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UK Insights

Windows growth continues

Dominic Sunnebo

Global Insight Director

Tech Mobile 30.09.2013 / 00:00


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Windows Phone nears double digit share across Europe and Samsung begins to feel pressure from resurgent Sony, Nokia and LG

Smartphone sales data from Kantar Worldpanel ComTech, for the three months to August 2013, shows Windows Phone has posted its highest ever sales share of 9.2% across the five major European markets (Great Britain, Germany, France, Italy and Spain) and is now within one percentage point of iOS in Germany.

Android remains the top operating system across Europe with a 70.1% market share, but its dominant position is increasingly threatened as growth trails behind both Windows and iOS.

Windows Phone has hit double digit sales share figures in France and Great Britain with 10.8% and 12% respectively - the first time it has recorded double digits in two major markets.

After years of increasing market share, Android has now reached a point where significant growth in developed markets is becoming harder to find. Android's growth has been spearheaded by Samsung, but the manufacturer is now seeing its share of sales across the major European economies dip year on year as a sustained comeback from Sony, Nokia and LG begins to broaden the competitive landscape.

Windows Phone's latest wave of growth is being driven by Nokia's expansion into the low and mid range market with the Lumia 520 and 620 handsets. These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone.

Smartphone % penetration in Great Britain stands at 67% in August, with 85% of devices sold in the past three months being smartphones.

Source : Kantar Worldpanel


Editor's Notes

Journalists, download the full press release above or contact us for more information.

This information is based on the research extracted from the Kantar Worldpanel ComTech global consumer panel. 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.

 

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