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On the eve of WP8’s launch, comScore shows how hard the road ahead is

On the eve of WP8’s launch, comScore shows how hard the road ahead is
The latest U.S. market share numbers from comScore are out, and you probably can guess the obvious headlines: Android, Apple, and Samsung are the big winners; everyone else is “not a winner”. Google’s Android operating system grew its market share in the U.S. in the quarter ending in July to 52.2%, and Apple nabbed 33.4% of the market. Together iOS and Android control 85.6% of U.S. smartphones. We know, this all sounds like "Blah, blah, blah..."

But hidden inside the poor numbers there are differential levels of “not winning”, and they paint a picture of just how far Windows Phone and RIM’s BB10 devices have to go before they can be significant players in the mobile phone space again. All of the other OSes were down, but Windows slipped the least, down just a fraction of a percent to 3.6% of the market. RIM, on the other hand, continues to hemorrhage significant market share, losing another 2.1% of the market as their numbers hit the single digits for the first time at 9.5%. Remember that these numbers are for installed customers, so RIM’s quarterly sales must be even smaller for their market share to be dropping so quickly.

Symbian, which was never particularly strong in the U.S., continues to exit the market after Nokia EOLed the legacy mobile OS, dropping to under a percent of the market - presumably it will soon be retired from these numbers just as webOS was last year. Turning to individual phone OEMs things remained fairly static – Samsung still makes 1 in 4 out of every phone in the U.S., while LG and Apple fall in behind at 18.4% and 16.3% respectively. As always, the OEM numbers reflect all phones, not just the “smart” variety; Apple’s numbers would probably beat everyone but perhaps Samsung if comScore broke them down. HTC actually grew its market share a bit (up to 6.4%) so while the HTC One series may not have been the sales behemoth they hoped for, the line does seem to have reversed the trend that had plagued HTC for several quarters.

Finally, comScore always takes a look at how owners use their phones. Nothing Earth-shaking in their findings, but of potential interest is that the biggest growth was in users playing music from their phones, which rose 2.5% to include 28.3% of all phone users. If this trend continues playing music from a phone may pass up the playing of games on phone in another quarter or two, which could make HTC’s investment in Beats Audio seem like a smarter move in retrospect.

If you love seeing the charts yourself, check them out in the gallery below.




source: comScore via TechCrunch

20 Comments
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posted on 04 Sep 2012, 14:50 3

1. StreetNerd (Posts: 700; Member since: 08 Dec 2010)


No worries =]

posted on 04 Sep 2012, 15:11 7

2. htc_prep (Posts: 303; Member since: 09 Oct 2009)


every one that is an educated buyer knows that existing WP7 devices arent being upgraded so people stopped buying but due to the fact that the OS is stable those who want a solid device still bought one.
I think a resurgance for WP phones might be on its way, as speople are starting to shed bad taste that 6.5 and prior left in their mouth and although no time soon will they taste the number success of IOS or Android eventually they will rebuild their base. i know i will be buying a WP8 phone

posted on 04 Sep 2012, 17:48 4

9. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


Not really a fan of WP right now...but I agree with this. And like the unbiased view.

But...if I ever get tired of Android....WP would be my next choice. So I am rooting for them to hang around.

posted on 04 Sep 2012, 20:33 1

15. sakib.ahsan (Posts: 7; Member since: 07 Aug 2012)


Yeah me too. I am using android at the moment. But if I switch it will be for a windows 8 powered phone.

posted on 04 Sep 2012, 15:13 1

3. khmer (Posts: 92; Member since: 21 Jun 2012)


Samsung is the king of WP and Android in 2013.

posted on 04 Sep 2012, 16:28 4

5. ChiX017 (Posts: 308; Member since: 09 Nov 2011)


i hope not.

posted on 04 Sep 2012, 17:40 4

8. htc_prep (Posts: 303; Member since: 09 Oct 2009)


me too i want a Nexus but i dont want it to be made by samsung. and if i jump ship to WP like im thinking i may want a nokia... but i dont want samsung to become the monopoly.

posted on 05 Sep 2012, 05:29

20. B3BLW29 (Posts: 237; Member since: 02 Mar 2012)


Yeah right, the only reason Samsung is there is because Nokia decided not to go with Android. Other wise it would have been a same old story.
However no one beats Nokia in terms of build quality.

posted on 04 Sep 2012, 15:53 7

4. McLTE (Posts: 637; Member since: 18 Oct 2011)


I cant help but think WP will have a decent future. The fact they are going solid into gaming, which a lot of the younger crowd seems way into, will help very much.

If they are able to tie WP8 with windows 8 so the tablet, phone and PC all work together.. that will be HUGE for the phones in the long run.

posted on 04 Sep 2012, 17:07 2

6. 09wbd03516 (banned) (Posts: 140; Member since: 30 May 2012)


I don't understand why the Apple share is still increasing

posted on 04 Sep 2012, 18:00

11. lsutigers (Posts: 697; Member since: 08 Mar 2009)


I'm thinking part of the reason had to do with the iPhone 4 being $50 @ AT&T, Sprint and Verizon and the 4S being $100 - $150. Apple products are rarely discounted and anyone who wanted an iPhone picked one up in the last quarter for a lower price.

posted on 04 Sep 2012, 18:42

13. htc_prep (Posts: 303; Member since: 09 Oct 2009)


the 4 is still $99 on sprint if you get it through official channels

posted on 05 Sep 2012, 00:26

19. snowgator (Posts: 3188; Member since: 19 Jan 2011)


I agree with everyone here. The use of the older devices as their bargain options has helped.

It also doesn't hurt that they lead every tech section of major newspapers (Wall Street Journal, USA Today, ECT) every time they sneeze. Is it also fair to say there may have been a sympathy factor involved with the passing of Steve Jobs?

posted on 04 Sep 2012, 17:14 3

7. SuperMaoriBro (Posts: 255; Member since: 23 Jun 2012)


I have been a huge fan of Android but I am ready to jump ship and grab myself a WP8 device as soon as they hit. From what I want out of a device I think WP8 looks perfect for me, I'm just really happy we as consumers have options and choices to decide what we each like, and find the best OS/UI/Ecosystem that matches our needs & wants the best. What one person thinks is perfect isn't necessarily perfect for someone else. How lucky are we to have so much freedom of choice :)

posted on 04 Sep 2012, 18:00

10. jroc74 (Posts: 4720; Member since: 30 Dec 2010)


Agree 100%. Freedom of choice....is never a bad thing.

Its wild because choice helped propel the iPhone to iconic status. Ppl chose it and they still do to this day. Its mind boggling the Apple fanboys cant see it this way.

Freedom of choice helps any product get sold.

posted on 04 Sep 2012, 18:31 1

12. matrix_neo (Posts: 307; Member since: 03 Nov 2011)


Windows phone 8 is my second choice after Android. It's features really promising, hope after releasing wp8, it will gain a significant rise in market share. Let's hope for the best for wp8.

posted on 04 Sep 2012, 19:21

14. pikapowerize (banned) (Posts: 1869; Member since: 03 May 2012)


blah blah blah.. analyst ar e stupid!!!

posted on 04 Sep 2012, 21:39 1

16. rudlie (Posts: 182; Member since: 13 Mar 2012)


base on some comments here, I feel WP will threat android market :)

posted on 04 Sep 2012, 21:57 2

17. droiddomination (Posts: 203; Member since: 01 Dec 2011)


imade the switch and never looked back. windows is freaking awesome. once you get used to the tiles, the widget look is so dated in comparison. and can i say buttery smooth and great on battery?

posted on 05 Sep 2012, 00:20

18. snowgator (Posts: 3188; Member since: 19 Jan 2011)


Depends on what you consider succesful, I guess. Assuming that WP 8 has something to offer and that BB10 doesn't blow chunks straight out of the gate, what would it take for these OS's to stay profitable and competitive?

Unless you believe that the Samsung loss in court will cripple Android somehow (I don't know anyone who has made that case) than it's pure market penetration will keep it #1. Apple is Apple. I can't see the iPhone really growing more than it has. If you accept it has peaked, it just becomes how long it keeps it's amazing marketshare. I see it for at least the next few years holding nearly at it's same level. Than you factor in Feature phone users moving up to smart phones to allow for growth, as well as the growth in developing nations where the standard of living is (hopefully for all) allowing for more sales.

Within 2 years, I am cheering for a 35% Android, 25% iPhone, maybe 18% WP 8 and a 12% BB10 split, leaving 10% for the "other" catagory in the OS wars. With all the "others" that will be options in the near future, I can see that. That keeps everyone in the black, both MS and RIM in the game, innovation strong, and Google and Apple honest. Everyone wins.

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