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Android Pushes to a 70% Global Market Share, Led by Samsung

July 1, 2013 - Written By Alexander Maxham

We know Android is big. But recent reports are showing that the global market share for Android is around 70.4%. Which is nearly 10% higher than it was this time last year. We can probably thank Samsung’s huge marketing budget for that rise in market share. Kantar was asked about Google’s global share of smartphone sales, which was at about 64% back in March and has been rising in just about every market over the last few months. Which basically means that Google’s 64% share should be around 70% global share very soon.

There’s a similar story over in China, which is the world’s biggest market for smartphones. Over there, Android has basically won the game, at least for now. Over 70% of all smartphone sales are some form of an Android device. Although it isn’t to clear from Kantar’s figures whether these are all official Android builds, or whether this figure also accounts for forked devices like the Kindle Fire line and Nook line from Amazon and Barnes & Noble respectively. But the interesting thing here is that because so many local players are producing smartphones for the Chinese audiences, Samsung isn’t dominating China like it does in other areas of the world.

Kantar does highlight that it’s not exactly plain sailing for Samsung in Europe, either. For example, in the UK which now has a smartphone penetration of about 65%, the XPeira Z from Sony is putting in a strong performance, with about 48% of Xperia Z purchasers being ex-Samsung phone owners. According to Paul Moore, who is the global director at Kantar Worldpanel ComTech “the majority or whom have upgraded from the Galaxy S2”.

In the image above, you can see the Smartphone OS sales share percentage for several countries, comparing May 2012 to May 2013. As you can see, in just about every market, Android’s share has risen. In Mexico, it’s rose by as much as 33.2% year over year up to a 60.3%. Mostly at Blackberry and Symbian’s expense.

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It’s interesting to see what mobile OS is the most popular in each country. Not everyone is like us here in the US who just love Android (and iOS). But to see Android rise in each country year over year is a very good sign for Google and it’s OEMs.