The Android platform continues to dominate the European handset market, according to the latest data from Kantar Worldpanel ComTech. Google’s mobile OS has increased its market share by 20.2 per cent over the past year and now hold two-thirds of the market share.
The number of Android devices to ship in 2014 is expected to surpass one billion, while Apple could be losing ground in the smartphone space, according to two separate research reports.
Microsoft’s Windows OS now has 8.4 per cent of the UK smartphone market, while demand for lower cost devices in Southern Italy is being exploited by Sony and LG. Macro economic conditions and increasing diversity in operators’ subsidy strategies are creating contrasts in device vendors’ performances market by market.
The Android smartphone OS has more than 65 per cent of the smartphone market across Europe’s big five countries, up from 42.7 per cent in July 2011, according to the latest data from Kantar WorldPanel ComTech. As the leading Android vendor, Korea’s Samsung has 45 per cent of the European smartphone market, Kantar said.
Nokia’s partnership with Microsoft has begun to bear fruit as sales of its devices running on the WP7 platform have outstripped Nokia’s Symbian handsets in Great Britain. The Lumia 800 handset accounted for 87 per cent of WP7 sales in the market, according to latest data from Kantar Worldpanel ComTech, while Germany remains the strongest market for WP7, with market share for the OS now up to 3.1 per cent.
Consumers are now prioritising mobile operating systems more than ever in their purchasing decisions, which is worrying news for handset manufacturers which have traditionally relied on strong customer loyalty, according to research firm Kantar Worldpanel ComTech.