LONDON, UNITED KINGDOM--(Marketwired - Nov 4, 2015) - The latest smartphone sales data from Kantar Worldpanel ComTech for the third quarter of 2015 confirms the trend seen over the previous two months, with Android gaining market share in the U.S. while losing ground in Europe's big five markets.

Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.

"Thanks to an increase in marketing focus and the weakening of brands such as Sony, HTC, and Motorola, Huawei was able to rise to second place among Android brands in Europe from sixth place in 2014," reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. "With a wider portfolio of products ranging from the high-end all the way to the low-end, Huawei made particular inroads in Spain and Italy."

"In Great Britain, iOS held the strongest share ever recorded in a September quarter since we began tracking this market," said Dominic Sunnebo, business unit director at Kantar Worldpanel ComTech Europe. "In the Android camp, Korean manufacturers Samsung and LG were the only brands growing share during the quarter. Samsung now represents 53% of all Great Britain Android sales compared to 50% for the same time a year ago, while LG grew from 6% to 9%. These gains, however, were not enough to compensate for other Android-based manufacturers losses, leaving the OS to record yet another year-on-year decline."

"In the U.S., it was too early for the iPhone 6s and 6s Plus to make much of an impact on overall share, as they were only available for the last few days of the quarter. Early sales are certainly positive, however, with the new models having made up 11% of overall quarterly iPhone sales despite such a short availability window," Milanesi added. "It is also interesting to note that iPhone sales through the Apple Store almost doubled compared to 3Q14, registering 7.9% in the third quarter of 2015, up from 7.7% in the three months ending in August. While it is too early to link this to the new iPhone Upgrade Program, the trend is certainly worth watching."

"In urban China, with a market share that grew 72% over the third quarter of 2014, Huawei remained the top brand followed by Xiaomi and Apple," Tamsin Timpson, strategic insight director at Kantar Worldpanel ComTech Asia, commented. "iOS continued to grow year over year with 56% of iPhone buyers during the quarter switching from Android and with iPhone 6 and 6 Plus retaining their positions as the best-selling and second best-selling smartphones."

"Next month all eyes will be on Apple's performance in the U.S. and China, as many observers continue to doubt the size of the remaining opportunity for Apple," Milanesi explained. "Twenty-eight percent of consumers in China who own smartphones plan to upgrade in the next 12 months. Among them, 79% of those who own iPhones, and 25% of those who own Android devices, say they prefer Apple."

To view an HTML version of the summary data and an optional PDF file, please visit:

Smartphone OS Sales Share (%)        
Germany 3 m/e Sep 14 3 m/e Sep 15 % pt. Change   USA 3 m/e Sep 14 3 m/e Sep 15 % pt. Change
Android 79.2 73.7 -5.5   Android 61.3 65.9 4.6
iOS 11.8 17.5 5.7   iOS 33.1 29.2 -3.9
Windows 7.1 7.6 0.5   Windows 4.3 3.9 -0.4
Other 1.9 1.2 -0.7   Other 1.3 1.0 -0.3
GB 3 m/e Sep 14 3 m/e Sep 15 % pt. Change   China 3 m/e Sep 14 3 m/e Sep 15 % pt. Change
Android 58.1 51.4 -6.7   Android 83.2 77.4 -5.8
iOS 30.5 38.3 7.8   iOS 15.3 19.1 3.8
Windows 10.1 9.8 -0.3   Windows 0.4 3.0 2.6
Other 1.4 0.5 -0.8   Other 1.1 0.5 -0.6
France 3 m/e Sep 14 3 m/e Sep 15 % pt. Change   Australia 3 m/e Sep 14 3 m/e Sep 15 % pt. Change
Android 72.7 72.3 -0.4   Android 58.1 54.5 -3.6
iOS 15.4 14.6 -0.8   iOS 34.7 36.8 2.1
Windows 10.6 12.3 1.7   Windows 6.2 7.4 1.2
Other 1.3 0.8 -0.5   Other 1.0 1.3 0.3
Italy 3 m/e Sep 14 3 m/e Sep 15 % pt. Change   Japan 3 m/e Sep 14 3 m/e Sep 15 % pt. Change
Android 71.8 76.4 4.6   Android 64.7 60.7 -4.0
iOS 10.4 10.0 -0.4   iOS 30.8 38.3 7.5
Windows 15.2 12.6 -2.6   Windows 0.9 0.5 -0.4
Other 2.6 1.0 -1.6   Other 3.6 0.5 -3.1
Spain 3 m/e Sep 14 3 m/e Sep 15 % pt. Change   EU5 3 m/e Sep 14 3 m/e Sep 15 % pt. Change
Android 90.4 90.4 0.0   Android 75.1 74.0 -1.1
iOS 6.3 6.3 0.0   iOS 12.7 14.4 1.7
Windows 3.0 3.0 0.0   Windows 10.3 10.6 0.2
Other 0.3 0.3 0.0   Other 1.8 1.0 -0.8

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.

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 behaviour -- 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 world leader in consumer knowledge and insights, based on continuous consumer panels. Its High Definition Inspiration™ approach combines market monitoring, advanced analytics, and tailored market research solutions that inspire successful actions by its clients. Kantar Worldpanel's expertise about what people buy or use -- and why -- is recognised 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 helps brands grow in fields as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, and many others.

For further information, please visit:
Twitter: Google+: LinkedIn: RSS:Newsletter

About Kantar
Kantar is the data investment management division of WPP, and one of the world's largest insight, information, and consultancy groups. By connecting the diverse talents of its 12 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Kantar's 27,000 employees work across 100 countries and the whole spectrum of research and consultancy disciplines, enabling the group to deliver business insights from every point of the consumer cycle. The group's services are employed by over half of the Fortune 500 companies.

For further information, please visit:
Twitter: Facebook: Google +: LinkedIn

Contact Information:

Media Contact
David Wright
MediaBridge Public Relations