Kantar Reveal Windows Phone Accounts for 1 in 10 Smartphone Sales in Euro5



Kantar World Panel have released their latest figures for the three months up to the end of September, and they reveal continued growth for Windows Phone in markets such as the USA, Australia and Euro5 (total numbers from Italy, Britain, Germany, France and Spain) against the same three months last year.

KWP’s report reveals the following:

“Windows Phone now makes up one in 10 smartphone sales across the five major European markets*, has overtaken iOS in Italy, and is gaining momentum in emerging markets. Android remains the dominant operating system across Europe with 71.9%, an increase of 4.2 percentage points compared with the same period last year.”

They go on to identify Nokia as the key factor in Windows Phone’s momentum:

Windows Phone, driven almost entirely by Nokia sales, continues to make rapid progress in Europe and has also shown signs of growth in emerging markets such as Latin America.

Looking at the figures against last year we see that Britain has made the largest gains, increasing from 4.2% to 11.4% (up 7.2 per cent points) and up 6 points in Germany from 2.5% to 8.5%. Windows Phone’s highest share is in Italy where it holds a 13.7% share of sales and as mentioned by KWP in their report, this is now above iOS. The USA see’s an increase, up 1.9 points to 4.6%. Of the markets looked at by Kantar only China saw a drop in market share compared to 2012, down from 4.5% to 2.5%

One area I like to look at, is how these numbers compare to last month. Here we see that Spain grew from 2.2% in the three months up to the end of August, to 3.7%. Italy’s 13.7% is up 4.2 points in just one month from August’s 9.5%. Australia also saw a pretty healthy increase from 6.5& to 9.3%. There were small increases in France (up 0.1 point) China (up 0.4 points) and Euro5 (up 0.6 points). Germany (down 0.3 points) and Britain (down 0.6 points) saw small drops compared to last month.

Source Kantar World Panel