“In the first quarter of 2015, the iPhone 6 and 6 Plus continued to attract consumers across Europe, including users who previously owned an Android smartphone,” explained Carolina Milanesi, chief of research at the firm.
“On average, across Europe’s big five countries during the first quarter, 32.4 per cent of Apple’s new customers switched from iOS to Android.”
This high defection rate led to Android’s European market share falling by 3.1 per cent to 68.4 per cent. Meanwhile, iOS saw its own share rise by 1.8 per cent.
Related: How to switch from Android to iPhone
It’s not all doom and gloom for Android, however. Kantar Worldpanel ComTech business unit director Dominic Sunnebo claims Google’s OS still has a strong foothold here in the UK.
“In Great Britain, while 25.6 per cent of new iOS buyers switched from Android during the quarter, Android’s leadership remains strong, thanks to the price options consumers have in both the contract and pre-pay market,” explained Sunnebo.
He continued: “Thirty-five per cent of consumers who bought an Android smartphone in 1Q15 said their decision was driven by receiving a good price on the phone. Another 29 per cent said that getting a good deal on the tariff/contract was a factor in their purchase.”
It’s no surprise that iOS has made some progress in Europe with its new flagship smartphones, however. Both the iPhone 6 and 6 Plus have sold in huge numbers thus far.