Here are all the headlines from Kantar Worldpanel Comtech's latest OS stats:
- Android returned to growth in Europe’s big five markets after a decline that began in October 2014.
- iOS registered a small decline in the EU5 for the three months ending in October 2015, primarily driven by a deceleration of growth in Great Britain and Germany. Sales of the iPhone 6s and 6s Plus already represented close to a third of iOS sales in Europe’s big five markets.
- Urban China remained Apple’s stronghold urban China - sales of the iPhone 6s accelerated in October, placing it in a tie with the iPhone 6 Plus as the second best-selling smartphone there
- In the US, Apple registered a 33.6% share of the U.S. smartphone market, up quarter-over-quarter.
- The iPhone 6s represented 24.4% of US iPhone sales in the three months ending in October 2015 Now, here are the details: The latest smartphone sales data from Kantar Worldpanel ComTech for the three months ending in October 2015 shows Android returning to growth in Europe’s big five markets (“EU5”), after a decline that began in October 2014.
Meanwhile, iOS registered a small decline in the EU5 for the three months ending in October 2015, the first such decline since the three-month period ending in August 2014. Europe’s big five markets (“EU5”) include Great Britain, Germany, France, Italy, and Spain.
“In Europe’s big five markets, thanks to a strong performance in Italy, Spain, and France, Android showed year-over-year growth, but that OS success did not produce a clear vendor win, as different names showed strength in different countries: Huawei in Italy and Spain, and Samsung in France,” reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech.
“The decline in iOS was marginal, and primarily driven by a deceleration of growth in Great Britain and Germany. Sales of the iPhone 6s and 6s Plus already represented close to a third of iOS sales in Europe’s big five markets.” “In Great Britain, Android’s decline considerably decelerated in the three months ending in October 2015, thanks to stronger performance by Samsung and LG,” said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe.
“iOS grew share both year-over-year and quarter-over–quarter, although at a more modest pace than in previous quarters.” “With 33.6% of the U.S. smartphone market, Apple’s share remained down year-over-year, but up quarter-over-quarter, as iPhone 6s became the third best-selling smartphone,“ Milanesi added.
“Samsung retained its leading position in the U.S. smartphone market and, for the first time in 2015, the South Korean brand was able to show year-on-year growth.”
“In urban China, sales of the iPhone 6s accelerated in October, placing it in a tie with the iPhone 6 Plus as the second best-selling smartphone. Urban China remained Apple’s stronghold, as it closed some of the gap with market leader Huawei, growing its share to 22.9% regaining second place,” commented Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia.
“In the Android camp, Huawei now has almost an 8 percentage points advantage over Xiaomi, and Meizu is now in fourth place, with a market share of 11%.” “As the holiday season approaches, it appears smartphone upgrades are on Santa’s list, with 14% of EU5 smartphone owners planning to replace their current device with a new one in the next three months,” Milanesi said.
“Among those consumers, 25% said they prefer Apple, while 38% said they prefer Samsung. Among Apple owners in the EU5 planning to upgrade over the next three months, 79% said they prefer Apple, while 62% of Samsung owners planning to upgrade say they prefer Samsung.”
Carolina Milanesi has also released a blog post entitled ‘Mirror, Mirror on the Wall, Which is the Fairest iPhone of All?’, which hasn’t been posted yet at time of publication, but will be here when it is online.
Meanwhile, seeing as Kantar has supplied it to me, I will publish it!
It's all below, please read on.
The following words are all from Carolina Milanesi, chief of research at Kantar Worldpanel ComTech:
“iPhone 6s drove 24% of all iPhones sold in the US in the 3 months ending October 2015
“Looking at the performance numbers for the latest additions to the Apple iPhone family compared with the 2014 launch would only tell half the story. We are all very familiar with the Apple’s so-called “tick-tock launch cadence” of releasing significant hardware changes every other year.
“When the iPhone 6s and 6s Plus launched in September, we shared with you some data highlighting the opportunity that remained in the market (Apple’s replacement opportunity is far from over), not only for Apple’s new models but also for the 2014 models now available at a lower price point.
“Now that we have a full month of sales figures for the newest additions to the family, the time is right to examine how 2015 performance compared to the previous two launches. With launch windows that were very similar over the past three releases, the comparison when we look at the three months ending in October is a fair one.
“From a share perspective of 33.3% overall, Apple’s performance is well below its 40.8% share in 2013 and 41.5% share in 2014. Yet overall volumes are pretty much identical to what was sold in 2013, while down 25% from 2014’s sales. To put Apple’s performance into perspective, the overall market is about 6% down over 2014 and 22% up over 2013.
“When looking at the specific comparison among the new models, the iPhone 6s and 6s Plus are actually performing reasonably well as a percentage of iOS sales. Specifically, the iPhone 6s represented 24.4% of iPhone sales in the three months ending in October 2015 compared to the 33% of the iPhone 6 in 2014 and 22% of the iPhone 5s in 2013.
“The iPhone 6s Plus represented 10.8% of iPhone overall sales in the three months ending in October 2015, compared to 10% of the iPhone 6 Plus in 2014, and 16% of the iPhone 5c in 2013.
“Buyers of the new iPhone models certainly feel they know enough about them, as 42% of them did not conduct any research before buying the iPhone 6s and 6s Plus. This compares to 37% who did no research before buying the iPhone 6 and 6 Plus in 2014, and 34% for the iPhone 5s and 5c in 2013.
“Finally, when we consider key purchase drivers, things have changed a bit over the years. In 2013, 43% of the Apple’s flagships buyers mentioned LTE as a driver, while that percentage dropped to 29% for iPhone 6s and 6s Plus buyers. The size of the screen remained at the top of the list in 2015 as it did in 2014, but dropped to 52% from 56%.
“While Live Photos are not directly mentioned, they might be driving the high number (42%) of buyers of the iPhone 6s and 6s Plus who mentioned the quality of the camera as a driver. This compares to 36% for the iPhone 6 and 6 Plus in 2014, and 23% for the 5s and 5c in 2013.
“One last point to consider when evaluating the relative success of the newest iPhone models is that sales of models that do not have a full hardware redesign tend to ramp up more gradually. Between September and December 2013, sales of the iPhone 5s as a percentage of all iPhone sales went from 13% in September to 37% in October, 47% in November, and 45% in December.
“The iPhone 6 over the same months in 2014 went from 32% to 48%, to 39%, to 55%. The iPhone 6s represented 25% of iPhone sales in September and 37% in October, pointing to a ramp-up similar to that of the 5s.
“This is a lot of data to digest for a short blog, but the underlying message is clear: the iPhone 6s and 6s Plus have, thus far, delivered solid performances in the US market and attention needs to be paid to the next few months as the sales ramp-up continues,” concludes Carolina Milanesi, chief of research at Kantar Worldpanel ComTech.