Windows Phone sales growth continues across Europe


Operating system now makes up one in ten smartphone sales across the five major European markets, and has also overtaken Apple iOS in Italy

Windows Phone continued its growth in the five major European markets during the three months ending September, more than doubling its sales share to 9.8 per cent from the same period last year.

This is according to the latest smartphone sales data from Kantar Worldpanel ComTech, which is based on research extracted from its global consumer panel.

It shows Windows Phone in third position across Great Britain, Germany, France, Italy and Span combined.

Android increased its share by 4.2 per cent year-on-year to 71.9 per cent, but iOS share fell 2.3 per cent to 14.6 per cent. Windows Phone now makes up one in ten smartphone sales across these markets, and has overtaken iOS in Italy. Its share here was up 2.9 per cent to 13.7 per cent, while iOS share fell four per cent to 10.2 per cent.

Android remains the leading smartphone OS in Great Britain, but its share fell slightly by 0.2 per cent to 58.4 per cent. Apple’s share was down by a percentage point to 27 per cent, although Kantar said it expects this to strengthen at Christmas. Windows Phone saw its share increase by 7.2 per cent to 11.4 per cent.

Smartphone penetration in Great Britain stood at 68 per cent, with 87 per cent of devices sold in the three month period being smartphones.

Kantar Worldpanel ComTech strategic insight director Dominic Sunnebo said: “August is traditionally a quiet month for Apple as consumers wait for the release of the new models, and strong sales of the iPhone 5s and 5c at the end of September did not manage to make up the lull.

“The full impact of the new iPhones will be seen at Christmas when iOS is expected to bounce back strongly in Britain, the US and Australia.”