Android overtakes Apple in Europe

Mobile phonePA

The latest research into the smartphone market in western Europe shows Android rising fast to overtake Apple as most popular platform, with HTC and Samsung the most popular devices. Analysts comScore found market leader Nokia's Symbian platform hemorrhaging share.
The survey of the market in five EU countries, the UK, France, Germany, Spain and Italy, found almost one in four smartphone users were using Google's Android platform. The study found 88.4m subscribers were using smartphones in the three months to July, a rise of 44% on last year.

Apple's iOS

Google's Android platform enjoyed the fastest growth, increasing its market share 16.2% to 22.3%. That took it past Apple's iOS, which was up 1.2% in market share to 20.3%. Android is now second behind Nokia's Symbian, which lost 16.1% of share and now sits at 37.8% of the market.

Jeremy Copp, comScore's vice president for mobile in Europe, said: "Network operators, publishers and advertisers looking to effectively reach the European mobile audience must pay close attention to the continued growth of Android in the region... it will have far-reaching implications for the mobile media landscape."

Nearly two-thirds of the Android device market is controlled by just two original equipment manufacturers (Oems) – HTC and Samsung. HTC takes 34.6% of the market, with Samsung on 31.7%. In the UK, HTC supplied just over 50% of the Android devices in use. Samsung supplied 21.6%.

Samsung devices

Elsewhere in the Europe 5 though, Samsung devices were the most popular. The company has a market share of 42.3% in France; 35.6% in Italy; 33.9% in Spain and 32.4% in Germany. In the UK, more subscribers use their phone to browse the net and to access social networking sites than in the other nations.

Nokia and its Symbian platform are clearly in trouble, with these figures showing a significant move away from it to Android. Apple's iOS, while continuing to get the headlines, is not yet attracting a significant number of users from other platforms, suggesting apple's strong brand loyalty cuts both ways.

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