It is not a word typically associated with Apple’s iOS devices, but some recent figures for the smartphone market in the U.K. shows their growth has been in the “entry-level” segment of the market. Kantar Worldpanel ComTech recently compiled data for the quarter ending June 2013 and found iOS had “surged” to 30.5% of the British smartphone market. This surge may not have come from where one would expect, according to Dominic Sunnebo with Kantar who noted:
“Although the flagship iPhone 5 was widely credited with boosting Apple’s global results last week, much of the market share growth for iOS in Britain is thanks to the competitively priced iPhone 4 attracting first time smartphone buyers. More than a third of iPhone 4′s sold were to consumers who have never owned a smartphone before, compared with just one in 10 new customers buying the iPhone 5.”
According to Sunnebo, this could lead to Apple being able to grow their customer base through higher end devices as Apple enjoys the highest level of consumer loyalty for its operating systems and devices. Apple will need all the help they can get as they continue to battle the Android juggernaut for market share. In Britain, Android currently controls 56.2% of the market and in other markets Android holds an even more commanding lead.
Kantar also noted that Windows phones enjoyed a relatively strong position as the number three smartphone OS in Britain, although it continues to struggle in the U.S. where market share dipped slightly.
source: Kantar Worldpanel