Android maintains European dominance

In Great Britain, Samsung has increased its market share from 32% to 36% over the past year, according to smartphone sales data, also from Kantar Worldpanel ComTech. This has been attributed to the success of its Galaxy S5 handset, which was the best selling handset in Great Britain in July, with 11.5% of sales.

Elsewhere, Chinese manufacturer Xiaomi continues to lead Chinese sales for the fourth consecutive month, with a 31.6% share of the urban Chinese market, followed by Samsung and Huawei.

“It’s becoming increasingly clear just how important Samsung’s existing customers are to driving new sales,” said Dominic Sunnebo, strategic insight director at Kantar Worldpanel. “Some 52% of customers who bought a Samsung Galaxy S5 in Great Britain had previously owned a Samsung model, while 20% were previous Apple owners, and 18% moved from HTC.

“Apple is very good at giving existing customers a reason to remain loyal to the brand and to upgrade to new models when released.  Samsung is becoming increasingly adept at employing the same tactic.” 

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