comScore and Kantar released their smartphone data for November. comScore has Apple’s iPhones gaining share in the U.S. after pausing in September and October while Kantar’s showed strong gains but not as good as the iPhone 5 did a year ago. (Note that my family and I own Apple shares).
comScore has Apple’s U.S. smartphone share at 41.2%
comScore has Apple title="comScore data">increasing its U.S. smartphone share from 40.6% in October to 41.2% in November. comScore has had Apple gain share in the U.S. every month except in January 2012 and September 2013 since November 2011, a 25 month time period. Since October 2011 comScore estimates that the company has increased its U.S. share by almost 50% going from 28.1% to 41.2%. Apple has also shrunk Android’s lead from 18.2% to 10.7% in November.
Google’s Android has also gained share over the 25 months moving from 46.3% to 51.9%, which means the combination of Android and iOS now command 93.1% of the U.S. smartphone market. Not surprisingly BlackBerry has been the major loser going from 17.2% share to 3.5% in the latest month. While Microsoft lost share in 2011 and 2012 it has stabilized its share but at a very low 3.1%.
Source: comScore MobiLens
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, comments: “While there’s no doubt that sales of the iPhone 5s and 5c have been strong, resurgent performances from LG, Sony and Nokia have made making year on year share gains increasingly challenging for Apple. Windows Phone, for example, is now the third largest OS across Europe with 10.0% – more than double its share compared with last year.”
Sunnebo added “Some people worried that Apple was risking its historically high consumer satisfaction levels by releasing a lower cost, plastic iPhone. However, the latest data for the US shows that the iPhone 5c has an average owner recommendation score of 9.0/10 versus 9.1/10 for the iPhone 5s. Both devices attract different customers but crucially each group of owners remains very happy with their choice and are recommending it to others.”
The iPhone 5, 5c and 5s became available on almost the same day a year apart so it is interesting to see the changes in market shares between the two launches. Between September and November 2012 Apple’s U.S. share increased from 34.6% to 53.3% or 1,870 basis points. For the iPhones 5c and 5s Kantar has Apple’s share growing from 35.9% to 43.1%, an increase of 720 basis points, but much less than a year ago. Android did not see nearly as much of a decrease as it did a year ago.
The pattern is similar in the EU5 countries of Great Britain, Germany, France, Italy and Spain. A year ago Apple’s smartphone share increased from 16.8% to 25.3%, an 850 basis point gain, vs. this year it moved from 14.6% to 18.1% in the same two months for a 350 basis point gain.
Source: Kantar WorldPanel
I have developed a Google Doc with the comScore and Kantar data that is available via this link.