The latest report from Kantar Worldpanel shows Windows Phone making huge gains in Europe and solid growth in Latin America, almost entirely thanks to Nokia devices. Microsoft’s mobile platform now runs on one in 10 smartphones in the five major European markets—the U.K., Germany, France, Italy and Spain—and actually surpassed iOS in Italy over the past three months with 13.7 percent compared to 10.2 percent for Apple.
Windows Phone boasts a respectable British user base at 11.4 percent—up 7.2 percent since last year—though Android still dominates with 58.4 percent of the market. Apple also leads Microsoft in the U.K with a 27 percent market share, while BlackBerry trails with just 3.1 percent. Microsoft has also seen solid gains in Latin America, claiming 5.8 percent of the market compared to 4.5 percent a year ago. Nokia already leads the region’s feature phone market and consumers are increasingly upgrading to budget-friendly smartphones such as the Lumia 520.
The study also covers China, where Windows Phone took a huge hit, dropping from 4.5 percent last year to just 2.5 percent of the market now. iOS also lost significant market share, while Android jumped 14.6 percentage points over the past year up to 81.1 percent. Local manufacturers including Xiaomi, Lenovo and Huawei also continue to boom, collectively growing from 30 percent of the market to 44 percent. Chinese consumers reportedly spend up to 70 percent of their monthly income on a new smartphone, and often opt for a local high-end device over a mid-range handset from a global company at the same price point, giving Google’s OS an advantage.