Kantar: Android continues to win over market share from Apple's iOS and Windows Phone


According to the latest data from market research firm Kantar Worldpanel, Google's Android has continued to extend its domination during the smartphone market in the three months ending April 2016.

After observing smartphone sales during the time period, the industry watchers believe that Android has held a 76% share of the global smartphone market. That's up 5.8% compared to the same three months a year ago.

The authors of the report estimate that most of Android's progress has been made at the expense of Microsoft's Windows Phone. Kantar estimates that 10% of new Android buyers in the time period have switched from Windows Phone.

A year ago, WP held a 3.8% slice of the US market and a 9.3% slice of the EU5 (Germany, Great Britain, France, Italy, and Spain). Now Windows Phone has fallen to 1.3% in the US and 4.8% in EU5 among other losses in other markets around the globe.

While most of Android's growth came from former Windows Phone users, it looks like Apple's iOS is also losing market share in the major smartphone markets. In the EU5, Apple lost 1 percentage point and holds an 18.3% slice of the market. In China, iOS fell 4.4% to 20.1% of the market. Even in the US, a market where Apple dominates as an individual smartphone maker, iOS has lost 2.5 percentage points since last April and now holds a 30.7% slice of the pie.

Looking into the future, it will be very interesting to see how the smartphone OS battle pans out. Apple has recently unveiled iOS 10 while Google is getting ready to launch the commercial version of Android N later this summer. 

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208 Comments

1. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Looking to the future, Android will have 90% of the smartphone market like windows has on the desktop. AT that point, no one else will matter. Android is the most advanced mobile OS period. Everything else is second best. No points for 2nd place folks and 3rd place is a forgotten loser. Sorry Microsoft. windows Phone is through. Surface phone looks good, but its a bit too late.

3. kiko007

Posts: 7520; Member since: Feb 17, 2016

That's sheer nonsense and bad for consumers at large. Plus you have to consider the 164$ price tag on Android phones. Enjoy what you'd like, but the only reason most Android users buy those phones is because they are cheap. A lot of you seem to have trouble accepting that though.

7. TBomb

Posts: 1660; Member since: Dec 28, 2012

I beg to differ... maybe back in the day when an android was a lot less than an iphone that was true... however, in the US, you don't see a lot of people buying cheap $164 android phones unless theyre using a phone that you can buy at Walgreens in a plastic box. People buy what they're used to... if you bought the galaxy back in the day because it was cheap, you probably stay on the Android side because you were taught by that OS. As for the 1% you see that Iphone lost in the US, thats probably because of the high pricepoint of an iphone that you suggest, however, 1% is not "most"

12. nctx77

Posts: 2540; Member since: Sep 03, 2013

You don't venture to the hood much do you?

16. kiko007

Posts: 7520; Member since: Feb 17, 2016

Doubtful. I've ventured there often once I moved to America, and even there, Galaxy Grand Primes are the majority of what I see. As someone who endorses all three platforms, Android not the preferable OS to the majority of Americans. However, they need a smartphone, so they buy something cheaper from their local Metro PCS.

27. TBomb

Posts: 1660; Member since: Dec 28, 2012

Well now that I am aware that you and nctx77 are both from there, i apologize for making such an absurd comment.

78. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Have you seen the latest facts? Its the Galaxy S7 Edge that is a huge sell liek the S6 edge was last year. You think those $800+ phones are being sold to rich people? Who you think are buying the Galaxy Note in such huge numbers? You think thery are all rich people? I am willing to bet my life on it that the vast majority of people who own iPhone have incomes below $30K. if only rich people bought the iPhone, apple would go out of business. How many rich people are in the world? Only 3% of the USD population is considered rich. What 3% of 350M? Only 5% of the world population si considered rich? Apple sold 75M iPhones in a single quarter, theer aren't even 75M rich people in the world. Rich people are the people you see on TV and in movies and who work at tech companies. Wealthy people are the propel who write their checks. Owning an iPhone doesn't make you better, or smarter than anyone else. Its a phone. Its no better or worse than other options. For me a cheap phone would be $100 or less. Be happy you are blessed to buy the toys you like, and stop being so hateful of the people who cant have what you have. That's whats wrong with the world now. everyone wants to think they are better than someone else over some material thing. You're just gonna die and leave it here.

147. zunaidahmed

Posts: 1185; Member since: Dec 24, 2011

But you gotta admit if you slice off the sub 350USD phone marketshare from the android, I am pretty sure android will have marketshare not far from iOS. Android is open source, it makes it available for anyone, I expect it to have a larger marketshare. I like android, I was actually messing around with Remix OS on my surface pro for the last few day, it's an android based desktop optimized system, I really like it, actually, I like it even more than the chrome OS. I gave up on this gen of iPhone, they just plain suck. I wonder how the note 6/7 is gonna be, maybe I will grab one instead.

149. andynaija

Posts: 1264; Member since: Sep 08, 2012

MetroPCS sells mid-range and high-end devices too...

159. Scott93274

Posts: 6040; Member since: Aug 06, 2013

What do you do when you're in the hood, set up a booth and survey 1,000 people on their phone and cellular carrier? This notion that lower income individuals going with Android because they cannot afford iPhones is BS, I've volunteered at a homeless shelter and there were kids running around everywhere with iPhones. iOS devices are perfectly accessible to the individual through really poor judgement calls on your finances like what I can only assume are the circumstances for the people at the shelter that I mentioned, or by taking advantage of contracts from the likes of AT&T, Sprint, or Verizon where only a week ago an article was posted on this very site that offers people the iPhone for $1. http://www.phonearena.com/news/Best-Buy-has-Apple-devices-on-sale-for-Fathers-Day-including-iPhone-6s-for-1-on-contract_id82040 This type of deal is not exactly uncommon, we see them all the time to help boost sales, So cost of a device has much less of an influence on the individual's decision than you might think.

52. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

They all got iphones in the hood.....

75. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

What hood are you talking about? Because here in Chicago where I live, I go through the hood all the time and the vast majority of who I see have Samsung's and iPhone's. I saw lots of people with the LG G3 and G4 too. Most Galaxy devices I see are still S4's, S5's and S6's. I havent seen to many S7's yet. I see lots of females with Note's. So if you think people in the hood buy cheap phones, you must be looking at the trailer trash hood, because here in the 3rd largest city, we still use the best. I know people even in my own family who I know dont have jobs and live in the hood, still rocking a Galaxy and iPhone's. Sounds like you need to get out the swamp hood. lol

91. Crispin_Gatieza

Posts: 3166; Member since: Jan 23, 2014

Here in Miami it's much the same. The Bruthas are sporting iPhones and the Sistas have iPhones and Notes. You can't represent in your Chrysler 300 and be talkin' on a Blu.

123. Mxyzptlk unregistered

The problem with a lot of people is that they're too busy trying to live an image of impression. I don't care about the big flashy cars and the expensive superphone. I just need what works best for me.

137. JunitoNH

Posts: 1946; Member since: Feb 15, 2012

Well lots of people are pretentious. Work in a fast food joint or make less than $50k/yr, with expensive toys. Later we have to take care of them cause they didn't save enough for retirement.

141. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Yep. Yet you critical of Samsung as I am.of Apple. The only difference between me and you is, I don't think my phone is better because I have it. The best phone is the best whether I own it or not and that is the Note. As far as whether the Galaxy S is the best in its class is going to be subjective on some level because even though it is overall the best option in its class, other phone do offer some good competition in some areas. But the S is the best all around model in its class. Ifans think they are better talking abut how expensive your phone is. Right now I would be ashamed to own the latest iPhone because they just don't offer what some others do at the same price..the One Plus, the Moto X and Z all show what the iPhone really should cost. The features of the S make it worth to be about $600. Considering it cost 290 to make. But I am OK with $700 considering what goes into it. The iPhone isn't worth $600 period.the Plus maybe. But now we have 5.5" phones for $400

111. darkkjedii

Posts: 31596; Member since: Feb 05, 2011

Kiko is right, there's a worldwide huge market for those phones, and the hood is one of em. I grew up in one myself.

118. HouTexan

Posts: 462; Member since: Jan 08, 2012

I guess YOU don't venture into the 'hood' much; else you would see the majority with iPhones. You're welcome.

25. ColinW

Posts: 413; Member since: Jun 04, 2014

The one having the trouble facing the truth is you. Many Android phones are as expensive as iPhones, many less expensive but are simply better phones. Most buy because Android is a better OS than IOS which offers better choice of hardware, a more functional and powerful OS and better value.

35. kiko007

Posts: 7520; Member since: Feb 17, 2016

A) What "truth"? All you've been spouting is useless conjecture based off your preferences. B) You're are right, many are as expensive. But pray tell why Apple holds so much of the premium market with that being the case? It's simple, because most consumers don't buy premium Android handsets. C) That last line is bulls**t and you know it. For years Samsung have you plastic and a s**tty skinned TouchWiz. Do you honestly think the consumer world has forgotten about that? Of course not. Not to mention the majority of users aren't "power users" trying to make a computer out of a phone.

44. tedkord

Posts: 17463; Member since: Jun 17, 2009

Apple holds the "premium" market because of branding and lack of knowledge in the general populace. They're good devices, but not the best on the market. And, premium doesn't even apply. A premium object is one that the average person can't afford. Nearly anyone can afford an iPhone. I see gas station attendants, janitors and fast food cashiers with them all the time. The consumer isn't worried about the so called issues you listed, proven by Samsung's continued sales and best in the market consumer satisfaction ratings.

73. AllFanboysMatter

Posts: 206; Member since: Feb 14, 2016

Apple does well because they sell quality products that people enjoy.

92. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Exactly. And if you want to enjoy you have to pay what they charge. The people who want those products, don't give a crap about the cost. The only idiots who look down on people who dont have an iPhone, are them. I've admitted that when I had an iPhone I looked down on Android users too. At the time Android phones for the most part were all garbage. But when I got the S3 and the Note 2 later, I never looked back at an iPhone and haven't owned one sense. I also realized I was wrong to look down on anyone. The fact is both rich and poor buy both platforms and the fact is if rich people only used all goods and services, there woudlnt be much to choose from, because everyone else would go out of business.

100. tedkord

Posts: 17463; Member since: Jun 17, 2009

Yes, they do. And that's also the reason why Samsung and Android do so well in the market.

124. Mxyzptlk unregistered

You mean because Samsung floods the market with phones and because Android is on everything?

113. darkkjedii

Posts: 31596; Member since: Feb 05, 2011

That's it, and that's all my dude. They're great all around phones, with pretty much the best eco system tied into them. People vest lots of money in music games, and other stuff, and enjoy the one stop eco system. Good post bro. +1

94. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Thank you. Liek I told him, its poor people that help Apple or anyone else have a phone. THIS is a "premium" phone -https://www.google.com/?gws_rd=ssl#q=vertu+phone Very few people in this thread could even afford to buy one unless they could find a way to finance the price. Last I checked, the iPhone doesn't come close. Look them up KiKo and see what they are made of.. Titanium bodies, sapphire glass screens..stainless steel. I would have to drop that phone from the Sear Tower roof to break it. Yet I can drop an iPhone from 36" from the ground and it will shatter into a million glittering little pieces. The iPhone and Galaxy S/Note are "premium" compared to other offerings. But now that everyone uses glass and aluminum, these expensive options no longer show a value of a high price. Oh and just FYI Kiko, pricing a watch at $10,000 doesn't mean its premium. Go take a $10,000 Apple watch to a Rolex seller and tell him you paid $10,000 and then have them show you their $10,000 watch and tell me which one is truly premium.

54. RoboticEngi

Posts: 1251; Member since: Dec 03, 2014

Why is it that all the best selling androids are the premium ones? If you should be right, it would be all the cheap ones.....

84. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Apple doesn't make premium phone, you just think they do. if you want what Apple offers, you ahve no choice but to pay it. Some peopel knwo beter options exist, but simply wont switch. But obviously that is changing. Lets see hwo much trash you be talking when Apple announces their next year over year sales and they keep goign down. Example - Apple is the only OEM's who sells the most PC's above $1000. Its easy when all your PC's cost over $1000. yet less than 135M peopel own Mac based products. While 1.4Billion peopel use Windows PC's at different price ranges. The fact is the vast majority dont need a $1000 computer, just leik the vast majority dont need $800 phones. As far as your claim. Apple has that claim over maybe a single OEM. Samsung alone sells 100M premium phones every year. So you're saying if I add up all the other premium option, they wont total another 100M? if 10 OEM's sell 10M of their premium models in a year, that is 100M phones...right? Didn't Huawei sell like 8M top end phones? So I am sure they will sell over 10M this year...right? again you guys keep bragging about how Apple sells a $200 phone for $1000. What are you gettign with all that money? Nothing. Come argue when you actually have something to argue with. When Apple allows you to theme the UI, have default apps, splitscreen, fast charging, wireless charging, more storage, bigger battery and better battery-life, a large screen without oversized bezels, a camera that can actually take better pictures and they do all this with raising the price, then come argue. But by then, our phones will be doing even better things and the price will be the same while Apple will keep trying to go up.

87. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

as far as plastic? The Galaxy Note 3 took 150lbs of pressure to bend it to a point where it broke, while the iPhone 6+ took only 70lbs. Plastic phones didn't break all the time iether. Since they were modular in design, it was easier for consumers to fix their own phones. You think a phone is better being glued together? Screws are better brush. It means I can take the phone out the case and replace the case if it is damage. Now you have to risk setting the parts on fire to use a heat gun to melt glue to even take it apart. YOU THINK THATS BETTER? You think its better to make a phone out of the cheapest materials in the world? What premium about Aluminum? It is the widely available metal on the planet. The only thing more plentiful is air and water. Aluminum is 3rd. It is cheap. It costs roughly in value of $1.00 per pound. what are you bragging about? Glass cab be broken with your hand. I can take my hand and break the glass on your phone. I don't need to drop it Plastic cases are better. They absorb shock from drops. They are easier to cosmetically repair. Cheaper to make water resistant. After apple came out with a metal phone, you all went stupid for it. Its not better. Its just more expensive to manufacturer which raised the cost of phones. The Note today doesnt do all that much more than it did made of plastic. It just cost more because it isnt plastic. Now insurance companies are making money from broken phones at the tune of $10B+ per year. YOU THINK THAT'S BETTER? Its going backwards brush! Oh and yes I like how metal and glass feels, but I still stand behind what I said. It si the worse materials they could have ever use for a phone, no matter how nice and cool it feels. Premium metal is like Platinum or Titanium. Glass is never premium no matter what its made of even if its made of diamond dust. Diamonds have no value. LOOK IT UP! You who have been so fooled by apple's marketing. Enjoy!

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