Rev: 2016-09-May-1232 EDT

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Android Share Growth is Highest in EU5 in Over Two Years

Increased Android Sales Attributed to Migration from Windows Phones in EU5, While Apple iOS Share Remained Steady

London, May 11, 2016 – The latest smartphone OS data from Kantar Worldpanel ComTech for the three months ending March 2016 shows Android continuing to grow sales across the EU5, US, and Urban China. There were solid gains in the EU5 (Great Britain, Germany, France, Italy, and Spain), up 7.1% points to 75.6%. In the US, Android share increased 7.3% points to 65.5%, and in China, it rose nearly 6% points to over 77%.

“This is the strongest growth for Android across the EU5 in more than two years,” said Lauren Guenveur, mobile analyst for Kantar Worldpanel ComTech. “What’s more, the growth is coming not just from one or two players, but from different brands and ecosystems, varying from region to region.”

In the EU5, iOS share declined from 20.2% to 18.9% in the three months ending March 2016. Windows phone sales dropped five percentage points to become 4.9% of overall smartphone sales in the region. Nearly 7% (6.6%) of new Android customers came from Windows, vs. just 3.3% from iOS. Among new iOS buyers, 2.6% migrated from Windows.

“For those switching from Windows, Android has offered a better user experience, with a variety of brands and models across a multitude of price points,” said Dominic Sunnebo, business unit director for Kantar Worldpanel ComTech Europe. “In Italy and France, the strongest Windows Phone markets for a time, nearly 10% of Windows mobile users moved to Android in the three months ending March 2016. What’s more, they opted for brands like Huawei, Wiko, and Asus, featuring mid-range devices that represent good value for the money. Contrast that with Great Britain, where Android growth is still dominated by Samsung, and driven in this period by mid-range devices like the J5 and A5.”

Android’s gains in the US came from increased sales by ecosystem partners Samsung, Motorola, and LG.

“Although it was available for only a few weeks during this sales period, the Samsung Galaxy S7 was the fifth best-selling device in the three months ending March 2016, capturing 4.2% of sales,” Guenveur said. “The Galaxy S6 also performed well, due to price reductions before the S7’s release. Motorola experienced higher sales, particularly with Verizon, and grew to 9.8% of the smartphone market, up from 6.9% a year previously.”

“In Urban China, iOS continued to decline to 21.1% in the three months ending March 2016, down from 26.1% in the same period a year ago. Android had its best year-on-year growth since the three-month period ending October 2014, moving up 5.9% points year-on-year to 77.7%,” said Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia. “Huawei continued to expand, reaching its highest purchase share so far, at 24.6%. This has been driven by the high-end Mate 8 and the value-tier Honor 5X. Oppo, traditionally known as a value-tier brand, reached 6.5% of smartphone sales, increasing most significantly in the ¥2,000 to <¥3,000 price range, overtaking Samsung and Xiaomi.”

“In EU5, share growth from the Samsung Galaxy S7 – expected to be one of the most popular phones of the year – has not yet occurred. As the impact of the S7 materializes, it may change the nature and path of the Android market,” Guenveur added.

“Android share could also be negatively affected by high demand for the Apple iPhone SE. iPhone SE sales will be particularly important in China, where success in the mid-tier will determine the top player in the region. These factors should play out further in the next quarter,” she noted.

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Additional insights are available in our blog post:

Smartphone OS Sales Share (%)
Germany / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change / USA / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change
Android / 71.3 / 76.1 / 4.8 / Android / 58.2 / 65.5 / 7.3
iOS / 18.3 / 17.8 / -0.5 / iOS / 36.5 / 31.6 / -4.9
Windows / 8.7 / 4.9 / -3.8 / Windows / 4.3 / 2.7 / -1.6
Other / 1.6 / 1.2 / -0.4 / Other / 1 / 0.1 / -0.9
GB / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change / China / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change
Android / 53.8 / 58.8 / 5.0 / Android / 71.8 / 77.7 / 5.9
iOS / 37.0 / 34.8 / -2.2 / iOS / 26.1 / 21.1 / -5.0
Windows / 8.2 / 6.2 / -2.0 / Windows / 1.3 / 0.8 / -0.5
Other / 1 / 0.2 / -0.8 / Other / 0.7 / 0.4 / -0.3
France / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change / Australia / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change
Android / 64.6 / 74.3 / 9.7 / Android / 53.0 / 60.1 / 7.1
iOS / 19.4 / 20 / 0.6 / iOS / 37.8 / 35.3 / -2.5
Windows / 14.1 / 5 / -9.1 / Windows / 7.3 / 3.7 / -3.6
Other / 1.9 / 0.7 / -1.2 / Other / 0.6 / 0 / -0.6
Italy / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change / Japan / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change
Android / 66.2 / 78.3 / 12.1 / Android / 52.3 / 51.7 / -0.6
iOS / 17.5 / 14.8 / -2.7 / iOS / 45.1 / 46.8 / 1.7
Windows / 14.4 / 6.3 / -8.1 / Windows / 0.4 / 0.5 / 0.1
Other / 2 / 0.6 / -1.4 / Other / 2.1 / 1 / -1.1
Spain / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change / EU5 / 3 m/e Mar 15 / 3 m/e Mar 16 / % pt. Change
Android / 89.9 / 92.9 / 3.0 / Android / 68.5 / 75.6 / 7.1
iOS / 7 / 6.4 / -0.6 / iOS / 20.2 / 18.9 / -1.2
Windows / 2.8 / 0.6 / -2.2 / Windows / 9.9 / 4.9 / -5.0
Other / 0.3 / 0 / -0.3 / Other / 1.4 / 0.6 / -0.8

Note: The Kantar Worldpanel ComTech dataviz can be embedded into online articles for a visual representation of Kantar Worldpanel ComTech Smartphone OS market share data. Click here to copy the embed code.

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 and market share figures for the major smartphone operating systems. This information is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research / mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behavior – including phone purchases, bills/airtime, source of purchase, and usage. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

About Kantar Worldpanel

Kantar Worldpanel is the global expert in shoppers’ behavior.

Through continuous monitoring, advanced analytics, and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts, and government organizations globally. With over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behavior into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.

Kantar Worldpanel is part of the Kantar Group, one of the world’s largest insight, information, and consultancy networks. The Kantar Group is the data investment management division of WPP.

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About Kantar

Kantar is the data investment management division of WPP, and one of the world's largest insight, information, and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Kantar’s 27,000 employees work across 100 countries and the whole spectrum of research and consultancy disciplines, enabling the group to deliver business insights from every point of the consumer cycle. The group’s services are employed by over half of the Fortune 500 companies.

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