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UK Insights

Android Market Share falls modestly in Great Britain

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 13.04.2017 / 14:00


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Smartphone sales data from Kantar Worldpanel ComTech

The latest smartphone OS data from Kantar Worldpanel ComTech shows that Android share rose slightly in EU5 from 74.3% to 75.2% of smartphone sales in that region, but declined three percentage points in the US, from 58.9 to 55.9%.

Europe’s big five markets include Great Britain, Germany, France, Italy, and Spain.

While Android continued to make gains in EU5, growth slowed to just 0.9 percentage points between February 2016 and February 2017, while iOS gained 2.7 percentage points to capture 21.8% of smartphone. Growth for Android was strongest in Spain, where Android accounted for 92.2% of smartphones sold, a 2.2 percentage point increase from February 2016. Samsung and Huawei, the top Android vendors in Spain, experienced modest year-on-year declines, while local brand BQ and China’s Xiaomi each grew six percentage points over the past year. Android’s share fell modestly in Great Britain, shrinking by 0.5% points to 55% of smartphone sales.

In the US, Android dropped to 55.9% of smartphone sales in the three months ending February 2017, marking another period of year-on-year decline that began in the second quarter of 2016. iOS accounted for 42% of smartphones sold in the US, up 3.7 percentage points from 38.3% the previous year. iPhone 7 and iPhone 7 Plus remained the top-selling smartphones in the US where they have been in the lead since the three months ending November 2016. Although Google Pixel was not expected to be a game changer in its first iteration, there were hopes that it might soften the drop in Android sales that typically occurs around an iPhone launch.

The February period is always a challenging time to report on consumer behaviour and plans, since many people put purchases on hold following the holidays, waiting for the latest phone announcements from Mobile World Congress. The much-anticipated March 29 announcement of the Samsung Galaxy S8, combined with the somewhat unexpected launch of the (PRODUCT) RED iPhone 7 and iPhone 7 Plus, and the capacity upgrade to iPhone SE a week before that, may mean that the remainder of Q1 and Q2 could yield some interesting, even unpredictable, shifts in the 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.

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