Following years of rapid growth, latest figures have revealed that Samsung now accounts for almost half of all smartphone sales in Europe.
Having flooded the market will all manner of devices, from the high-end Samsung Galaxy S4 to the budget Samsung Galaxy Fame via the hybrid Samsung Galaxy Note 2, the South Korean manufacturer now controls an almost 50 per cent share of the European smartphone scene, figures collated by Kantar Worldpanel ComTech have revealed.
Thanks in part to the rising popularity of Samsung branded smartphones, Android has benefitted from the manufacturer’s recent surge, accounting for almost 70 per cent of all European smartphone sales for the three month period ending on May 31. Apple’s iOS software has dropped to account for just 17.8 per cent of all sales during the same period.
“Across Europe, Android growth remains strong,” Paul Moore, Global Director at Kantar Worldpanel ComTech, said. “However, in the US Apple’s expanded distribution agreement with T-Mobile is helping the iPhone keep Android growth at bay.”
He added: “T-Mobile is the smallest of the big four US carriers but it does have the capacity to give iOS a boost, particularly as 28 per cent of its customers plan to buy an iPhone when they next upgrade.”
With Microsoft’s Windows Phone platform now accounting for almost 7 per cent of European smartphones, up from 4.3 per cent last year, BlackBerry has been the year’s biggest loser down 4.5 per cent year on year to a lowly 2.5 per cent market share. Having last week reported another round of losses, it would appear the BlackBerry Q10 and BlackBerry Z10 have failed to resurrect BlackBerry’s fortunes.
Despite having taken a strangely hold on the smartphone sector, analysts have suggested Samsung could now struggle to maintain its dominant share, with Sony also on a resurgent path.
“The flagship Xperia Z has driven Sony’s growth in Britain by successfully appealing to Samsung customers,” Moore said. “Some 38% of Xperia’s users are ex-Samsung owners, the majority of whom have upgraded from the Galaxy S2.”
He added: “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.”
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