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Smartphone OS market shares for the three months ending July 2016

HTC One windows phone mock-up
Windows Phone Area

Windows Phone’s market share continues to decline

Market analysis company Kantar has released its new monthly report for some of the key smartphone markets in the world. The latest report, which covers markets live the EU5, US and China, shows that the market trends have not changed dramatically since the previous three months. However, when comparing 2016 with 2015 we can see that Windows Phone is losing ground in all markets monitored by Kantar WorldPanel.

In the US. Windows Phone claimed 2.4% of the market, compared with 3.8% for the same period in 2015. At the same time, Android and iOS gained 0.4% and 1.2% respectively. We expect the iOS’s share to increase further in the coming months as a result of the iPhone 7 launch.

Windows Phone sales dropped with the massive 7.7% in the United Kingdom for a year, from 12% in the three months ending July 2015 to just 4.3% in 2016. iOS is the biggest winner in the UK, gaining 5.3% to a market share of 38%.

In the other markets, Android enjoyed a massive growth YoY. Google’s OS reached 90% in Spain, 80% in Germany, 82.5% in Italy, and 60% in Australia, mostly at the expense of Microsoft’s Windows Phone (and Windows 10 Mobile).

The Windows Phone market shares are:

  • France 4.9% ( 12.6% in 2015)
  • Germany 4.8% (10.1%)
  • Spain 0.6% (4%)
  • Italy 4.7% (14.5%)
  • Australia 2.9% (6.9%)

With Microsoft and OEM partners like HP re-positioning their products from consumer to business and enthusiastic-oriented devices, we expect the Windows Phone market share to remain low in the coming months. The downward trend is facilitated by the lack of new Microsoft branded devices. Lumia 950 and 950 XL will remain Microsoft’s flagships until sometime in Spring 2017 when the company is expected to announce its first Surface Phone and many improvements in Windows 10 Mobile.

In the meantime, you can get a decent phone like the Lumia 950 & 950 XL for a very good price and a free Display Dock.

See the latest numbers here.