Quelle surprise! Android still (mostly) dominates the worldwide market. Also, size matters

September 4, 2012
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We’ve seen many a statistics that compare sales numbers between different platforms, but not many have touched upon the subject of screen size and how it affects consumer behavior. Do bigger phones tend to be used more? Could there be any correlation between phone sizes and sales? These are questions that Kantar’s latest research aims to address. But of course, there are also the obligatory sales stats.

If you’re wondering whether those sporting 4.5-inch+ phones are more attached to their gadgets, the answer, according to the analytics firm, is yes. It’s not really surprising that users find their large-screened phones to be better suited for more things.

The survey reveals that people who have devices with less than 3-inch display are less likely to download and watch videos, but they do use the phones extensively for browsing, viewing pictures, and e-mailing. As for those who own large phones (4-inch above), data shows that they use the devices more actively for a wider range of purposes – from downloading apps, browsing, GPS navigation, to watching videos, and more.

Kantar analyst Dominic Sunnebo finds it interesting how smartphones are catching up on tablets in size and how the line between the two is “becoming more blurred”. As to how phone’s display size relates to sales, while the link between the two wasn’t explicitly drawn, he mentioned about its importance in making sure that customers won’t make the jump to another brand. “The more engaged a consumer is with a device, the more likely they will stay loyal to a brand when they upgrade,” Sunnebo explained.

With the size issue out of the way, let’s check out the not-so surprising details of Android’s dominance in the world.

Kantar’s latest survey shows that Android’s market share (for the 12-week period ending August 2012) in Europe has grown tremendously compared to last year’s numbers. Google’s mobile OS now holds a 62% (up 14.1%), 72.2% (up 22.2%), 61.9% (up 14.4%), 58.6% (up 27.9%), and 86.8% (up 29.1%) share in Great Britain, Germany, France, Italy, and Spain, respectively. The bridesmaids in these European markets are Apple iOS – except in Spain, where RIM’s Blackberry is performing two times better.

In the U.S., Android’s momentum seems to hit a snag, as sales slid 4.5% compared to the same period in 2011. We find this rather surprising given that the behemoth that is the Samsung Galaxy S3 was released during the survey period. Oh well, there’s always the next quarter to look forward to.

Speaking of size, let’s have a quick survey of our own. Do you consider display size as one of the primary factors to buy a phone?

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