Kantar Worldpanel


'Kantar Worldpanel' Articles

iOS Grew U.S. Market Share This Spring Thanks to 'Unprecedented Depth' of Price Options as Android 'Felt the Heat'

In the United States, iOS saw significant growth in the three months ending June 2018, with market share up 5.9 percentage points to 38.7 percent as tracked in the newest data from Kantar Worldpanel ComTech. Helping to boost iOS performance were sales for the iPhone 8 and iPhone 8 Plus, together accounting for nearly one in five smartphones sold in the time period. Apple's other flagship smartphone from 2017, the iPhone X, was the fourth best-selling device during the April–June 2018 period in the United States. As iOS grows in the United States, Samsung and LG smartphones have "felt the heat" recently, with Android's operating system dropping 4.5 percentage points in the U.S. market during this time, down to 61 percent. Kantar Worldpanel's Dominic Sunnebo explains that iPhones made up eight out of the ten best-selling smartphones in the three months ending in June, thanks in part to Apple's "unprecedented depth" across the price spectrum of its smartphones. Currently, customers interested in iPhone can start as low as $349 for the iPhone SE, or opt for the high-end 256GB iPhone X at $1,149.00.“Apple continues to wield huge power in the US market, with iPhone models making up eight out of the ten best-selling models in the past three months. Apple currently enjoys unprecedented depth across the smartphone price spectrum, ranging from the iPhone SE to the $1,000 iPhone X; resulting in continued growth and hitting Samsung and LG hard. While Samsung is well represented at the premium end of the market with its S9 and Note series, and its budget orientated J series

iPhone X Was One of the Top Three Best-Selling Smartphones in December 2017 Across Five Markets

Apple's iPhone X made it into the top three best-selling smartphones in December 2017 "across all key regions," according to new data tracked by Kantar Worldpanel. Specifically, Apple's new iPhone X climbed best-selling charts in Europe, Japan, Australia, the United States, and China, where it was the top selling model during the holiday season this year. Although iOS market share fell 0.5 percentage points in the U.S. during the October to December 2017 period (down to 43.9 percent), the researchers noted that iOS loyalty "reached a new high of 96 percent." Ultimately, Kantar argued that Apple's staggered release of the iPhone 8, iPhone 8 Plus, and iPhone X has been a "sound" strategy with multiple price points offering entry points for a wider variety of consumers and "boosting" Apple's smartphone OS share in these key markets. “The full results for the last quarter of the year show that Apple’s decision to release three new handsets over a staggered period, including the ultra high-end iPhone X, has been a sound one. With Apple’s existing release structure, expectations would always be that the flagship model would be the top selling device in key developed markets, but with the premium price of iPhone X, real life affordability has come into play. Given that in December iPhone X made it into the top three best-selling devices across all key regions, particularly in urban China where it was the top selling model, the pricing strategy seems to have been vindicated.” In total, Apple's piece of the global smartphone OS market saw a percentage point increase across

iPhone X Sales Were 'Stellar' in Several Countries During First Month of Availability

Kantar Worldpanel's newest smartphone OS data details the "stellar" performance of the iPhone X in multiple markets around the world during November, amid an overall "mixed performance" for iOS devices from September to November 2017. While Apple's piece of the smartphone ecosystem fell in Great Britain, the United States, Japan, and Australia, the company saw ongoing growth in urban China during this period. Specifically, iOS dropped 3.8 percentage points in the U.S. when compared to the year-ago period, resulting in a total smartphone OS sales share of 39.8 percent. In the U.S., Android grew 4 percentage points to capture 59.4 percent of the smartphone OS market. Kantar noted that in the U.S. the iPhone X was outsold by the iPhone 8 and 8 Plus in November, coming in third and helping Apple capture the three top spots for the best-selling smartphone models that month. The researchers said that Apple "easily" beat Samsung's Galaxy S8, which landed at sixth place. In China, Kantar said that iOS "continues to impress" with a growth of 4.6 percentage points from the previous year and sitting at 24.3 percent of the smartphone OS market in the country. At the same time, Android fell 4.6 percentage points, but it still owns 75.5 percent of the smartphone OS share in China. Kantar Worldpanel global director Dominic Sunnebo explained that Apple's growth in China during this period was helped by "staggering" demand for the iPhone X, despite its high price tag, and came from users who were mostly switching sides from rival smartphone makers. “Apple was riding on

iOS Lost Market Share in Numerous Countries From August to October 2017 as People Waited for iPhone X

Apple's piece of the smartphone ecosystem market fell in eight total territories during the August-October 2017 timeframe, according to new data tracked by Kantar Worldpanel. Echoing numerous stories from earlier this fall that reported people were waiting for the iPhone X and not purchasing an iPhone 8 or iPhone 8 Plus, Kantar's data showed a 7.6 percentage point drop for iOS in the United States when compared to the same year-ago period. That number was higher in Great Britain where iOS dropped 8.5 percentage points from 2016, and was followed by Japan (down 6.9 percentage points), Germany (down 1.6), France (down 0.6), Italy (down 0.5), and Australia (down 0.2). While iOS dropped 7.6 points in the U.S., Android increased by 8.2 percentage points during this time. In the same three-month period ending October of last year, 30.1 percent of iOS users in Europe and the U.S. had owned their iPhones for more than two years. iPhone X excitement further affected this statistic as well, increasing to 35.3 percent in 2017 and "signifying considerable pent-up demand" for the iPhone X, according to Kantar. “It was somewhat inevitable that Apple would see volume share fall once we had a full comparative month of sales taking into account the non-flagship iPhone 8 vs. the flagship iPhone 7 from 2016,” said Dominic Sunnebo, Global Business Unit Director for Kantar Worldpanel ComTech. “This decrease is significant and puts pressure on the iPhone X to perform. Considering the complete overhaul that the iPhone X offers, consumers may be postponing their purchase decisions

iOS Gained Market Share in Most Countries This Summer, Although Samsung Drove Gains for Android in UK

Apple's portion of the mobile ecosystem market increased in eight major territories in the three months ending August 2017, according to new data collected and shared by Kantar Worldpanel. Over the summer of 2017, iOS saw growth in the following territories compared to the same year-ago period: Spain (4.4 percentage point increase), followed by China (4.3), the United States (3.7), Germany (2.3), France (1.7), the European Union (1.2), Australia (0.9), and Italy (0.4). Specifically, iOS grew from 31.3 to 35 percentage points year-over-year in the U.S., and although Android still dominates the U.S. smartphone OS market at 63.2 percentage points, it has dipped slightly from its hold of 66.1 percentage points in the same year-ago period. Dominic Sunnebo, Kantar Worldpanel ComTech's Global Business Unit Director, said that "Apple maintained strong momentum in the US one month before the release of iPhone 8 and iPhone 8 Plus," so iOS should continue to see positive growth in future data that measures the holiday months. Galaxy S8 compared with iPhone 8 However, Apple's iOS decreased slightly in the United Kingdom/Great Britain in the summer months this year. The drop in iOS market share is said to be due to Samsung's "significant" promotional activity for its Galaxy S8 and J3 smartphones eating into Apple's pre-iPhone 8 sales. In total, Apple devices running iOS accounted for 33.9 percentage points during this summer period in the UK, dropping 2 percentage points from 35.9 one year prior. Although this was "offset slightly" by strong sales of the iPhone SE, Samsung

iOS Drops to Lowest Share of China Smartphone Market in Nearly Three Years

Apple's iOS has dropped to its lowest share of the smartphone market in urban China since July 2014, according to new data collected and shared by Kantar Worldpanel. Today's report specifically details smartphone shares around the world for the three months ending in February 2017. In total, devices running iOS dropped 8.9 percentage points from the same year-ago quarter, receding from 22.1 percent of the China market to 13.2 percent. Apple rival Android remains the dominant force in China at 86.4 percent of the smartphone market in the country, growing 9.3 percentage points year-over-year. Although the iPhone 7 and iPhone 7 Plus remained the top selling devices in China, Apple has trouble competing with local vendors -- like Oppo and Vivo -- who produce cheaper smartphones at a massive rate that are far easier to obtain by the Chinese consumer. "In the three-month period ending February 2017, iOS accounted for 13.2% of smartphone sales in urban China, a decline of 8.9 percentage points from 22.1% a year earlier. This marks iOS’ lowest share since the three-month period ending July 2014," reported Tamsin Timpson, Strategic Insight Director at Kantar Worldpanel ComTech Asia. "That said, iPhone 7 and iPhone 7 Plus remained the top selling devices in the region, accounting for 8% of smartphone sales. By comparison, iPhone 6s and 6s Plus accounted for 14% of smartphone sales in the three months ending February 2016." Not much has changed for either iOS or Android in the United States since Kantar's last report, although the latter OS has continued to see a decline in

iOS Grew to Capture 42% of U.S. Smartphone Market Over Holidays

From November 2016 through January 2017, iOS devices accounted for 42 percent of smartphone sales in the United States, growing 2.9 percentage points year-over-year thanks to iPhone sales over the holidays. According to new data released by Kantar Worldpanel, the same period saw a decline for Android smartphones, which still captured the largest share of the market at 56.4 percent in the United States, but was down 1.8 percentage points from the same three month period last year. A similar growth for iOS and decline for Android -- likely due to the Note7 -- was noted by Kantar in a report focusing on OS market shares ahead of the holiday season. In today's findings, Kantar noted that as iOS and Android continue to battle it out in every market, "no other ecosystem is challenging the two giants." Some re-emerging brands catalyzed nostalgic spending for consumers -- including the Nokia 3310 and BlackBerry KEYone -- but their reliance on Android's OS instead of their own legacy OS helped boost Android's market shares. Gone are the days when a BlackBerry OS, Symbian, or Windows Mobile could make a significant impact. It is clear that there will only be two smartphone ecosystems moving forward – iOS and Android. To succeed, phone manufacturers will have to play by those rulebooks. Kantar noted that the iPhone 7 continues to be a top seller in large markets, particularly in Great Britain, France, and Germany. In total, iOS made gains across most regions excluding Japan, Spain, and China. In China specifically, iOS saw its largest year-over-year decline of 8.4 percentage

iPhone Captured 31% of Smartphone Sales in the U.S. Ahead of Holiday Season

The iPhone 7, iPhone 7 Plus, and iPhone 6s were the "three most popular smartphones" in the United States in the three month period ending November 2016, when users were purchasing early holiday gifts for friends and family members. According to new data collected by Kantar Worldpanel, the three Apple iPhones captured a total 31.3 percent of smartphone sales in the U.S., while Samsung accounted for 28.9 percent of smartphone sales during the three month period. In the U.S., iOS grew 6.4 percent in the same three month period, rising to a 43.5 percent share of the market. Android dropped 5.1 percent, but still sits atop Apple with a 55.3 percent share of the market. As Kantar noted, the data marks the sixth consecutive decline for Android in the U.S. Kantar's data shows that iOS made gains across most regions around the world in the same September to November period, despite a few losses in Germany and China. Apple's mobile operating system saw the biggest year-over-year increase in Great Britain, where it jumped 9.1 percent to account for 48.3 percent of the smartphone market in the country. Both Android and iOS increased their presence across France, Germany, Italy, Spain, and Great Britain, "largely due to the decline of Windows," according to Kantar. “In the EU5 countries, Android accounted for 72.4% of smartphone sales during this period, with iOS at 24.6%, a strong year-on-year uptick for both ecosystems as Windows’ share declined to 2.8%. For Android, this represented a 2.8 percentage point decline from the October period, while strong sales of

Apple Stock Nears Quarterly High as Investors Prepare for Q3 Earnings Report

Apple stock enjoyed its biggest one-day rise since May on Thursday, following a brief dip as investors speculated on the company's prospects in the run-up to its Q3 earnings call and the release of the iPhone 7 later this year. Shares closed at $98.78, almost hitting their previous high since Apple reported its fiscal Q2 earnings, when the company's stock fell below $100. Shares remain down 26% from its own record high close of $133 set on February 23, 2015. The rise followed Wednesday's blip after consumer research firm Kantar Worldpanel released data showing that Samsung is outselling Apple in U.S. smartphone sales. In the three months ending in May, Samsung accounted for 37% of all U.S. smartphone purchases, with Apple at 29%. However, a closer look at the figures showed Samsung's Galaxy S7 series accounted for 16% of sales in the same period, while the iPhone 6S series accounted for 14.6%, suggesting a much closer battle when it comes to flagship devices. Outside the U.S., Kantar data revealed that Apple's iPhone 6s and 5s were the top two best-selling phones in the U.K., followed by the Samsung Galaxy J5 and the iPhone SE. In Q2 2016, Apple saw its first year-over-year revenue decline since 2003 along with its first ever drop in iPhone sales, and that downward trend is expected to continue into the third quarter of the year. The company's earnings announcement for the third fiscal quarter (second calendar quarter) of 2016 will take place on Tuesday, July 26. Last week, industry research revealed that Mac sales experienced a slight

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

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. 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

Android Switchers Drive iOS Adoption in Europe During First Quarter

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. 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%