Wednesday, 03 June 2015 21:41

Android records gains and losses in smartphone OS market Featured


Android is gaining marketshare in the smartphone operating system market in the United States, but continues to struggle to make headway in the ‘big five’ European markets of Great Britain, Germany, Italy, France and Spain.

In the three months to the end of April, Android picked up market gains in the U.S. of 62.4%, but dropped by 2.3% across Europe compared to last year when it actually recorded a sharp rise of 2.2%.

The latest smartphone sales data from Kantar Worldpanel ComTech, shows that in the U.S., Android reached the market share of 62.4%, which was a 2.9% point gain over the three months ending in April 2014.

On the U.S. market, Carolina Milanesi, chief of research at Kantar says that Samsung’s share (with its Android smarthones) grew, “working toward closing the gap on Apple as the Galaxy S5 and Galaxy Note 4 remained among the top five best-selling models, ranking number two and five respectively.”

“We will have to wait to get data for May, the first full month of availability, to see the definitive impact of the Galaxy S6 and S6 Edge. However, very preliminary data suggests wider popularity for the Galaxy S6, with camera quality, clarity and resolution of screen as key purchase drivers.”

“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 fueling the growth.”

Android’s share declined by 2.3% points compared to last year, as iOS share rose by 2.2% points, says Dominic Sunnebo, business unit director at Kantar.

“In Great Britain, Android share dropped by 4.9% points, with the number of first time smartphone buyers continuing to decline to 15.1% from 21.8% 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.”

In urban China, Kantar reports that Apple retained its leadership as a smartphone vendor, as its share reached 24.4%, up from 17.5% for the same period in 2014, while Android held its strong position in the OS market there.

According to Tamsin Timpson, strategic insight director at Kantar, “Android remained the most popular operating system, thanks to local players who now control nine of the top ten positions in vendor share, with Xiaomi and Huawei battling for the top spot within this OS.”


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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