Kantar: Apple On Monitor For ‘Report Quarter’ As iPhone 6 Gross sales Bump Up Its Market Share Vs. Android
Apple has been seeing its smartphone market share erode during the last a number of years as its easy-and-small line up of iPhones competed towards mannequin after mannequin of low-priced, massive-screened, fancy-featured Android-based mostly handsets. Nevertheless it appears like its newest iPhone 6 fashions — with their bigger faces, 4G compatibility and Apple Pay help — could also be serving to it flip the tide a bit.
The newest figures from Kantar Worldpanel, the WPP-owned market analysis agency, discovered that in the final three months as much as October 31, Apple’s share of smartphone gross sales grew in almost each market, towards decrease and even declining gross sales of Android handsets — which, to be completely clear, are nonetheless main the market general by some margin.
Breaking out regional efficiency, in Europe’s “massive 5” markets of Nice Britain, Germany, France, Italy and Spain, Android accounted for almost 70% of all gross sales, though that was a decline of some 2.6 proportion factors over a yr in the past. Apple, in the meantime, was up by almost 6 proportion factors to twenty.7% of all gross sales. In Nice Britain particularly, Apple is now at forty% of all smartphone gross sales, its highest ever degree, after rising 10.four proportion factors over final yr.
Notably, the leap has been a drastic one within the UK — the place Apple had solely a 30% share of gross sales as just lately as a month in the past. This could possibly be seen as an indication of every platform’s and model’s gross sales pull going into the vacation gross sales season.
Commenting on Apple’s efficiency in Europe, Dominic Sunnebo, strategic perception director at Kantar Worldpanel ComTech, writes that a part of the Apple is constant to see lots of model loyalty, on prime of bringing in new customers. “Apple has skilled an enormous leap in gross sales share throughout virtually all main markets because of the launch of the iPhone 6,” he notes. “Most of those gross sales have been pushed by loyal Apple customers. Some 86% of British consumers upgraded from an older iPhone mannequin, solely 5% switched throughout from Samsung.”
Kantar doesn’t escape how the small iPhone 6 has been faring towards the iPhone 6 plus throughout all markets (we’re asking) however in it does give extra element for sure markets.
In Nice Britain particularly, the iPhone 6 outsold the 6 Plus by a four:1 ratio. Anecdotally, we’ve heard that the larger mannequin is skewing extra to male customers. Kantar’s figures appear to point that actually all the brand new fashions are catching males’s eyes. It notes that in its monitoring, up to now some 34% of gross sales have been being made by sixteen-24 yr olds, and about sixty four% of consumers are male. “The highest causes buyers gave for selecting the iPhone 6 have been 4G functionality (fifty one%), display measurement (forty nine%) and design (forty five%),” Kantar writes.
One other fascinating element: the corporate’s personal retail operation continues to tug within the punters. “Each time Apple releases a brand new iPhone the share of gross sales made by way of its personal shops considerably will increase, and this event was no totally different,” Kantar notes, stating that 31% of all iPhone 6 gross sales in Nice Britain have been bought immediately by means of Apple’s retail operations.
The story for Apple is considerably totally different in markets the place it was already doing properly. Within the U.S. the place iPhones made up 4 out of the 5 greatest-promoting fashions over the previous three months, Kantar notes that Apple gross sales rose by a “modest” zero.7%.
In a market the place getting an unlocked telephone is lots much less widespread, it additionally spelled out how the totally different carries fared. For now, it stays a two-horse present, with Verizon accounting for forty two.2% and AT&T forty one.four% of gross sales. AT&T nevertheless has a a lot greater share — sixty three% — of the the upper margin gross sales of the iPhone 6 Plus.
Within the U.S. it notes that the iPhone 6 outsold the iPhone 6 Plus by a three:1 ratio, with 6 Plus consumers tending to be older than iPhone 6 consumers.
Apparently, whereas Apple is seeing huge features in some markets, its progress is extra tempered in the intervening time in Asia.
In China, Apple’s share was up by zero.2 proportion factors and now stands at 15.7%. A part of the rationale for the small rise, it appears, has to do with iPhone 6 availability solely arising in October. Whereas Xiaomi continues to be the strongest smartphone model within the nation, with 30% of all gross sales, the iPhone 6 bought sufficient models between October 17 and 31 to grow to be the third greatest-promoting system within the month.
The one market the place Apple didn’t do very nicely was Japan — shocking since this has been one of the crucial fashionable markets for iPhones within the final a number of years and seems to have been the highest promoting system in response to one other set of estimates. We’re asking why this will have been the case. It might be partly associated to provide constraints.