Windows Phone share up as BlackBerry slump continues


Kantar Worldpanel ComTech sales figures show share has hit an all-time high in the five major European markets, while BlackBerry’s share declines

Windows Phone market share has reached an all time high of 8.2 per cent across the five key European markets UK, Germany, France, Italy and Spain.

According to figures for the three months ending July, one in ten people in Britain, France and Germany are now buying a Windows Phone device.

This is credited to the number of lower priced handsets available through Nokia, such as the Lumia 520 priced at around £80.

In the UK, Windows Phone share has more than doubled to 9.2 per cent from the same three month period a year ago.

The figures also revealed 42 per cent of Windows Phone sale have come from existing feature phone users, suggesting those buying the devices are first time smartphone users.

However, the growth of Windows Phone isn’t coming from taking share from Apple or Android, with only 27 per cent of Apple and Android users changing their OS when they replace their handset.


In contrast, figures show BlackBerry now accounts for just 2.4 per cent of sales across the five major European markets and 1.2 per cent in the US.

In the UK, its market share continues to fall, nosediving, from 11 per cent last year to around 3.5 per cent today.

Android continues to lead the UK market with a share of 55.2 per cent, but this is down 3.9 per cent from last year. It is followed by Apple, which has seen its share rise 7.8 per cent to 31.1 per cent.

Smartphone penetration in the US now stands at 66 per cent, with 85 per cent of devices sold in the past three months being smartphones.

Kantar Worldpanel ComTech strategic insight director Dominic Sunnebo said: “Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there is a third operating system emerging as a real adversary.  Windows Phone, driven largely by lower priced Nokia smartphones such as the Lumia 520, now represents around one in 10 smartphone sales in Britain, France, Germany and Mexico.

“Windows Phone’s success has been in convincing first time smartphone buyers to choose one of its devices with 42 per cent of sales over the past year coming from existing feature phone owners.  This is a much higher proportion than Android and iOS.  The Lumia 520 is hitting a sweet spot, offering the price and quality that new smartphone buyers are looking for.

“Apple and Android must focus on a balance between retaining existing customers and attracting feature phone owners to trade up if they want to continue their success over the next year.”