Android Rules UK Smartphone Sales - eMarketer

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Android Rules UK Smartphone Sales

iOS, Windows increase share of smartphone sales in Great Britain

June 6, 2014

Android devices continued to dominate smartphone sales in Great Britain between March 2013 and 2014, according to data from Kantar Worldpanel ComTech. The research found that the Google operating system (OS) claimed a 56.2% share of smartphone sales in the country in the three months leading up to March 2014.

Smartphone Sales Share in the EU-5, by Country and OS, March 2013 & March 2014 (% of total)

But while it still grabbed the majority, Android had lost share to iOS and Windows devices. Apple’s OS rose from a 28.7% portion of Great Britain’s smartphone sales to 32.1%, and Windows’ share jumped from 7.0% to 9.1%. Though these gains came at the expense of Android, they also affected RIM/BlackBerry, which saw its small portion of 5.1% drop to an even lower 2.3%.

UK Smartphone Users, by OS, 2012-2015 (millions, % change and % of total)

Android may have lost share of smartphone sales in Great Britain, but eMarketer estimates that the No. 1 OS increased its portion of the country’s smartphone audience last year as user numbers continued to rise by double digits—a trend that will continue through 2015. We expect the number of UK smartphone users who own and use an Android phone at least monthly to total 18.3 million this year, accounting for 53.0% of the country’s smartphone population.

iOS and Windows will also see increases in user numbers and share. The number of UK smartphone users using devices with Apple’s OS will rise 17.7% this year to expand its share to 30.5%, while Windows will grow its portion to 6.5%, or 2.2 million users. Unsurprisingly, BlackBerry will continue to see declines in user numbers and share.

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