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Kantar: Windows Phone is the fastest growing OS on the planet

Posted: , by Alan F.

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Kantar: Windows Phone is the fastest growing OS on the planet
In its latest report on Mobile Trends, researcher Kantar calls Windows Phone "the fastest growing OS in the world." Kantar says that things started turning last year when the Nokia Lumia 520 and Nokia Lumia 620 were both launched, focusing the platform on the low to middle-range price points and the first-time smartphone buyer. According to the report, Windows Phone is now grabbing former Symbian users and is beginning to get the former low-end Android user. Kantar sees these first-time buyers eventually upgrading to higher-priced models providing Nokia and Microsoft with a high-end customer base.

Kantar's report also throws around some interesting stats. For example, only 41% of smartphone buyers are loyal to a specific brand, while 68% are loyal to a specific OS. This hasn't been an issue for Samsung, but Kantar points out that HTC, Sony and LG are trying to get consumers to "connect with the brand." The research firm also notes that consumers are interested in purchasing devices with larger screens, explaining why smartphone users are using the device to watch more video and are surfing the web more while using their handset.

In Europe though, the demand for phablets might have peaked. Nearly half of all European phablet owners upgraded to a phone with a smaller screen last year. Kantar says that with phones like the Samsung Galaxy S4 and LG G2 offering screens around 5 inches with thin bezels, many consumers can get the phablet experience from a smartphone.

A survey done by Kantar finds that Android has the global lead with a 70% smartphone market share in 12 major world economies vs. 22% for iOS. But iOS tops Android in the percentage of users who considered themselves loyal, 84% to 78. The average iOS user pays a $72 monthly mobile bill vs. $69 for those sporting an Android flavored device. More iOS users consider themselves to be heavy users with 32% putting themselves in that category vs. 20% of Android owners. And by a slim margin, more iOS owners would recommend their current device than the number of Android users who would do the same thing.

More iOS users than Android users are loyal to the OS

More iOS users than Android users are loyal to the OS


source: Kantar (pdf) via WMPoweruser

46 Comments
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posted on 26 Feb 2014, 17:11 10

1. papss (unregistered)


That's an amazing number of loyal android users

posted on 26 Feb 2014, 17:20 8

3. PBXtech (Posts: 980; Member since: 21 Oct 2013)


6% difference than iOS, very close indeed.

posted on 26 Feb 2014, 17:29 11

6. akki20892 (Posts: 3464; Member since: 04 Feb 2013)


No Doubt, we know that very well. Wp is growing fast, and will catch ios soon.

posted on 26 Feb 2014, 23:33 2

39. Napalm_3nema (Posts: 938; Member since: 14 Jun 2013)


It's a house of cards. Selling 50 million Lumia 520's is not the same as 50 million iPhones. Realistically, though, since the number of WP devices in the wild for over 3 years is the number of iPhones sold last quarter, I don't think anyone needs to worry about a $99 Dispos-A-Phone catching the Big 2.

posted on 26 Feb 2014, 17:18 14

2. timezone (Posts: 80; Member since: 16 Jun 2013)


Good news for the Windows phone. As more people discover the secret Apple and Google try to hide, Windows phones are better, the more quickly people will move to it.

posted on 26 Feb 2014, 17:25 18

5. Sauce (unregistered)


You must be high if you think WP ecosystem is better than Android and iOS

x'D

posted on 26 Feb 2014, 17:55 5

12. pookiewood (Posts: 589; Member since: 05 Mar 2012)


Why isn't it? One Drive, Xbox Music, Xbox live support in games, Office, Outlook/Hotmail, Skype, etc.

posted on 26 Feb 2014, 18:02 6

17. joey_sfb (Posts: 2921; Member since: 29 Mar 2012)


I move out from windows to android. Still have notebook that runs windows that's it.

Windows are overrated. They move from a dominate position to an under dog is proof that people want out!!

posted on 26 Feb 2014, 18:34

20. networkdood (Posts: 6267; Member since: 31 Mar 2010)


I like xbox, but, you do not need Microsoft's 'ecosystem' - lol, whatta over used term...

posted on 26 Feb 2014, 19:55 2

25. joey_sfb (Posts: 2921; Member since: 29 Mar 2012)


http://www.redmondpie.com/microsoft-xbox-360-has-three-years-of-life-left/

please clear out your xbox360 games during this three years period. I doing so. Learned my lesson with their shutting down of Games for Windows. Couldn't download my fable 3 pc dlc after they put down that unpopular service.

posted on 26 Feb 2014, 20:23 1

26. SemperFiV12 (Posts: 761; Member since: 09 Nov 2010)


No their position in market share has nothing to do with quality of service/devices... It has everything to do with the fact that Microsoft was slow to move away from Windows Mobile to Windows Phone. Both iOS and Android have a considerable headstart... which is diminishing (as this article states, or actually title.)

So... basically... you are wrong.

posted on 27 Feb 2014, 01:59 1

42. joey_sfb (Posts: 2921; Member since: 29 Mar 2012)


I have no problem getting Microsoft products if they are still the leading brand. Been doing that for the past 15 years. I only move to Apple in 2008. Big fan of Apple products then.

In 2011 I move to Android. Big fan of it till now.

I am tired of supporting underdog brand, emotionally taxing.

Note Pro 12.2 LTE rocks!

posted on 27 Feb 2014, 09:58

46. rodneyej1 (Posts: 3546; Member since: 06 Jul 2013)


What are you?

posted on 26 Feb 2014, 20:55 1

33. elitewolverine (Posts: 1594; Member since: 28 Oct 2013)


Yes because I love my note 3 even with a master reset, giving me end process errors weekly.

I love my droid experience

(yes 4 note 3s have this issue, 3 in our pod at work and mine)

posted on 27 Feb 2014, 09:56

45. rodneyej1 (Posts: 3546; Member since: 06 Jul 2013)


What kind?

posted on 26 Feb 2014, 17:52 6

11. DigitalJedi_X2 (banned) (Posts: 346; Member since: 30 Jan 2012)


Better than iOS... YES. Better than Android?... NO.

posted on 26 Feb 2014, 18:07 5

18. papss (unregistered)


You forgot the most important part of your statement... imo

posted on 26 Feb 2014, 20:26 1

27. SemperFiV12 (Posts: 761; Member since: 09 Nov 2010)


Lol... I went from WP to Android (currently rocking a Nexus 5) and I can tell you it is not as black and white as your statement. I'll be going back to WP by the holiday season. Because I LIKE it better, not because it IS better.

posted on 26 Feb 2014, 20:46 3

30. alterecho (Posts: 1082; Member since: 23 Feb 2012)


Better than iOS... NO. Better than Android?... NO.
Better than something... NO.

posted on 26 Feb 2014, 20:53 1

31. elitewolverine (Posts: 1594; Member since: 28 Oct 2013)


I would say yes to all those alterecho, but we already know your rant. You had a gun to your head and bought a nokia 521. Because you had no cash for an android one.

posted on 26 Feb 2014, 21:59 1

34. alterecho (Posts: 1082; Member since: 23 Feb 2012)


I have an 820. Roughly the same price as Xperia SP.

posted on 26 Feb 2014, 23:13

37. ihavenoname (Posts: 1397; Member since: 18 Aug 2013)


The secret what they are hiding (for no reason) is that Android and iOS are better operating systems.

posted on 26 Feb 2014, 17:20 4

4. XperiaFanZone (Posts: 1306; Member since: 21 Sep 2012)


This article will piss off half the users here, even more. Excuse the language.

posted on 26 Feb 2014, 18:01 1

16. joey_sfb (Posts: 2921; Member since: 29 Mar 2012)


More than half.

posted on 26 Feb 2014, 17:30 5

7. livyatan (Posts: 692; Member since: 19 Jun 2013)


Utter, horrid nonsense of a title.
Look at this chart, please. .

http://i58.tinypic.com/qp009h.jpg

THAT is how things really look like!

posted on 26 Feb 2014, 18:36 1

21. networkdood (Posts: 6267; Member since: 31 Mar 2010)


Seems to be an error on your x axis units there - 2 Q4s....

posted on 27 Feb 2014, 04:54

43. livyatan (Posts: 692; Member since: 19 Jun 2013)


Oh crap, yeah that slipped through somehow..

PA, if you want to use that image, feel free to change the error.

Or I'll fix it myself..didn't saved that one into the program so I'd have to make a new one though

posted on 26 Feb 2014, 17:30 9

8. PBXtech (Posts: 980; Member since: 21 Oct 2013)


Sums up my experience very closely, until I find an OS that meets my needs better than Android, that's what I'll continue to purchase. I am however, not loyal to a specific brand. I've owned 3 HTC phones, 3 Samsung phones, and 2 LG phones, each time buying what was best for me at the time.

As for WP, how can they say it's the fastest growing OS and not give any stats to indicate how much?

posted on 26 Feb 2014, 18:36 3

22. networkdood (Posts: 6267; Member since: 31 Mar 2010)


Exactly - well said

posted on 26 Feb 2014, 20:43 2

29. alterecho (Posts: 1082; Member since: 23 Feb 2012)


"how can they say it's the fastest growing OS"
Microsoft marketing paid them. This is utter hoax (same as the OS itself).

posted on 26 Feb 2014, 23:15 1

38. semipro1337 (Posts: 67; Member since: 01 Oct 2012)


you have way too much to say negatively about WP. Its a great OS, runs smoothly on hardware that android would choke on, has a great smartphone experience, and to be honest Android had to pretty much retool their entire OS to get it to run smoothly on hardware even more powerful than the basics needed to run WP.

Cameras are better on Lumia phones than on ANY android phone. Xbox Music is better on WP than on any other OS, the email system is just as good if not better, the interface is much smoother, and this can all be accomplished on a dual core with 256 mb of RAM. What other OS can say that?

You just have your opinion on what is better, sadly its only an opinion. And if your only real disagreement is with the app store, that's a pretty sad argument since the apps that are there are way better than what is available on other OS (as long as they are first party).

And don't say "well they only get the low end market share", because market share is market share.

One more thing, I have iPhone for work, Samsung s4 on tmobile (because I didn't like either of their 2 available WP models) and I use a surface and a PC, and nothing gets the job done better than an MS OS.

This is all IMO. Make sure you add that to your posts next time so you don't sound like someone being paid off by the Goog.

posted on 27 Feb 2014, 01:20 1

41. alterecho (Posts: 1082; Member since: 23 Feb 2012)


"Its a great OS" disagree.
"runs smoothly on hardware that android would choke on" agreed
"has a great smartphone experience" completely disagree.

"Cameras are better on Lumia phones than on ANY android phone"
Ofcourse, considering its Nokia thats making the hardware. But how does the OS contribute to that??

"And if your only real disagreement is with the app store"
My Disgreement is not considering the app store.

"One more thing, I have iPhone for work, Samsung s4 on tmobile (because I didn't like either of their 2 available WP models)"
Exactly! You and many others like the Nokia devices and the WP, invariably, is attached to it. Plus, you have the other 2 devices to keep you distracted from noticing the flaws in Windows Phone.

"sound like someone being paid off by the Goog."
I have pointed out faults in Android when i was having an Android 2.2 device.

I'm just sharing my experience and observations of the platform, to prevent other prospective smartphone buyers from believing, all the unworthy praise WP gets, like i did.
Though i've started to hate Microsoft for their underhandedness, If the OS gets good, i'll share that experience too.

posted on 26 Feb 2014, 17:35 14

9. cripton805 (Posts: 921; Member since: 18 Mar 2012)


This is not hard to believe. The android and apple grow at a much lower pace but sell a whole lot more. Of course Windows is going to grow at a faster pace, but it still doesn't compare sales numbers. This is just company growth within itself. Comparing it to something else is like saying, I sold 1 last year, but this year I sold 10. Yes, that is much higher, but it really doesnt mean anything. A company could still be losing money.

posted on 26 Feb 2014, 17:47 6

10. Sauce (unregistered)


Perfectly said. Faith in PA users has been semi-restored!

posted on 26 Feb 2014, 17:55 3

13. Whateverman (Posts: 3200; Member since: 17 May 2009)


Hey Alan, how is this be possible. WP has been out for a few years now and hasn't hit double digits yet, but Android took the number one spot in about the years after the G1 was released if memory serves me correctly.

But still gotta give it up to Nokia/Microsoft for giving consumers higher quality low end devices. Very smart move!

posted on 26 Feb 2014, 18:00 3

15. Alan01 (Posts: 187; Member since: 21 Mar 2012)


IT is because WP is growing off a lower base which makes it easier to show a huge percentage move. For example, in the U.S. over the last year, WP went from 3% to 5% share. That is a whopping 67% rise although only a move of 2 percentage points.

Once WP starts to get traction, the actual growth rate will slow down.

Alan F.

posted on 26 Feb 2014, 20:35 1

28. Whateverman (Posts: 3200; Member since: 17 May 2009)


So they're measuring WP's growth relative to where it was a year ago, no so much in comparison to other OSs. Okay, gotcha. Thanks for the clarification!

posted on 26 Feb 2014, 22:07

35. cripton805 (Posts: 921; Member since: 18 Mar 2012)


Actually, they are comparing it to other OS because they're saying its the fastest growing OS in the planet. Which doesn't even really matter unless it's at a demand that is breaking records for months or even years. They're not even comparing it to when each product was at the same lifecycle. Every one has spikes with a good product until hype settles down. They're just being bias in making Windows seem better in any way they can and by making others seem inferior. They must own some Windows stocks or something.

posted on 26 Feb 2014, 17:59 1

14. 7thspaceman (Posts: 1085; Member since: 14 Feb 2011)


The coming update that will take Windows 8 smart phones to Windows 8.1 smart phones is the one that will thrust Windows 8 series smart phones to very high level because of the large amount of new features it will have. there will be so many new features from the windows 8.1 update that Windows 8 smart phone Owners will have relearn how to use their smart phones. This is good real good. Microsoft is primarily a software corporation and will continue to add new features to the Windows 8 series smart phones so that feature by feature Windows 8 series smart phones will have al the features Android and Apple smart phones have.

posted on 26 Feb 2014, 18:10 3

19. Liveitup (Posts: 1232; Member since: 07 Jan 2014)


Good on Microsoft as more OEM's come on board WP popularity will expand even more. The tens of millions of smartphones that Microsoft sold last year is a 90% increase over the previous year making it the fastest growing OS on the planet. WP sales may not be as large as the big boys in terms of volume but it is certainly getting there. WP has fans for a reason, they believe its the best OS out there and many agree.

As Kantar themselves stated:

If Android and Apple can claim to be the big players of 2013, Windows Phone wins the title of top-performer. It wasn’t a promising start for Windows Phone when launched in October 2010 as solid reviews failed to translate into meaningful sales. A lack of apps and consumer wariness of a new platform were blamed and many claimed that the experiment had failed. Three years later and Windows is the fastest growing OS in the world. It has overtaken Apple in Italy, is a close second in Germany and has snatched back third place in Britain.

What changed?



Windows is the fastest growing OS in the world
Most early adopters were already on their second smartphone when Windows Phone launched, making it very hard for Nokia to attract them across to a new platform. The turning point for Windows Phone was 2013’s launch of the Nokia Lumia 620 and 520. Changing tactic and re-focusing on the low to middle-end of the market appealed to a large number of the remaining first-time smartphone buyers, many of whom still own Nokia featurephones. It has sucked up the remaining customers from Symbian and BlackBerry and is now eating into the low-end Android market. The good news for Nokia and Microsoft is that once consumers buy their first smartphone and become more engaged in the market, they are willing to spend significantly more on their upgrade. Nokia may be skewed to the low end now, but if it can keep its increasing base of customers loyal the high-end should follow soon after.

posted on 26 Feb 2014, 18:38 1

24. networkdood (Posts: 6267; Member since: 31 Mar 2010)


Yeah, going to a nokia phone would be a downgrade for me, so, they need something else to make come over to the dark side....

posted on 26 Feb 2014, 20:54

32. elitewolverine (Posts: 1594; Member since: 28 Oct 2013)


Going to anything other than a note 3 would be a downgrade for me as a 925 user.

posted on 26 Feb 2014, 18:37 2

23. networkdood (Posts: 6267; Member since: 31 Mar 2010)


Cool, more smartphones to help the NSA spy on us.....oops

posted on 26 Feb 2014, 23:06

36. cornerofthemoon (Posts: 507; Member since: 20 Apr 2010)


I enjoyed the WP device I had. The only reason I went back to Android is because it had more of the apps that I wanted. I may go back to WP someday if they can continue to make headway.

posted on 27 Feb 2014, 00:05

40. shahluffyz (Posts: 6; Member since: 23 Feb 2014)


I'm using WP phone, and I don't think the ecosystem is the best compared to android and ios. At least, WP 8.0 isn't. I hope they will do what they should do in the upcoming 8.1 update. Or Imma done. Sigh. I'm not a faithful user afterall. I'm sorry nokia lol

posted on 27 Feb 2014, 05:30

44. pureviewuser (Posts: 141; Member since: 11 Nov 2012)


I prefer wp doesn't mean it's better all os's are special in their own way having strong and weak points.

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