Sunday 25 February 2018

Motorola 'back in the game' with Moto G success

Motorola Moto G
Motorola Moto G

Sophie Curtis

Motorola's low-cost Android smartphone, the Moto G, has propelled its market share to six per cent in the UK

Motorola's share of the British smartphone market has climbed from almost nothing to 6pc in the last six months, thanks to the popularity of its £135 Moto G handset.

According to the latest smartphone sales data from Kantar Worldpanel ComTech, the Moto G has attracted a very specific consumer profile in Great Britain.

Almost half of owners are aged between 16pc and 24pc, 83pc are male and generally they come from lower income groups, with 40pc earning under £20,000.

“Motorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6pc of British sales," said Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTec.

"It highlights the speed at which a quality budget phone can disrupt a market. The same pattern can be seen in France with Wiko, which has 8.3pc share, and Xiaomi in China with 18.5pc.”

Sunnebo added that consumers are far more tech savvy than they were just a few years ago, and the commoditisation of smartphones means that they increasingly rely on online reviews and handset cost to drive their decision making.

"Some 40pc of British consumers are heavily influenced by internet reviews when deciding which mobile to buy and 48 per cent of Moto G sales were made online," he said. "With virtually no existing customers to sell to in Britain, the Moto G has stolen significant numbers of low-mid end customers from Samsung and Nokia Lumia.”

Motorola's success has helped Android remain the top mobile operating system in Europe, with a 68.9pc share of the market. Apple holds second position with a 19pc share and Windows is third with 9.7pc

Smartphone penetration in Britain stood at 70pc in February, with 86pc of devices sold in the past three months being smartphones.

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