Windows Phone's EU5 share keeps rising; mixed data for the iPhone

|By:, SA News Editor

Aided by strong sales of the low-end Lumia 520, Windows Phone's (MSFT) smartphone share in the EU5 rose to 9.8% in the July-September timeframe, per Kantar Worldpanel's latest estimates.That's up from 9.2% in the June-August timeframe, and just 4.6% a year ago. Moreover, Microsoft's OS now claims a double-digit share of U.K., French, and Italian smartphone sales.

Elsewhere, progress is slower. Kantar estimates WP still only has a 4.6% share in the U.S. (+190 bps Y/Y), a 2.5% share in China, and a 5.8% share in Latin America. Nokia's most recent Lumia launches could provide a lift.

In what has been a general trend this year, the iPhone (AAPL) picked up share in the U.S. (+130 bps to 35.9%), and lost share in the EU5 (-230 bps to 14.6%). Also, the iPhone's Chinese share is believed to have fallen 640 bps Y/Y to 13.8%, and its Latin American share is believed to have risen 220 bps to 6.6%.

Android (GOOG) is assigned a U.S. share of 57.3%, an EU5 share of 71.9% (+420 bps), a Chinese share of 81.1% (+1460 bps), and a Latin American share of 73.4% (+2310 bps, largely at BlackBerry/Symbian's expense).

Kantar makes note of the price-sensitivity of Chinese consumers, observing some spend 70% of their monthly income to buy a new smartphone. That, in turn, leads many of them to opt for hardware from local brands who are increasingly offering Android phones with high-end specs and mid-range prices.