BlackBerry disputes Kantar market share research for GB

Written by: Paul Withers
BlackBerry disputes Kantar market share research for GB

Manufacturer says it has 11.9 per cent of the UK market as opposed to 5.1 per cent stated by Kantar for the three months until the end of February  

BlackBerry has questioned market share research provided by Kantar Worldpanel ComTech that claimed the manufacturer’s market share in Great Britain had fallen to 5.1 per cent in the four weeks to the end of February.

The data showed that BlackBerry’s share of the OS market had fallen from 5.8 per cent for the previous three month period to the end of January, and from 16.8 per cent a year ago.

Kantar Worldpanel ComTech global consumer insight director Dominic Sunnebo said: “The launch of the BlackBerry Z10 has not resulted in an immediate turn around for the Canadian company in Great Britain.  Although the new model received great reviews, it’s going to take time for BlackBerry to see share gains.  Consumers just don’t have the same levels of pent up demand for the handset as they did for the iPhone 5.

“Over the past few years it has been BlackBerry’s budget devices, like the Curve 8520 and 9320, which have been selling well and these attract a young, price sensitive consumer.  The Z10 is a high-end handset with a price to match, so going after its existing base of consumers will require a significant trade up.  The handset is likely to start selling in more serious numbers once the launch price falls, and BlackBerry 10 in general, when the range is padded out with a number of wallet-friendly mid-range offerings.”

However, BlackBerry said in a statement that official statistics showed that its market share was more than double the figure claimed by Kantar.

“Kantar Worldpanel’s statistics are based on survey research as opposed to actual sales figures. According to sales data from GfK for the December-February period inclusive, BlackBerry’s UK market share was 11.9 per cent. With one million BlackBerry 10 devices shipped globally in February alone, we’re confident of maintaining our position as the UK’s third most popular smartphone and platform.”

Elsewhere in the Kantar data, Android continues to lead the market, with a 58.3 per cent share of the market, up from 56.2 per cent in the previous three month measure and 48.3 per cent the three months to the end of February 2012.

However, Apple iOS share fell 1.6 per cent from the previous three month measure to 29 per cent. This was marginally up from the same three month period a year ago.

Windows Phone’s share continued to rise, up half a percentage point from the previous measure to 6.7 per cent. A year ago, it had a three per cent share of the market.

Samsung continues to lead the handset market in the UK with a share of 36.2 per cent, with Apple in second position with 29 per cent.

HTC holds 9.1 per cent of the market and Nokia 5.6 per cent, which Kantar said is its Windows Phone 8 devices appealing to consumers. LG’s share has grown four per cent year-on-year to 4.3 per cent, which Kantar said was almost solely driven by the Google branded Nexus 4.

Sunnebo added: “Over the past few months, there have been signs of a more competitive manufacturer dynamic. LG’s share of the market has grown by four per cent year on year and HTC’s share (9.1 per cent) is beginning to edge up again – its refreshed HTC One X+ and HTC 8S are selling well, confirming its position as the third largest smartphone manufacturer in Great Britain.”

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