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Kantar: Samsung at Three-Year High in Great Britain, Apple Growth Up in US


October 13, 2017 - London, United Kingdom

The latest smartphone OS data from Kantar Worldpanel ComTech reveals that for the three months ending in August 2017, iOS posted growth in the US, China, Germany, France, and Spain, but performance in Great Britain dropped. Consolidated market share for iOS in Europe's five largest markets was up by 1.2% year on year, held back by a resurgent Samsung in Great Britain. Samsung boosted Android's growth in Great Britain with the Galaxy S8 and J3 (2016) selling well, while Apple's flagship models lost momentum in the period prior to the new iPhone announcement, offset slightly by strong sales of the iPhone SE.

"Samsung took full advantage of the weeks just before the iPhone 8 and iPhone X were released in Great Britain, with significant promotional activity that helped drive its overall share to a three-year high of 38.4% for the three months ending August 2017," explained Dominic Sunnebo, Global Business Unit Director at Kantar Worldpanel ComTech. "More than one in four Galaxy S8 buyers cited a specific promotion as a key purchase influencer, and almost half said that a good deal on the price of the phone was key to their purchase. Both of these metrics experienced a large increase over the last two months of the period."

In the US, Samsung and Apple sales shares for the three months ending in August were virtually tied at 35.2% and 35.0% respectively.

"Apple maintained strong momentum in the US one month before the release of iPhone 8 and iPhone 8 Plus, and grew its sales share by 3.7 percentage points year-on-year, compared to Samsung's growth of 0.8 percentage points," Sunnebo added. "Weaker sales through Verizon hurt Samsung as Apple approached a 50% share within the largest US carrier -- an even higher proportion than at AT&T, a traditional iPhone stronghold."

In urban China, Huawei continued to lead the market, holding a 31.1% share in the three months ending in August -- but its growth was muted with only a 1.5 percentage point gain year on year. BBK Electronics, owner of the Oppo and Vivo brands, cemented its hold on the #2 spot in China with a combined 19.7% share, up 6.7% year on year. Apple maintained its return to growth in the world's largest smartphone market with its share moving up to 17.7% from 13.4% a year earlier. The flagship iPhone 7 and iPhone 7 Plus were the two top-selling models in urban China during the period.

Note: The Kantar Worldpanel ComTech dataviz can be embedded into online articles for a visual representation of Kantar Worldpanel ComTech Smartphone OS market share data. Click here to copy the embed code.



Smartphone OS Sales Share (%)
----------------------------------------------------------------------------
3 m/e 3 m/e % pt. 3 m/e 3 m/e % pt.
Germany Aug '16 Aug '17 Change USA Aug '16 Aug '17 Change


Android 81.8 81.9 0 Android 66.1 63.2 -2.9
iOS 14.1 16.3 2.3 iOS 31.3 35 3.7
Windows 4 1.3 -2.7 Windows 2.3 1.3 -1
Other 0.1 0.5 0.4 Other 0.3 0.6 0.3
-------------------------------------- -------------------------------------
3 m/e 3 m/e % pt. 3 m/e 3 m/e % pt.
GB Aug '16 Aug '17 Change China Aug '16 Aug '17 Change


Android 58.9 65.3 6.4 Android 86.1 82 -4
iOS 35.9 33.9 -2 iOS 13.4 17.7 4.3
Windows 4.9 0.5 -4.3 Windows 0.1 0 -0.1
Other 0.4 0.3 -0.1 Other 0.4 0.3 -0.2
-------------------------------------- -------------------------------------
3 m/e 3 m/e % pt. 3 m/e 3 m/e % pt.
France Aug '16 Aug '17 Change Australia Aug '16 Aug '17 Change


Android 76.1 79.4 3.2 Android 62.8 65.5 2.7
iOS 18.1 19.7 1.7 iOS 33 33.9 0.9
Windows 5 0.9 -4.1 Windows 2.4 0.5 -1.9
Other 0.8 0 -0.8 Other 1.9 0.1 -1.8
-------------------------------------- -------------------------------------
3 m/e 3 m/e % pt. 3 m/e 3 m/e % pt.
Italy Aug '16 Aug '17 Change Japan Aug '16 Aug '17 Change


Android 82.7 84.9 2.1 Android 66.7 67.4 0.7
iOS 12.2 12.6 0.4 iOS 31.9 31.8 -0.1
Windows 4.9 2.3 -2.6 Windows 0.6 0.4 -0.2
Other 0.2 0.2 0 Other 0.8 0.4 -0.4
-------------------------------------- -------------------------------------
3 m/e 3 m/e % pt. 3 m/e 3 m/e % pt.
Spain Aug '16 Aug '17 Change EU5 Aug '16 Aug '17 Change


Android 92.4 88.3 -4.1 Android 78.4 80.2 1.8
iOS 7.1 11.4 4.4 iOS 17.2 18.4 1.2
Windows 0.6 0.3 -0.3 Windows 4.1 1.2 -2.9
Other 0 0 0 Other 0.3 0.2 -0.1
-------------------------------------- -------------------------------------

About Kantar Worldpanel ComTech's Smartphone OS Market Share Data

Kantar Worldpanel ComTech's smartphone OS market share data provides the media and businesses with access to the most up-to-date sales and market share figures for the major smartphone operating systems.

This information is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behavior -- including phone purchases, bills/airtime, source of purchase, and usage. It also delivers additional data to promote an understanding of the drivers of share changes, and consumer insight market dynamics. All consumer data in this release excludes enterprise sales.

About Kantar Worldpanel
Kantar Worldpanel is the global expert in shoppers' behaviour.

Through continuous monitoring, advanced analytics, and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts, and government organisations globally.

With over 60 years' experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications, and entertainment, among many others.

For further information, please visit us at www.kantarworldpanel.com.
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About Kantar

Kantar is one of the world's leading data, insight, and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP, and its services are used by over half of the Fortune Top 500 companies.

For further information, please visit us at www.kantar.com
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