Windows Phone GB sales share hits double digits for first time

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Operating system’s share almost triples to 12.8 per cent, with growth exceeding that currently experienced by Android across the five major European markets

Windows Phone has posted double digit sales share for the first time in Great Britain, whilst also achieving the same milestone in France.

According to the latest sales data from Kantar Worldpanel ComTech for the three months until August 31, share in GB hit 12.8 per cent, up from 4.56 per cent a year ago.

The operating system also achieved double digit share in France with 10.8 per cent, more than double the figure posted in the same period in 2012.

Windows Phone also posted its highest ever sales share of 9.2 per cent across the five major European markets – GB, France, Germany, Italy and Spain – and is now 0.7 per cent behind Apple iOS in Germany with 8.8 per cent, which is up by five per cent from a year ago.

Android remains the top operating system in GB and across Europe with share of 56.3 per cent and 70.1 per cent respectively, but Kantar said its dominant position is being threatened as growth trails behind both Windows Phone and iOS.

In GB, Android’s share was down 6.4 per cent compared to a year ago but iOS share increased 6.1 per cent to 27.5 per cent.

Smartphone penetration in GB stood at 67 per cent at the end of August, with 85 per cent of devices sold in the three month period being smartphones.

In terms of brand share across the five major European markets, Samsung continued to lead the way with 47.1 per cent, but this has fallen from 49 per cent, while Apple’s share rose two per cent to 16.1 per cent.

Sony’s share increased by 0.7 per cent to 8.2 per cent, with Nokia also seeing an increase of just less than a percentage point to 7.8 per cent.

LG more than doubled its share to 6.1 per cent but HTC and BlackBerry both experienced declines. HTC’s share stood at 6.3 per cent, down from nine per cent, while BlackBerry’s share more than halved to 2.4 per cent.

Kantar strategic insight director Dominic Sunnebo said: “After years of increasing market share, Android has now reached a point where significant growth in developed markets is becoming harder to find.

“Android’s growth has been spearheaded by Samsung, but the manufacturer is now seeing its share of sales across the major European economies dip year on year as a sustained comeback from Sony, Nokia and LG begins to broaden the competitive landscape.

“Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets.  These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone.”

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