Survey: Windows Phone Gaining At Android’s Expense
New consumer survey data from Kantar argues that Windows Phones “have begun to capture consumers from across the competitor set.” According to the research unit of ad-agency holding company WPP, recent Windows Phone purchasers were upgrading from feature phones (42 percent) or another Windows handset (25 percent). The other 23 percent were Android users changing operating systems.
Windows has started to see success with somewhat younger users according to Kantar. The iPhone also gained share since last year according to the company.
The data below are drawn from Kantar Worldpanel ComTech’s consumer panel, which the firm says is “the largest continuous consumer research mobile phone panel of its kind in the world, conducting more than 240,000 interviews per year in the U.S. alone.”
Source: Kantar Worldpanel
Compare the above marketshare information with the most recent (March) comScore smartphone data:
The iOS and Android numbers in the comScore data are fairly close to Kantar’s. However the Windows and especially the BlackBerry figures disagree significantly.
Putting this survey data in somewhat larger perspective, below is StatCounter data on actual US web traffic driven by the competing mobile operating systems:
- iOS: 54 percent
- Android: 40 percent
- Windows Phone: 1.3 percent
- Other: 4.7 percent
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
(Some images used under license from Shutterstock.com.)
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