UK smartphone market share: iPhone, Android & BlackBerry

Update: click here for more stats on current UK smartphones

The latest UK handset share stats have just been released by ICM Research. They have found that Android has the largest share of smartphones at 13%, followed by BlackBerry with 10% and iPhone with 9%. Overall, smartphones have increased their share of handsets in use since last year, with RIM increasing by 4% and Apple adding 2% to their market share. The largest just though was from Android who doubled their market share against the previous year. That’s thanks largely to Samsung and HTC’s mid-range handsets. Windows measly 1% share is also thanks to those two manufacturers.

‘If Apple only have 9%, how come everyone I see (apart from teenagers) has an iPhone?’ you may be asking. There are a couple of reasons for that: first of all we know that iPhone users do more of everything than anyone else – more web browsing, more app downloading – so the chances are much higher that an iPhone user will have their device in their hand. Secondly, Apple only have 2 models on the market, with the 4 and 3gs. All of the other operating systems are represented by a much larger range of phones. That makes the iPhone the most successful single handset.

According to ICM though, the outlook for Android and BlackBerry is very good as they fill the mid-range smartphone gap very nicely. Apple in the meantime probably don’t care that much. What with the app store, they make more profit than all of the others put together.

UK iphone sales figures

O2 have announced that their sales of the iphone have surpassed 2 million handsets, making it their best selling device. The operators sales of the iphone are likely to slow down as they have lost their exclusive agreement. There has also been an overall slowdown in demand for the iphone, which is likely to see Apple retain a strong, but no dominant position in the smartphone market. Vodafone claimed 100,000 sales in their first week after offering the iphone. Tesco and Orange have not yet provided up to date figures so it’s impossible to get an exact total for the UK, however it is a safe bet to say that total UK sales are between 2.25m and 2.5m iphones.
It is worth keeping in mind that this does not necessarily mean there are that many iphone users. A number of O2s sales will be represented by upgrades from the original handset and from the iphone 3G to the 3GS. A total of 2m UK users is therefore a pretty good estimate.
There are no demographics available for the device and it appears that the operators are not measuring this. However reports from Comscore and annecdotally suggests that they ownership is concentrated in the 20-40 yrs age range, and generally middle to higher incomes. Although it is available on pay as you go, most users are on subscription packages. A mixture of both cost and functions suggests that the iphone does not appeal to a younger age demographic.
Apple’s total worldwide iphone sales reached around 57 million in 2009, and at the current time they will be hovering around the 60 million mark. They have a 17% share of the Smartphone market behind Nokia and Blackberry.

UK iphone sales: 30K for the first day with Orange

Orange’s first day of iphone sales on Weds 10th Nov topped 30,000 units. However the claim that this was the largest sale in one day in the UK is questioned by O2 in Gomonews. So it looks like there’s going to be something of a battle between the two operators in the run up to Christmas.

Current iphone sales levels in the UK are somewhat fuzzy, but they passed the 1 milliion mark in Feb 2009, so current estimates suggest somewhere between 1.5 and 2 million phones in the UK. Of course the winner in all of this is Apple.

Click here for current details of the iphone worldwide sales figures.