Samsung accounting for half of all smartphones sold in Europe


Boom in sales helps Android achieve a 70.4 per cent share across the five major European markets

Almost half of smartphones sold in Europe are from Samsung, according to smartphone sales data from Kantar Worldpanel ComTech for the three months to the end of May.

The research firm didn’t provide sales figures, but said the uplift has helped Android to a 70.4 per cent share across the five major European markets (Great Britain, Germany, France, Italy and Spain), up from 61.3 per cent a year ago. This compares to 17.8 per cent for iOS and 6.8 per cent for Windows Phone.

In Great Britain, Android has maintained its strong lead of the OS market, with a 56.6 per cent share, up 4.5 per cent from a year a but down 58.9 per cent from the three months to the end of April. Apple’s iOS remains second, with a 29.9 per cent share, up 0.8 per cent from a year ago and 1.2 per cent from the previous three month measure.

Windows has maintained third position. It accounts for 7.8 per cent of the market, up 5.4 per cent from last year but down 0.6 per cent from the three months to April, while BlackBerry’s share has continued to slide, from 5.8 per cent from the last measure and 12.6 per cent last year to 5.3 per cent.

Smartphone penetration in Great Britain reached a record high of 65 per cent in May, with 85 per cent of devices sold in the three month period being smartphones.

Android has also retained top place in the US with a share of 52 per cent. However, this has grown by just 0.1 per cent inb the past year, slower than 3.5 per cent for iOS (now 41.9 per cent of the market) and 0.9 per cent for Windows Phone (4.6 per cent).

Kantar Worldpanel ComTech global director Peter Moore said: “Across Europe, Android growth remains strong.  However, in the US Apple’s expanded distribution agreement with T-Mobile is helping the iPhone keep Android growth at bay.  T-Mobile is the smallest of the big four US carriers but it does have the capacity to give iOS a boost, particularly as 28% of its customers plan to buy an iPhone when they next upgrade.

“The flagship Xperia Z has driven Sony’s growth in Britain by successfully appealing to Samsung customers. Some 38% of Xperia’s users are ex-Samsung owners, the majority of whom have upgraded from the Galaxy S2.

“Samsung now finds itself in a position where, after two years of relentless growth, it must focus on keeping its existing base of customers loyal if it is to maintain its success.  As it stands, Samsung has the second highest loyalty rate in Britain (59%), but this falls well short of Apple (79%).  With the competition dramatically upping their game in terms of build quality and content innovation, Samsung will have to work hard to convince its 8.8 million customers to stick with the brand.”