Thursday, 16 March 2017 09:56

Android, iOS rampant as Windows phone sinks: Kantar Featured


The world is being split into two camps, one that uses iOS and the other Android, according to the latest Monthly Mobile Operating System Barometer report from Kantar Worldpanel ComTech.

The report showed that iOS had made strides across most regions being tracked by Kantar, apart from Japan, Spain and urban China.

Android, meanwhile, continued to march on in all regions but the US.

"Gone are the days when a BlackBerry OS, Symbian, or Windows Mobile could make a significant impact," the report said.

"It is clear that there will only be two smartphone ecosystems moving forward – iOS and Android. To succeed, phone manufacturers will have to play by those rulebooks."

The report showed that Windows mobiles were slowly disappearing from many markets. In Germany, marketshare fell from 5.9% for the three months ending January 2016 to 2.9% in the corresponding period a year later; in the US, the marketshare halved from 2.6% to 1.3% and in the UK the fall was even bigger, going from 8.6% to 1.9%.

In China, Windows mobiles went from an already minuscule 0.9% to 0.1%, in France they dropped from 7.8% to 2.8%, in Australia from 5.4% to 1%, in Italy from 7.2% to 4.4%, and in Spain from 0.8% to 0.4%.

kantar j17e

In the five top EU markets of Great Britain, Germany, France, Italy, and Spain collectively, the drop was from 6.4% to 2.7%.

Only Japan bucked the trend for Windows mobiles, rising from 0.5% to 1.0%.

Kantar said in the US, overall Android marketshare for the three months ending in January 2017 was 56.4% of sales, a drop of 1.8% from the corresponding period a year ago.

iPhone sales rose to 42%, an increase of 2.9%.

In Asia, Android showed overwhelming dominance, accounting for 83.2% of the smartphones sold, a rise of 9.3%. Huawei (26.6%) was the top vendor, followed by Apple (16.6%) and Xiaomi (14.5%). The iPhone was the best-seller in urban China, but both Apple and Xiaomi continued to come under pressure from Oppo and Vivo.

"Xiaomi skipped the Mobile World Congress this year since they had no new devices to launch," said Tamsin Timpson, strategic insights director at Kantar Worldpanel ComTech Asia.

"Just as they did last year, Oppo made their presence felt at the show by debuting new hardware in the form of their 5x Dual Camera Zoom system rather than introducing a new device. Oppo, which sponsors Futbol Club Barcelona, have their sights set on growth beyond China."

Kantar said in the top five European markets, Android enjoyed 74.3% of sales. iOS held 22.7%, with the iPhone 7 being the top-selling device in the UK, France and Germany.

It anticipated that the two new Nokia Android smartphones — the Nokia 3 and 5 — could do well in western Europe as loyalty to the brand was historically high.

"HMD Global’s focus on revitalising the Nokia name seems concentrated on quality for cost. Its three new Android phones are priced at €229 or less, with Android Nougat, Google Assistant, aluminium construction, and otherwise solid mid-range specs," said Dominic Sunnebo, business unit director for Kantar Worldpanel ComTech Europe.

"While these models are not expected to rival the Apple iPhone 7 or the upcoming Samsung Galaxy S8, they do compete with other mid-range devices like the Huawei P8 and P9 Lite. Both of those Huawei models are strong sellers in price-conscious markets like Italy and Spain. This situation may present a new challenge for Huawei, as it pushes further into the premium end of the market with the debut of the P10."

Read 2569 times

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here


The past year has seen a meteoric rise in ransomware incidents worldwide.

Over the past 12 months, SonicWall Capture Labs threat researchers have diligently tracked the meteoric rise in cyberattacks, as well as trends and activity across all threat vectors, including:

Encrypted threats
IoT malware
Zero-day attacks and more

These exclusive findings are now available via the 2022 SonicWall Cyber Threat Report, which ensures SMBs, government agencies, enterprises and other organizations have the actionable threat intelligence needed to combat the rising tide of cybercrime.

Click the button below to get the report.



It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site and prominent Newsletter promotion and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinars and campaigns and assistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.


Sam Varghese

Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

Share News tips for the iTWire Journalists? Your tip will be anonymous




Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News