According to Kantar's latest report, using sales data for the three months to September 2013, Windows Phone now makes up 10 percent of smartphone sales across the five major European markets (U.K., Germany, France, Italy and Spain), has overtaken iOS in Italy, and is "gaining momentum in emerging markets." WP's 9.8 percent market share is more than double last year's 4.6 percent, for the same timeframe.
That being said, Android remains far dominant among mobile operating systems in Europe with 71.9 percent, an increase of 4.2 percent year-ovver-year. iOS, meanwhile, has dropped 2.3 percent to 14.6 percent.
In the all-important Chinese market, Kantar reported that Android owns 81.1 percent of the country's market share. In what can only be called strangely coincidental, that number is up 14.6 percent from last year at this time, which is exactly the same number as Apple's market share in Europe.
Kantar said that Apple's Chinese market share had fallen 6.4 percent to 13.8 percent. However, a recent prediction by IDC, made in September, said that IDC expects Apple to double its market share in China, based on both the iPhone 5c and Apple's debut on China Mobile, the nation's largest carrier.
In the U.S., Android retained its lead with a 57.3 percent sales share. iOS followed with a 35.9 percent sale share, which is an increase of 1.3 percent year-over-year. Windows Phone saw a 1.9 percent uptick in sales share as it reached to 4.6 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.
Kantar's report focuses on the sales within a three month period rather than market share figures. Kantar says that such sales shares "exemplify more forward focused trends and should represent the market share for these brands in future."