Android continues to lose market share across Europe

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Share for Google OS falls across the continent’s five biggest markets, with a similar trend occurring in the UK

The Android operating system has continued to lose market share across Europe’s five largest markets.

This is according to the latest smartphone sales data from Kantar Worldpanel ComTech for the three months ending July 31, which classifies the UK, Germany, France, Italy and Spain as the continent’s biggest markets.

Android’s share in Europe fell 4.1 per cent year-on-year to 71 per cent. In contrast, iOS and Windows’ share increased 2.5 per cent and 2.4 per cent to 17 per cent and 11.1 per cent respectively.

A similar trend occurred in the UK, with Android’s share dropping 3.7 per cent to 54.4 per cent. iOS share was up 3.7 per cent to 32.7 per cent, while Windows share stood at 12 per cent – up marginally from a percentage point from last year.

Kantar business unit director Dominic Sunnebo said: “The maturity of the European market is evident when looking at the declining number of first time smartphone buyers – in the 3 months ending July 2015, only 25% of smartphones sold went to first-time buyers versus 29% for the same period in 2014.

“This type of market maturity increases the impact of churn on overall performance as we have seen with Android this time around – 27% of smartphone buyers across Europe left Android for iOS versus 9% in the US.”

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