Windows Phone's market share finally on the rise as Android's lead lessens

European markets backing Microsoft's mobile OS most strongly, but Android remains the dominant global force.

The latest smartphone sales figures have been released from Kantar WorldPanel Comtech, revealing that although Android is still the dominant global force (with iOS not far behind) Windows Phone is finally starting to emerge as a viable third option.

In Europe especially Windows Phone has seen promising growth, posting its highest ever market share of 8.3 per cent across the five major European markets – the UK, Germany, France, Italy and Spain.

Year-on-year this is an increase of 3.3 per cent, although it should be noted that is not much greater than iOS’s growth of 3.1 per cent. In the EU5 Apple’s iOS has 17.9 per cent share, whilst Android remains dominant with 69.1 per cent.

“Windows Phone’s success has been in convincing first time smartphone buyers to choose one of its devices with 42 per cent of sales over the past year coming from existing featurephone owners,” says Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech. “This is a much higher proportion than Android and iOS. The Lumia 520 is hitting a sweet spot, offering the price and quality that new smartphone buyers are looking for.

“Featurephone owners present a huge opportunity, representing more than half of all mobile users globally and this will be the new battleground over the next year. With the iPhone 4 and lower end or older Samsung Galaxy models selling well among first time smartphone owners, there is plenty of competition for these customers.”

Elsewhere in the market Apple is still very much second to Android, though it also has the highest degree of varying market control. In the US it increased its foothold by 7.8 per cent from 2012, taking 43.4 per cent of the market; but in Spain its market share had only a minimal increase, to 6.1 per cent. In both of these countries Android OS was the dominant force, with a 51.1 per cent and 89.9 per cent share respectively.

“Apple and Android must focus on a balance between retaining existing customers and attracting featurephone owners to trade up if they want to continue their success over the next year,” says Sunnebo.

TechCrunch have noted that Kantar’s figures also make for interesting reading as they provide a counterbalance to those published by IDC, Gartner and Strategy Analytics. These three analysts track handset shipments and therefore may overestimate market share. Kantar by comparison interviews representative consumer panels, which they say more accurately reflects what is being bought in shops.

These different methods offer some slight variations in judging the market as a whole. For example, Gartner recently reported that Android took 80 per cent of smartphone sales globally, while Kantar reported a 65 per cent share for Android across its nine markets.  

However, despite these differences the takeaway lessons on the global mobile markets remain the same. Android are top dog; Apple's iOS has a comfortable second place in many markets; and whichever manufacturer manages to attract individuals migrating from feature phones to smartphones will have a distinct advantage in years to come.

PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
Arts and Entertainment
Characters in the new series are based on real people, say its creators, unlike Arya and Clegane the Dog in ‘Game of Thrones’
tv'The Last Kingdom' embraces politics, religion, warfare, courage, love and loyalty, say creators
News
people
Life and Style
tech
News
Justin Bieber performing in Paris earlier this year
people
Arts and Entertainment
Martin Freeman and Lauren O'Neil in Jamie Lloyd's Richard III
theatreReview: The monarch's malign magnetism and diabolic effrontery aren’t felt
Arts and Entertainment
'Molecular Man +1+1+1' by Jonathan Borofsky at Yorkshire Sculpture park
tv
News
Glamour magazine hosts a yoga class with Yogalosophy author Mandy Ingber on June 10, 2013 in New York City.
newsFather Padraig O'Baoill said the exercise was 'unsavoury' in a weekly parish newsletter
Extras
indybest
News
people'She is unstoppable', says Jean Paul Gaultier at Paris show
Sport
Alexis Sanchez and apparently his barber Carlos Moles in Barcelona today
football
Arts and Entertainment
Miley Cyrus has her magic LSD brain stolen in this crazy video produced with The Flaming Lips
video
Arts and Entertainment
In his own words: Oscar Wilde in 1882
theatreNew play by the Oscar Wilde's grandson reveals what the Irish wit said at his trials - and what they reveal about the man
News
people
Arts and Entertainment
Unless films such as Guardians of the Galaxy, pictured, can buck the trend, this summer could be the first in 13 years that not a single Hollywood blockbuster takes $300m
filmWith US films earning record-breaking amounts at the Chinese box office, Hollywood is more than happy to take its lead from its new-found Asian audience
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    Executive Assistant - London - up to £40,000 + bonus

    £33000 - £40000 per annum + bonus + benefits: Ashdown Group: Executive Assista...

    Project Support Assistant - Hampshire - up to 40K

    £25000 - £40000 per annum + 23 days holiday Pension Scheme: Deerfoot IT Resour...

    .Net Developer -London - up to 55K

    £45000 - £55000 per annum + Excellent benefits : Deerfoot IT Resources Limited...

    C# .NET Web Developer (ASP.NET, JavaScript, jQuery, XML, XLST)

    £40000 - £50000 per annum + Benefits + Bonus: Harrington Starr: C# .NET Web De...

    Day In a Page

    The true Gaza back-story that the Israelis aren’t telling this week

    The true Gaza back-story that the Israelis aren’t telling this week

    A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory, says Robert Fisk
    A History of the First World War in 100 Moments: The German people demand an end to the fighting

    A History of the First World War in 100 Moments

    The German people demand an end to the fighting
    New play by Oscar Wilde's grandson reveals what the Irish wit said at his trials

    New play reveals what Oscar Wilde said at trials

    For a century, what Wilde actually said at his trials was a mystery. But the recent discovery of shorthand notes changed that. Now his grandson Merlin Holland has turned them into a play
    Can scientists save the world's sea life from

    Can scientists save our sea life?

    By the end of the century, the only living things left in our oceans could be plankton and jellyfish. Alex Renton meets the scientists who are trying to turn the tide
    Richard III, Trafalgar Studios, review: Martin Freeman gives highly intelligent performance

    Richard III review

    Martin Freeman’s psychotic monarch is big on mockery but wanting in malice
    Hollywood targets Asian audiences as US films enjoy record-breaking run at Chinese box office

    Hollywood targets Asian audiences

    The world's second biggest movie market is fast becoming the Hollywood studios' most crucial
    Grindr founder Joel Simkhai: 'I've found love on my dating app - and my mum keeps trying to hook me up!'

    Grindr founder Joel Simkhai: 'I've found love on my dating app'

    Five years on from its launch and Grindr is the world's most popular dating app for gay men. Its founder Joel Simkhai answers his critics, describes his isolation as a child
    Autocorrect has its uses but it can go rogue with embarrassing results - so is it time to ditch it?

    Is it time to ditch autocorrect?

    Matthew J X Malady persuaded friends to message manually instead, but failed to factor in fat fingers and drunk texting
    10 best girls' summer dresses

    Frock chick: 10 best girls' summer dresses

    Get them ready for the holidays with these cool and pretty options 
    Westminster’s dark secret: Adultery, homosexuality, sadomasochism and abuse of children were all seemingly lumped together

    Westminster’s dark secret

    Adultery, homosexuality, sadomasochism and abuse of children were all seemingly lumped together
    A History of the First World War in 100 Moments: Dulce et decorum est - a life cut short for a poet whose work achieved immortality

    A History of the First World War in 100 Moments

    Dulce et decorum est: a life cut short for a poet whose work achieved immortality
    Google tells popular music website to censor album cover art in 'sexually explicit content' ban

    Naked censorship?

    The strange case of Google, the music website and the nudity take-down requests
    Howzat! 8 best cricket bats

    Howzat! 8 best cricket bats

    As England take on India at Trent Bridge, here is our pick of the high-performing bats to help you up your run-count this summer 
    Brazil vs Germany World Cup 2014 comment: David Luiz falls from leader figure to symbol of national humiliation

    David Luiz falls from leader figure to symbol of national humiliation

    Captain appears to give up as shocking 7-1 World Cup semi-final defeat threatens ramifications in Brazil