Kantar has today reported on their smartphone market share numbers for the 3 months ending February 2014.
The numbers show a slight weakening in Windows Phone’s position in Europe, with the OS dropping from 10.1 a month earlier to 9.7% of the EU5 market.
Dominic Sunnebo,strategic insight director at Kantar Worldpanel ComTech, blames some market share losses on the influence of the cheap as chips Moto G.
“Motorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6% of British sales. It highlights the speed at which a quality budget phone can disrupt a market. The same pattern can be seen in France with Wiko, which has 8.3% share, and Xiaomi in China with 18.5%.”
Sunnebo continues: “Consumers are far more tech savvy than they were just a few years ago and the rising commoditisation of smartphones means we increasingly rely on online views and handset cost to drive our decision making. Some 40% of British consumers are heavily influenced by internet reviews when deciding which mobile to buy and 48% of Moto G sales were made online. With virtually no existing customers to sell to in Britain, the Moto G has stolen significant numbers of low-mid end customers from Samsung and Nokia Lumia.”
Windows Phone did however see somge growth in other markets, hitting 5.3% of the US market in February, up from 4.1% last year and 5.0% a month earlier.
It also grew somewhat in the important market of China, from 0.7 to 1% of the market month on month.
It is however clear that Windows Phone needs a response to a high spec, low price handset such as the Moto G, and the Nokia Lumia 630, which lacks an HD screen and Quadcore processor, is probably not that handset.
See the full results after the break.
Market research firm Kantar Worldpanel have teased their data for the 3 months ending February, and posted the above graph showing the relation and correlation between recommendation by carrier sales staff and actual market share of smartphones.
The graph show Samsung handsets come highly recommend and sell well, while Blackberry phones are not and sell poorly.
The data is from the Australian market, which they note mirrors UK, and what is interesting is that the data shows Nokia’s handsets are more recommended than HTC, Sony, LG, Blackberry or Moto handsets, and that it also has a higher market share than the other companies.
Windows Phone users have of course long complained of being discriminated against by carrier staff, but the data appears to show that this tide is turning.
What do our readers think? Let us know below.
In their “Mobile Trends that Matter Tomorrow” report published today Kantar Worldpanel analyst Dominic Sunnebo discussed resurgence of Windows Phone on the smartphone stage.
If Android and Apple can claim to be the big players of 2013, Windows Phone wins the title of top-performer. It wasn’t a promising start for Windows Phone when launched in October 2010 as solid reviews failed to translate into meaningful sales. A lack of apps and consumer wariness of a new platform were blamed and many claimed that the experiment had failed. Three years later and Windows is the fastest growing OS in the world. It has overtaken Apple in Italy, is a close second in Germany and has snatched back third place in Britain.
The latest Kantar World Panel report for the 3 months ending January 2014 is now out, and for Windows Phone it is mainly a story of steady market share rather that month on month growth.
In UK this meant Windows Phone went from 11.3% to 11.3% market share, in the December and January report, and for the 5 largest nations in Europe from 10.3 to 10.1% market share over the same period.
Of course the Christmas period is mainly a bonanza for iPhone, putting pressure on Windows Phone, but the Nokia Lumia 520 has been an unexpected continuing success.
Kantar notes Windows Phone has managed to hold onto double digit share across Europe for four consecutive months with its success driven by Nokia’s budget Lumia 520 which was the fourth highest selling handset in Britain during the past three months, only just behind the Apple 5C. Microsoft recently said the handset was the 3rd best selling smartphone in UK in December, presumably just behind the iPhone 5S and 5C, which is quite and achievement.
We have already seen the full numbers for the Kantar COmtech report for the 3 months ending December 2013, but their report also contains a few other interesting titbits.
One I found rather interesting was that Windows Phones were being given as gifts out of proportion to their market share in UK.
While Windows Phones only had 11.3% market share in UK over the period, in December, according to Kantar, 17.6% of smartphones gifted were Nokia Lumias. This number compares very well with 30.7% for Samsung and 28.4% for Apple, both of which are likely in line with their market share.
Gifting is also not an insignificant activity when it came to sales, with 34% of all smartphones purchased in December intended as gifts, up from 30% in 2012.
Fortunately, due to its slick user experience, Windows Phones are a gift that keeps on giving, rather than a device that will bog down over time like an Android handset.
Have any of our readers given a Windows Phone as a gift this past holiday season? Let us know below.
The latest smartphone marker share figures are out today from Kantar Worldpanel and it shows mixed results for Microsoft’s Windows Phone platform.
When you compare December’s report with last month report from Kantar, you can observe that Windows Phone lost market share in some key markets. Even though the actual unit sales would have been higher in December than November, the smartphone market is growing at a pace that Windows Phone platform is yet to achieve. Windows Phone platform gained market share in Germany, GB, Spain and Italy while it lost market share in France, USA, China and Australia.
There is an increasing pressure for Windows Phone platform to succeed in China and US markets. In China, it is very difficult to capture the market without local OEM support. Just like how Microsoft is now allowing local Indian OEMs to produce Windows Phone devices, I hope Microsoft is working with lots of Chinese OEMs to release Windows Phone devices.
Nokia on its part should continue to release new devices at various price points. After Nokia Lumia 925, Nokia is yet to release a high-end Windows Phone device targeting mainstream crowd. The leaked Lumia Icon/Lumia 930 looks good, but it should come as soon as possible to address the hole in the market.
See the full numbers after the break.
Kantar has been teasing some numbers from their Q4 2013 report which provides some insight into Nokia’s performance in USA and abroad.
According to their research 45% of Nokia’s sale were on US’s budget carrier, T-Mobile. As can be expected, the vast majority of these sales were low-end Windows Phones, with 68% of Nokia’s Q4 2013 Lumia sales being the Nokia Lumia 520 and 521, which was retailing for as low as $60.
This leaves only 32% for handsets like the Nokia Lumia 925, 928, 1020 and 1520, and given the usual relatively small volume of the US market suggests sales of some of these handsets could be measured in tens rather than hundreds of thousands of units.
Still, 9 million US residents would prefer a Nokia over any other handset, while 39 million would consider one.
This pales in comparison to China, where Nokia is the top choice for 57 million Chinese, with 123 million willing to consider one. The implication to the Lumia range of losing the Nokia brand remains worrying.
Kantar reports Windows Phone users engage about the same amount as Android users with their handsets, which is less than iOS. This is likely the consequence of targeting the lower-end market.
Lastly, they revealed that while 36% of new Windows Phone users switched from feature phones in UK, an increasing amount were also switching from Blackberry.
See Kantar’s tweets after the break.
Kantar has been teasing some numbers for Q4 2013, with their latest tweet revealing that 52% of Windows Phone users in US are searching using Bing on their phone, while the balance were using the browser to navigate to Google.
The number is down from 58% in November, but of course it must be remembered that this number is still nearly 3 times more than the 18% desktop search market share Bing has in USA, and likely contributes significantly to Bing’s overall mobile search market share in the USA increasing 43% from 2.31% to 3.31% over the course of the year.
Do our readers use the built-in Bing search, or do you bookmark Google? Let us know below.
We have already seen the Kantar numbers for November 2013, and while the results are thankfully encouraging in Europe, with Windows phone taking a respectable 10% of the 5 largest European markets, the numbers remain stubbornly flat in USA and China, at only 4.7% in USA and 2.7% in China.
Kantar analyst Dominic Sunnebo comments: “You don’t have to conquer China and the US to win in the smartphone market, but you do need success in one of them. At the moment there are few signs of progress in either country for Windows Phone and momentum needs to be made soon before OS loyalty severely limits the available market.”
Sunnebo notes China is the most amenable market, but that Microsoft, as a US company, may instead continue to futile attack the US market.
“China is likely to be the easier and more rewarding target for Windows. After all, Nokia has a huge existing presence in the market, retains strong customer preference and can sell handsets at the right price to capture the huge numbers of people with relatively modest budgets. However, with Microsoft soon running the show it’s hard to imagine a change in strategic direction away from the US.”
Which course do our readers think Microsoft should pursue? Let us know below.
Kantar Worldpanel today released their latest smartphone sales data for the past three months ending November. Windows Phone had a strong growth across the Europe where it nears double digit market share. Windows Phone now holds market share of 10.8% in the UK, 12.9% in the France, 16% in Italy, 5.7% in Germany, 4.8% in Spain. As a result, Windows Phone platform has posted its highest ever sales share of 10% across the five major European markets.
When you compare this with October data, the numbers are largely stable. And it is positive for Microsoft because the reported period saw the sales of Apple’s newly launched iPhone 5S and 5C across the world. Since this report includes most of the holiday sales, it is good to see that Windows Phone is maintaining its momentum against Android and iOS over that period. Also, Nokia has just begun the roll-out of Lumia 525, Lumia 1520 and Lumia 1320 across the world which should result in further growth in the coming quarter.
While the growth in Europe may be encouraging for Microsoft and Nokia, there are still markets like China, Japan, etc, where Windows Phone continues to lag behind its rivals. I think Microsoft should address the concerns in that market as soon as possible to gain momentum across the world.
Find full sales data after the break.
Kantar should release their full November 2013 numbers today, but in the mean time they are teasing us with a few regional titbits, this time from UK.
They have plotted smartphone ownership (not sales) in the 3 months ending November, and found around 4% of the UK population owns a Windows Phones (this is about double the 2% found by Nielsen in USA) but they also added additional colour to the statement by revealing some regional variation.
They found Windows Phones were most popular in Yorkshire, with 1 in 20 residents owning one, while they were least popular in the North East, South and South West.
The good news for Windows Phone is that there is no clear bias based on income, as while Yorkshire has one of the lowest levels of disposable income in UK, the North East has an even lower level, based on official 2012 government numbers.
Windows Phone market share at the time was above 10%, so all else being equal ownership numbers should rise to that level over time.
Have our UK readers noticed any regional variation in Windows Phone ownership? Let us know below.
Due to the seasonal upswing of iOS sales we expect Windows Phone to take a battering in Q4 2013, but surprisingly so far sales of the OS has held up surprisingly well in the latest Kantar Comtech numbers, of which we now have an early preview.
In UK Windows Phone has approximately 10.6% in the 3 months ending November, vs 11.9% for the 3 months ending October.
In Germany sales have held steady at 5.6%, while surprisingly in Italy Windows Phone has continued to outsell iOS, with 15.6% of sales, vs 10.6% for iOS over the same period.
In USA Windows phone held steady at around 4.6% while it slid in China to 2.6%.
We can expect to see the full and slightly more accurate numbers on the 3rd January 2014. See last month’s full numbers here.
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.