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The most current smartphone sales figures are out today from Kantar WorldPanel Comtech, and in case you required one more metric to emphasize the topline trend that’s held true for many years, the WPP market-research experts are offering it to you: led by Samsung, Android, it states, accounted for 70 % of all smartphone sales on the planet’s most significant markets for the 12-week period to the end of July. Apple, at the same time is an increasingly blended photo, with shares as reduced as 6 % in one market, Spain, and as high as 43 % in the U.S. Interestingly, Kantar’s figures also highlight another crucial trend. Microsoft’s Windows Phone OS – and by association its biggest partner, Nokia – remains to make headway, if slowly. It pushed up to 3.5 % of sales in the UNITED STATE, and in Europe, it’s almost doubled its share in the in 2012 and is now at 8.2 % of sales.

It’s not all rosy for Windows Phone, though: in China, its already-tiny share cut in half over a year ago, and it’s now at simply 2.2 % of sales.

Dumbphones however not a dumb strategy

Kantar mention an interesting trend in how Windows Phone is expanding. While Android and Apple’s iOS platform got a lot of rate by tapping smartphone individuals from Symbian and BlackBerry looking for something more dynamic, Windows Phone appears to be finding new people from elsewhere: the still-large quantity of attribute phone individuals in the world, with 42 % of sales originating from those making their first steps off feature phones.

That’s a wise move: according to Gartner’s figures, attribute phones (AKA dumbphones) still account for 48.2 % of all mobile smartphone sales in Q3. These consumers are less likely to be entrenched in an existing smartphone platform. ’27 % of Apple and Android individuals alter their OS when they replace their phone,’ writes Dominic Sunnebo, an analyst with Kantar.

It’ll be fascinating to see whether Windows Phone manages to get mindshare together with marketshare, or whether we lastly start to see that success in one doesn’t always lead to success in the various other. As Sunnebo points out, “Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there’s a third operating system becoming a genuine foe.’

He points out that low-price models like the Lumia 520 now represents around one in 10 smartphone sales in Britain, France, Germany and Mexico.’For the first time the platform has claimed the number two area in a significant world market, taking 11.6 % of sales in Mexico,’ he keeps in mind.

Among the other players, BlackBerry remains to languish and one questions how a gamer that’s all but disappeared will manage to claw back, strategic resolve or not. In the ‘big 5’ markets in Europe of the UK, France, Germany, Italy and Spain, BlackBerry now accounts for 2.4 % of sales, in the U.S. its share is now 1.2 % of sales.

The golden Apple?

Kantar’s figures are an interesting counterbalance to figures from analysts like IDC, Gartner and Method Analytics, which chart shipments from phone makers (and for that reason may be overshooting or undershooting how many consumers individuals are really purchasing). And undoubtedly there’s a disparity: Kantar, a WPP-owned market research company, says that worldwide Android accounted for 70 % of sales in the 12 weeks to the end of July. In contrast, Gartner and Strategy Analytics both noted just recently that Android took nearly 80 % of smartphone sales in Q3.

Ultimately, all them point to a very huge and now quite established smartphone leader through Google’s OS and how it’s made use of by Samsung – we are reaching out to Kantar to try to obtain a specific percentage of sales for Samsung particularly. Exactly what it likewise does is set the phase to see how the marketplace responds to the all-but-confirmed introduction of some brand-new, and potentially price-busting iPhone models from Apple.

The full table below:

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