone 7 and Galaxy S7, and against ‘good value for money’ Android-based brands that many consumers have started to view as alternatives.

In Urban China, iOS accounted for 13.5% of smartphone sales in the three months ending August 2016, the lowest share for iOS since before the launch of the iPhone 6 and 6 Plus in July 2014. Android accounted for nearly nine out of every ten smartphones sold, with Huawei and Xiaomi remaining the top two brands in the region. Oppo, close on Apple’s heels, accounted for 10.6% of sales, with the Oppo R9 becoming the second best-selling phone in the region at 4%, behind the iPhone 6s at 4.3%.

We believe that Apple’s share in Urban China will bounce back, as the iPhone 7 and 7 Plus become widely available. Our September 2016 data is expected to show that initial iPhone 7 sales plus a boost from the lower-priced iPhone 6s and 6s Plus will begin to reverse iOS share decline that began in February. However, with Huawei continuously breaking its own record for the highest share in China – currently 30% of smartphone sales – there is no guarantee that Apple will return to the number one position in that market.

Source : Kantar Worldpanel


Editor's Notes

This data is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research/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 phone purchases, bills/airtime, source of purchase, and usage.

Journalists, download the press release above, or embed our chart in your website for free. For more information, please contact us.

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