Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

The iPhone SE wins over Great Britain

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 10.08.2016 / 09:00


Kantar
  • SAVE
  • Close

    SHARE THIS WITH FRIENDS

  • EMBED
    Close

    Copy the following code to embed the chart into your web page, Blog or BBS.

iOS grows across the EU5 by 0.7%

Smartphone sales data from Kantar Worldpanel ComTech for the three months ending June 2016 show iPhone SE as the top selling device in GB – while iOS returned to growth in the EU5 and US, accounting for 18.2% and 31.8% and of smartphone sales, respectively, in the second quarter of 2016.

In Great Britain, the iPhone SE was the top selling device in the quarter at 9.2%, followed by the iPhone 6s at 9.1%. Together they contributed to iOS growth of 3.1 percentage points to 37.2% in the second quarter of 2016. iOS also experienced continued momentum in France, at 20.6% of smartphone sales. In Germany, iOS sales increased for the first time since the third quarter of 2015, up one percentage point to 14.2% of smartphone sales from 13.2% in the June period last year. These three markets combined, plus very slight declines in Italy and Spain, led iOS to grow across the EU5 by 0.7 percentage points. This represents the first period of increase since the three months ending November 2015. The EU5 consists of Great Britain, Germany, France, Italy, and Spain.

In the US, iOS grew 1.3 percentage points year-over-year, accounting for 31.8% of smartphone sales in the second calendar quarter of 2016. Android accounted for 65.5% of smartphone sales, a small decline from the 66.1% of the same period a year ago. Combined sales of the iPhone 6s/6s Plus totalled 15.1%, making this the top selling device in the quarter, while the Samsung Galaxy S7/S7 edge accounted for 14.1% of smartphone sales. The iPhone SE became the third best-selling phone at 5.1%, contributing to the overall growth of iOS during the period.

In contrast to the growth in the US and EU5, iOS continued to post year-over-year declines in Urban China. 17.9% of smartphone sales in the period were iOS, a drop of 1.8 percentage points from 19.7 in the second quarter of 2015. The iOS share decline has also pushed Apple behind Huawei at 25.7% and Xiaomi at 18.5%. While the iPhone 6s and 6s Plus remain the top selling smartphones in the region, pressure from Huawei’s Mate 8, P9, Xiaomi’s RedMi Note 3 and Mi 5, and Oppo’s R7 has led to increased competition in the market. With the continued supply constraints of the iPhone SE, that model was not able to make the expected impact, accounting for 2.5% of smartphone sales in the second quarter.

With strong demand for the iPhone SE throughout the second quarter, it will be interesting to track whether iOS growth will continue through the third quarter, assuming that supplies become less constrained. Anticipation for the newest iPhone, usually released in late September every year, typically means a weaker summer period for iOS. However, sales data shows that 49% of US iPhone owners and 51% of Chinese iPhone owners own an iPhone 5s or older. This represents a large opportunity to upgrade these consumers to the latest four-inch iPhone.

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.

Latest Stories

The latest grocery market share data from Kantar Worldpanel shows Brits have been splashing out.

Medicine affordability, mental health and continued opioid abuse stand as the toughest challenges to global health today, finds Kantar Health.

Facebook’s Ian Edwards discusses the effectiveness of social media advertising, in this marketing podcast from Kantar and Saïd Business School.

It's the Autumn Equinox and the start of Munich Oktoberfest... and the shortlist for Tree of the Year is announced.

The latest research from Kantar Public shows that nearly two thirds of the UK believe the government is handling Brexit negotations poorly.

Related Content