Business Technology

Wednesday 24 January 2018

Nearly half of smartphones sold in Europe are Samsung

Samsung unveiled its latest Galaxy S4 smartphones during a ceremony in Seoul (AP)
Samsung unveiled its latest Galaxy S4 smartphones during a ceremony in Seoul (AP)

Olivia Goldhill

Samsung's growth has helped boost Android to more than 70pc of market share, nearly nine percent higher than last year.

 The popularity of Samsung phones in Europe has helped increase the Android market share.

Android's 70.4pc share of the European market is far higher than than Apple iOS' 17.8pc share and the 6.8pc share for Windows, according to the latest OS barometer figures from Kantar Worldpanel ComTech.

The popularity of Samsung phones, which use Google's Android software and make up nearly half of all smartphones sold in Europe, is helping toincrease the Android market share.

Google's software also leads the market in the US with a 52pc share but has barely grown in the past year, while iOS now has 41.9pc of the market and is growing faster. Windows, which has 4.6pc of the US market share, also grew faster than Android at 0.9pc compared to Android's 0.1pc.

Paul Moore, global director at Kantar Worldpanel ComTech, said: “Across Europe, Android growth remains strong. However, in the US Apple’s expanded distribution agreement with T-Mobile is helping the iPhone keep Android growth at bay.

"T-Mobile is the smallest of the big four US carriers but it does have the capacity to give iOS a boost, particularly as 28pc of its customers plan to buy an iPhone when they next upgrade.”

Google is currently facing an investigation from Brussels antitrust watchdog over claims that Android was preventing competition in mobile.

Mr Moore said Samsung must face a challenge from a resurgent Sony to maintain its strong market share.

He said: “The flagship Xperia Z has driven Sony’s growth in Britain by successfully appealing to Samsung customers. Some 38pc of Xperia’s users are ex-Samsung owners, the majority of whom have upgraded from the Galaxy S2.

“Samsung now finds itself in a position where, after two years of relentless growth, it must focus on keeping its existing base of customers loyal if it is to maintain its success. As it stands, Samsung has the second highest loyalty rate in Britain (59pc), but this falls well short of Apple (79pc). With the competition dramatically upping their game in terms of build quality and content innovation, Samsung will have to work hard to convince its 8.8 million customers to stick with the brand.”

Smartphone penetration in Britain reached 65pc in May, and 85pc of devices sold in the past three months are smartphones.

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