Kantar: iOS Adoption Rises in China as Android Grows in U.S. and Europe

Wednesday December 9, 2015 5:16 AM PST by Joe Rossignol

Kantar Worldpanel has released new smartphone operating system market share data for the third calendar quarter of 2015, providing a regional breakdown of Android, iOS, BlackBerry, Windows Phone and other mobile platform adoption in the U.S., Europe, China, Japan and elsewhere during the three-month period ending October.

iPhone 6 Galaxy S6 Edge
In the U.S. market, Android led the third quarter with 62.8% market share, compared to 33.6% for iOS. The U.S. smartphone market continues to be virtually a two-horse race between Apple and Google, with iOS and Android combining for 96.4% market share in the October quarter. Windows Phone was a distant third place with just 2.7% market share.

"With 33.6% of the U.S. smartphone market, Apple's share remained down year-over-year, but up quarter-over-quarter, as iPhone 6s became the third best-selling smartphone," Milanesi added. "Samsung retained its leading position in the U.S. smartphone market and, for the first time in 2015, the South Korean brand was able to show year-on-year growth."

Android continued to have the highest market share among mobile platforms worldwide, experiencing 1.6% year-over-year growth in Europe's big five markets -- United Kingdom, Germany, France, Italy and Spain. iOS adoption grew in China and Japan by 7% and 3.5% respectively compared to the year-ago quarter.


Kantar Worldpanel data shows the iPhone 6s accounted for 24% of all iPhones sold in the U.S. in the three months ending October, compared to 33% for the iPhone 6 in 2014, and 22% for the iPhone 5s in 2013. Kantar says "overall volumes are pretty much identical to what was sold in 2013, while down 25% from 2014’s sales."

Kantar Worldpanel's latest data is also available in chart format for those that cannot view the embedded map above.

Top Rated Comments

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56 months ago

Just wait until they bring out the iPhone 7 with no headphone jack...then sales will REALLY tank.


It is just rumor for now, until it become offical, it is just a baseless rumor. If Apple does do away headphone jack, it must be headphone jack is acient technology and it needs Apple's reimaginations. After all, consumers do not know what they want util APPLE shows to them, right? And I am sure it will sell well, becuase so many hardcore fan will buy regardles...

Well, I am just going to enjoy iPhone 6S and my Android phones with CM 13
Score: 1 Votes (Like | Disagree)
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56 months ago
China knows what's up.

(And Japan, which actually has a higher iOS market share than Android!)
Score: 1 Votes (Like | Disagree)

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