Android vs. iOS

Smartphone OS sales market share evolution

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About this data

This information is based on the research extracted from Kantar's global consumer panel and refers in all cases to three months periods ending the stated month.

Worldpanel ComTech is the largest continuous research consumer mobile phone tracking panel of its kind in the world, conducting over one million interviews per year in Europe alone.

We track mobile phone behaviour, including purchasing of phones, mobile phone bills/airtime, source of purchase and phone usage and delivers beyond market share tracking to understand drivers of share changes, market dynamics through consumer insight - the data included in this release is excluding enterprise sales.

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Apple bucks handset market decline with lower-cost devices

Worldpanel's latest ComTech Smartphone Operating System (OS) study reveals signs of market stabilisation, whilst Apple continued to lead against Android-based competitors. Kantar’s Global OS study uncovers the following behaviours within the Global Smartphone market in Q1 2023:  

  • The global Smartphone market has shown signs of stabilisation in the first quarter of 2023, with the pace of decline slowing down compared to the previous year
  • Apple iOS has continued its strong performance, with older models driving sales and a significant growth in some challenging markets
  • Android OS sales have declined across Europe and the US, with Samsung and Google making gains, while challenger brands such as Oppo and Xiaomi have seen a sharp drop in share in some of their key markets
  • Consumer recommendations and quality concerns are impacting Xiaomi and Oppo sales, with owners becoming increasingly dissatisfied with the battery life and camera quality of their devices
  • Rising costs are causing consumers to become more cautious and lose their appetite for risk when it comes to choosing a Smartphone brand, disproportionately affecting smaller challenger brands