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BizReport : Mobile Marketing : July 12, 2012

Android dominates smartphone sales in key markets

For the first time ever Android dominates smartphone sales across Europe, the U.S., and Australia, according to new figures released by Kantar Worldpanel ComTech, driven in part by consumers trading up from feature phones.

by Helen Leggatt

At least half of smartphone sales in the countries covered by ComTech's analysis were for Google's mobile operating systems. This, says the market analysis firm, is the first time this has happened across said nations.

For the 12 weeks ending 10th June 2012
Android / iOS
US 50.2% / 37.4%
UK 57.2% / 25.6%
Australia 56.9% / 30.5%
Germany 68.5% / 17%
France 58.8% / 14.7%
Italy 49.6% / 20.2%
Spain 84.1% / 3.2%

The reason for Android's popularity is due, in part, to feature phone users trading up to smartphones.

"Android handsets currently offer an easier platform to enable these consumers to upgrade, as many first time smartphone consumers state 'price of handset' and 'multimedia capabilities' as their main reason for choosing an Android device," said ComTech's consumer insight director Dominic Sunnebo.

"Smartphone consumers are much more loyal to their brand of handset and carrier than feature phone consumers, highlighting the importance of capturing feature phone owners when they are starting to look to change their handset," he added.

Tags: Android, Google, iOS, mobile operating system, mobile trends, smartphone sales, smartphone trends

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