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Kantar: Windows Phone Sales Fall in Most Regions, Up in Australia and Spain

New data from Kantar shows decreases in most EU5 countries, while the US remains stable and Austria returns to growth.


We've kept a close eye on the Kantar statistics as we watch an overall decline in market share. The statistics for May revealed a return to growth in the USA, while in Europe fell.

The results for June are now out, and they're a mixed bag. Market share in the US has remained stable at 1.6%, while many regions in Europe are still declining.

Italy is one of 's best markets for the Windows Phone and has fallen from 6% to 5.6%, down 0.4%. Likewise, sales in the UK and Germany have fallen by 0.2%. The only positive news coming out of Europe is an increase of 0.2% in Spain, up to 0.4% total. France has remained stable at 4.1% market share.


Perhaps surprisingly, Australia has seen an increase of 0.4%, capitalizing on some of 's decline, which has fallen almost 3% in that region. Market share has risen in also, but this offset by a 0.3% decrease in .

The biggest yearly drop was in Italy, with an overall decline of 8.6%. Sales in the UK also fell year-on-year, from 11.3% to 4.9.

Growth of iOS

Kantar's statistics show that iOS has returned to growth in the US and EU5 regions, accounting for 31.8% and 18.2% of sales. In the US, iOS grew by 1.3% year-on-year.

“Combined sales of the iPhone 6s/6s Plus totalled 15.1%, making this the top selling device in the quarter,” says Lauren Guenveur, Consumer Insight Director for Kantar, “The iPhone SE became the third best-selling phone at 5.1%, contributing to the overall growth of iOS during the period.”

Android accounted for 66.5% of smartphone sales in the US, still beating iOS by a large margin, but down from 66.1% last year. In Britain, it was the iPhone SE that was the most popular device:

“The iPhone SE was the top selling device in the quarter at 9.2%, followed by the iPhone 6s at 9.1%,” says Dominic Sunnebo, Business Unit Director for Kantar, “Together they contributed to iOS growth of 3.1 percentage points to 37.2% in the second quarter of 2016.”

If you want to take a look yourself, Kantar's interactive data visualization is available on its website, or you download the press release here.

Ryan Maskell
Ryan Maskellhttps://ryanmaskell.co.uk
Ryan has had a passion for gaming and technology since early childhood. Fusing the skills from his Creative Writing and Publishing degree with profound technical knowledge, he enjoys covering news about Microsoft. As an avid writer, he is also working on his debut novel.

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