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UK Insights

Resurgent Samsung drives Android growth in Britain

Dominic Sunnebo

Global Insight Director

Mobile 06.04.2016 / 08:00

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Samsung share up +3% points year-on-year

Smartphone sales data from Kantar Worldpanel ComTech for the three months ending February 2016 shows Android’s growth in Britain is being driven by a resurgent Samsung, with its share up +3.0% pts Year on Year to 28.4%. Whilst Samsung Galaxy S6 & Edge sales remain solid, it is entry and mid-level handsets like the Galaxy J5 and Galaxy S5 Neo which are responsible for its gains.

The iPhone SE launch last week should help Apple pull back share in Britain over the next few months – over 10 million Brits still own iPhones which have a screen size of 4” or less (same as the SE), and we would expect this release to spur a significant number of these to upgrade. We will be closely tracking initial acceptance and uptake of the iPhone SE globally. There are also significant numbers of potential buyers, particularly in China, who may not be able to afford the high price of a flagship iPhone but may find that the iPhone SE lets them take their first step into the Apple ecosystem.

Elsewhere, in Europe: Germany, France, Italy and Spain, Android’s share grew steadily, but performance varied considerably by market, underlining the impact that Huawei and local vendors are making in some markets. In Britain, 42% of the Great Britain smartphone market falls in the premium category, and Huawei’s premium spec devices, which offer very good value for money, have not yet tempted enough British consumers. Android will have to be counting on Samsung’s new flagship devices to challenge Apple’s dominance.

Source : Kantar Worldpanel

Editor's Notes

This data is based on research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous consumer research/mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone. ComTech tracks mobile phone behaviour - including phone purchases, bills/airtime, source of purchase, and usage.

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