— KWP ComTech (@KWP_ComTech) December 16, 2013
Kantar ComTech has posted an interesting teaser on twitter. According to their data, in USA on mobile your platform was the main predictor of your search engine, with Android users mainly using Google, while Windows Phone users in general stuck with Bing.
This is of course far from true on the desktop, where Windows users overwhelmingly used Google over Bing.
This means, in theory, for every 10% market share gain by Windows phone, Google’s search engine would lose 6% market share, and with mobile making up 25-30% of search traffic it is certainly not something to be ignored.
Of course for Google to get really concerned Windows Phone would need to gain significantly more than the 2% market share in USA, but one can imagine in places like Italy where Windows phone is close to 10% of all smartphone users this may become an issue.
Kantar has now released the full set of numbers for the 3 months ending October, and despite the arrival of the iPhone in late September in many markets the numbers generally read as pretty good for Windows Phone.
The OS has hit new highs in Italy, France, UK and Spain, hitting a record 16.1% of the Italian smartphone market, and soundly outselling the iPhone there which had only 10.1%. Of note however is that the new iPhone only hit Italy on the 25th October, which likely depressed its sales.
In UK the OS hit 11.9%, and in France a record 12.5%, double its market share from last year, and a mere 3.4% from iOS’s share over the same period. Of note is that the same excuse does not apply there, as the iPhone 5S was released there on the 20th September.
Windows Phone also seems to have finally gained some traction in Spain, where it hit 4.3% of the market, the same as iOS. There was also some improvement from the recent dismal numbers in China, where its now 3.5% of the market, compared to 2.5% last month. USA has also rebounded somewhat, and the OS has now hit 4.8% of the market there.
Germany was one market where Windows Phone share was down unexpectedly, from 8.5% last month to 6.3% in October, but given the German market’s preference for high end handsets it may be that they are waiting for the Nokia Lumia 1520.
In EU5 Windows Phone now has 10.2% share of the smartphone market, only 5.6% shy of iOS’s 15.8%, and given the iPhone’s surprisingly poor showing so far this holiday season, and Windows Phone’s unexpected resilience, I suspect we will see the Windows Phone overtake iOS in EU sooner than we expected.
See the full numbers after the break.
Market research company Kantar Wordpanel has released some smartphone market share figures for the 3 months ending October 2013, and as has become the pattern it reads as pretty good news for Windows Phone and increasingly bad news for iOS.
While in the US and Japan the new iPhone was well received, taking 76.1% of sales in Japan and 52.8% of sales in USA, in EU5 the launch hardly moved the needle, going from 14.6% in September to 15.8% in the 3 months ending October 2013, which includes around 40 days of iPhone 5s and 5c sales. The number is also drastically down from 21.2% last year in the same period.
“Apple’s share of the market still remains lower than when the iPhone 5 was released, although this is not wholly unexpected, as shoppers tend to react more positively to ‘full’ releases than incremental improvements such as the 5s and 5c,” said Dominic Sunnebo, strategic insight director, Kantar Worldpanel ComTech.
Windows Phone on the other hand officially edged over the the 10% mark to settle at 10.2%, and doubled its market share from a year ago, when it was only 4.7%.
In EU most of Windows Phone sales were from the lower end, with Sunnebo saying:
The news of Windows Phone overtaking iOS in Italy has resonated quite well around the blogosphere, causing many Apple-loving journos to go on the defensive, and of course blaming most of Windows Phone’s success on economic issues in Italy.
That point of view ignores the fact that Windows Phone’s rise is a Europe-wide phenomena, and looking at Kantar’s numbers it looks very much like one of Europe’s strongest economies, Germany, will be the next to see Windows Phone overtake iOS.
The above graph has two years of Kantar smartphone market share numbers in Germany, and very clearly shows the very seasonal nature of iOS’s sales in Germany, with peaks in December and troughs in August
In contrast Windows Phone is much less seasonal, with the 2012 dip not caused by the anticipation of new devices, but by the clumsy switch from WP7 to WP8, and its ascent also pretty steady over the last year.
Of course Windows Phone will not be overtaking iOS in the next 6 months, but it is pretty likely that Q2 and Q3 of 2014 will see Windows Phone clearly ahead of iOS in Germany, and possible Europe-wide.
Do our readers agree? Let us know below.
Kantar’s numbers for the US market is now also available, and while unimpressive it does present a gain from the August numbers of 3%.
The main driver appears to be the Nokia Lumia 521, with Kantar saying:
Windows saw an uplift in sales share in the latest period with share up to 4.6%, with the budget Lumia 521 selling well on T-Mobile amongst consumers who do not want to be tied into a contract.
See the carrier numbers after the break.
The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months to September 2013, shows Windows Phone now makes up one in 10 smartphone sales across the five major European markets, has overtaken iOS in Italy, and is gaining momentum in emerging markets. Android remains the dominant operating system across Europe with 71.9%, an increase of 4.2 percentage points compared with the same period last year.
Windows Phone, driven almost entirely by Nokia sales, continues to make rapid progress in Europe and has also shown signs of growth in emerging markets such as Latin America.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, comments: “With the smartphone market in developed countries so congested, it is emerging economies that now present manufacturers with the best opportunity for growth.
“Nokia dominated in Latin America for many years, and while its popularity declined with the fortunes of Symbian it now has an opportunity to regain the top-spot. The majority of consumers in Latin America still own a Nokia featurephone and upgrading to an entry level Lumia is a logical next step. Price is the main barrier in developing markets and the budget Lumia 520 opens the door to smartphone ownership for many.”
In Britain, Windows accounts for 11.4% of the market. Android is still the number one operating system with 58.4% while BlackBerry now only has 3.1%. Apple’s iOS has dipped by 1.0 percentage point to 27.0%, although it is expected to strengthen at Christmas.
Sunnebo explains: “August is traditionally a quiet month for Apple as consumers wait for the release of new models, and strong sales of the iPhone 5S and 5C at the end of September did not manage to make up for the 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.”
Compared with August Windows Phone made significant gains in Italy, where its once again above 10% market share, and in Spain, where it rose from 2.2 to 3.7% share. There was also strong progress in Australia, where it went from 6.5 to 9.3% of the market, while there was a slight rebound in USA from 3% to 4.6% market share. In other markets Windows Phone generally remained generally static, which is good news given the iPhone 5S and 5C launch. Overall it grew from 9.2 to 9.8% of the EU5 countries, less than 7% away from iOS market share in the region.
See the full numbers after the break.
Some early numbers for the September 2013 Kantar Wordpanel survey has been released in Australia, and it shows, despite the launch of the new generation of Apple iPhones, that Windows Phone has managed to hold on and even increase its market share.
The iPhone 5S and 5c went on sale on the 19th September in Australia and managed to push up the market share of the OS to 32.9% in the 3 months ending September 2013.
In turn Android plunged to 55.3%, down 10.8% from a year ago and 6.8% from last month’s numbers.
Blackberry saw the effect of price cuts to its products, and increased its share to 1.3%.
Windows Phone was able to double in its numbers from 4.6% last year to 9.3%, again likely due to great price cuts in the range in Australia.
We should see the full range of Kantar Worldpanel data for September soon. See last month’s numbers here.
Normally Kantar numbers only gives us an idea of regional performance of Windows Phone, with the OS doing very well in some areas and rather poorly in others.
TechCrunch however managed to wheedle some global numbers from the company, at least on a company basis, and it assigns Nokia 4.3% worldwide market share.
September numbers would of course give us a better idea of the full Q3 quarter, but given that 7.4 million Windows Phone sales to end users in Q2 gave Windows Phone 3.3% global share, according to Gartner, if the market remains flat 4.3% should be around 9.5 million, and plus a few hundred thousand more by HTC, Huawei and Samsung should push Windows Phone over the 10 million mark.
The number would also be consistent with the 27% growth Windows Phone had from Q1 to Q2, suggesting it is about right.
Of course the numbers are likely to shift some more when September is included and June excluded, but I think the good news is that the momentum is still there globally, despite the tepid reception of Nokia’s higher end Windows Phones by the market.
See the regional numbers by manufacturer after the break.
Kantar Worldpanel ComTech today released their smartphone sales report for the three months to August 2013. Windows Phone had some good news from the report, the market share in the European region almost doubled to 9.2%. Apart from the key European markets, the numbers from China, Japan and USA still remain poor. In China, Windows Phone lost half of its market share due to growing pressure from local OEMs who are pushing low-cost Android devices. In Japan, Windows Phone’s market share is negligible as it only holds 0.8% of the market.
Even after repeated attempts in USA to gain significant market share by Microsoft and Nokia, USA smartphone market for Windows Phone is still below 5%. Windows Phone now holds 3% of the US smartphone market up from 2.6% in the same period last year. I hope the upcoming range of high-end devices like Lumia 1520 phablet for AT&T, Nokia Lumia 929 for Verizon, etc, adds the needed momentum for Windows Phone platform in the US.
Kantar World Panel today released their latest report on smartphone OS market share for the 3 month period ending September 2013. Windows Phone OS had its strongest gain in European region by almost doubling its market share. Windows Phone has posted its highest ever sales share of 9.2% across the five major European markets Great Britain, Germany, France, Italy and Spain.
There are some interesting numbers from the report,
- Windows Phone is just within one percentage point of iOS in Germany.
- Windows Phone has hit double digit sales share figures in France and Great Britain with 10.8% and 12% respectively – the first time it has recorded double digits in two major markets.
Dominic from Kantar commented the following on Windows Phone’s growth,
“Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets. These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone’.
Nokia is set to unveil another wave of new devices next month and I expect couple of volume driving devices like Lumia 720(Dual sim) at the event. If Nokia can continue to deliver high valued devices at lower price points with the help of Microsoft, they can soon achieve the second spot in key markets.
What do you think? Find the full detailed numbers after the break.
The latest Kantar numbers is serving as a wake-up call of sorts to many who would normally have dismissed Windows Phone, and even to those who watch the numbers closely it had a few surprises.
One of those interesting nuggets is that it seems Windows Phone is close to overtaking the iPhone in one of Europe’s biggest and strongest markets, Germany.
The latest numbers for the 3 months ending July shows iOS having 11.2% market share, while Windows Phone had 8.8%.
Looking back at the last year, it is clear that the iPhone’s market share is pretty cyclical, with big bumps around the release date of the new iPhone, and of course in the fall of 2012 Windows Phone itself had the whole Windows Phone 7/Windows Phone 8 upgrade issue.
What is also clear however that there is at least two more reporting months, August and September, to come before the new iPhone is released, and that iPhone sales will probably decline further over that period, suggesting in a month or two we may very well hear that Windows Phone has become the second biggest selling smartphone OS in Germany also.
See the table with all the numbers after the break.
The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months to July 2013, shows Windows Phone has posted its highest ever level of 8.2% across the five major European markets, emerging as a key player in the smartphone race.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, comments: “Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there is a third operating system emerging as a real adversary. Windows Phone, driven largely by lower priced Nokia smartphones such as the Lumia 520, now represents around one in 10 smartphone sales in Britain, France, Germany and Mexico. For the first time the platform has claimed the number two spot in a major world market, taking 11.6% of sales in Mexico.”
Month on month between June and July Windows Phone grew from 5.9 to 8.8% in Germany, 8.6 to 9.2% in UK, 9.0 to 11% in France, 1.4 to 1.8% in Spain, 7.0 to 12.5% in Mexico and 6.9 to 8.2% in the EU5 in total.
In Italy Windows Phone share remained static at 7.8%, and the OS saw declines in USA from 4 to 3.5% and China, from 4.9 to 1.4%.
Windows Phone’s growth isn’t coming from stealing Apple or Android consumers. Only 27% of Apple and Android users change their OS when they replace their handset, and those that do switch tend to move between the two big operating systems.
Dominic continues: “Windows Phone’s success has been in convincing first time smartphone buyers to choose one of its devices with 42% of sales over the past year coming from existing featurephone owners. This is a much higher proportion than Android and iOS. The Lumia 520 is hitting a sweet spot, offering the price and quality that new smartphone buyers are looking for.
“Featurephone owners present a huge opportunity, representing more than half of all mobile users globally** and this will be the new battleground over the next year. With the iPhone 4 and lower end or older Samsung Galaxy models selling well among first time smartphone owners, there is plenty of competition for these customers. The brands that win in this segment will be those that understand and address the needs of consumers in terms of price, content, and quality.”
Globally, Apple and Android continue to dominate sales, but there are interesting regional patterns emerging. Android is far stronger across the major European markets and China where it accounted for around 70% of smartphone sales during the past quarter.
Apple continues to perform very well in the USA where it has grown its share to 43.4% of sales. It is also continuing to show strong year on year growth in Britain, France and Mexico. Sunnebo explains: “Apple and Android must focus on a balance between retaining existing customers and attracting featurephone owners to trade up if they want to continue their success over the next year.”
Following a difficult year, BlackBerry now accounts for just 2.4% of sales across the big five European markets* and 1.2% in the United States.
See the full stats after the break.
The Kantar numbers are out, and it seems that the results are a mixed bag. Android continues it’s huge growth, whereas Windows Phone is gaining and losing in some markets.
This leads to the elephant in the room, is Microsoft doing enough to promote the OS? Many people believe that only Nokia is doing all the promotion and bringing in the applications, whereas others are crediting Microsoft for Windows Phone’s presence and growth.
Do you think that Microsoft is doing enough to bring new customers to the platform, or are they underperforming? Comment on your thoughts and opinion.