Data & Research

Apple's UK share slides to 18% as Android takes hold at top

Apple's UK share slides to 18% as Android takes hold at top
The latest report detailing smartphone share in Europe from market research house Kantar Worldpanel picks up exactly where the last one left off: detailing Android's rise to the summit.

Google's OS remains the largest smartphone platform in the majority of the major European markets.

In the UK, Android now holds a 45.2 percent share, up 0.3 percentage points since the firm's previous report for May.

Ups and downs

More impressively, Android's share year on year is up 34.5 percent, more than quadrupling in the 12 month period.

What makes Google's rise so stark is the fact it's come as the hold Apple's iPhone previously had on the market has begun to slide.

Sales remain strong, but Kantar Worldpanel's numbers show a drop in Apple's share of the UK market from 30.6 percent in June 2010 to 18.3 percent a year later.

Nonetheless, global consumer director Dominic Sunnebo said there's little evidence to suggest Android is actively stealing users from iOS – it's simply growing at a faster rate.

A question of loyalty

"We are yet to see any real signs of consumers switching between Android and Apple," said Sunnebo.

"Our data shows that Apple and Android’s customers are intensely loyal when choosing their upgrade. One reason for this is the investment consumers make in their device through apps."

Sunnebo's conclusion backs up the stance taken by Deutsche Bank analyst Chris Whitmore, who recently claimed iOs users spend an average of $100 on content – an investment that makes it less appealing to switch platform's further down the line.

[source: Kantar Worldpanel]

With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font. As editor, he has the pleasure of monitoring the market share of all mobile OSes on a daily basis.


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