Android finished 2013 with two thirds of European market


Google OS ended the year with sales share of 68.6 per cent of the five major European markets and 54.9 per cent in the UK – up half a percentage point year-on-year

Android finished 2013 by accounting for more than two thirds (68.6 per cent)of the European mobile market, consisting of the UK, Germany, France, Italy and Spain.

This is according to the latest OS sales share figures from Kantar Worldpanel ComTech for the three months ending December.

The figure was a rise of 5.7 per cent from the same period in 2012 but down by half a percentage point from the three months ending November.

Apple iOS maintained its position behind Android in Europe but saw its share fall 5.2 per cent year-on-year to end 2013 with 18.5 per cent.

Sales share for Windows Phone doubled from 12 months prior to 10.3 per cent but remained flat for the past three months.

In the UK, Android accounted for just over half of the market with a share of 54.9 per cent – up half a percentage point from a year ago but down 0.8 per cent from the three months to November.

As in Europe, iOS maintained second position but saw its share fall 2.5 per cent from the same period in 2012 and 0.7 per cent from the previous three months to 29.9 per cent.

Windows Phone continued to see its sales share grow, almost doubling it over the year to 11.3 per cent, which was also up by half a percentage point from the prior period.

Despite seeing its sales share half 12 months, BlackBerry’s share increased 0.8 per cent from the three months to November, standing at 3.2 at the end of last year.

Smartphone penetration in the UK remained static at 69 per cent, with 85 per cent of devices sold being smartphones – down a percentage point from the previous period.

Kantar Worldpanel ComTech strategic insight director Dominic Sunnebo said: “Android finished 2013 strongly, showing year-on-year share growth across 12 major global markets including Europe, USA, Latin America, China and Japan. Apple has lost share in most countries compared with this time last year, but importantly it has held strong shares in key markets including 43.9 per cent in USA, 29.9 per cent in Great Britain and 19.0 per cent in China.

“Windows Phone has now held double digit share across Europe for three consecutive months. Unfortunately for Nokia the European smartphone market is only growing at the per cent year on year so success in this market has not been enough to turn around its fortunes – reflected in its recent disappointing results.  Its performance also deteriorated toward the end of 2013 in the important growth markets of China, USA and Latin America.”