Android market share continues increasing in all regions (except the US)

Kantar Report March 2017

The only place where iOS grows and Android loses points is the U.S. market. As usual, Android and iOS are fighting their eternal fight, but what's interesting this time is that the firm has essentially written off all third-party alternatives, such as Windows Phone/Windows 10 Mobile and BlackBerry 10.

Two all new Android smartphones - Nokia 3 and Nokia 5, plus the expanded global release of the Nokia 6 - could do well in Western Europe due to loyalty to the Nokia brand name, the report noted. To succeed, phone manufacturers will have to play by those rulebooks. In many markets Windows Phone has less than a 1 percent market share, and in the US the operating system sits at 1.3 percent market share - down from the 2.6 percent market share it had at the start of 2016.

It goes without saying that Windows phones are expected to continue declining in most markets, especially because nothing has changed in the last 12 months and with Microsoft remaining tight-lipped on its mobile vision, it is hard to believe that too many users and developers can find a good reason to stick with the platform.

Across the Channel, in France, it was a very similar story for all major platforms.

Meanwhile, Android remained dominant in Asia accounting for 83.2 percent of smartphones sold in Urban China - an increase of 9.3 percentage points versus the same period a year ago.

Windows' share plummeted from 7.8% to 2.8% over the course of the year, while BlackBerry crumbled from 0.5% to just 0.1%. Numerous devices sold there were higher-end too, with sizeable sales for the Lumia 920 and 930 handsets.

In the five largest markets of Europe, Android increased its share from 72.9% in January 2016 quarter to 74.3% in the latest period.

Android is doing even better in Italy, where its share is now at 79%, up very slightly compared with a year earlier. iOS has also grown by a modest amount over the last year, rising by 1.4pp to 15.8%. Nevertheless, the most popular mobile operating system in the world is still number one, ahead of Apple's iOS, which has a 42 percent market share - up 2.9 percentage points. Both of those Huawei models are strong sellers in price-conscious markets like Italy and Spain.

Despite this, Kantar said that the "iPhone 7 remains the top-selling smartphone in Urban China", but the largest vendor by far is Huawei, with 26.6% share.