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UK Insights

Apple finishes 2016 as top smartphone brand

Lauren Guenveur

Global Mobile Analyst, ComTech

Mobile 08.02.2017 / 08:00


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Smartphone sales data from Kantar Worldpanel ComTech

Smartphone sales data from Kantar Worldpanel ComTech shows that in the fourth quarter of 2016, iOS continued year-on-year growth across all tracked regions except Urban China. Android gained in most markets, except the US, Great Britain, and Australia.

Although Android still has a larger ecosystem, Apple was the top brand in the US and Great Britain for the final quarter of 2016. In EU5, Samsung was first, with Huawei second. Europe’s big five markets include Great Britain, Germany, France, Italy, and Spain.

Android accounted for 50.6% of smartphone sales in Great Britain in the fourth quarter of 2016 vs. iOS at 47.6%. This marked a slight decline for Android from 51.9% in the same period the previous year, while iOS grew nine percentage points.

Apple achieved its highest loyalty ever in Britain, with 96% of those Apple owners who replaced their phones buying another iPhone. More than 50% of iPhone 7 buyers were upgrading from iPhone 6 as the brand’s lifecycle continues to hover around 24 months. Beyond Apple and Samsung’s combined 73% share of smartphone sales in the fourth quarter of 2016, the market remained fragmented. Brands like OnePlus, Alcatel, and Google experienced an increase from the prior year, while big names like Sony, LG, and HTC declined.

Smartphone sales were down overall in the last quarter of 2016 compared to the final quarter of 2015.

Considering iPhone 7’s top-seller status, the absence of a round headphone jack was not a big issue for consumers – and the fallout from the Galaxy Note 7 battery problems was not a significant factor either. As smartphones become commodities, there are fewer compelling reasons to frequently buy a new one, even when holiday discounts are plentiful. Technology continuously moves forward, and while smartphones remain at the center of many new technologies like VR, connected home, and IoT, they are no longer the most exciting devices in the household.

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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