Samsung is the top selling smartphone brand in Europe, having captured a 45% share of the European smartphone market, according to data from Kantar Worldpanel ComTech.
The boost in Samsung sales over the 12-week period ended July 8 was driven by the release of the Samsung Galaxy S3 smartphone. However, the data showed that five of the top 10 smartphones sold in the UK were made by Samsung.
“While the majority of noise is focused on big-name products such as the S3 or S2, it’s easy to forget that Samsung is selling smartphones across all tiers,” says Kantar Worldpanel ComTech global consumer insight director Dominic Sunnebo.
The South Korean tech giant has also contributed to an increase in Android’s share of the market. Across EU5 (UK, Germany, France, Italy and Spain), Android’s market share increased to 65.7%, up from 42.7% in July last year.
Over the 12 week period, Android was the most popular operating system in the UK in terms of sales with a 59.5% share, up from 47% a year ago. Its largest share of the market is in Spain, where it accounts for 87.1% of smartphone sales.
Research in Motion (RIM) saw a drop in market share in the UK, falling from 21.6% last year to 10.9% this year. France was the only country in which its share is holding firm. Windows Phone retains a share of around 3% across all markets.
Across EU5, Apple’s average market share was 14.4%. Yet it maintains a high level of brand loyalty, with 80% of UK consumers who change their device buying another iPhone and 92% planning to stick with Apple when they next upgrade.
“As the iPhone 4S nears the end of its lifecycle, and rivals such as Samsung & HTC bring out new flagship products, we inevitably see big changes in share,” says Sunnebo.
During the first quarter of 2012, Samsung stormed ahead of Nokia to become the world's largest handet manufacturer.
Jenni Baker, London
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