Android struggles continue as market share falls


Latest data from Kantar shows market share for the OS has fallen year-on-year in the UK and across Europe’s five biggest markets as a whole

Android’s OS share of the UK market, as well as the five biggest across Europe overall, has continued to fall.

This is according to the latest sales share data from market research firm Kantar Worldpanel ComTech for the three months ending April 31.

In the UK, Android’s share of the market has fallen 4.9 per cent year-on-year to 54.2 per cent, while iOS has seen its share rise 6.3 per cent to 35.8 per cent.

Share of the Windows OS has remained relatively stable over the past 12 months, falling just 0.5 per cent.

Kantar business unit director Dominic Sunnebo said: “In Great Britain, Android share dropped by 4.9 percentage points, with the number of first time smartphone buyers continuing to decline to 15.1 per cent from 21.8 per cent in 2014 – and growth is coming from replacement sales, where both OS and brand loyalty play a big role.

“Within the Android ecosystem, no one is in a better position than Samsung, when it comes to loyalty.”

Across Europe’s five biggest markets, which Kantar classes as the UK, Germany, France, Italy and Spain, Android remained the leading OS but its share did drop 2.3 per cent year-on-year to 70.5 per cent.

Share of iOS rose 2.2 per cent from the same period in 2014 while Windows Phone was also up, rising 0.7 per cent.

In the US however, Android’s share of the smartphone market grew 2.9 per cent year-on-year to 62.4 per cent, while iOS sales share fell 2.1 per cent to 33.2 per cent. Sales share for Windows Phone remained stable at 3.8 per cent.

Kantar chief of research Carolina Milanesi added: “Samsung’s new flagship products became available in April, and while sell-in numbers were already positively impacted in the first quarter, being available in stores for less than a month was not enough to make a significant difference in the sell-through volume.

“Samsung’s share of the smartphone market grew in the US, France, Germany and Italy, but we are not in a position to say that the new models have been the ones fuelling growth.


  1. I guess as Android, and versions of Android are dispersed amongst different devices, so it can be diluted with CynogenMod, Silfish, Tizen, Firefox, Ubuntu etc., whereas iOS is always on an iPhone…