Kantar monitors smartphone market shares throughout the world on a three month rolling average with this release covering June, July and August. This survey shows that Apple’s share in the U.S., Europe and China were all down month over month which is a similar trend to a year ago prior to the iPhone 5 launch. (Note that my family and I own Apple shares).
Apple has announced that the new iPhones will be available in 100 countries and 270 carriers by the end of the year which is significantly more than the previous versions. This could have a significant impact on Apple’s market share over the next few months.
Android had a 55.1% share of the smartphone market which is down from 60.7% a year ago but up from 51.1% last month. Overall for the past seven months Kantar has Android’s share hovering around 50% so it will be interesting to see in a few months the impact from the new iPhones.
The iPhone’s market share of 39.3% is the lowest since 35.7% a year ago before the iPhone 5 was available. It then shot up to 48.1% and 53.3% in the October and November 2012 surveys, respectively, showing the large impact an iPhone launch can have. With the iPhone 5s have lead times between one to eight weeks the full impact may note be seen until the December or January surveys.
Windows’ market share has trended down to 3.0% from 3.5% the previous month and from a peak of 5.6% in the March and April 2013 surveys.
I have developed a Google doc with smartphone market share data from Kantar along with comScore, Gartner, IDC and Strategy Analytics that is available via this link.
Windows has almost doubled its market share in Europe with it increasing from 5.1% a year ago to 9.2% in August 2013. It is also up from 8.2% a month ago.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, commented “Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets. These models are hitting the sweet spot with 16 to 24 year-olds and 35 to 49 year-olds, two key groups that look for a balance of price and functionality in their smartphone.”
Android crossed the 70% share level again while iOS experienced a decline from 17.9% in July to 16.1% in August. iOS’ share is also down significantly from the 25.6% share it held in December 2012.
Android increased its market share in China from 63.2% a year ago and 70.5% a month ago to 72.4% in August. iOS has seen its share decline from 23.5% a year ago and 22.4% a month ago to 20.8% in August. Windows is a very distant third with 2.1% share.
It will be interesting to see if the new iPhones can reverse the trend. While new color options for the 5c could help its pricing at only $100 less than a 5s may not make much of a difference. The wild card would be a partnership with China Mobile which I believe could happen late this year or in the first half next year as the wireless carrier rolls out its 4G network.
Source: Kantar Worldpanel ComTech survey