Android And Windows Make UK Smartphone Gains As iOS Share Falls

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Android extends dominance across UK and Europe but Microsoft receives encouraging news ahead of Windows 10 mobile launch

Apple’s share of the UK smartphone market decreased over the past 12 months as Android extended its control of the sector.

Data from Kantar Worldpanel ComTech suggests iOS’ share over the three months leading up to December 2015 fell to 38.6 percent – a year-on-year decline of 3.1 percentage points.

Android came out on top enlarged its share by 1.8 percent to 51.9 percent, but there was also some surprisingly good news for Microsoft, as Windows Phone grew by 1.8 points to claim 9.2 percent.

Windows 10 Mobile is expected to be released later this year following another delay.

Smartphone OS Battle

iOS 9 NotesAcross Europe’s largest five markets – Germany, France, Italy and Spain and the UK – Android penetration reach 71 percent.

The figure was even more encouraging for Google in individual countries, as market share in Germany reached 72.6 percent, France 69.9 percent, the UK 51.9 percent, Spain 86.3 percent, Italy 76.9 percent, as well as in the US, where it achieved 59.1 percent.

In China, however, Apple performed more strongly, as iOS added 5.6 percent points year-on-year to take 27.1 percent of sales, with Kantar estimating that Apple accounted for the top three models sold in China in the time monitored.

Android lost the same amount to take a share of 71.4 percent.

“In Europe’s big five markets, iOS share grew considerably quarter-over-quarter, but sales were not enough to show year-over-year growth,” said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe.

“Once again, Android share was boosted by a strong performance in the more price-conscious markets of Spain and Italy. Android also recorded year-over-year growth in Great Britain for the first time in the course of 2015 as Samsung, LG and Huawei all grew share.”

What do you remember about the smartphones of 2015? Try our quiz!

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Author: Mike Moore
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