From the latest Kantar press release:
The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months to June 2014, shows Android remains the leading OS across Europe* boasting a 74.0% share. Apple follows in second place with 15.3% of the market, while Windows’ share in Europe stands at 8.8%, up 1.9 percentage points.
Smartphone OS Sales Share (%)
Germany
3 m/e June 2013
3 m/e June 2014
% pt. Change
USA
3 m/e June 2013
3 m/e June 2014
% pt. Change
Android
79.2
81.4
2.2
Android
51.5
62.0
10.5
iOS
12.4
10.6
-1.8
iOS
42.5
31.5
-11.0
Windows
6.2
6.4
0.2
Windows
4.0
3.8
-0.2
Other
2.2
1.6
-0.6
Other
2.0
2.7
0.7
GB
3 m/e June 2013
3 m/e June 2014
% pt. Change
China
3 m/e June 2013
3 m/e June 2014
% pt. Change
Android
57.5
60.6
3.1
Android
69.9
84.3
14.4
iOS
28.1
28.5
0.4
iOS
24.7
12.8
-11.9
Windows
7.5
9.6
2.1
Windows
2.9
0.9
-2.0
Other
6.9
1.3
-5.6
Other
2.5
2.0
-0.5
France
3 m/e June 2013
3 m/e June 2014
% pt. Change
Australia
3 m/e June 2013
3 m/e June 2014
% pt. Change
Android
68.6
71.4
2.8
Android
64.8
68.0
3.2
iOS
12.7
14.7
2.0
iOS
27.4
25.5
-1.9
Windows
9.5
10.6
1.1
Windows
5.2
5.3
0.1
Other
9.2
3.3
-5.9
Other
2.5
1.2
-1.3
Italy
3 m/e June 2013
3 m/e June 2014
% pt. Change
Brazil
3 m/e June 2013
3 m/e June 2014
% pt. Change
Android
70.7
75.9
5.2
Android
79.8
89.0
9.2
iOS
16.4
12.3
-4.1
iOS
3.5
3.9
0.4
Windows
7.8
10.1
2.3
Windows
6.2
4.5
-1.7
Other
5.2
1.7
-3.5
Other
10.5
2.6
-7.9
Spain
3 m/e June 2013
3 m/e June 2014
% pt. Change
EU5
3 m/e June 2013
3 m/e June 2014
% pt. Change
Android
91.5
84.3
-7.2
Android
72.0
74.0
2.0
iOS
4.8
6.8
2.0
iOS
15.7
15.3
-0.4
Windows
1.5
7.5
6.0
Windows
6.9
8.8
1.9
Other
2.1
1.4
-0.7
Other
5.4
1.9
-3.5
This being All About Windows Phone and with us being based in the UK, it's only natural that I focus in on the 'GB' and 'EU5' findings above. EU5 refers to the UK, France, Italy, Spain and Germany, by the way.
The 'GB' market is perhaps a little more affluent than Europe in general, as evidenced by the higher iPhone marketshare, making the EU5 stats a better metric. Things to note from the bottom right table block above:
- Android marketshare is still growing - its dominance is now way beyond where Nokia's Symbian got to back in 2007 (which peaked around 60%) and 74% is quite astonishing in such a competitive market, thanks mainly to the openness of Google and the sheer amount of manufacturers trying their hand.
- iOS/iPhone has been slowly dropping in terms of share for a while, though absolute numbers are still going up in a rising market, of course. In essence, in Western markets at least, the scene is saturated at the top end, which is the only place that Apple has an interest.
- Thanks mainly to low end successes like the Lumia 520 and 625, Windows Phone continues to rise, with 8.8% of the smartphone market in EU5, up almost 2% year on year. So for every two iPhones sold in EU5, one Windows Phone will also go out the door, not something you'd normally guess. Just don't talk about profit margins!
As with any story mentioning the success of Android, it's also important to note that Microsoft benefits enormously from that OS in terms of license fees, so having Windows Phone on the up and up is a double-win for the company.
For further information, see this press release and the general web site www.kantar.com