Research indicates that just under half of the UK population now own a smartphone, and Google’s Android operating system is installed on roughly half of those devices.
Market share data from Kantar Worldpanel ComTech shows BlackBerry models in second place behind Android with 22.5% of recent sales, while Apple’s iPhone accounted for 18.5%.
Nokia’s Symbian OS continued to decline, representing only 6% of sales over the most recent three-month period. Apple also experienced a short-term dip in sales; however, that figure may rise again, as the research concluded two days before the anticipated launch of the iPhone 4S.
The findings also highlight a shift in how people access the internet, with millions more choosing to use mobile devices to consume data and online services.
Carolina Milanesi, a smartphone analyst at Gartner, noted: “People are still primarily using phones for calls and texts. Handset manufacturers and retailers need to do more to educate consumers about the broader capabilities of these devices.”
Android’s market share has nearly doubled compared with last year, and Android handset manufacturers are expanding their presence. Over the past 12 weeks, HTC accounted for approximately 45% of Android handset sales, while Samsung is closing the gap with about 38%.
Dominic Sunnebo, global consumer insight director at Kantar, said: “Over the next six to 12 months, many current Android owners will reach the end of their contracts and look to upgrade. Our data shows that when these consumers upgrade, they generally remain loyal to the Android platform—about 62% choose another Android device—but they are far less loyal to specific handset manufacturers.”
For those interested in the future of multiplatform apps and how marketers, developers, businesses, brands and operators are capitalizing on rapid market growth, there are relevant industry events coming up. Learn more at the Apps World conferences in New York (1–2 November) and London (29–30 November) where leading global brands and experts will present insights and trends.