Windows Phone hits 10% sales across Europe, but still struggles in China and the US

Kantar Worldpanel ComTech has released figures for the three months leading up to October, comparing sales against 2012 data. Apple has experienced share boosts thanks to the iPhone 5c, but Windows Phone continues to grow and takes 10 percent of EU5 (top five European markets). 

Microsoft's platform is also just shy of 5 percent in the US, a rather notable achievement considering just how far behind Microsoft and partner OEMs were prior to the marketing push from Nokia. It was only last month when we covered Windows Phone surpassing 9 percent across Europe. Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, commented the following on the growth:

"Momentum for Windows Phone is continuing, although its growth remains reliant on low-end handsets. In Britain, almost three quarters of Nokia Lumia sales in the latest period were low-end devices such as the Lumia 520 and 620 – a pattern that is similar across other EU markets."

The Lumia 520 from Nokia remains an important power horse, driving growth in numerous markets. That said, Microsoft is still having trouble penetrating into China, where its market share dwindles at just 3.5 percent. Local manufacturers in China are selling high specification Android hardware at lower prices, making it seemingly more difficult for major international brands to break through.

Check out data below to see how mobile platforms are performing, compared to the previous year. Note that EU5 includes Britain, Germany, France, Italy and Spain.

Kantar December 2013

Looking at the figures above, we can see Windows Phone smashing 16 percent in Italy, while France and GB follow suit with 12.5 percent and 11.9 percent respectively. Comparing sales between 2012 and this year shows promise for Microsoft's mobile platform. Both France and GB's growth percentage point change (YoY) are just shy of double digits.

Again, China is the only market where the platform experienced a slight fall in share over the 12 month period. With new Nokia hardware launching (two new phablets) and the Lumia 525 to succeed the ever popular Lumia 520, not to mention the looming Microsoft acquisition, it'll be interesting to revisit these figures in 12 month's time to see if the trend continues. 

Source: Kantar

Rich Edmonds
Senior Editor, PC Build

Rich Edmonds was formerly a Senior Editor of PC hardware at Windows Central, covering everything related to PC components and NAS. He's been involved in technology for more than a decade and knows a thing or two about the magic inside a PC chassis. You can follow him on Twitter at @RichEdmonds.