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    March 16, 2017

    Kantar Worldpanel’s latest report writes off Windows Phone

    kantar worldpanel ios android windows phone

    The latest report from market research firm Kantar Worldpanel reveals that while Android and iOS surge ahead, Windows Phone has been left behind for good.

    Whie the revelation that Windows Phone is lagging behind might feel like 2014’s news, market research firm Kantar Worldpanel has officially released its latest findings which paint an interesting picture of the smartphone world.

    While BlackBerry 10, Windows Phone, iOS and Android all slugged it out for dominance in years passed, Kantar Worldpanel’s latest report reveals that iOS and Android have all but eclipsed their rivals and now fight a mud-and-blood battle for supremacy.

    Read: Here’s how the LG G6 and Samsung Galaxy S8 will change the face of Android

    In its opening statement, Kantar Worldpanel cites that “It is clear that there will only be two smartphone ecosystems moving forward – iOS and Android. To succeed, phone manufacturers will have to play by those rulebooks.”

    What a dire analysis, right?

    The report reveals that just 1.3% of all smartphone users in the United States make use of Windows Phone, and enjoys its largest user-base in Europe. BlackBerry OS and BlackBerry 10 have fared far worse, and have scored less than one percent in every market measured in Kantar Worldpanel’s report.

    The report further elucidates that such support could soon evaporate considering that Nokia’s upcoming devices are expected to do well in Europe due to brand loyalty. Things look tough for lagging operating systems worldwide, as iOS is achieving growth in all regions save for Japan, Spain, and Urban China, and Android has captured Asia with a 9.3% year-over-year market share increase.

    The United States remains dominated by Apple and Samsung, which together account for 70% of the total market. LG follows with a close third, but has captured just 11% of the total market therein.

    Apple’s iPhone 7 has dominated Urban China, while Huawei remains the largest vendor in the region. Behind Huawei stand Xiaomi, Oppo, and Vivo, respectively.

    Read: iOS 10 Review: Small steps make for a great leap

    Kantar Worldpanel’s report concludes that the race forward will be between Android and iOS, though it remains to be seen if Microsoft’s long-rumoured Windows Phone can achieve a substantial impact.

    What are your thoughts? Be sure to let us know your opinion in the comments below!

    Follow Bryan Smith on Twitter: @bryansmithSA

    Explore the report here

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