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UK Insights

Huawei doubles share in Britain

Dominic Sunnebo

Global Insight Director

Mobile 09.03.2016 / 08:00

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Kantar Worldpanel ComTech smartphone sales data in Great Britain

Smartphone sales data from Kantar Worldpanel ComTech for the three months to January 2016 shows Huawei doubling its share over the past year in Britain, where Apple’s iOS is continuing to grow share in urban China.

In Great Britain and France, Huawei doubled its share over the past year, and climbed to number four in the brand ranking, while remaining number two in Italy, Spain and Germany. In the EU5, Huawei remained the second strongest brand in the Android ecosystem, growing to 14% in the three months ending January 2016, up from 5% in the same period in 2014. Europe’s big five markets (“EU5”) include Great Britain, Germany, France, Italy, and Spain.

Smartphone vendors are now moving into new segments such as Virtual Reality, like HTC and Samsung, or 2-in-1s, like Huawei. Others will venture into new markets, like Xiaomi, which introduced its new flagship during Mobile World Congress in Barcelona. 

In urban China, iOS share continued to grow year-over-year, albeit at a slower pace, as iPhone 6s, iPhone 6s Plus and iPhone 6 were the best-selling smartphones in the region. Huawei continued its momentum and is closing the gap with its nearest competitor, Apple, capturing 24.3% of sales. Xiaomi, which announced its Mi-5 at the recent Mobile World Congress, maintained a distant third, as it dropped 10.2 percentage points over the same period in 2015.

In the US, the battle to persuade feature phone owners to upgrade to a smartphone was won by Android, which saw nearly a third (30.6%) of sales come from that segment, compared to 13.7% for iOS. Among first-time smartphone buyers in the Android ecosystem, Samsung was the top brand purchased, followed by LG, Motorola, and value-driven brands ZTE and Alcatel. Carrier choice also suggests a more value-driven consumer, with Tracfone Wireless and MetroPCS among the top five carriers chosen.

For a lot of up-and-coming brands, the US will be a strong focus in 2016, since success in the North American market opens the door to being a truly global player. While the immediate focus of consumers and industry watchers alike will remain on Samsung’s new Galaxy S7 and S7 edge performance, and on Apple’s rumoured release of another four-inch iPhone in mid-March, it certainly looks like the second half of this year will be very interesting for everyone. Overall, Apple has remained the most popular brand, capturing 25% of smartphone sales.

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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