Android Returns to Growth in Europe’s Big Five Markets

Samsung Returns to Growth in the U.S. for the First Time in 2015

London, December 9th 2015 – The latest smartphone sales data from Kantar Worldpanel ComTech for the three months ending in October 2015 shows Android returning to growth in Europe’s big five markets (“EU5”), after a decline that began in October 2014. Meanwhile, iOS registered a small decline in the EU5 for the three months ending in October 2015, the first such decline since the three-month period ending in August 2014.

Europe’s big five markets (“EU5”) include Great Britain, Germany, France, Italy, and Spain.

“In Europe’s big five markets, thanks to a strong performance in Italy, Spain, and France, Android showed year-over-year growth, but that OS success did not produce a clear vendor win, as different names showed strength in different countries: Huawei in Italy and Spain, and Samsung in France,” reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. “The decline in iOS was marginal, and primarily driven by a deceleration of growth in Great Britain and Germany. Sales of the iPhone 6s and 6s Plus already represented close to a third of iOS sales in Europe’s big five markets.”

“In Great Britain, Android’s decline considerably decelerated in the three months ending in October 2015, thanks to stronger performance by Samsung and LG,” said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe. “iOS grew share both year-over-year and quarter-over–quarter, although at a more modest pace than in previous quarters.”

“With 33.6% of the U.S. smartphone market, Apple’s share remained down year-over-year, but up quarter-over-quarter, as iPhone 6s became the third best-selling smartphone, “Milanesi added. “Samsung retained its leading position in the U.S. smartphone market and, for the first time in 2015, the South Korean brand was able to show year-on-year growth.”

“In urban China, sales of the iPhone 6s accelerated in October, placing it in a tie with the iPhone 6 Plus as the second best-selling smartphone. Urban China remained Apple’s stronghold, as it closed some of the gap with market leader Huawei, growing its share to 22.9% regaining second place,” commented Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia. “In the Android camp, Huawei now has almost an 8 percentage points advantage over Xiaomi, and Meizu is now in fourth place, with a market share of 11%.”

“As the holiday season approaches, it appears smartphone upgrades are on Santa’s list, with 14% of EU5 smartphone owners planning to replace their current device with a new one in the next three months,” Milanesi said. “Among those consumers, 25% said they prefer Apple, while 38% said they prefer Samsung. Among Apple owners in the EU5 planning to upgrade over the next three months, 79% said they prefer Apple, while 62% of Samsung owners planning to upgrade say they prefer Samsung.”

To view an HTML version of the summary data and an optional PDF file, please visit: www.kantarworldpanel.com/global/News/Android_Returns_to_Growth_in_Europe’s_Big_Five_Markets

Smartphone OS Sales Share (%)
Germany / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change / USA / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change
Android / 74.2 / 71.6 / -2.6 / Android / 53.3 / 62.8 / 9.5
iOS / 17.3 / 19.8 / 2.5 / iOS / 41.9 / 33.6 / -8.3
Windows / 7.2 / 7.2 / 0.0 / Windows / 3.7 / 2.7 / -1.0
Other / 1.3 / 1.4 / 0.1 / Other / 1.1 / 0.9 / -0.2
GB / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change / China / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change
Android / 52.6 / 51.9 / -0.7 / Android / 82.6 / 74.2 / -8.4
iOS / 38.3 / 39.5 / 1.2 / iOS / 15.9 / 22.9 / 7.0
Windows / 8.5 / 8.2 / -0.3 / Windows / 0.5 / 2.4 / 1.9
Other / 0.6 / 0.4 / -0.2 / Other / 1.0 / 0.5 / -0.5
France / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change / Australia / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change
Android / 69 / 71.9 / 2.9 / Android / 50.8 / 54.9 / 4.1
iOS / 19.6 / 17.4 / -2.2 / iOS / 40.4 / 37.9 / -2.5
Windows / 10.3 / 10 / -0.3 / Windows / 7.3 / 6.5 / -0.8
Other / 1.1 / 0.7 / -0.4 / Other / 1.5 / 0.7 / -0.8
Italy / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change / Japan / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change
Android / 70.2 / 76.2 / 6.0 / Android / 48.9 / 47.7 / -1.2
iOS / 13.5 / 11.8 / -1.7 / iOS / 46.8 / 50.3 / 3.5
Windows / 13.8 / 11.3 / -2.5 / Windows / 0.5 / 0.4 / -0.1
Other / 2.5 / 0.7 / -1.8 / Other / 3.8 / 1.6 / -2.2
Spain / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change / EU5 / 3 m/e Oct 14 / 3 m/e Oct 15 / % pt. Change
Android / 88.2 / 89.6 / 1.4 / Android / 69.3 / 70.9 / 1.6
iOS / 6.8 / 7.3 / 0.5 / iOS / 20.6 / 20.0 / -0.6
Windows / 4.5 / 2.7 / -1.8 / Windows / 8.9 / 8.3 / -0.6
Other / 0.5 / 0.4 / -0.1 / Other / 1.2 / 0.8 / -0.4

Note: The Kantar Worldpanel ComTech dataviz can be embedded into online articles for a visual representation of Kantar Worldpanel ComTech Smartphone OS market share data. Click here to copy the embed code.

About Kantar Worldpanel ComTech’s Smartphone OS Market Share Data

Kantar Worldpanel ComTech’s smartphone OS market share data provides the media and businesses with access to the most up-to-date sales and market share figures for the major smartphone operating systems. This information is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research / mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behaviour – including phone purchases, bills/airtime, source of purchase, and usage. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

About Kantar Worldpanel

Kantar Worldpanel is the world leader in consumer knowledge and insights, based on continuous consumer panels. Its High Definition Inspiration™ approach combines market monitoring, advanced analytics, and tailored market research solutions that inspire successful actions by its clients. Kantar Worldpanel’s expertise about what people buy or use – and why – is recognised by brand owners, retailers, market analysts, and government organisations globally. With over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel helps brands grow in fields as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, and many others.

For further information, please visit: www.kantarworldpanel.com

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About Kantar

Kantar is the data investment management division of WPP, and one of the world's largest insight, information, and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Kantar’s 27,000 employees work across 100 countries and the whole spectrum of research and consultancy disciplines, enabling the group to deliver business insights from every point of the consumer cycle. The group’s services are employed by over half of the Fortune 500 companies.

For further information, please visit: www.kantar.com

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