Android holds two-thirds of EU, US mobile markets

Android holds two-thirds of EU, US mobile markets

Summary: Google's mobile operating system remains in the lead, with two-thirds of the EU market.


Android continues to dominate sales in the EU and U.S. mobile markets, even in the run-up to the iPhone 5's expected announcement later this month. 

According to the latest smartphone sales figures from Kantar Worldpanel Comtech, Google-owned Android has jumped by more than 20 percent in share in the U.K., Germany, France, Italy and Spain markets, rising to 67.1 percent in the five major EU economies.

Throw in the U.S., Australia and Brazil into the mix -- where Australia's share of Android sales is the lowest which drags down the overall average -- Android still takes more than a 61 percent share in the eight key countries, up by 9 percent a year ago. 

Screen Shot 2012-09-04 at 09.40.39
Android market share. Credit: Kantar Worldpanel Comtech

Android's continued development has pushed individual market growth into the double digits in every region out of the eight major global economies in the past year, with the exception of the U.S. -- the fly in the soup -- in which Android lost 4.5 percent share seemingly in favor of Apple's iOS platform. 

Kantar's figures show Android's individual and collective share points Google's mobile operating system to be the strongest market share holder in all regions. The U.S., with a greater share of mobile platforms available, remains an outlier for the time being but remains a strong litmus indicator for the rest of the world.

What's interesting is why the U.S. beats to a different drum altogether: the study also showed that the current trend of users are opting for larger 4-inch or greater screens, despite a renegade U.S. movement from Android to the iPhone which has a 3.5-inch screen (at least, for now.)

There's no doubt there's a duopoly of Android's dominance versus the iPhone's edge skirting, but what will be key for the coming months and year is who will take the third-place spot. According to Kantar, Microsoft's Windows Phone is making headway over RIM's ailing BlackBerry platform, a significant handover of power to the third-place rival.

"Surprisingly, Windows has managed to maintain its 5 percent share despite a raft of new Windows 8 products being announced. However, this has been achieved through heavy discounting," said Kantar's global consumer insight director, Dominic Sunnebo.

But in any case, you're not looking at who's trailing behind and stumbling at the first hurdle: you're looking to the finish line to see who'll win the race. 

Topics: Android, Mobile OS, Mobility, EU

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  • yawn

    Which of the dozens of proprietary versions of Android do these "statistics" refer to?
    Oscar Goldman
    • you're tired. rest your neck

      The version that gives consumers the option of picking what's right for their specific needs rather than fulfilling one corporate "To Rule Them All" bland vision yet still maintains compatibility with 99 percent of the apps in the market. Oh that's right, that would be all of them. You mad? Hahahahahaha
      Nathan A Smith
  • apple is the winner

    I believe the litigations will prevail,apple # 1.
    • If Apple is the winner, why are they losing in court everywhere else?

      Unfortunately if you have been following Apple vs Samsung lawsuits outside of just the US trail, you'd see Apple is not favoring well outside the US as far as courts go. Korea , Japan , & Germany all gave Apple a slap in the face and we still haven't seen appeals court in the US yet.
      Dave S81
    • Sandman claims another victim

      Dream dream dream dreeeeam dreeeam dreeeam
      Nathan A Smith
  • US Market Peculiarity

    A few months ago I saw a statistical study which showed very convincingly that Apple’s market share is directly related to the level of carrier subsidies available. In other words, nobody wants to pay the outright price for an Iphone, they only want to get it on a contract.

    Now, everywhere in the world, you have a choice whether to buy a phone outright or get it on a contract—except the US. Alone of all the regions in the world, that is the one where it is difficult or just downright impractical to buy an unsubsidized phone.

    Since the US market has the highest proportion (essentially 100%) of customers buying subsidized phones, naturally it will be the one with the highest market share for Apple. Conversely, since a lot of Android buyers seem to prefer to buy their phones outright, Android’s market share would be the lowest in the US.

    But the world economy is growing faster than the US economy. Or, in other words, the US share of the world economy is declining. This is consistent with the fact that Android is growing faster than the overall smartphone market. Or, in other words, Apple’s share of the smartphone market is declining.
    • Flip it. Flip it good.

      Yeah, the carrier subsidy thing kind of puts them in a box. They are constantly trying to balance the additional profit they get by selling to carriers in the U.S. against the profit they're giving up by being price-uncompetitive elsewhere.

      At some point they have to flip the equation, reduce the prices worldwide, and hope that the reduced prices bring in enough additional sales and profits to make up for the profit lost in the U.S. I don't have good enough spies to tell when that will happen, but surely it can't be too far away.
      Robert Hahn