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Apple booms in Britain, but finds life tougher on the continent

by david.nunes




22 DECEMBER 2011                 



 Apple booms in Britain, but finds life tougher on the continent




New data from Kantar Worldpanel ComTech shows that in the latest 12 weeks of sales*


Apple has increased its share of the British smartphone market from 21.4% a year ago to 30.9%.




Dominic Sunnebo, global consumer insight director, comments: “In Great Britain, the US and Australia, Apple’s new iPhone continues to fly off the shelf in the run up the Christmas, reversing the share losses seen during much of 2011.  However, this trend is far from universal, with sales in Germany and France somewhat underwhelming.  In fact, in Germany, Android achieved a dominant 61% share of smartphone sales in the latest 12 weeks, with the Samsung Galaxy S II the top selling handset.” 




The success of the new iPhone in Britain has meant that O2 – which has by far the highest proportion of existing iPhone owners – has benefited the most, taking 36.1% of all iPhone sales in the past 12 weeks.  However, this has not had a dramatic impact on the number of O2 customers, as the majority of iPhone sales have come from existing O2 iPhone 3GS customers. 3 continue to be the fastest growing network in Britain, with its smartphone share up to 11.1%.




Dominic adds: “Typically Christmas gifting in the mobile market doesn’t really get started until December.  Last year just under a third of all phones bought were given as presents and this figure rose to 46% in December 2010.  Blackberry handsets were the most popular, making up 40% of the smartphones bought as gifts last December.  We think this trend will be repeated in 2011. In fact, 55% of Blackberrys sold this November were bought as gifts.” 




Smartphones made up 71.5% of sales over the 12 weeks, meaning that 47.3% of the British population now owns a smartphone. 






* 12 w/e 27 Nov 2011





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 market share figures for the major smartphone OS.




This information is based on the research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous research consumer mobile phone tracking panel of its kind in the world, conducting over 1 million interviews per year in Europe alone. ComTech tracks mobile phone behaviour, including purchasing of phones, mobile phone bills/airtime, source of purchase and phone usage and delivers beyond market share tracking to understand drivers of share changes, market dynamics through consumer insight – the data included in this release is excluding enterprise sales




The latest 12 week ending smartphone OS market share data is released every four weeks.




The release dates for 2012 are:






Data period




 23rd Jan



 20th Feb



 20th March



 17th April



 15th May



 12th June



 10th July



 6th Aug



 3rd Sept



 1st Oct



 30th Oct



 27th Nov



 23rd Dec



 22nd Jan







About Kantar Worldpanel


 antar 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 to deliver both the big picture and the fine detail that inspire successful actions by its clients. Kantar Worldpanel’s expertise about what people buy or use – and why – has become the market currency for brand owners, retailers, market analysts and government organisations globally.




With over 60 years’ experience, a team of 3,000, and services covering more than 50 countries directly or through partners, Kantar Worldpanel delivers High Definition Inspiration™ in fields as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.




For further information, please visit us at www.kantarworldpanel.com.






For further information, please visit us at www.kantarworldpanel.com and follow us on Twitter http://twitter.com/#!/ComTechglobal






About Kantar


Kantar is one of the world’s largest insight, information and consultancy groups. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 28,500 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.




For further information, please visit us at www.kantar.com

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