Apple's position as the UK's bestselling smartphone failed to stop its iOS' share falling 4.7% during the past three months.
According to figures from Kantar Worldpanel ComTech, for the 12 weeks to 31 March, Android continued its dominance as the UK's most popular operating system. Its share increased 18.4% to 58.4%. This was driven by continued popularity of Samsung's smartphones, which accounted for more than 29% of the UK market. Windows Phone continued its UK growth, with it now holding a 7% share of the UK market, up 141.4% on last year. Apple sat with a 28.7% share, down on last year.
In the UK, the iPhone 5 was the bestselling handset, with a 15% share. The Samsung Galaxy SIII, which was released almost a year ago, was second at 11.4%. Cut price deals on the iPhone 4S placed it third, with a 7.5% share.
Dominic Sunnebo, global consumer insight director at Kantar, said: 'Samsung already accounts for half of the ten bestselling smartphones in Britain and much has been said in the past about Samsung’s strong distribution, but it is clear that one of the key drivers of Samsung’s performance is how targeted each device is. Kantar Worldpanel ComTech data clearly shows that different Samsung models are appealing to a very different type of consumer. The Galaxy Note II is popular with affluent 25-34 year old males, the Galaxy SIII Mini appeals to younger females, the Galaxy Ace to older females while the Galaxy SIII has broad appeal.
'The fact that Samsung has so many models available in the market is not indicative of a scatter gun approach, simply a realisation that different consumers demand very different handsets, both in functionality, design and price.'
Author: Graeme Neill