Windows Phone is accounting for almost one in every 10 smartphone buyers, with the operating system wooing first time consumers.
The latest figures from Kantar Worldpanel Comtech, for the three months to July 2013, show Windows Phone now accounts for 9.2% of smartphone sales, up five percentage points from 2012. Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said: 'Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there is a third operating system emerging as a real adversary. Windows Phone, driven largely by lower priced Nokia smartphones such as the Lumia 520, now represents around one in 10 smartphone sales in Britain, France, Germany and Mexico.'
However, Windows Phone is not swaying Apple or Android customers, instead convincing featurephone buyers to trade up. According to Kanter, 42% of existing featurephone owners are opting for Windows Phone devices, more than Apple or Android. Only 27% of Apple and Android customers switch OS when they switch their handset.
Ahead of the likely announcement of its next iOS device, Apple now accounts for 31.1% of British smartphone sales, up almost eight percentage points. Android's market share dipped slightly, by 3.8 percentage points to 55.2%. Sunnebo added: 'Apple and Android must focus on a balance between retaining existing customers and attracting featurephone owners to trade up if they want to continue their success over the next year.'
BlackBerry's troubles have continued with the manufacturer reporting a 3.5% market share, down from 11.0% a year ago.
Author: Graeme Neill