iOS Market Share Continues to Grow, Android Still Dominant

Kantar Worldpanel today released its latest smartphone OS market share data – for the 3 months ending July 2016. The picture is broadly similar to two months ago, but Apple’s share of new device sales has increased in most of the featured countries, an effect Kantar attributes to the success of the smaller, less expensive iPhone SE.

As usual Apple is strongest in anglophone countries. 38% of all new smartphone sales in Great Britain are iOS devices, up from 32.8% in the same period last year (and 2% higher than in Kantar’s July figures). In the US Apple now accounts for 31.3% of sales and in Australia it’s 35.2%.

Despite Apple’s strong performance, Android is still way in front in terms of number of devices sold. It has declined slightly in the US over the last year – dropping from 65.6% to 65% – but continues to grow everywhere else. Across the big 5 EU countries (France, Germany, Italy, Spain and the UK) Android’s share is up to 77% and in China it’s 85%.

With both iOS and Android on the up somebody else has to be losing out and it’s Microsoft. Windows Phone now accounts for less than 5% of device sales everywhere. More than ever the smartphone OS market is a duopoly.

Full figures can be downloaded from the Kantar website.