Android Falls Behind iOS Following Surge in iPhone 5 Sales in U.S.
By David Tobia
November 30, 2012
November 30, 2012
- Strong iPhone 5 sales have helped iOS devices overtake Android for the market share lead in the U.S., reports Kantar Worldpanel. Currently, iOS devices have a 48.1 percent share of smartphone sales, while Android controls 46.7 percent of the market.
- “The last time we saw iOS overtake Android in the U.S. was when the iPhone 4S was released and Apple managed to retain its lead for three consecutive periods,” notes Dominic Sunnebo, global consumer insight director at Kantar Worldpanel ComTech. “This time we predict that Apple will beat its previous high of 49.3 percent and achieve its highest ever share of the U.S. smartphone market within the next two periods.”
- Android still dominates European markets, controlling 81.7 percent and 73.9 percent in Spain and Germany respectively, but Apple has recently gained market share in four of the five main European countries, according to the report. Apple’s strongest European presence is in Great Britain, where it controls 32.7 percent of the market.
- “Apple has always managed to maintain loyalty levels far above the competition, and this has clearly played a part in driving sales of its new device,” explains Sunnebo. “An impressive 92 percent of existing Apple owners in the U.S. said they will choose an iPhone the next time they upgrade.”
- “While loyalty is clearly key, it is also important to make sure that new customers are attracted to your brand,” Sunnebo adds. “With roughly 60 percent of U.S. iPhone 5 sales coming from existing customers and 40 percent from new consumers, Apple is achieving this at the moment — a clear sign of the strength of the brand in the U.S. marketplace.”
- This loyalty helps explain why 62 percent of American iPhone 5 sales were the result of consumers who owned older versions of the phone and wanted to upgrade.
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