Windows makes progress in Europe as low-end Nokia smartphones drive platform growth
The latest smartphone sales data from Kantar Worldpanel ComTech shows that Windows is challenging RIM for third place in Europe, as low-end devices such as the Nokia 610 drive sales in key markets such as Italy and France.
Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech, comments: “Windows is making steady progress in the big European economies and is now challenging BlackBerry for third spot in the European OS league. With the momentum Windows 8 will bring towards the end of 2012, it seems highly likely that it will achieve this before the end of the year.
“Lower end devices are driving sales of the platform as consumers seek value, resulting in percentage point growth rates of 6.6 in Italy, 3.5 in France and 2.3 in Great Britain.* In Italy, Windows now holds a double-digit market share, 10.4%, a first in the European market.”
Samsung also continues to power on across Europe, with smartphone share across the big five European markets at 48% in the latest 12 weeks. After joining the European smartphone market late Sony is making up for lost time with its Xperia series, outselling both BlackBerry and Nokia as a result of strong performances in Spain, Germany and France. Apple’s iOS has seen its share decline by 4.3 percentage points across Europe’s major markets in the period leading up to the iPhone 5 release. However, this is set to rebound strongly with the success of the new model reflected in next month’s data.
In the US, iOS and Android combined took 93% of all smartphone sales in the latest 12 weeks, putting into perspective the scale of the challenge facing both RIM and Windows in one of the world’s most important markets.
Smartphone penetration is now at 57.6% in Great Britain, with smartphones taking 80.4% of all sales in the latest 12 weeks.
* 12 w/e 02nd September 2012
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.
Data period | Release to media |
02nd Sep | 1st Oct |
02nd Oct | 30th Oct |
30th Oct | 27th Nov |
27th Nov | 23rd Dec |
25th Dec | 22nd Jan |
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 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/comtech and follow us on Twitter https://twitter.com/kwp_comtech
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
