Windows Phone adoption nears 10% in EU5 sales, up 2% year on year, say Kantar

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The latest monthly sales stats from Kantar Worldpanel, culled from consumer research, but building in other factors too, and well respected, show Windows Phone doing surprisingly well, with adoption at 8.8% now in the EU5 countries, up 2% year on year - compare that to the iPhone at 15% and dropping. In some markets, Windows Phone is confirmed to have overtaken iOS, though worldwide sales show Windows Phone to have roughly a quarter the smartphone marketshare of iOS.

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

Source / Credit: Kantar