Smartphone sales data from Kantar Worldpanel ComTech, for the
three months to January 2014, shows Android retain its top spot as
the leading OS across Europe with 68.5% share, although Samsung's
dominance of this market is being eroded. Apple holds second place
with 19.0% while Windows Phone remains the fastest growing European
OS, with 10.1% share.
In Europe Android continues to move towards 70% share, and the
real battle now is among the Android manufacturers. Samsung is
dominant, with 39.5% of sales, but this is lower compared with last
year. Its position is being eroded by the likes of LG (6.9%), Sony
(9.4%) Motorola (1.7%) and new brand Wiko (2%) which are all
increasing their share of sales. All of these brands will be hoping
their new releases at Mobile World Congress will be well received
and help boost performance in 2014.
Despite underwhelming fourth quarter results, Windows Phone has
managed to hold onto double digit share across Europe for four
consecutive months. Its success continues to be driven by Nokia's
budget Lumia 520 which was the fourth highest selling handset in
Britain during the past three months, only just behind the Apple
Nokia has continued its successful tactic of sucking up
remaining featurephone owners across Europe. Even in Britain, where
smartphone penetration is at 70%, there are over 14 million
featurephone consumers for it to target. At some point Nokia will
have to start making serious inroads into the smartphone
competition, but for the time being its strategy in Europe is
working. Crucial for Nokia will be its ability to keep low-end
owners loyal and upgrade them to mid to high-end models.
For Apple, there are encouraging signs as sales of its 5C model
start to take off. When Apple first launched its new iPhones in
Britain the 5S outsold the 5C by 3:1. However, the iPhone 5C
has gained momentum and was the third best-selling smartphone over
the past three months, reducing the 5S/C ratio to 2:1. There is a
stark gender divide between 5C and 5S buyers - in Britain 74% of 5C
buyers are female versus just 36% for the 5S. There are also clear
differences in how each device is used. 5S users are more engaged
with their device, particularly for data heavy functions such as
watching mobile TV or downloading music.
Check out historic data in this Kantar
Worldpanel ComTech smartphone OS share interactive dataviz or
come see us at Mobile World Congress, Hall 8.1 Stand D51.
Source : Kantar Worldpanel