Smartphone sales data from Kantar Worldpanel ComTech, for the
three months to May 2013, show that almost half of all smartphones
sold in Europe are a Samsung. This uplift has helped Android to a
70.4% share across Great Britain, Germany, France, Italy and Spain,
up from 61.3% a year ago, and far higher than the 17.8% and 6.8%
shares for iOS and Windows respectively.
In Great Britain, Samsung faces a challenge from a resurgent
Sony which is now the country's fourth largest handset
manufacturer. The flagship Xperia Z has driven Sony's growth in
Britain by successfully appealing to Samsung customers. Some 38% of
Xperia's users are ex-Samsung owners, the majority of whom have
upgraded from the Galaxy S2.
Samsung now finds itself in a position where, after two years of
relentless growth, it must focus on keeping its existing base of
customers loyal if it is to maintain its success. As it stands,
Samsung has the second highest loyalty rate in Britain (59%), but
this falls well short of Apple (79%). With the competition
dramatically upping their game in terms of build quality and
content innovation, Samsung will have to work hard to convince its
8.8 million customers to stick with the brand.
Smartphone penetration in Great Britain reached a record high of
65% in May, with 85% of devices sold in the past three months being
Source : Kantar Worldpanel