14 DAY TRIAL // New mobile OS market share data provided by Kantar shows that Android has recorded the biggest growth in the EU5 (France, Germany, Italy, Spain, United Kingdom) region in the last two years, while Apple’s own iOS has dropped even more in the three-month period ending March 2016.
Seeing iOS declining is not a surprise given the most recent developments in the Apple world, but the growing difference against Android should be at least worrying for the Cupertino-based company, which seems to be losing ground in the mobile industry.
Kantar reveals that Android has increased almost everywhere while iOS lost market share point in pretty much all key markets, including here not only Europe but also the United States.
For example, Android improved its share by 4.8 percent in Germany to reach a record 76.1 percent, while in France it grew by 9.7 percent to 78.3 percent. The biggest growth was experienced in Italy, were Android improved its share by 12.1 percent, while iOS dropped by 2.7 percent. In this country, Android is now at 78.3 percent, while iOS declined to no less than 14.8 percent.
The difference between Android and iOS is shocking in Spain, where Android is now said to be powering no more no less than 92.9 percent of the phones in the country, while iOS is very far behind with just 6.4 percent.
As far as the domestic market is concerned, Android is also the leader in the United States with 65.5 percent, whereas Apple is the runner-up with 31.6 percent.
Overall, there’s no big market where iOS is holding the leading spot and Android keeps growing almost everywhere, eating from iOS share almost every single month.
Windows Phone and Galaxy S7 to “blame” for Android’s growth
Kantar says that partly responsible for Android’s growth is the transition from Windows Phone to alternative platforms, as the majority of Microsoft customers are actually refusing to switch to iOS.
“For those switching from Windows, Android has offered a better user experience, with a variety of brands and models across a multitude of price points,” said Dominic Sunnebo, business unit director for Kantar Worldpanel ComTech Europe.
At the same time, the success recorded by the Galaxy S7, Samsung’s latest flagship device, is driving Android’s market share forward, Kantar says.
“In EU5, share growth from the Samsung Galaxy S7 – expected to be one of the most popular phones of the year – has not yet occurred. As the impact of the S7 materializes, it may change the nature and path of the Android market,” Lauren Guenveur, mobile analyst for Kantar Worldpanel ComTech, added.
What’s worse is that the gap between Android and iOS is likely to increase in the coming months, as Apple won’t move a finger until September when it’s projected to take the wraps off the new iPhone and possibly iOS 10.