Android continued its dominance in the market as results for the fourth quarter of 2013 show that sales of smartphones using this operating system increased in all major markets even hitting a high 69% increase in Europe. This was revealed by Kantar Worldpanel, one of the leading insights companies in the world.
What’s even interesting is the driving force behind this growth. It is Samsung that usually drives the popularity of Android however the latest data shows that the South Korean company’s dominance is being threatened in the Chinese market by several new key players. Chinese brands such as Xiaomi and Huawei are steadily gaining ground and are leading in terms of sales for the fourth quarter.
In five of the key European markets which include UK, Germany, France, Italy and Spain Samsung accounted for 40.3 percent of all sales. This figure is down 2.2 percent from the previous year. In China, which is a key market the company accounted for only 23.7 percent of smartphone sales.
Analyst Dominic Sunnebo says that “It’s no surprise that everyone is concentrating on high growth China, but currently local brands are proving clear winners.”
In December last year Xiaomi overtook Samsung and Apple as the top selling smartphone in China. Sunnebo further added that it is “a truly remarkable achievement for a brand which was only started in 2010 and sells its device almost exclusively online. The combination of high spec devices, low prices and an ability to create unprecedented buzz through online and social platforms has proved an irresistible proposition for the Chinese.”
Apple on the other has been losing ground and has decreased sales in 12 major markets that are being tracked. In The US the company had a 6 percent decline in sales compared to the same period the year before. During the holiday period the company only accounted for 44 percent of all smartphone sales.
The data also shows that the Microsoft Windows Phone platform is steadily increasing but still places a distant third. Its biggest market is in Europe accounting for 10 percent of smartphone sales. It is only in Latin America where the platform has seen a decline compared to the previous year.
According to Sunnebo “Windows Phone has now held double digit share across Europe for three consecutive months. Unfortunately for Nokia the European smartphone market is only growing at 3% year on year so success in this market has not been enough to turn around its fortunes – reflected in its recent disappointing results.”