Apple claws back share of British smartphone market


Windows Phone also sees significant boost in UK operating system share

Apple’s iOS has increased its share of the British smartphone market to 30.5 per cent, representing a leap of 5.2 per cent compared to last year, according to figures released today (July 29).

Despite the resurgence of iOS, the latest OS barometer figures from researcher Kantar Worldpanel ComTech for the three months to June 2013 shows that Android dominates the UK market with a 56.2 per cent share, although it has fallen by 1 per cent compared to last year.

Kantar Worldpanel ComTech global consumer insight director Dominic Sunnebo (pictured) said: “Although the flagship iPhone 5 was widely credited with boosting Apple’s global results last week, much of the market share growth for iOS in Britain is thanks to the competitively priced iPhone 4 attracting first time smartphone buyers.

“More than a third of iPhone 4’s sold were to consumers who have never owned a smartphone before, compared with just one in 10 new customers buying the iPhone 5.”

Windows Phone also gained ground in the OS stakes, increasing its share by 4.1 per cent to 8.6 per cent. BlackBerry was the major loser in the OS share sales, with a 10.8 per cent share last year tumbling to just 4.1 per cent this year.

Sunnebo added: “While flagship Windows handsets such as the Nokia 925 and HTC 8X grab the headlines, it is the low and mid-range models, such as the Nokia Lumia 520 and 620, which are quietly driving its momentum. It is vital for Windows to be seen as a mainstream alternative to Android and iOS rather than a niche platform.”

Kantar Worldpanel ComTech’s smartphone OS market share data provides the media and businesses with access to the most up to date sales market share figures for the major smartphone OS.