Surprising absolutely no one, data collected by Kantar Worldpanel ComTech on Tuesday revealed Android has a substantial market share lead over Apple’s iOS—in Europe. Given Android’s unrivaled availability and penetration across low-, mid- and high-end markets, it’s really no surprise seeing the OS topping the charts. Samsung, of course, was the dominant force behind the European invasion; over half of all smartphone sold overseas were made by the Korean company.
According to Wordpanel’s data, Android took just over 70 percent of the European market, while iOS grabbed 17.8 percent; Windows Phone took almost 7 percent. It’s unclear how much of the market BlackBerry took in Worldpanel’s figures. In the U.S., though, the battle is more evenly matched. Currently, Android reportedly has a 52 percent share, while iOS has grown to nearly 42 percent—growth spurned by the iPhone’s availability on T-Mobile.
Paul Moore, global director at Kantar Worldpanel ComTech said Samsung needs to focus on customer loyalty if it wants to stave of the competition and continue it meteoric rise. Currently, Samsung has a loyalty rate in Britain of about 60 percent—Apple has nearly 80 percent—so the company “will have to work hard to convince its 8.8 million customers to stick with the brand,” Moore said.
Samsung’s latest argument was the excellent Galaxy S4 (and the S4 Active), while phablet fans get the Galaxy Mega and upcoming Note III, so there’s certainly no shortage of options. The company will just need to ensure it continues to iterate and improve upon previous devices.