Windows Phone market share has almost tripled in the UK over the past year reaching double-figure percentage points for the first time.
The Microsoft-powered operating system was the fourth most popular in Britain in August 2012, behind Android, iOS and Balckberry, with 4.5% of the market. The latest Kantar World Panel figure show that this has increased to 12%, while in the big five European markets of Italy, France, Germany, Spain, and the UK, market share has grown by 4.1 percentage points to 9.2%.
Elsewhere, Blackberry’s position in the market continues to plummet, being overtaken by Windows Phone in the OS stakes after dropping 6.4 percentage points to 3.7%, while its overall smartphone sales accounted for 2.4% of the European market behind the likes of LG, Nokia and HTC. Android remains the most popular platform in the UK despite dropping 6.4 percentage point to 56.3, while iOS jumped from 21.4% of the market to 27.5%.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said: ‘After years of increasing market share, Android has now reached a point where significant growth in developed markets is becoming harder to find. Android’s growth has been spearheaded by Samsung, but the manufacturer is now seeing its share of sales across the major European economies dip year on year as a sustained comeback from Sony, Nokia and LG begins to broaden the competitive landscape.
‘Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets. These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone.’
Author: Matthew Campelli