Monday, April 29, 2013

Windows Phone shows small, but impressive rise as Android, iOS continue to dominate U.S. smartphone market

On Monday, Kantar Worldpanel ComTech released its latest three month U.S. smartphone sales window figures, for the period ending March 2013. The new window saw Android drop below 50 percent, although it still maintained its lead over iOS.

Android dropped 1.9 percent from Comtech's last survey, dropping to 49.3 percent from 51.2 percent. iOS rose very slightly, up 0.2 percent to 43.7 percent.

Among carriers, Verizon Wireless continues to lead smartphone sales with 37.2 percent of smartphones sold in the three months window, with AT&T continuing in second place at 27.9 percent, and Sprint in third place with 12.3 percent. T-Mobile was the only carrier to decline this period, with a 3.2 percent loss when comparing its market share year-over-year, dropping to 9.5 percent of smartphones sold.

Comtech noted that while it still accounted for only 5.6 percent of smartphone sales in Q1 2013, Windows Phone showed continued growth, and was up 1.9 percent year-over year. That is over 50 percent higher than Q1 2012.

Parlato continued:
Windows strength appears to be the ability to attract first time smartphone buyers, upgrading from a feature phone. Of those who changed their phone over the last year to a Windows smartphone, 52 percent had previously owned a feature phone.

Comparatively, the majority of iOS and Android new customers were repeat smartphone buyers, with 55 percent of new iOS customers, and 51 percent of new Android customers coming from another smartphone. While the differences between these figures are small, with over half of the US market still owning a featurephone, it’s likely that many will upgrade over the coming year, which will ultimately contribute to more growth for the Windows brand.
Despite its 1.9 percent drop from Kantar's last survey, Android showed growth year-over-year, with a 1.4 percent rise from the same period in 2012. Meanwhile, iOS showed a year-over-year loss, dropping from 44.6 percent to 43.7 percent.

This data derives from Kantar Worldpanel ComTech USA’s consumer panel, which the company says is the largest continuous consumer research mobile phone panel of its kind in the world. The panel conducts over 240,000 interviews annually in the U.S. alone.

ComTech's data focuses on the sales within a three month period rather than market share figures. Comtech says that such sales shares "exemplify more forward focused trends and should represent the market share for these brands in future."

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