Kantar has released this week its latest smartphone OS data for the second quarter of 2016, and as you can expect they’re once again not good for Windows Phone. In the US, Microsoft’s mobile OS has managed to keep its 1.6% market share over last month’s numbers (down 1.4% year-over-year though) but the OS is down in all other markets.
In Europe’s big five markets (Great Britain, Germany, France, Italy, and Spain), Windows Phone claimed a 4.5 market share during the last quarter (down 5.6% year-over-year), but the struggling OS still managed to stay above the 5% line in both Germany and Italy where Windows Phones accounted for 5.4% and 5.6% of smartphones sales, respectively. Additionally, Windows Phone remains a blip on the radar in Spain, China and Japan as sales have now fallen below 0.5% in all three countries.
According to Kantar, solid iOS growth in the US and Great Britain during Q2 2016 are the result of strong iPhone sales in both countries. In the US, Kantar’s Lauren Guenveur explained:
Combined sales of the iPhone 6s/6s Plus totalled 15.1%, making this the top selling device in the quarter, while the Samsung Galaxy S7/S7 edge accounted for 14.1% of smartphone sales. The iPhone SE became the third best-selling phone at 5.1%, contributing to the overall growth of iOS during the period.
iPhones were also the best-selling phones in Great Britain during the last quarter, with Kantar’s Dominic Sunnebo explaining that “the iPhone SE was the top selling device in the quarter at 9.2%, followed by the iPhone 6s at 9.1%.” However, Android remains a clear leader in both the US and the UK accounting for 65.5% and 57.3% of smarphone sales, respectively, in the second quarter of 2016.
As the smartphone market becomes more and more a two players game, Windows Phone will likely keep bleeding market share over the coming months and we don’t expect the upcoming launch of the much anticipated HP Elite x3 to reverse the trend. Microsoft is reportedly working on a new flagship “Surface Phone” to be released in Spring 2017, so let us know in the comments if you think 2017 could still be the year of a Windows phone comeback.Further reading: Kantar WorldPanel, Windows 10 Mobile, Windows Phone