9 in 10 smartphones sold in Spain are Android phones, more than in China

July 10, 2014
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It’s statistics time ladies and gentlemen, courtesy of data collected by Kantar Worldpanel. Today we are taking a look at the global market share of smartphones sales in the three months leading into May 2014, and once again it is good news for our operating system of choice.

Android continues its dominance in the vast majority of major world markets, securing, 73, 62, and 83 percent of the market share in the five largest EU nations, the US, and China respectively. Japan is the only region to defy this trend with 52 percent of sales going to Apple, in contract to the 47 percent share of the market captured by Android. Windows and Blackberry continue their streak of miserable sales across the globe, although some sections of Europe seem to have a soft spot for Microsoft’s operating system, which we will look at in a minute.

In the United States, the majority of those switching to Samsung were LG and HTC users.

Although Android may hold the largest sales share, Apple is still holding on as one of the largest single brands in markets like the US and Europe. In the US, the Samsung Galaxy S5 was the second highest selling smartphone in May, falling just behind the iPhone 5S. Samsung’s total sales claimed 36.8 percent of the market, while Apple’s sales accounted for a close 32.5 percent. It seems like these market shares are rather locked down in the US, with only 8 percent of Samsung’s sales coming from previous iPhone owners.

May 2014 Global Sales

Although Europe, on the whole, shows a similar trend to China and the US, on a nation by nation basis there are some very unique and interesting trends. Being the diverse continent that Europe is, the United Kingdom seems to have more of a preference for Apple’s products than Germany or Spain, while France falls somewhere in between the two trends. It is worth noting that the UK had the lowest share of Android sales in Europe, although Android still outsold iOS by 2 to 1.

Interestingly, the UK demonstrates a very similar market spread between Android and iOS as the US does. Italy and Spain, on the other hand, seem to purchase Windows Phone products almost as much they do Apple smartphones, a trend that doesn’t appear to be reflected elsewhere in the global picture. Spain comes out as the most Android loving nation of all, with a whopping 87 percent of sales in May 2014 going to the green team. Percentage wise, Spain purchases fewer iPhones than China.

May 2014 EU Sales

Kantar also has some interesting statistics about Samsung and Apple sales in the EU. Despite the more recent launch of the Galaxy S5, the iPhone 5S and 5C both accumulated more sales over the three month period in the UK, which we might expect from a more Apple friendly nation. However, it seems that EU customers are not as loyal as US consumers, with 17 percent of Samsung’s sales in the continent coming from ex-Apple owners. Only 58 percent of sales came from existing Samsung owners, again suggesting that Samsung is managing to pinch consumers from other Android manufacturers.

Sticking with Android and iOS, we can also compare the global sales figures against the same period in 2013 to see how tastes are changing.

Android vs iOS sales 2013 and 2014

As you can see, Europe and Japan seem quite set in their ways, with both Android and iOS making only slight gains over the previous year. The US and China, however, are both showing strong shifts away from Apple in favor of Android. In the US, Android sales grew by 9.9 percent compared with the same period last year, while iOS smartphone sales fell by 9.4 percent. In China, Android sales grew by an even larger 11.3 percent, while Apple sales fell by a similar 9.1 percent.

It seems that, despite the large brand share held by Apple in the US, consumers generally have adopted a wider range of Android brands over the past year. Furthermore, emerging markets like China continue to drift away from expensive Apple imports, in favor of their homeland Android manufacturers.

Percentage wise, Spain purchases fewer iPhones than China.

The data suggests that adoption trends and rates are occurring for a variety of reasons. Within a single continent like Europe, similar sized economies, such as the UK and Germany, are displaying quite different tastes in smartphones, which is unlikely to result from simple explanations like price or perceptions of quality. Meanwhile China’s Android growth is driven by local manufacturers, and Japan continues to display a healthy appetite for Apple imports.

On the whole, Android seems to be the OS best suited to meet the wide range of consumer preferences around the globe, which is likely to be the major factor in its dominant global position.

Comments

  • Martin

    Here in Spain the cheapest unlocked iPhone you can get is $952, and carriers don’t subsideze phones like they used to. In a country with HUGE unemployment who is going to buy a phone that costs that much. You don’t usually see android flagships around either, some Nexus and s4 every now and then

    • BZ

      makes sense.

  • Happy

    “Furthermore, emerging markets like China continue to drift away from expensive Apple imports”
    These are not imports, the fruit phone is made in China. The Apple imports are in US…

    • flamencoguy

      They are imports because Apple controls the price

  • MasterMuffin

    “However, it seems that EU customers are not as loyal as US consumers” because we’re smarter!

    /good, let the hate flow through you ;)

  • Adon

    not surprising st all. in many emerging markets,Apple products dont really sale,because those people (sorry) arent their target market. Blackberry does better, even Nokia Lumia but Android dominant because they cover every price range and market their products to many buyers. Anyways,doesnt hurt people they are making millions either way.

  • The-Sailor-Man

    Why I’m not surprised that Android Authority repeat same dirty survey about Samsung in USA???
    There they split S4 sale on two. S4 USA version, and S4 EU version.LOL.
    One is on the second place , other on fourth place. So iphone 5S to become the winner.
    Same dirty tricks are used for sales in EU.
    Android Authority? ROTFL

  • Iván RodrĂ­guez

    im from spain i have some free time to do this little statistics from my whatsapp group, yes i am unemployed as martin says, despite that i am mechanical engineer, we have a 26% of unemployment, this country is fucked. im going to make a list from a group in whatsapp with all my friends and the phones i remember they have:

    1 galaxy s3
    2 sony xperia something
    3 android (i dont freaking remember)
    4 iphone 4
    5 iphone 4
    6 nexus 4
    7 android (i dont remember the phone)
    8 android (i dont remember the phone)
    9 android (i dont remember the phone)
    10 android (i dont remember the phone)
    11 android (i dont remember the phone)
    12 nexus 4
    13 samsung galaxy s2
    14 lg g2
    15 samsung galaxy s2
    16 samsung galaxy s4
    17 sony xperia
    18 nexus 5
    19 android
    20 android (chinesse brand dont remember which one)
    21 android (i dont remember the phone)
    22 samsung galaxy s2
    23 android (i dont remember the phone)
    24 samsung galaxy s(1)
    25 samsung galaxy s2
    26 iphone 4
    27 htc one s
    28 dont know wich phone has
    29 (me) samsung galaxy s2

    so, by percentage IOS has 10.34% and android 86.20% dont know 3.46%

    i should get a life…….

    • BZ

      You should bud, there are beautiful women in Spain.

      • MasterMuffin

        There are beautiful women everywhere :)

  • michaelmicro

    “Cheap Android phones in large market share shocker”.

  • Shark Bait

    well blackberry dead!

    • BZ

      Well thats something nobody knew… what else do you have? lol

  • Florin N

    Even today, you all still compare the market share of ONE phone with the share of 1000 models.Of course Android has no contender because of the price range.It’s all obvious.What’s still interesting though, is that the iPhone holds its own, slapping every flagship device its competitors throw at it.Anyway, I really like the M8 and the G3, but the iPhone 6 is gonna change a few things in the statistics above.

    • Mike

      I think you are confusing brands, phones, and OS’s. Apple doesn’t sell one phone. As a mobile brand, even in the US, the article says “Samsung’s total sales claimed 36.8% of the market, whilst Apple’s sales accounted for a close 32.%”. Who’s getting a slap?

    • suster

      the s5 was the top selling smartphone in the four first-tier us carriers for april according to canaccord despite competition from M8 and the iphone 5. you also have to note that s5 has competitors from android while the iphone has virtually no competition if people want to use IOS.

    • The-Sailor-Man

      The older Samsung S4 sold more that iphone5S EVEN in US.
      Well , the apple propaganda made iphone5S to be on first place by splitting Galaxy S4 on two- S4 US version and S4 Global version. So one is on second place and the other is on fourth place.
      Clever?

    • s2weden2000

      It’s not gonna change anything anymore,haven’t done it in years..this ain’t 2oo8

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  • Anonymousfella

    “Percentage wise, Spain purchases fewer iPhones than China.”

    Spanish people are smart.