The Latest Kantar Worldpanel ComTech reports of Smartphone Sales Share by OS ...
... for the 3 month period ending February 2013 in Seven markets (US, Great Britain, Germany, Italy, Australia, Urban China, Mexico:
kantarworldpanel.com
Kantar also reported metrics for Smartphone Sales by OS for the 3 month period ending February 2013 for the total US market as well as Network % Share of Smartphone Sales for the 4 major US networks, AT&T Mobility's Sales Share by Smartphone OS, and Verizon Wireless's Sales Share by Smartphone OS:
kantarworldpanel.com
OS Share in Seven Global Markets
>> Google branding helps LG back into the smartphone market
Kantar Worldpanel ComTech
April 1, 2013
tinyurl.com
The latest smartphone sales data from Kantar Worldpanel ComTech shows LG coming back to life in Great Britain with its share hitting 4.3% in the three months to February 2013*, almost solely driven by the Google branded Nexus 4.
Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech, explains: “Over the past few months, there have been signs of a more competitive manufacturer dynamic. LG’s share of the market has grown by +4% year on year and HTC’s share (9.1%) is beginning to edge up again – its refreshed HTC One X+ and HTC 8S are selling well, confirming its position as the third largest smartphone manufacturer in Great Britain.”
Nokia has also seen share gains over the year and holds 5.6% of the market – this is now being driven by its Windows 8 devices appealing to consumers, rather than sales of older Windows 7 models on promotion, which is good news for margins. However, Samsung remains the top smartphone brand in Great Britain with 36.2% and Apple in second position with 29.0% share of sales in the three months to February.
Sunnebo continues: “The launch of the BlackBerry Z10 has not resulted in an immediate turn around for the Canadian company in Great Britain. Although the new model received great reviews, it’s going to take time for BlackBerry to see share gains. Consumers just don’t have the same levels of pent up demand for the handset as they did for the iPhone 5.
“Over the past few years it has been BlackBerry’s budget devices, like the Curve 8520 and 9320, which have been selling well and these attract a young, price sensitive consumer. The Z10 is a high-end handset with a price to match, so going after its existing base of consumers will require a significant trade up. The handset is likely to start selling in more serious numbers once the launch price falls, and BlackBerry 10 in general, when the range is padded out with a number of wallet-friendly mid-range offerings.”
Android continues to hold the number one OS spot in Great Britain with 58.3% in the latest period*, up from 48.3% a year ago. iOS also edges up to 29% share. Windows Phone progress continues, with its smartphone sales share hitting 6.7% in Great Britain, up from 3% the previous year.
In the latest period, smartphone penetration reached 63% in Great Britain, with smartphones making up 83% of mobile sales.
Round the World
Strong sales of the iPhone 5 in tier one Chinese cities Beijing, Shanghai and Chongqing have helped Apple perform strongly in the world’s largest smartphone market with 25.8% share of the urban Chinese market. Samsung remains the top manufacturer in urban China holding 28.2% share of the market with Lenovo in third position (9.3%).
In the US the smartphone market remains dominated by iOS and Android, with a combined share of 94.7%, but Windows Phone has finally broken through the 4% share mark driven by the flagship Nokia Lumia 920. ###
The United States
>> Android, Sprint and Samsung Increased Share In Early 2013
Kantar Worldpanel ComTech
New York
April 1, 2013
Android continued to increase its share of smartphones sold over the last year for the 3 month period ending February 2013, while Sprint and Samsung also saw increases, according to data released today by Kantar Worldpanel ComTech.
With more than half (51.2%) of smartphone sales, Android realized 5.8% growth compared to the same period last year. iOS remains in second place with 43.5% of smartphone sales, down for a consecutive period, by 3.5% versus last year. Windows continued to make gains, up to 4.1% of smartphone sales.
The top carrier remained Verizon with 35% of smartphones sold in the 3 months ending February 2013. While AT&T remained in second place, Sprint increased, now representing 15% of smartphones sold (up 2.1% pts).
The data is derived from Kantar Worldpanel ComTech USA’s consumer panel, which is the largest continuous consumer research mobile phone panel of its kind in the world, conducting more than 240,000 interviews per year in the U.S. alone. ComTech tracks mobile phone behavior and the customer journey, including purchasing of phones, mobile phone bills/airtime, and source of purchase and phone usage. This data is exclusively focused on the sales within this 3 month period rather than market share figures. Sales shares exemplify more forward focused trends and should represent the market share for these brands in future.
Kantar Worldpanel ComTech analyst Mary-Ann Parlato states, “Last month we saw that Android’s increases were thanks to a large increase in Samsung sales within Sprint. This month, while the increases for Samsung are less pronounced, we’re still seeing an increase in uptake of the brand, which is now impacting on Sprint’s overall share in smartphone sales.”
It was thanks to Samsung’s price drop at the back end of 2012 that led various smartphone and featurephone users to upgrade to a Samsung device.
“Of those who changed their phone over the last year to a Samsung smartphone, 19% had previously owned a Samsung featurephone, 15% owned a HTC smartphone, 14% owned an LG featurephone, 10% owned a Samsung smartphone and 9% owned a BlackBerry. It’s apparent that Samsung is successful at capturing users from across the competitor set and not just gaining from their own loyalists, (albeit loyalty towards Samsung has also grown).” Parlato continues.
And naturally, it was the figurehead Samsung devices doing well during this period. Of those who purchased a Samsung in the last year, 52% purchased a Galaxy S III, 21% a Galaxy S II and 5% a Galaxy Note II. And compared to purchasers of other brands, Samsung purchasers were more likely to cite “handset cost” and “carrier brand” as key drivers.
So while price drops on Sprint have helped the carrier, as well as Samsung and Android gain further success this 3 month ending period, share growth for other brands was also more pronounced this month. Brands Motorola and Nokia in particular saw very slight increases within smartphone sales. ###
- Eric L. - |
