LONDON, UNITED KINGDOM--(Marketwired - Aug 5, 2015) - The latest smartphone sales data from Kantar Worldpanel ComTech for the second quarter of 2015 show Apple iOS returning to growth across Europe's five largest countries -- Great Britain, Germany, France, Italy, and Spain -- while its share dropped in the U.S.
"Apple iOS returned to growth across all of Europe's 'big five' markets, as it recorded its first year-on-year gain in France since February 2015," reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. "In the U.S., as we forecasted last month, Android's growth continued in the quarter ending June 30, with both Samsung and LG increasing their share sequentially. Forty-three percent of all Android buyers mentioned a 'good deal on the price of the phone' as the main purchase driver for their new device."
"In Europe, Android's performance was mixed, posting its strongest year-on-year share drop in Germany since the beginning of 2015," said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe. "The size of the screen was the main purchase driver for Android buyers across all of Europe's big five countries. Although screen size has grown in importance as a purchase driver since the launch of the iPhone 6 and 6 Plus, iOS buyers are generally driven by a wider list of factors, such as phone reliability and durability, as well as the quality of the materials."
"While the Android ecosystem in Europe and China continues to offer several brands to choose from, Android in the U.S. is undergoing its strongest consolidation yet, with Samsung and LG now accounting for 78% of all Android sales," Milanesi added. "LG is the success story of the quarter. Not only did it double its share of the U.S. smartphone market again, but it was also able, for the first time, to acquire more first-time smartphone buyers than Samsung."
For a longer version of this report and more statistics, please visit: http://www.kantarworldpanel.com/global/News/Apple_iOS_Returns_to_Growth_in_All_Europe_Big_Five_Markets
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Kantar Worldpanel is the world leader in consumer knowledge and insights, based on continuous consumer panels. Kantar Worldpanel's expertise about what people buy or use -- and why -- is recognized by brand owners, retailers, market analysts, and government organizations globally.
For additional information, visit: www.kantarworldpanel.com.
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