Windows Phone is continuing to make inroads into the European
smartphone market, according to the latest smartphone sales data from Kantar Worldpanel ComTech,
for the three months to September 2013. Kantar’s data shows that
Microsoft’s mobile OS now makes up one in 10 smartphone sales across the
five major European markets (Germany, the U.K., France, Italy and
Spain).
Returning to Microsoft’s mobile OS, Windows Phone is doing especially well in Italy where it’s overtaken iOS, taking 13.7% market share vs 10.2% for iOS. However it’s growing at a faster rate in the U.K. and Germany, rising 7.2 percentage points and six percentage points respectively, year-on-year, to take an 11.4% and 8.5% marketshare in each nation in the three months to September.
Beyond Europe, Windows Phone is doing poorly in China, where it shed two percentage points year-on-year for the three months ending September — to dwindle to just 2.5% marketshare.
Elsewhere, it’s seeing some gains. Small gains in the U.S., where it added 1.9 percentage points to take a 4.6% share vs 57.3% for Android and 35.9% for iOS, and a 1.3 percentage point increase in Latin America (Brazil, Mexico and Argentina), to take a 5.8% marketshare.
Its best performance outside Europe was in Australia, where it added 4.7 percentage points — to approach a tenth (9.3%) of the market.
Despite that upward trajectory, Google’s Android platform
remains the dominant OS across Europe with a 71.9% marketshare — up 4.2
percentage points compared with the same period last year,
according to Kantar’s data. Windows Phone mostly appears to be taking share from BlackBerry. Dips in iOS marketshare evident in the data can largely be explained by seasonality, according to Kantar, with buyers holding off for the new iPhones — and sales of the iPhone 5s and 5c at the end of September not yet making up for the earlier lull.
“The full impact of the new iPhones will be seen at Christmas when
iOS is expected to bounce back strongly in Britain, the US and
Australia,” said Dominic Sunnebo, strategic insight director at Kantar
Worldpanel ComTech, in a statement.according to Kantar’s data. Windows Phone mostly appears to be taking share from BlackBerry. Dips in iOS marketshare evident in the data can largely be explained by seasonality, according to Kantar, with buyers holding off for the new iPhones — and sales of the iPhone 5s and 5c at the end of September not yet making up for the earlier lull.
Returning to Microsoft’s mobile OS, Windows Phone is doing especially well in Italy where it’s overtaken iOS, taking 13.7% market share vs 10.2% for iOS. However it’s growing at a faster rate in the U.K. and Germany, rising 7.2 percentage points and six percentage points respectively, year-on-year, to take an 11.4% and 8.5% marketshare in each nation in the three months to September.
Beyond Europe, Windows Phone is doing poorly in China, where it shed two percentage points year-on-year for the three months ending September — to dwindle to just 2.5% marketshare.
Elsewhere, it’s seeing some gains. Small gains in the U.S., where it added 1.9 percentage points to take a 4.6% share vs 57.3% for Android and 35.9% for iOS, and a 1.3 percentage point increase in Latin America (Brazil, Mexico and Argentina), to take a 5.8% marketshare.
Its best performance outside Europe was in Australia, where it added 4.7 percentage points — to approach a tenth (9.3%) of the market.
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