Android, Led By Samsung, Continues To Storm The Smartphone Market, Pushing A Global 70% Market Share

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Google is grappling with a continuous antitrust case in Europe over its online search business, and if its competitors have anything to do with it, that might extend into Google’s power in the mobile sphere, too. Identify today from Kantar Worldpanel couldn’t help Google’s case significantly. The experts state that in the last three months, Google-powered smartphones, running Android, accounted for more than 70 % of sales in the region’s 5 most significant markets of Great Britain, Germany, France, Italy and Spain – part of a wider, global trend of Android continuing to combine its leadership position in smartphones. And the secondary story here is that much of this success is being led by Samsung, which now accounts for almost half of all smartphones offered in the region.

Although smartphone penetration is slowing down in developed markets like Europe, Android’s doesn’t seem: that 70.4 % of sales is almost 10 portion points higher than it was a year ago (61.3 % in the 3 months that ended May 31, 2012). We’re asking Kantar (a marketing research department of WPP) about exactly what Google’s international share of smartphone sales is at the minute, however in March it was 64 %, and with Android’s share increasing in every market over the last few months, that’ll suggest that this 64 % share will be approaching 70 % globally quickly.

A comparable tale is being played out in China, now the world’s biggest market for smartphones. There, Android has actually generally won the game (for now), with over 70 % of all sales of smartphone devices accounted for by Google’s platform.

It’s not clear from Kantar’s figures whether these are all official Android develops, or whether this figure likewise accounts for forked gadgets, which won’t deal with Google’s broader environment of items like its app store, billing services, and marketing. (We are asking and will update if/when we learn.) Ironically, the reality that there are such strong neighborhood players, producing smartphones catering for the Chinese audience, means that in any case Samsung doesn’t control in China in the same means that it does for the rest of the worldwide Android (and smartphone) landscape.

Interestingly, Kantar highlights that it’s not precisely plain sailing for Samsung in Europe, either – in the UK, for instance, which now has a smartphone penetration of 65 %, the brand-new Xperia Z smartphone from Sony is putting in a strong performance, with 38 % of Xperia buyers being ex-Samsung owners, ‘the majority of whom have actually upgraded from the Galaxy S2,’ composes Paul Moore, worldwide supervisor at Kantar Worldpanel ComTech.

I’ll believe in a Sony resurgence when I truly see it, though. One market isn’t enough to show that, in my viewpoint. But it does indicate another problem: whether Samsung has a strong enough brand name to keep users adhering to it.

Kantar notes that Samsung has the second-highest loyalty rate in Britain after Apple (59 % versus 79 %). One of Apple’s key factors is its strength across different customer electronic hardware, specifically Computers – something highlighted last week by Gartner as well in some research throughout sales of the entire classification of IT devices.

In the U.S., Android has likewise pulled ahead, now accounting for more than half of all smartphone sales at 52 % (compare that to 49.3 % at the end of March). However Kantar points out that Apple’s fairly brand-new relationship with T-Mobile has offered it an extra push, and offered a counterbalance against the Android juggernaut. iOS sales grew by 3.5 portion points, the most of any platform. Apple’s platform in all took 41.9 % of sales in the U.S.

‘Across Europe, Android growth stays strong. Nevertheless, in the UNITED STATE Apple’s broadened circulation contract with T-Mobile is helping the iPhone keep Android growth at bay. T-Mobile is the smallest of the big four United States carriers but it does have the capacity to give iOS a boost, particularly as 28 % of its clients plan to buy an iPhone when they next upgrade,’ writes Moore.

For those who’re tracking how the smaller sized players are faring: BlackBerry lost nearly 4 percentage points and is now down to just 0.7 % of sales in the last 3 months – one kind of proof that its brand-new push with BB10 isn’t offering it the sales bump it so crucially requires today. In a market where it utilized to be the smartphone leader, BlackBerry is now selling practically as few as Symbian, a platform that’s never done well in the UNITED STATE and has actually now been stopped by Nokia. Windows Phone, on the other hand, is respectably increasing if still small compared with the huge 2 – up 0.9 percentage points to 4.6 %.

Android, Led By Samsung, Continues To Storm The Smartphone Market, Pushing A Global 70% Market Share