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European smartphone competition heats up as new makers challenge major brands

New makers like Huawei and Wiko as well as established brands like Sony and Motorola are becoming more popular among Europeans as they opt for alternatives to Samsung and Apple.

Brands like Motorola and Huawei (pictured) have seen gains in the European smartphone market.
Brands like Motorola and Huawei (pictured) have seen gains in the European smartphone market.
Image: Julie Jacobson/AP/Press Association Images

SMALLER AND CHEAPER smartphone makers are growing in popularity among European customers according to a new report.

The findings, which came from Kantar Worldpanel ComTech, looked at smartphone sales data across Europe and the world, found that more people are opting for phones made from smaller brands like Huawei and the French smartphone maker Wiko.

Android continues to be the number one operating system in Europe, with a 72.4 per cent share of the market. Apple only holds 17.5 per cent of the market while Windows Phone increased to 8.4 per cent. Blackberry’s hold on the market decreased to 0.8 per cent, compared to 2.7 per cent last year.

It was the Chinese manufacturer Huawei which saw the greatest increase. The number of smartphones it sold in Europe increased by 123 per cent in the five major European markets, the UK, Germany, France, Italy and Spain, over the past year, giving it a market share of 3 per cent.

Another smartphone manufacturer, Wiko, also saw triple-digit growth across the continent. Wiko is most popular in its home market of France, holding an 8 per cent share of the market, but its growing across Europe and is beginning to make its way to the UK.

In the US, Apple and Samsung dominate the market holding a 34.6 per cent and 34.1 per cent share respectively.

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About the author:

Quinton O'Reilly

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