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UK Insights

Xiaomi takes aim at Europe; Huawei grows in UK

Dominic Sunnebo

Global Insight Director

Mobile 04.05.2018 / 12:00


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Read the latest Kantar Worldpanel ComTech research on smartphone OS share across the world.

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending March 2018, competition within Android continued to intensify as Huawei and Xiaomi expanded their global presence. Meanwhile, iOS share has held steady across the big five markets in Europe and the USA in contrast to continuing growth in urban China.    

With Huawei’s entry to the USA market effectively blocked by the government, the business has increased the focus and resources it is aiming at Europe. Despite the well-reviewed Huawei P20 flagship not being released until April, the results are already showing. Huawei has managed to significantly increase its presence across the big five European markets and it now holds almost a fifth of sales in the three months to March 2018 – 19.0%, up from 14.4% a year earlier. 

Most encouraging for Huawei are the signs that progress is finally being made in Great Britain, with share rising to 5.9% – it needs to conquer this market if it’s going to realise its ambition of becoming a premium choice for consumers.

The top three brands in the big five European markets, Samsung, Apple and Huawei, made up 71% of smartphone sales in the latest quarter, but newcomer Xiaomi has quietly taken fourth spot, with a 4.4% share.  This is made all the more impressive given that growth has come predominantly from just two markets, Spain and Italy. 

Despite being a household name in China and India, Xiaomi has turned its attention to Europe late, though it has quickly proven to be a worthy opponent.  In Asia, Xiaomi’s business model has been focused online and while this remains an important factor in its European model it is local partnerships with key players like Media Markt, Media World and Carrefour that has allowed it to accelerate sales so quickly.

In the USA and the European top five markets, iPhone 8 sold in marginally higher numbers than the flagship iPhone X, indicating that as early iPhone X demand is fulfilled the price difference between the two devices is playing a notable role in consumers’ choices.  In urban China, iPhone X continues to be not only Apple’s top performing model but the best-selling model in the market, helping Apple share to increase strongly to 22.1%.  

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. Kantar Worldpanel ComTech’s data visualisation tool allows you to view and analyse smartphone OS market share data online. The latest sales share figures for the major operators can be viewed and compared with historical figures here.

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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