One in ten smartphone sales is now a Windows Phone, says Kantar

Windows Phone now makes up one in ten smartphone sales across the five major European markets and has seen strong growth in Britain, according to research from Kantar Worldpanel ComTech.

Microsoft Windows Phone: switch by CP&B
Microsoft Windows Phone: switch by CP&B

Research for the three months to September 2013 shows Windows Phone accounts for 11.4% after growing by 7.2 percentage points year-on-year.

However, Android still remains the number one operating system with 58.4% of the marketing, while BlackBerry’s share has dropped by 5.4 percentage points to 3.1%.

Apple’s iOS dipped by 1.0 percentage point to 27.0%, but Kantar predicts its market share will increase at Christmas.

GB 3 m/e Sep 2012 3 m/e Sep 2013 % pt. Change
Android 58.6 58.4 -0.2
BlackBerry 8.5 3.1 -5.4
iOS 28 27 -1
Windows 4.2 11.4 7.2
Other 0.7 0.2 -0.5

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

Kantar’s research shows that the growth of the Windows Phone operating system is being driven almost entirely by Nokia sales.

News comes after Nokia agreed to sell its phone division to Microsoft for £4.6bn after losing its once-dominant position in the mobile industry, when it was forced to abandon its failing Symbian operating system in favour of Windows Phone.

Sunnebo said: "Nokia dominated in Latin America for many years, and while its popularity declined with the fortunes of Symbian, it now has an opportunity to regain the top spot. 

"The majority of consumers in Latin America still own a Nokia featurephone and upgrading to an entry level Lumia is a logical next step. Price is the main barrier in developing markets and the budget Lumia 520 opens the door to smartphone ownership for many."


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