Motorola surging in UK market as Australia marks time

Motorola surging in UK market as Australia marks time

Summary: Windows Phone's niche in the UK market under new threat as Motorola's Moto G phone is a success among young males with lower incomes, says the latest edition of Kantar's smartphone sales data.


In the space of six months, Motorola has moved from the depths of smartphone oblivion to claim 6 percent of the UK market, data from Kantar's smartphone sales report for the three months until the end of February shows.

Kantar says 83 percent of the purchasers of the Moto G are male, almost 50 percent are aged between 16 and 24, and 40 percent of purchasers have incomes under £20,000.

Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, said that Motorola's success shows the impact of online purchasing, with 48 percent of the device's sales occurring online.

"It highlights the speed at which a quality budget phone can disrupt a market. The same pattern can be seen in France with Wiko, which has 8.3 percent share, and Xiaomi in China with 18.5 percent," he said.

"With virtually no existing customers to sell to in Britain, the Moto G has stolen significant numbers of low-mid end customers from Samsung and Nokia Lumia."

In the United States, Android has increased its share of sales by 3.9 percent compared to the same period last year, and LG has moved up to become the third largest manufacturer, thanks to sales of the LG G2. Kantar said that LG had the highest customer recommendation figures for any new handset in the past three months, ahead of the iPhone 5S and Samsung Galaxy Note 3.

The report also showed that Japan's love affair with iOS continues, but heat has been slightly removed with iOS down 13.8 percent to 54.9 percent compared to January's figures, and Android increasing its sales share by 14.3 percent to 44.8 percent.

While movement has been seen in other areas across the globe, Australia continues in much the same area that it has since September last year: iOS commands 33.9 percent of sales, Android claims 58.5 percent, Windows Phone continues its slow decline on 5 percent. The big mover in Australia, by relative measurements, was Blackberry. The troubled Canadian phone manufacturer more than doubled its smartphone sales share to 0.7 percent, but that result is less than half of the 1.6 percent of sales that Blackberry boasted of in October last year.

An chance that Motorola has to shake up the Australian market in the same manner as in the UK will be seen in the coming months, following the Moto G's January launch in Australia.

Motorola was recently purchased by Lenovo in January of this year for US$2.91 billion from former parent Google. 

Topics: Mobility, United Kingdom, Australia


Chris started his journalistic adventure in 2006 as the Editor of Builder AU after originally joining CBS as a programmer. After a Canadian sojourn, he returned in 2011 as the Editor of TechRepublic Australia, and is now the Australian Editor of ZDNet.

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  • Interesting on Japan given....

    iOS's web share data has been spiking up sharply over the previous 3 months putting Kantar's data into serious doubt. Difference between sell-in and sell-through?
    • More likely product launches ..

      .. all these .monthly' stats are open to distortion by new product releases, particularly iPhones, where Big Launches are a feature of their m,arketing strategy. The trend isn japan, taken over the long term, is a gentle decline in iOS; slower than many countries, but unmistakable.

      Kantar's data is as good as anyone else's, and certainly not in 'serious doubt' - though ALL data is inherently unreliable, as they have to take data from maufacturers, who lie routinely. Another reason to look at long term trends, rather than obsess over monthly changes, which are rarelyy significant.
      • "...Windows Phone continues its slow decline"

        thats the only decline I read!
  • I call bulll on this

    When my son's contract came up a coupe of months ago he was going to get a WP8, the Tesco's salesperson did their very best to dissuade him from his choice and instead got him to take the Moto g.

    Now as it happens I agree'd with his choice, the Moto g was a newer and better phone than the WP8 that was on offer and as he'd previously had an Android phone the was no learning curve.

    A few months later my contract came up and I too thought I'd go with the Moto g, until I saw the Lumia 920. A phone I might add that was a full year older than the Moto g but when you look at the specs is actually a better phone - unless you really believe that quad core delivers useful power in a phone.

    Hence I now have a Lumia 920 and I love it, it is so much better than my previous Galaxy in build and feel and intuitive interface - not to mention the maps, gps and 4g (something that the Moto g doesn't have!) - and having a windows desktop it seamlessly integrated into my life in a way that my Android phone never did.
    • I think it is pretty acurate

      I used to have windows phone but got tired of not having all the latest cool apps which my friends on Android had and most games sucked. I couldn't afford a Samsung Galaxy, so when this baby came up on O2 SIM FREE for £99 !!! (Still is btw) I jumped at the chance. BEST DECISION EVER....I was amazed how many apps there are for Android (Windows store has very little and most "apps" are just links to web sites). Windows phone (and few phones in fact...when you factor in price) simply doesn't compare to this beauty. PS when you say "unless you really believe that quad core delivers useful power in a phone."....I do believe it, when you play Quad Core optimised Games on Android it simply BLOWS WP away, and I do know as I owned both.