iPhone 7 secures top spot in Great Britain

Smartphone sales data from Kantar Worldpanel ComTech shows in Great Britain, and the US, iPhone 7 was the top selling device, pushing the previous top device (iPhone SE) to third, while iPhone 6s remained the second best-selling device.

For the three months ending October 2016 Japan stands at the top in the list of regions where iOS holds the greatest share, with 51.7% of smartphone sales. This is followed by 44% in Great Britain and 40.5% in the US. Android market share saw similar growth across a number of regions, declining only in the US (by 5.6 percentage points), and in Japan by less than one percent.

In the US, iOS grew 7% points year-over-year, from 33.5% of smartphone sales to 40.5% in the three months ending October 2016. This represents the strongest rate of growth for the OS in more than two years, as well as the highest share seen since the three months ending January 2015 (42.8%). And while Android remains the dominant OS in the US, at 57.9% of smartphone sales, this latest data represents the 5th consecutive year-on-year period decline.

During the three months ending October 2016, Android accounted for 75.2% of EU5 smartphone sales versus iOS at 21.2%. Europe's big five markets include Great Britain, Germany, France, Italy, and Spain.

iOS achieved year-on-year growth across most regions in EU5 except Germany, where it fell 2.7% points to 16.5% of smartphone sales. iPhone 7 cracked the top 10 smartphones sold in all regions but Spain, which remains dominated by the Android ecosystem at 91.7% of all sales.