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UK Insights

Huawei cracks the British smartphone market

Dominic Sunnebo

Global Insight Director

Mobile 25.07.2018 / 08:00

smartphone-Huawei-2018

The latest smartphone OS data from Kantar Worldpanel ComTech shows Android growing in Great Britain, largely thanks to Huawei products.

Data from Kantar Worldpanel ComTech reveals a mixed performance for Android in the three months ending June 2018. Share across the big five European markets fell by 0.3 percentage points though Android remains dominant, holding 79.3% of the market. Worldwide, Android grew in Great Britain, Italy, Japan and China, with the improved performance of Huawei a major factor in this success.

Huawei has been making rapid progress in Europe over the past three years, but performance in Great Britain has been lacklustre. To counter this the manufacturer has taken a dual-pronged approach, attacking the low end of the market with its budget P Smart model and the top end with the well-reviewed P20 Pro. The P20 flagship series has made a big impact in Britain, helping to lift Huawei’s share from only 2.7% a year ago to 13.7% in the past three months, and a successful partnership with Argos has helped both sides become major players in the lucrative British smartphone market.



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Apple’s iOS performed best in the USA, where a stellar three months helped shift market share up 5.9 percentage points to 38.7%. The iPhone 8 and iPhone 8 Plus lead Apple’s sales, together accounting for nearly one in five smartphones sold, while iPhone X was the fourth best-selling device during the period. Samsung and LG have both felt the heat from Apple’s performance, seeing share fall over the year.

In China Android claimed 80.4% share in the three months to June 2018 – up by 2.0 percentage points. However, iPhone X continues to be the top selling device, making up 5.3% of all handsets sold – it has now been the best-selling model in China every month since its release in November 2017. The major brands in China are continuing to squeeze out challengers, with Huawei, Apple, Xiaomi, and BBK Group (Oppo/Vivo) accounting for 87% of sales in the past three months, up from 80% a year ago. 

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.

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