US Insights

Samsung hot on Apple's heels

Dominic Sunnebo

Global Consumer Insight Director, Kantar Worldpanel

Mobile 05.27.2014 / 18:20

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According to the latest US smartphone market share data

The latest smartphone sales data from Kantar Worldpanel ComTech, for the three months ending April 2014, shows increased handset fragmentation across the US and European smartphone markets as global brands face competition from smaller manufacturers vying for position within the lucrative smartphone market.

Across Europe and the US, we are seeing growing separation of fees and handsets, mirroring the dynamic seen in other parts of the world. Consumers are starting to realize the true cost of handsets, and as a result, they are shopping around to find cheaper alternatives.

In the US, Samsung's rapidly growing share of 34.1% is hot on the heels of Apple, which stands at 34.6% of the market. Initial Samsung Galaxy S5 sales in the US have been strong, with significant numbers of existing Galaxy owners trading up to the latest model. However, in these early stages of release, few of Apple's loyal customers have switched to the Android platform.

Download the entire ComTech release below. To access the up-to-date interactive dataviz of quarterly share data, click here.

Source: Kantar Worldpanel

Editor's Notes

Kantar Worldpanel ComTech's smartphone OS market share data provide the media and businesses with access to the most up-to-date sales market share figures for the major smartphone OS.

This information is based on the research extracted from the Kantar Worldpanel ComTech global consumer panel. ComTech is the largest continuous research consumer mobile phone-tracking panel of its kind in the world, conducting more than 1 million interviews per year in Europe alone. ComTech tracks mobile phone behavior, 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. Data included in this release exclude enterprise sales.

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