The launch of the iPhone boosted Apple’s UK market share by more than 10 percentage points research from analysts Kantar Worldpanel ComTech has found.
The firm's data accounts for the three months to October 2014 and means that Apple now has just under 40% of the UK market its highest ever level.
The research also found that early adopters of the iPhone 6 in Great Britain are typically 16-24 year olds which accounted for 34% of sales and men who made up 64% of the total.Of the reasons buyers gave for choosing the iPhone 6 the most popular were 4G capability, screen size and design.
Kantar pointed out that every time Apple released a new iPhone the share of sales made through its own stores significantly increases, and this occasion was no different. Almost a third of iPhone 6 sales in Great Britain were sold directly through Apple’s retail outlets. The iPhone 6 outsold the 6 Plus by a 4:1 ratio.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said: 'Apple has experienced a huge jump in sales share across almost all major markets thanks to the launch of the iPhone 6. In major European economies, the US and Australia, Apple’s share of sales has risen. This success is particularly evident in Great Britain where Apple now has its highest ever share of sales with 39.5%. Most of these sales were driven by loyal Apple users. Some 86% of British buyers upgraded from an older iPhone model, only 5% switched across from Samsung.'
Recently Mobile obtained figures that showed Samsung’s sales were largely flat in November, whilst Nokia took 3rd position in the market from Sony.