The launch of the Apple iPhone 5 has slowed the growth of sales of Android devices, with more than a quarter of UK consumers now owning an iPhone.
According to the latest research from Kantar Worldpanel ComTech, Android is still the dominant OS in the UK, accounting for 58.2% of all smartphones. However, handset sales only grew by 8.9% on 2011. The figures covered the 12 weeks to the 30 September, with Apple's iPhone 5 released on 21 September in the UK. The device sold five million units within the first three days of sale and boosted Apple's numbers. Its share surged by 54.7% during the period to 28.0%.
Dominic Sunnebo, global consumer insight director at the research agency, said: 'While this latest data set only includes one week of iPhone 5 sales, we can see that in markets with a large number of existing Apple customers, sales have already seen an significant boost. We expect this momentum to be fully realised in the next set of results.'
Sunnebo said it was too early to predict the effects of EE's launch of 4G services yesterday (30 October). He said: 'We expect to see a significant number of early adopters on Orange and T-Mobile trading up to a 4G EE contract; however, encouraging significant switching from competitors is likely to remain challenging. Consumers are increasingly savvy about new technology and thee are likely to be a significant number of consumers who will wait until the likes of Vodafone and O2 bring out their offering, in the hope that prices will be driven down.'
Smartphones comprised 81% of total sales during the 12 week period, and accounted for 94% of sales among 25-34 year olds.
Editor: Graeme Neill