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BizReport : Mobile Marketing : August 28, 2012

Android to finish 2012 with more than 70% of handset market

Despite the launch of the Apple's iPhone 5, the smartphone market will continue to be dominated by Android, according to a new forecast from Digitimes Research.

by Helen Leggatt

The first half of 2012 saw Android grab 60% of the global smartphone market. By the end of the year Android-based devices will extend that lead to 70%, found Digitimes Research.

This is, in part, due to the strong presence of second-tier mobile makers in China along with the push to launch devices by other manufacturers in the third quarter.

Digitimes Research estimates that "overall shipments of Windows Phone-devices in 2012 will reach 21 million units, up more than double on year, while Apple's iPhone shipments will surpass 125 million units in 2012." That is only a 39% YoY growth for the iPhone in 2012, far less than in previous years.

Last month, figures released by Kantar Worldpanel ComTech revealed that Android dominated smartphone sales across Europe, the U.S., and Australia.

In fact, 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%

Tags: Android, Apple, iPhone, mobile marketing, smartphone market, smartphone trends

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