SOURCE: Kantar Worldpanel ComTech

Kantar Worldpanel ComTech

November 08, 2017 03:00 ET

Kantar Worldpanel: Apple Market Share Firm Prior to iPhone X Release

Xiaomi Enters the Fray in Europe

LONDON, UNITED KINGDOM--(Marketwired - Nov 8, 2017) - The latest smartphone OS data from Kantar Worldpanel ComTech reveals that in the three months ending September 2017, iOS share was flat in Europe, but up in the USA and urban China. Android's stellar performance within Great Britain continued, with its share rising 8.2 percentage points to 63.9% in the latest three-month period.

"Maintaining or growing share in Apple's key regions is impressive, considering that iPhone X was not yet available during the three-month period ending in September 2017," said Dominic Sunnebo, Global Business Unit Director for Kantar Worldpanel ComTech. "iPhone 8 and iPhone 8 Plus sales were below the level of iPhone 7 and iPhone 7 Plus sales from a year earlier. But, since the iPhone 8 is not the flagship, the comparison is somewhat meaningless. Consumers buying lower-priced and previous generation iPhones prior to the iPhone X release will have a small impact on average selling prices, but this should be more than made up for when iPhone X sales begin at starting prices of $999 and £999."

On November 7, Chinese brand Xiaomi announced that it was officially beginning smartphone sales in Spain, the first European country where its phones will be available locally. This announcement brings more disruption to the European smartphone market, and although it marks Xiaomi's initial beachhead in Europe, the company's smartphones have been making their way onto the continent in significant numbers over the last year.

"Across the Big Five EU markets of Germany, France, Great Britain, Italy, and Spain, almost 1.4 million Xiaomi Smartphones were sold," Sunnebo added. "Most of those were sourced from Chinese websites like Gearbest and AliExpress. Fully 63% of these shipments went into Spain, so it is no coincidence that Spain is Xiaomi's market of choice for its European launch."

Xiaomi's existing success in Europe is not just limited to smartphones. Xiaomi was the fifth largest supplier of wearables and activity trackers last year across the EU5, where it sold 1.2 million activity trackers.

Note: The Kantar Worldpanel ComTech dataviz can be embedded into online articles for a visual representation of Kantar Worldpanel ComTech Smartphone OS market share data. Click here to copy the embed code.

       
Smartphone OS Sales Share (%)      
Germany 3 m/e Sep '16 3 m/e Sep '17 % pt. Change   USA 3 m/e Sep '16 3 m/e Sep '17 % pt. Change
 
    Android 81.6 82.8 1.2   Android 63.6 63.9 0.3
    iOS 14.9 15.6 0.7   iOS 34.2 34.9 0.7
    Windows 3.3 1.1 -2.2   Windows 1.9 0.8 -1.1
    Other 0.3 0.5 0.2   Other 0.2 0.4 0.2
  GB 3 m/e Sep '16 3 m/e Sep '17 % pt. Change   China 3 m/e Sep '16 3 m/e Sep '17 % pt. Change
 
    Android 55.7 63.9 8.2   Android 85.5 82.2 -3.3
    iOS 40.6 34.8 -5.8   iOS 14 17.3 3.3
    Windows 3.6 1 -2.6   Windows 0 0.2 0.2
    Other 0.1 0.3 0.2   Other 0.4 0.3 -0.1
  France 3 m/e Sep '16 3 m/e Sep '17 % pt. Change   Australia 3 m/e Sep '16 3 m/e Sep '17 % pt. Change
 
    Android 74.5 79.1 4.6   Android 58.2 64.9 6.7
    iOS 19.7 20 0.3   iOS 37.1 34.5 -2.6
    Windows 5.2 0.9 -4.3   Windows 2.3 0.5 -1.8
    Other 0.6 0 -0.6   Other 2.4 0.1 -2.3
  Italy 3 m/e Sep '16 3 m/e Sep '17 % pt. Change   Japan 3 m/e Sep '16 3 m/e Sep '17 % pt. Change
 
    Android 82.3 84.6 2.3   Android 61.7 66.5 4.8
    iOS 12.7 13.4 0.7   iOS 37.4 33 -4.4
    Windows 4.8 1.8 -3   Windows 0.5 0.1 -0.4
    Other 0.2 0.1 -0.1   Other 0.3 0.4 0.1
  Spain 3 m/e Sep '16 3 m/e Sep '17 % pt. Change   EU5 3 m/e Sep '16 3 m/e Sep '17 % pt. Change
 
    Android 93 88.5 -4.5   Android 77.1 80 2.9
    iOS 6.3 11.2 4.9   iOS 18.8 18.7 -0.1
    Windows 0.7 0.3 -0.4   Windows 3.8 1.1 -2.7
    Other 0 0 0   Other 0.3 0.2 -0.1
                       

About Kantar Worldpanel ComTech's Smartphone OS Market Share Data

Kantar Worldpanel ComTech's smartphone OS market share data provides the media and businesses with access to the most up-to-date sales and market share figures for the major smartphone operating systems.

This information is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behavior -- including phone purchases, bills/airtime, source of purchase, and usage. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

About Kantar Worldpanel
Kantar Worldpanel is the global expert in shoppers' behaviour.

Through continuous monitoring, advanced analytics, and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts, and government organisations globally.

With over 60 years' experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications, and entertainment, among many others.

For further information, please visit us at www.kantarworldpanel.com.
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About Kantar

Kantar is one of the world's leading data, insight, and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP, and its services are used by over half of the Fortune Top 500 companies.

For further information, please visit us at www.kantar.com
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