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

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.


source: Kantar (pdf) via WMPoweruser

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46 Comments

1. papss unregistered

That's an amazing number of loyal android users

3. PBXtech

Posts: 1032; Member since: Oct 21, 2013

6% difference than iOS, very close indeed.

6. akki20892

Posts: 3902; Member since: Feb 04, 2013

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

39. Napalm_3nema

Posts: 2236; Member since: Jun 14, 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.

2. timezone

Posts: 87; Member since: Jun 16, 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.

5. Sauce unregistered

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

12. pookiewood

Posts: 631; Member since: Mar 05, 2012

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

17. joey_sfb

Posts: 6794; Member since: Mar 29, 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!!

20. networkdood

Posts: 6330; Member since: Mar 31, 2010

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

25. joey_sfb

Posts: 6794; Member since: Mar 29, 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.

26. SemperFiV12

Posts: 949; Member since: Nov 09, 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.

42. joey_sfb

Posts: 6794; Member since: Mar 29, 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!

46. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

What are you?

33. elitewolverine

Posts: 5192; Member since: Oct 28, 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)

45. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

What kind?

11. DigitalJedi_X2

Posts: 346; Member since: Jan 30, 2012

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

18. papss unregistered

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

27. SemperFiV12

Posts: 949; Member since: Nov 09, 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.

30. alterecho

Posts: 1106; Member since: Feb 23, 2012

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

31. elitewolverine

Posts: 5192; Member since: Oct 28, 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.

34. alterecho

Posts: 1106; Member since: Feb 23, 2012

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

37. ihavenoname

Posts: 1693; Member since: Aug 18, 2013

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

4. XperiaFanZone

Posts: 2280; Member since: Sep 21, 2012

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

16. joey_sfb

Posts: 6794; Member since: Mar 29, 2012

More than half.

7. livyatan

Posts: 867; Member since: Jun 19, 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!

21. networkdood

Posts: 6330; Member since: Mar 31, 2010

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

43. livyatan

Posts: 867; Member since: Jun 19, 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

8. PBXtech

Posts: 1032; Member since: Oct 21, 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?

22. networkdood

Posts: 6330; Member since: Mar 31, 2010

Exactly - well said

29. alterecho

Posts: 1106; Member since: Feb 23, 2012

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

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