Apple’s smartphone sales grew at the end of last year in all key markets. In the last quarter of the pre-both old and new models of iPhone became the most popular devices and presents in its category, according to Kantar Worldpanel ComTech. Head of Research company Carolina Milanesi called the success of the iPhone 6 and 6 Plus «unprecedented.” According to her, the portfolio of Apple devices was more powerful than ever.
«With a range of devices available in various price categories Apple has managed to take advantage of the weak offer Android devices in the premium segment of the market” – said Milanesi .
In the United States, Apple sold more iPhone, than all the manufacturers of Android-smartphone together. Mobile operating system from the company from Cupertino has overtaken platform from Google for the first time in the last three years. In the fourth quarter 2014 sales of iOS-devices in the United States accounted for 47.7% of total sales, while smartphones on Android – 47,6%. In second place after the iPhone appeared Galaxy S5 from Samsung.
In Europe, the share of Android-smartphone decreased by 3.8% to 66.1%. Sank all key manufacturers – Samsung, LG and Sony. In this case, iOS has grown by 6.2%. Most strongly Apple devices have advanced in the UK – where sales jumped by 13.1% compared to the fourth quarter of 2013. Android’s share increased only in the Italian market.
The company said that sales of devices on Windows Phone have been quite successful across Europe in 2013. But lately, the minimum growth was recorded only in France and Germany.
To press Android Apple and managed in the Chinese market.
«Despite the fact that Xiaomi remains the best-selling, Apple managed to slightly reduce the gap and to increase its share from 19% last year to 21.5%, “- said the director of strategic penetration of the Asian market Kantar Worldpanel ComTech Tamsin Timpson.
The researchers note that almost a quarter of people in China who bought the iPhone in the fourth quarter of 2014, he became the first smartphone. A year ago, the figure was 16,5%.
According to the company, the penetration of smartphones in the US now stands at 59% in key European markets (UK, Germany, France, Italy, Spain) – 67%. In emerging markets such as Brazil and Mexico, this figure is around 35-37%.
In countries with developed market smartphones to attract new customers is reduced, and manufacturers should pay attention to increase customer loyalty, says Carolina Milanesi. Most dedicated fans still have Apple. In the US and Europe, customer loyalty devices of this brand is 87%, whereas Samsung (leader on this indicator among Android-producers) – an average of 62%.
Russian apples
According to the company, “The Messenger” in Russia, the share of the iPhone in the fourth quarter was 36% of the total revenue of the market – a record. Apple’s managed to sell more than 1 million units. Android’s share in the total revenue of the market was 60% in cash and 82% in quantitative terms. In general, the last three months of the year were for the Russian market shock – all sold more than 8.27 million smartphones in the amount of more than 82.65 billion rubles. Growth over the same period in 2013 amounted to 27% in units and 42% in rubles.
The Russian market is fundamentally different from the US and we have Android smartphones unconditionally lead in kind, explained RBC representative of “The Messenger” Maria Zaikina. In the US, the majority of iPhone sold at a subsidized scheme, when the customer pays relatively little money for the device itself, but then monthly pays a fixed monthly fee for a year or more. In Russia, such schemes do not buy now, the buyer acquires the iPhone at full price.
«In addition, the penetration of smartphones in the US is much higher than in Russia. In our country is still active in the process of substitution feature phones smart phones, especially in cities with populations of less than 1 million. It takes place mainly due to the low-end segment of the market, where Apple products are not provided, “- said a spokeswoman for the retailer.
According to estimates MTS, Apple for the first time became the leader in sales at the end of 2014 in Russia. IPhone sales in monetary terms amounted to 72.8 billion rubles. Samsung has moved into second place with revenues of 55.9 billion rubles. Proceeds from sales of smartphones Sony was 24.5 billion rubles. In quantitative terms, Apple concedes phones on Android. During the past year on iOS smartphones were sold in Russia 2.9 million units, while Samsung has managed to realize 5.7 million devices.
In general, according to MTS, in 2014 the mobile phone market in Russia has increased to record levels – 273.3 billion rubles. (An increase of 18.7% per year) and 44.3 million units (6.2% increase).
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