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UK Insights

Android still leading OS share in UK

Dominic Sunnebo

Global Insight Director

Mobile 08.11.2017 / 08:15

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Kantar Worldpanel data shows that Apple is losing share in the UK, while Xiaomi enters the European market

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending September 2017, iOS share was flat in Europe, but up in the USA and urban China. Android’s stellar performance within Great Britain continued, with its share rising 8.2 percentage points to 63.9% in the latest three-month period.

Android continues to soar in Great Britain, with share hitting 63.9% in the three months to September 2017, up 8.2% points over the year.

This Android gain is almost solely driven by Samsung, who continues to hold the top spot in sales over the period at 37.5% share, gaining 7.1% points over the year. Despite Samsung’s success, the best selling Samsung model, the Galaxy S8, only makes it as the third best selling device in the period, with the Apple iPhone SE and Apple iPhone 7 occupying the top two spots.

Even though the Samsung Galaxy S8 gains most of the attention in the media, Samsung’s previous flagship models, the Galaxy S7 and Galaxy S7 Edge continue to sell well, remaining in the top 10 best selling models and helping drive Samsung’s stellar performance.

Meanwhile, Apple maintaining or growing share in its key regions is impressive, considering that iPhone X was not yet available during the three-month period ending in September 2017. iPhone 8 and iPhone 8 Plus sales were below the level of iPhone 7 and iPhone 7 Plus sales from a year earlier. But, since the iPhone 8 is not the flagship, the comparison is somewhat meaningless. Consumers buying lower-priced and previous generation iPhones prior to the iPhone X release will have a small impact on average selling prices, but this should be more than made up for when iPhone X sales begin at starting prices of $999 and £999.

On November 7, Chinese brand Xiaomi announced that it was officially beginning smartphone sales in Spain, the first European country where its phones will be available locally. This announcement brings more disruption to the European smartphone market, and although it marks Xiaomi’s initial beachhead in Europe, the company’s smartphones have been making their way onto the continent in significant numbers over the last year.

Across the Big Five EU markets of Germany, France, Great Britain, Italy, and Spain, almost 1.4 million Xiaomi Smartphones were sold. Most of those were sourced from Chinese websites like Gearbest and AliExpress. Fully 63% of these shipments went into Spain, so it is no coincidence that Spain is Xiaomi’s market of choice for its European launch.

Xiaomi’s existing success in Europe is not just limited to smartphones. Xiaomi was the fifth largest supplier of wearables and activity trackers last year across the EU5, where it sold 1.2 million activity trackers.

Source : Kantar Worldpanel

Editor's Notes

Kantar Worldpanel ComTech’s smartphone OS market share data provides the media and businesses with access to the most up-to-date sales and market share figures for the major smartphone operating systems.

This information 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 behavior – including phone purchases, bills/airtime, source of purchase, and usage. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

For more information, contact us.

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