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UK Insights

Strongest European growth for Android in two years

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 11.05.2016 / 08:00


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Samsung leads Android growth in Great Britain

Smartphone sales data from Kantar Worldpanel ComTech for the three months ending March 2016 shows the strongest growth for Android across the EU5 in more than two years, up 7.1% points to 75.6%. The EU5 consists of Great Britain, Germany, France, Italy, and Spain.

In Great Britain, Android growth is still dominated by Samsung, and driven in this period by mid-range devices like the J5 and A5. This Android growth in the EU5 stems from not just from one or two players, but from different brands and ecosystems, varying from region to region. In EU5, share growth from the Samsung Galaxy S7 – expected to be one of the most popular phones of the year – has not yet occurred. As the impact of the S7 materializes, it may change the nature and path of the Android market.

Although it was available for only a few weeks during this sales period, the Samsung Galaxy S7 was the fifth best-selling device in the three months ending March 2016, capturing 4.2% of sales. The Galaxy S6 also performed well, due to price reductions before the S7’s release. Motorola experienced higher sales, particularly with Verizon, and grew to 9.8% of the smartphone market, up from 6.9% a year previously.

In the EU5, iOS share declined from 20.2% to 18.9% in the three months ending March 2016. Windows phone sales dropped five percentage points to become 4.9% of overall smartphone sales in the region. Nearly 7% (6.6%) of new Android customers came from Windows, vs. just 3.3% from iOS. Among new iOS buyers, 2.6% migrated from Windows.

Android continues to grow sales across elsewhere across the US and Urban China. In the US, Android share increased 7.3% points to 65.5%, and in China, it rose nearly 6% points to over 77%. Android’s gains in the US came from increased sales by ecosystem partners Samsung, Motorola, and LG. 

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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