Windows Phone surpasses 9% sales across Europe, experiences decline in Italy and China

Kantar Worldpanel's latest numbers shows continued rapid growth for Windows Phone sales in European markets, but heavier drops are highlighted in China and Italy.

Kantar WorldPanel today released market share figures for the smartphone market. For three months to August 2013, the report shows Windows Phone posting its highest ever share of sales, with 9.2 percent across five European markets. Compared to last month's report, this is substantial growth. Android remains dominant across the board, as is to be expected, but there's certainly a change in the winds.

Windows Phone hit double digit sales share in France and Great Britain with 10.8 percent and 12 percent respectively, while in Germany the platform sits behind iOS on 8.8% and is within reach by just one percentage point. Here's what strategic insight director at Kantar Worldpanel, Dominic Sunnebo had to say on Android's position:

"After years of increasing market share, Android has now reached a point where significant growth in developed markets is becoming harder to find. Android’s growth has been spearheaded by Samsung, but the manufacturer is now seeing its share of sales across the major European economies dip year on year as a sustained comeback from Sony, Nokia and LG begins to broaden the competitive landscape."

Sunnebo touches on Windows Phone's continued progress as well. "Windows Phone’s latest wave of growth is being driven by Nokia’s expansion into the low and mid range market with the Lumia 520 and 620 handsets." We've covered Lumia 520 and 620 in the past and how the units are shipping well, especially looking at data released by AdDuplex. Aiming for 16 to 24 year-olds and 35 to 49 year-olds, Nokia has been able to get that balance just right.

Lumia 1020 iPhone

Kantar Worldpanel - August 2013 Windows Phone Share by country

  • Germany: 8.8% (+5.0% YoY)
  • GB: 12.0% (+7.5% YoY)
  • France: 10.8% (+5.2% YoY)
  • Italy: 9.5% (-0.8% YoY)
  • Spain: 2.2% (+0.1% YoY)
  • USA: 3.0% (+0.4% YoY)
  • China: 2.1% (-2.6% YoY)
  • Australia: 6.5% (+2.8% YoY)

We're looking at positive growth overall, with the US still struggling to take off, but it's not falling. The largest notable gains are located in Great Britain, a market that was once a level playground between iOS, Android and BlackBerry, with the former appealing to the younger generations due to BBM. Nokia has been able to tap into these markets successfully with its Lumia line of products.

Kantar Aug 2013

Overall, Windows Phone experienced steady growth across the board, excluding both China and Italy. The latter market has been considered in the past as a Microsoft stronghold when it comes to mobile platforms, though this month Windows Phone experienced a percentage point change of -0.8 (YoY). China dropped substantially, taking a hit of 2.6% (YoY).

Source: Kantar Worldpanel

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.