Android holds two thirds of OS market in Europe

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Operating system continues its dominance across Europe, with a similar trend being mirrored in the UK

Android now holds two thirds of the operating system market in Europe, according to the latest smartphone data from Kantar Worldpanel ComTech.

In the 12 weeks to August 5, Android’s share in Europe rose 20.2 per cent from the same period last year to 67.1 per cent.

In contrast, share for Apple iOS fell five per cent in the year to 14.6 per cent. RIM’s operating system market share also fell, down 10.6 per cent to 15 per cent but share of the Windows OS rose 1.6 per cent to 5.2 per cent.

Android’s progress in the UK has been slightly slower, with its share rising 14.1 per cent in the past 12 months to 62.4 per cent. Share for iOS rose marginally by one per cent to 21.8 per cent but RIM’s operating system share slid 11.9 per cent to 9.3 per cent. Windows almost doubled its share to 4.3 per cent.

Kantar Worldpanel ComTech global consumer insight director Dominic Sunnebo said: “Android continues to dominate the European market in the build up to the iPhone 5 release, increasing its share by 20.2 per cent in the past year.

“Surprisingly, Windows has managed to maintain to maintain its five per cent share despite a raft of new Windows 8 products being announced. However, this has been achieved through heavy discounting.”

The smartphone sales data showed handsets with bigger screens are becoming increasingly popular, with 29 per cent of Android devices sold in the past 12 weeks have a screen size of over 4.5-inches.

Sunnebo added: “It is interesting to look at the impact a larger screen size has on how consumers use their smartphones, particularly as the line between tablets and smartphones becomes more blurred.  Consumers who own a smartphone with a larger screen tend to be much more engaged with their device across a whole array of functions.

“For example, only 19% of consumers with a screen smaller than three inches download and watch videos, compared to 65% when the screen is five inches or more.

“However, bigger screens don’t just lead to an improved consumer experience; they also play a key part in customer retention. ComTech data shows that the more engaged consumers are with their device, the more likely they are to stay loyal to an OS or brand when they upgrade.”

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