Kantar Worldpanel has released new smartphone operating system market share data for the first quarter of 2015, providing a regional breakdown of Android, iOS, BlackBerry, Windows Phone and other mobile platform adoption in the United States, Australia, United Kingdom, France, Germany, Spain, Italy, China, Japan, Argentina, Brazil and Mexico during the three-month period ending March.

Kantar Q1 15 USA
Android continued to have the highest market share among mobile platforms worldwide, as expected, although the continued success of the iPhone 6 and iPhone 6 Plus helped drive iOS adoption higher in the first quarter. Kantar Worldpanel claims that 32.4% of Apple’s new customers in the five big European countries surveyed switched to iOS from Android during the first three months of the year.


The regional breakdown for each platform per country:

United States:

  • Android: 58.1%

  • iOS: 36.5%

  • Windows Phone: 4.3%

  • BlackBerry: 0.4%

Australia:

  • Android: 52.3%

  • iOS: 38.4%

  • Windows Phone: 7.3%

  • BlackBerry: 1.6%

United Kingdom:

  • Android: 52.9%

  • iOS: 38.1%

  • Windows Phone: 8%

  • BlackBerry: 0.7%

France:

  • Android: 64.6%

  • iOS: 19.4%

  • Windows Phone: 14.1%

  • BlackBerry: 1%


Germany:

  • Android: 71.3%

  • iOS: 18.3%

  • Windows Phone: 8.7%

  • BlackBerry: 0.8%

Spain:

  • Android: 89.9%

  • iOS: 7%

  • Windows Phone: 2.8%

  • BlackBerry: 0.2%

Italy:

  • Android: 66.2%

  • iOS: 17.5%

  • Windows Phone: 14.4%

  • BlackBerry: 1.3%

China:

  • Android: 72%

  • iOS: 26.1%

  • Windows Phone: 1.2%

  • BlackBerry: 0%

Japan:

  • Android: 52.3%

  • iOS: 45.1%

  • Windows Phone: 0.4%

  • BlackBerry: 0.7%

Argentina:

  • Android: 81.6%

  • iOS: 2.4%

  • Windows Phone: 10.7%

  • BlackBerry: 1.9%

Brazil:

  • Android: 89.6%

  • iOS: 3.3%

  • Windows Phone: 6.3%

  • BlackBerry: 0.2%

Mexico:

  • Android: 85.1%

  • iOS: 6%

  • Windows Phone: 4.7%

  • BlackBerry: 2.9%

Last week, Strategy Analytics released global smartphone data that placed Samsung as the world's largest smartphone maker during the first quarter of 2015. Market research firm IDC then followed up with worldwide tablet data for the quarter a day later, revealing that the iPad continues to be the best-selling device in a declining tablet market.

Top Rated Comments

Savle Avatar
95 months ago
This is why Japanese are so smart ...
Score: 8 Votes (Like | Disagree)
bushido Avatar
95 months ago
these 7 % in Spain account for stolen iPhones from tourists by the way. just kidding ... or maybe not ;)
Score: 7 Votes (Like | Disagree)
MartinAppleGuy Avatar
95 months ago
Really quite amazing that Apple can make one/two phones a year and that competes with the hundreds and thousands of Android phones created year on year.

Good Game Apple.
Score: 5 Votes (Like | Disagree)
D-Dave Avatar
95 months ago
I would say that all of these countries are in the "emerging market" category. And Apple has not had as much traction in those areas. Clearly cost is a driver there which makes Apple less attractive. Size also matters because often the phone is the only "computer." that someone will have access to.

The new sizes for Apple helps, but only in later years where the older models become available in the secondary market.
Considering that Germany also has an Android marketshare above 70% AND is among the wealthiest nations...that whole argument does loose some traction...
Score: 3 Votes (Like | Disagree)
kd5jos Avatar
95 months ago
I have 3 tablets, but only 1 phone.

I have an iPad Mini Retina, an nVidia Shield, and an ASUS Vevo NoteTab 8. As far as I know each one is considered a best in class device for the OS they run. I respect them all and use them all.

When I am working, I trust my iPad implicitly. I teach Information Security. I am a student and write papers. My iPad coupled with a clamshell replaced my laptop last year.

When I am playing (experimenting or games) I use the Android. Its Linux base makes it a powerful ally. I am enjoying it as a console replacement. If Steam used Android as its base, my shield devices would be the ultimate for entertainment.

When I am watching movies I like to watch them on the Asus. Most of my movies are iTunes based. I installed iTunes for Windows and watch on it as opposed to my iPad because the screen format matches the video format.

I would not change any of the three of them.

Market share is irrelevant. I have three different devices. And I enjoy them all. Market share does not change their value.

I have an iPhone though. Android is good for games, and I like it for that. Windows is good for compatibility to enterprise systems, it does a great job. But when I need to depend on a system, and get work done...

It's an Apple every time.
Score: 3 Votes (Like | Disagree)
kdarling Avatar
95 months ago
Android continued to have the highest market share among mobile platforms worldwide, as expected, although the continued success of the iPhone 6 and iPhone 6 Plus helped drive iOS adoption higher in the first quarter.
Yep, as expected.

Kantar Worldpanel claims that 32.4% of Apple's new customers in the five big European countries surveyed switched to iOS from Android during the first three months of the year.
So it looks like the average was about a 3% switch to iOS because of the larger phones. And Kantar says 1/3 of those new customers came from Android. So basically about 1% of Apple's total customers came from ex-Android users. Not a huge number. Maybe 300K people in the UK, for instance.

So I take it that there are almost no wealthy people in Spain, Argentina, Brazil, or Mexico? :D
In the countries where high end phones sell best, such as the USA, buyers often spend $200 or less upfront. In some places, almost nothing. But that doesn't necessarily mean they're poor.

Subsidies are a key factor. Even rich countries avoid the iPhone without them. (See Japan example at bottom.)

Rich or poor, people around the world tend to spend $250 or less upfront for a phone. It's not about the total cost over time, it's the upfront layout that matters.



Another factor is that today, a $250-total-price smartphone is often actually a pretty nice device, with large screen and good capabilities. It isn't necessary to spend $650 for a good smartphone any more.

This is why Japanese are so smart ...
Yes. When the iPhone was first introduced in Japan, it sold extremely poorly. Like most countries without a subsidy, it only got to around 10% of the market.

Then the Japanese carriers started basically giving them away for free with a contract. Instantly iPhone adoption jumped like crazy.
Score: 2 Votes (Like | Disagree)

Popular Stories

cook sept 2020 event

Gurman: Apple Preparing Pre-Recorded iPhone 14 and Apple Watch Series 8 Event

Sunday August 7, 2022 6:13 am PDT by
Apple has "started to record" its virtual September event, where it's expected to announce the upcoming iPhone 14 lineup, the Apple Watch Series 8, and a new "rugged" Apple Watch model, according to Bloomberg's Mark Gurman. Writing in his latest Power On newsletter, Gurman says the event, which is expected to take place in the early part of September, is already under production, implying...
Apple Watch Series 7 Starlight Midnight

Standard Apple Watch Series 8 Rumored to Feature Same Design as Series 7

Friday August 5, 2022 7:46 am PDT by
The standard 41mm and 45mm models of the Apple Watch Series 8 will feature the same design as the Apple Watch Series 7, according to Twitter user @ShrimpApplePro, who was first to reveal that iPhone 14 Pro models would feature a new pill-and-hole display. Titanium will not be an option for the standard Apple Watch Series 8 models either, according to @ShrimpApplePro, but Bloomberg's Mark...
iPhone 14 Lineup Feature Purple

Color Options for All iPhone 14 Models: Everything We Know

Monday August 8, 2022 3:59 am PDT by
The iPhone 14 and iPhone 14 Pro models are rumored to be available in a refreshed range of color options, including an all-new purple color. Most expectations about the iPhone 14 lineup's color options come from an unverified post on Chinese social media site Weibo earlier this year. Overall, the iPhone 14 and iPhone 14 Pro's selection of color options could look fairly similar to those of the ...
ios 16 beta 5 battery percent

iOS 16 Beta 5: Battery Percentage Now Displayed in iPhone Status Bar

Monday August 8, 2022 10:43 am PDT by
With the fifth beta of iOS 16, Apple has updated the battery icon on iPhones with Face ID to display the specific battery percentage rather than just a visual representation of battery level. The new battery indicator is available on iPhone 12 and iPhone 13 models, with the exception of the 5.4-inch iPhone 12/13 mini. It is also available on the iPhone X and the iPhone XS. Battery percent...
iphone 14 pro max camera bump compared lipilipsi 16 9

Bigger iPhone 14 Pro Max Camera Bump Shown Alongside iPhone 13 Pro Max

Monday August 8, 2022 4:33 am PDT by
The camera bump on the upcoming iPhone 14 Pro Max is expected to be the largest rear lens housing Apple has ever installed on its flagship smartphones, and a new photo offers a rare glimpse at just how prominent it is compared to Apple's predecessor device. iPhone 14 Pro Max dummy (left) vs iPhone 13 Pro Max All iPhone 14 models are expected to see upgrades to the Ultra Wide camera on the...
ipad pro magic keyboard white

Rumor Claims Next iPad Pro to Feature New Four-Pin Smart Connector

Sunday August 7, 2022 11:57 am PDT by
A new rumor claims that the next-generation 12.9-inch and 11-inch iPad Pro will feature a new four-pin Smart Connector, an update from the current three-pin connector in the iPad Pro. The rumor from Mac Otakara, citing "reliable sources," says that the next iPad Pro, expected to debut possibly as soon as this fall, will feature a new Smart Connector that has four-pins rather than three. The...