Thursday, May 9, 2013

A few days ago, Kantar Worldpanel launched their Q1 2013 smartphone OS penetration figures based on a survey they conducted across 10 markets (Australia, China, France, Germany, Italy, Japan, Spain, UK the U.S as well as a group of other European Union Countries) interviewing 240,000 respondents. Their results can be seen in the accompanying link and have been discussed throughout the internet by numerous news outlets as I’m sure some of you would probably have read.
Among the points that these news outlets have discussed are the fact that, on average, Android accounted for 64.2% of all smartphones sold up until March 31st 2013. It is also probably a well known fact by now that the only market in which Android did not dominate is Japan where iOS still lead by 3.4% over Android. These facts has been pointed out in the past few days by numerous sources. What they haven’t discussed however, is where things started to get more interesting, or worrying, depending on which camp you are at.
We can deduct the gap between iOS and Android market share for each markets by simply subtracting the Android figures with their iOS counterpart. Obviously, we can take it further by comparing the difference between this year’s gap to last year’s and see how far the gap has widened (unfortunately the data Kantar published did not provide 2012 figures for Japan and China).
Great Britain saw the biggest increase in the gap between iOS to Android market share at 211.5% compared to the gap last year, there are now 4 Android devices sold for every iOS device sold in the UK. In the US where iOS still commands the largest market share after Japan, the gap has widened by 69.7% compared to the previous year. The gulf between Android and iOS has also increased in the rest of the markets surveyed (bar China and Japan) as follows: Australia by 60.73%, EUS by 38.37%, Germany by 26.85%, Spain by 26.47%, Italy by 19%, and france by 12.87%.
IAndroid is extending its lead over iOS globally at a faster rate. Even in Spain, where iOS only claims 3.2% (down from 5.4% last year) of the market with 30 Androids sold for each iOS device sold, the gap is widening by 26.47% or sixth in the 8 markets were gap growth was compared. That is less than 0.4% lower than the gap increase spotted in Germany where iOS still has 16.9% of the market (just like in the UK, there are 4 Androids sold for each iOS device sold in Germany).
This is certainly bad news for Apple as the gap between Android and iOS is increasing globally. Even in a market considered to be Apple’s stronghold, the US, where iOS can still claim 43.7% of the market, the gap has increased by almost 70% from last year’s figures.
Considering that these numbers have not reflected the effects of Android’s two hot shots that had only recently entered the market (the HTC One and the Samsung Galaxy S4), it is clear that there is currently no place safe for iOS in this planet.
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