According to a recent report by Kantar Worldpanel, Google’s Android OS has a 68.6 percent share of the European smartphone market in 2013.
Apple were apparently in second place with an 18.5 percent share of the smartphone market in Europe, and Microsoft’s Windows Phone in third place with a 10.3 percent share.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, comments: “Android finished 2013 strongly, showing year-on-year share growth across 12 major global markets including Europe, USA, Latin America, China and Japan. Apple has lost share in most countries compared with this time last year, but importantly it has held strong shares in key markets including 43.9% in USA, 29.9% in Great Britain and 19.0% in China.
Android’s Dominance in the Global Market
The report highlights that Android’s dominance is not just limited to Europe. In the United States, Android has also shown significant growth, capturing a substantial portion of the market. This growth can be attributed to the wide range of devices available on the Android platform, catering to various price points and consumer preferences. From high-end flagship models to budget-friendly options, Android offers something for everyone, which has helped it maintain and grow its market share globally.
In Latin America, Android’s market share is even more pronounced, with many consumers opting for Android devices due to their affordability and the availability of local brands that run on the Android OS. Similarly, in China and Japan, Android has managed to secure a strong foothold, thanks to partnerships with local manufacturers and the customization options that the OS provides.
Challenges for Samsung and Opportunities for Other Manufacturers
The report also mentions that Samsung, who have been dominating Android smartphones and tablets, are now coming under pressure from other manufacturers. This shift is particularly evident in Europe, where Samsung has seen an actual decrease in their share of the market by some 2.2 percent to 40.3 percent. This decline can be attributed to the rise of other Android manufacturers like Huawei, Xiaomi, and OnePlus, who are offering competitive devices with high-end features at lower prices.
In China, Samsung’s market share is sat at around 23.7 percent, showing little growth. This stagnation is partly due to the intense competition from local brands that are rapidly innovating and capturing consumer interest. Brands like Huawei and Xiaomi have been particularly aggressive in their marketing and product development strategies, offering devices that rival Samsung’s in terms of quality and performance but at more attractive price points.
Apple, on the other hand, has managed to maintain strong shares in key markets despite losing some ground globally. In the USA, Apple holds a 43.9% market share, which is a testament to the brand’s strong loyalty and the popularity of its ecosystem. In Great Britain, Apple has a 29.9% share, and in China, it holds a 19.0% share. These figures indicate that while Apple may not be the market leader in terms of volume, it continues to be a significant player in crucial markets.
The competitive landscape of the smartphone market is continually evolving, with manufacturers constantly innovating to capture consumer interest. As we move forward, it will be interesting to see how these dynamics shift and which brands will emerge as leaders in the ever-competitive smartphone industry.
Source Kantar Worldpanel, TechCrunch
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