Latest KWP Figures Show Windows Phone Gains Across Europe and Beyond


Kantar World Panel have release their numbers for the three months covering August, September and October, which show Windows Phone market share to have made some pretty healthy gains compared to the same period last year, more than doubling it’s share in the EU5, which combines UK, Germany, France, Italy and Spain. 2012 had Windows Phone share at 4.8% while this year it is 10.2%, in the individual European markets, Windows Phone has 16.1% in Italy, 12.5% in France and 11.9% in Britain.

In the USA Windows Phone, which is almost complete driven by Nokia sales, has climbed to 4.8% up from 2.5% this time last year. Australia has also seen an increase from 4% to 7.3%. China is the only market in which Microsoft’s mobile platform has not seen an increase, dropping from 3.9% a year ago to 3.5%.

Compared to Last Month

Kantar do of course release these reports, which cover a three month period, every month and I find it interesting to see how things look against the previous month. Doing this we can see that EU5 share has gone up from 9.8% to 10.2%, this increase must be made up by the success in the French and Italian markets, which have gone up from 10.7% to 12.5% and 13.7% to 16.1% respectively. Great Britain also had a small increase from 11.4% to 11.9% as was the case in Spain, up from 3.7% in September to 4.3% this month. How ever market share dropped in Germany from 8.5% to 6.3%. Windows Phone is continuing it’s slow and steady rise in the USA going from 4.6% to 4.8%, and things have picked up a little in China, a market which Windows Phone is struggle to gain a firm footing, this month saw a 1 per cent point increase. Australia saw Windows Phone market share decrease from last month’s numbers which had it at 9.3% now down to 7.3%.

Read about last months KWP Report HERE

Against the Opposition

One interesting thing to note about these numbers is the fact October saw the iPhone 5S and 5C launch, however this hasn’t seemed to have much affect on Windows Phone and it’s continuing growth. In Italy WP actually increased it’s lead over Apple’s operating system, while in France it closed the gap to just 3.4 points. Android is still highly dominant in most markets, but Windows Phone is moving in the right direction. It is no secret Nokia’s low end hand sets have been pushing Windows Phone market share, and with news of the Lumia 525 as well as moving into the “phablet” markets with both premium and budget friendly 6 inch devices, the operating system is pursuing a strategy similar to what has made Android such a success.

Read Kantar’s report HERE, below is an extract regarding Windows Phone and Nokia:

Windows’ progress had continued in the latest period, with share in the five largest EU economies* now past 10% and share in the US close to 5%.

Sunnebo comments, “Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets. In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets.

“China remains a key challenge for Nokia, with its market share languishing at 3.5%. Local Chinese brands are becoming increasingly dominant in the world’s largest smartphone market, selling high specification Android devices at low prices. If Microsoft partnered with a major local brand it could help drive Windows Phone momentum but, with the Nokia takeover imminent, this does not look likely to happen anytime soon.”

Smartphone % penetration in Great Britain stands at 68% in October, with 86% of devices sold in the past three months being smartphones.

Lenny Bonsignore
Lenny Bonsignore
Lenny Bonsignore @LennyBons34 is Owner/Editor- in -Chief of OneTechStop, Sports fan, Tech guy, & Mailman by Day [email protected]

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    • Are Android dominant in New Zealand like most other places?
      I think 15% market share would be a good global target for Windows Phone by the end of 2014.

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