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96

comScore shows Windows Phone still in 4th place in the US, but making small gains

Lumia 520

A new report published by comScore shows steady growth in the US for Windows Phone, a significant contrast to what we saw earlier in the year. While Android remains the number one platform in the region with Apple sat in second, Microsoft is pretty much level with BlackBerry, who has been struggling to halt the downhill fall the company has experienced.

According to the comScore report, Android was ranked as the top smartphone platform in the month of September with a market share of 51.8 percent (down 0.2 percentage points). As noted above, Apple followed in second with iOS taking 40.6 percent (up 0.7 percentage points). BlackBerry sat in third with 3.8 percent (down 0.6 percentage points), while Microsoft was closing the gap on 3.3 percent (up 0.2 percentage points).

comScore Sept 2013 Platforms

What about OEMs? Unfortunately, Nokia didn't make the top 5. Apple came in first with 40.6 percent of US smartphone subscribers (up 0.7 percentage points in June). Samsung came in second with 24.9 percent (up 1.2 percentage points), with HTC on 7.1 percent, Motorola with 6.8 percent and LG in fifth place on 6.6 percent.

comScore Sept 2013 OEMs

While these numbers differ from what we've seen in Kantar reports (detailing sales in multiple markets instead of subscribers), the overall picture is more or less the same. Microsoft is certainly making grounds with its mobile platform - sales are on the rise and so is the company's share of the smartphone pie. We've been monitoring the success of Europe and beyond, but there appears to be a change in the wind in North America.

Here's a snippet from a recent Kantar report:

"Other numbers in the United States are revealing as Android has dipped 2.5% in sales in 2013, along with an expected decrease for BlackBerry. Only iOS and Windows Phone has shown growth in sales, conceivably signaling a changing tide in the States."

I'd also recommend you check out the Canalys report from Yesterday for numbers in other markets. Nokia will be venturing into the phablet market with the Lumia 1520 and Lumia 1320 to push into markets. How these two Windows Phones perform is yet to be seen, but with the rise in popularity of larger-than 5-inch displays, we could well witness an accelerated growth.

Source: comScore

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Comments

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TiLoBrown says:

Growth is growth

Rich Edmonds says:

Especially in the US where it has been rather difficult to get the right level of exposure to grow.

s_lek says:

True... things seem steady now...

outback15 says:

True, difficult to penetrate the US market. It's not just a market, it's a culture. But doable.

s_lek says:

Yes it is doable I love windows phone.

rodneyej says:

I still say that Marketing is not strong enough, and never has been so.. If WP is so important to Microkia then why can't I walk out my house and see advertisements for it everywhere❔ I shouldn't be able to watch 10min of TV without seeing a WP ad.. But, instead here in Dallas there are huge iPhone 5s, and 5cs, completely covering the sides of skyscrapers.. I've never seen anything that "big" from Microkia.. Marketing, awareness, and popularity... That's the only thing that WP is lacking that's keeping the AVERAGE consumer from choosing it.. Not apps, not hardware, not features..
I believe that MS needs to bombard the airwaves, streets, venues, malls, and billboards of the top ten largest populated areas in America with everything WP related, and never let up.. I don't care if it cost 4 billion,, if that's what it takes then so be it❗

I think they need right kind of marketing as well. They seem to do a lot of product placement and not much else. Cheesy CW teen shows like Vampire Diaries and Arrow might be my secret guilty pleasure and they all have a ton of WP8 prodcut placement. It borders on ridiculous like everything else in those stupid shows. You could actually have a drinking game playing spot the Windows Phone on for Vampire Diaries.

Of course, that's probably not a great thing. Product placement is more of a distracting joke than anything else (at least to me). They really should concentrate on the kind of advertising you described. You can't deny that Apple marketing is super slick and effective. Why can't they do that for Windows Phone?

rodneyej says:

I don't understand why they won't do it.. Its not like the funds aren't available..

That is pretty much spot on. Here in England we are seeing more and more Windows Phone advertisements especially for Lumia. I never thought it would happen but I have actually grown bored with the TV advert for the 1020 which seems to be on every channel during every commercial break. I've also started to see billboard ads for the 1020 too.
This has had a positive effect here with people asking me "is that the new Lumia 1020?". Rather than, "what's that?" which is what I used to get asked.

npoe says:

I think that Nokia and Microsoft should work a little harder in markets that are usually favorable to them; instead they are trying to get into USA and neglect other markets. It might not be what they want but they should focus where they can leap forward and then go for complicated markets like USA.

So far I haven't seen a lot of Lumia commercials in Mexico (if any) and the phone could do a lot better using the same kind of marketing that is using in USA.

rodneyej says:

Don't worry.. The marketing here in the US is never enough either..

rodneyej says:

Well, we need that amount of advertising here in the US..

immyperez says:

Totally agree...people always ask 'is that the new Lumia?'...strange though that they mention Nokia in the same breath..
BUT RARELY WINDOWS!

Xaphoon148 says:

You're so right Rodney. Haven't seen ANY commercials involving ANY Nokia or other Windows Phone the past six months here in Norway. It's sad, even the local gadget pusher have removed the Nokia poster and there isn't ANY Lumias on display. Ain't going to get more sales from total lack of advertising...

rodneyej says:

Yeah, and if us WP fans who look for advertisements can't find them the do you think that the average consumer is being exposed❔ Not likely..

Daniel Meek says:

Why does MS need to do the heavy lifting? I am not saying that they shouldn't do it, but it is honestly not their place to do it. How many google adds are out in the wild to promote Android? I am pretty good about avoiding adds, but I am fairly sure that device makers pony up the cash for advertising rather than the OS provider. Nokia has not exactly been in a good financial place to advertise... And HTC... well, we all know what is going on there these days. Samsung is much more interested in pushing their SGS series devices than to throw money at their WP lines. Meanwhile MS has put out some advertising for the OS, but it shows the OS rather than showing off the devices, and that can only go so far.

The real impact on WP sales at the end of the day are the salesmen and women in the stores. If you are joe-consumer and you do not know what you want then they will try and sell you an iPhone device because it is a premium item and they will not be stuck supporting you on it, or else they will point you to an Android device because it is what they know about. The sales people don't know much about WP, and so it becomes very difficult sell.

Even when I went to the shiny new MS store when it opened less than a year ago, I asked about the Lumia 920 and some basic functionality questions about BT device support, and some other things I was simply unsure about because I had not owned a smartphone yet. The fact of the matter is that none of the sales reps in the MS store knew any of the answers, because none of them had actually used the WP devices outside of their basic training materials. They were all packing iPhones and SGS3 devices in their pockets and I had to go online to find answers.
Point being: Most customers are not like myself, and will not bother to do their own homework before choosing a device or a platform. They walk in the door, want something shiny, and get something shiny rather than asking themselves if it will work for what they might want to do over the next 2-3 years. Adds will only get them to ask a sales person about a device, but at the end of the day there are far more sales people who are going to guide those who are interested towards a product that they know about themselves.

Xaphoon148 says:

Guess all us WP fans has to do our share... retweet/FB-share everything WP and show off our lovely phones. It's easier than ever with a yellow 1020, everyone is curious about it :P
Up to now I have bought 7 Lumias, 920's for me, wife and our two teenagers. Two 620's to my mother and mother in law. And, woops, a 1020 for me... :P
Also talked two colleges into getting 1020, they love it :) Even one colleges mother bought one just for the camera :D
Guess I'm entitled to a discharge soon ❓❔:P

Xaphoon148 says:

Edit! 8 Lumias... bought a 820 to replace sons 920 with shattered screen after a fall :(
Luckily just $120 off contract :)

rodneyej says:

Well, I agree with you.. But, we're talking about MS/Nokia as partners for some time now, so that's why I say it's Microkia's job to increase awareness.. And, you are right about these sorry sales associates, but if more, and more people are going into the stores and asking for a specific product then more attention will shift towards that product because associates don't care what they sell they just look for the next biggest thing, so they can "take the money and run"... The best thing that can happen to WP is hordes of people coming in stores asking about it because store associates are sheep as well.. Think about it❕.. Lol

I see ads in every Train car and every station in Chicago

rodneyej says:

Wow❕ That's cool.

schlubadub says:

That's what she said

rodneyej says:

Penetrate... Really❔

s_lek says:

Nice to see

Evster88 says:

0.2% growth is pretty ineffectual, considering how many marketing dollars are invested for Windows Phone. I would be interested to know the raw number growth though, as percentages rarely tell the whole story.

slavrenz says:

But even without the raw numbers, these percentages are telling, since they're all based on the same subscriber pool. Essentially, Windows Phone gained as many people in Q3 as Android lost, which I think is absolutely substantial.

Rich Edmonds says:

Thing is, they've (especially Nokia) had to invest all this money into brand awareness alone. Step one was to get everyone to understand that Windows Phone exists and Lumia smartphones are just as (if not more - biased, of course) powerful than the iPhone and Android hardware. Step two is now to really drive up custom and ship some units. Step three will be when we all retire, look back on today in a heated pool and laugh about how I imagined everyone in a pool thinking about smartphones.

Wait... where am I again? :-)

walter1832 says:

Go on, go on....in a heated pool....laughing....

he_shark says:

No, it was more about selling the 521 really cheaply. :-)

damo579 says:

Slowly but surely WP will gain popularity.

iBandar says:

WP badly needs a big update, Any idea when WP8.1 will revealed?

WinFan1 says:

I heard early 2014 Jan something like that.

txDrum says:

Early than mid 2014, later than january... probably like march or april released. 

rodneyej says:

This⬆⬆... Maybe around June..

pankaj981 says:

That's GD3+Black

deloa84 says:

Its coming and it has already received a couple of updates.

jonathanrn says:

When people now comment on my red 920, they actually say, "is that a Windows Phone?" instead of "is that an iPhone?" .. Progress!!

TexasDude says:

This is one of the things I LOVE about Nokia! I have been an android user for a couple of years, and it always burned me that people asked about my iPhone. Now, I am a WP convert and LOVE the OS, but I also love that people can tell that I am using something different!

ejb222 says:

Me too...actually they specifically as about that 1020. Makes me want to get one. If I said yes it is, they certainly would ask to check it out.
 

True, folks no longer look at me funny when they see me with my WP. Plus I've converted 3 Android users. The 3rd actually on AT&T and is excited about the 1520.

stumpy1570 says:

Take away carrier subsidy and we would be at 35% right now.

MikeSo says:

Absolutely a large factor. The US market is so screwed up due to subsidies and exclusives and long contracts that it's hard to make heads or tails of it.
For example, iPhone always seem to have the most favorable upgrade arrangements - when I was on AT&T, I was allowed an upgrade to iPhone much sooner than I was any other phone!

That said, Nokia has been saturating the airwaves with ads for a couple of months now. If that investment, which must be substantial for just the World Series campaign alone, doesn't pay off, WP might be in trouble. But it's hard to tell yet, as these numbers don't include that period and it's hard to tell where people are in their upgrade cycle.

Hmm, that's odd.  I actually had to wait an extra month or two if I wanted to upgrade to a new iPhone.  Where as I was eligible to upgrade to a non-iPhone earlier.  I am on a corporate plan, and I already had an iPhone, so I am not sure if that affected my upgrade status compared to yours.

txDrum says:

Pretty sure that's a big exaggeration... if you weren't then I hate to break it to you but that's not quite the truth. We might be + a few percentages, like 6-9% or so. But I imagine it would still lag behind Europe (which is about 10% right now correct?) because Apple is still an American company.

But I would agree; the carrier model certainly doesn't help. It takes 2 years before any bit of marketing ads and such really can be evaluated.

willied says:

Apple being an American company has virtually nothing to do with it.

ejb222 says:

um...weird...haven't we been at like 3% for years now??? where is the REAL increase???

Granted I will say I've run into more windows phones in the past 6 months than the year before that.

Vlad C says:

~~where is the REAL increase???

In Europe!!!

 

thinkdan says:

And Latin América. I've ran into quite a few WP here in Mexico lately.

JoRdaNeK says:

(quote from"the sixth/3rd sense/smartphone rank) "i see more WP's on a fortnightly basis than ever before/dead people"

I've yet to run into WP in the wild

Ben Sailors says:

I've run into three just in my church. They're gaining traction, and I honestly think a lot of Android users only use Android just to not be an apple fanboy. Windows phone works well for those people.

Dare2Blink says:

I actually am starting to see windows phones at least twice a week. Pretty sweet.

Most people in my area use sprint so that might why

cannon#WP says:

More proof that MS needs to work on getting more Sammy & HTC devices and get LG back. I know some around here want MS to go Nokia only, but if they did it would over in the US. It's going to be a while, if ever, before Nokia is a big name here again.

Roshan Roxx says:

All because of NOKIA LUMIA 520

fbendotti says:

Everyone one in the US is app dependent. Until the major players release apps, you will see slow growth. I know the app argument is old, but its true. Candy crush?
There also needs to be a big push with kids. They are the future of the platform.

Ben Sailors says:

This is true. Kids need to be the ones begging parents for the platform, and the kids will likely remain using it.

yaro da yaar says:

0.2% android users goes to windows phone ;D

DJCBS says:

I highly doubt that the phablets will be the ones responsible for any substantial growth. The L525 is more likely to do that.
That said...meh. I keep thinking Nokia wastes too much money and time with the US market. They should follow Sony's lead and focus on markets where they are strong first. But of course, that's difficult with the US-Centred MS always pushing them around.

kullkid92x says:

ill agree and disagree with you..

They definitely need to throw huge amounts of cash to market in the US. Marketing tech here is like a culture -_- seriously lol Apple has people brainwashed here in the states they think they are in some sort of cult. Any time Nokia or MS miss a single day of marketing, it is a jab to the momentum and awareness uphill battle they are facing.

Now to agree with you, Yes Nokias name itself (around the world) is very well known you can argue that they should also throw in the same amounts of cash to those markets because once the OS gains mindshare in the big five European countries, that will surely lead to sales here in the States.

Whereas you saw Apple go the opposite route, they brainwashed here in the States first and later that mindshare spread globally, but you can see how long its taken them to get to just 10% martketshare in some European countries, Italy for example, I think WP sales just surpassed iOS in that country.

So I guess the real argument would be, what route works best? well from what I just stated, I think focusing on Latin America, India, China, and Europe goes along way, much longer way than just focusing on the US.. BUT they CANNOT stop focusing on the US at all, that will hurt them day by day.

Infamy79 says:

This looks like old data compared to some of the other numbers coming through given its only up to the end of September and its now the start of October.

Pretty sure the Kantar information which shows the big jump from the 520 series includes data up to the end of October

PG2G says:

Kantar numbers are % of sales and these numbers are % of subscribers.

Rockartisten says:

It's november. :)

Infamy79 says:

Yeah, whoops I got it right in one sentence saying data was to end of Oct and wrong in the first sentence

I blame alcohol

Rockartisten says:

Drinking my month away. :)

Fndlumia says:

Bloody better be as no other country gets the first class treatment by Nokia in a market that has never cared for Nokia phones, making one off phones for one Telco eg L928/L929 is a massive cost and definitely not profitable so the stats better show growth. I think apples stale product and sheeple image has helped and androids malware ridden, slower and slower performance over time and WP os staying fast and secure and being the freshest os are also factors. I believe the growth is from the L520 and middle spec phones. Done my part with 2x 920s, 925 &1020. Debating if I can put up with a huge 1520 atm. 2520 a def no go as rt is on board and my 8" Acer wp8.1 runs full windows and is a fraction of the speculated cost of 2520. Anyway very happy for MS, Nokia and the whole WP community esp all who contribute to this site. Onya ppl

I kinda like that it isn't as popular as Android and iOS. I've had both and to know that I got the best one and only a small percentage of the population has Wp, kind amakes me feel like I know something the others don't. It is better no matter what way you look at it. I got all the apps I could want and this just just overall superior. Let the sheep be sheep. 

sejgiul says:

Same here. The main thing I have found is that WP is distraction-free compared to Apples and Androids, I was always tinkering with those devices and because WP is so efficient, I have no need for that anymore and my life has become less about mobile phones and more about enjoying it.

I do believe Blackberry was the same, having owned one of those too, I enjoyed the fact that there was no need for constant tinkering and messing around with it (although WP is much better).

Gerry Kamps says:

I don't agree. WP has to grow faster or it will die in North America. We had better see that major, smoother integration between WP, RT and W8.1 early in 2014. That will be what sets WP apart from iPhone and Android. Apps will follow and so will growth. Without growth there is stagnation and if it's stagnant it will wither and die. MS also has to show that they can build good phones once they take over the build from Nokia. 2014 will make or break WP.

outback15 says:

What's cool today will no longer be cool tomorrow. Boredom and fatigue usually sets in on whatever is the trend. Windowsphone will be the new cool.

WP95 says:

Imagine if Nokia had no exclusives with att and released all the same phone on most or even all carriers.
Didn't a report say Verizon was doing better then att with WPs

uberlaff says:

Ok, so these are market share numbers while kantar are sales figures. That explains the difference. This shows that blackberry owners are holding onto their phones and not buying new ones.

Lundon44 says:

Maybe I'm wrong but I feel like if MS invested as much time, effort and money into marketing WP as they did Xbox that WP would be doing a lot better than it is right now. Not sure how things are down there in the US but up here in Toronto, Blackberry (an obsolete product) seeing WAY more marketing exposure than WP ever has. I've been spending the last 3 years explaining to people that "No, my Lumia is NOT an iPhone". Hoping one day that changes.

Rockartisten says:

I visited an old friend of mine, who I don't see very often, and he commented on my phone because he really liked it, and a few weeks after my visit, I got a text from him. "Now I have an iPhone too:)"...

Lundon44 says:

Lol was an actual iPhone or a WP? 

Rockartisten says:

I had a Nokia Lumia 800 back then, and he actually got an Iphone, this was in march 2012. :)

terrokkinit says:

The USA market is a hard one to crack...but yes, I get asked about my Lumia 928 a lot. "Do you like it?" "Do you have enough apps for it?" "Why not the S4?" The answer is still the same: Apple is overpriced, Android is broken, and Samsung is running on a popularity game. As for apps? Let's see what happens when Windows 8.1 RT apps and Windows Phone 8 apps run on the same piece of hardware! Then, we'll be talking apps ;) as for now? The apps I have work just fine for me, especially with a dedicated team of developers to the WP8 platform. It will catch on...I have full faith :). Europe has the idea...now it's our turn.

axiomjoe says:

I was at an aviation conference in Vegas a couple of weeks ago, and the Nokia Lumia's were a plenty! I would take these figures with a pinch of salt. Windows phone market share is growing faster than they are reporting here. Windows phone has already taken over iphone share in Italy...

VinchRiel says:

A lot of lagdroid n apple fanboy who campaign negatively about windows phone, but they don't know at all, even tried it. Believe or not, it's also a lot of influence prospective buyers. But now many are beginning to realize, and curious about the windows phone. Because the fluid gui with live tile and handset especially lumia that catches the eye.

MadSci2 says:

I suspect Microsloth is hording Marketing money so that when the new CEO comes in, and he/she should fire their Marketing Dept, the Head if Marketing can lay out a huge Marketing program for WP, and its "already paid for"!
Rest assured that every Exec. in Redmond is playing games to keep their job under the new regime. There will be distortion of MS as a result. Standard Corporate Reindeer Games.

pantiko says:

Can't believe WP is still behind Blackberry, even in the US... Something is not working right

ejlee072006 says:

The usa is small market compare,
But slowly but surely
INSTAGRAM HURRY UP

TechAbstract says:

Make WP's licensing close to free. WP marketshare will gain very fast :)

crazygonzo says:

Let's hope that 2014 will be an awesome year and they'll absorb BB, with a slick 8.1 'Blue' update and merging the RT platform they could gain another 5 % and become the 3rd alternative option next September. With 8-10% this system wouldn't be ignored.

Tjarren says:

Ugh.

Well one thing that I've seen lately is people that are using Windows 8/8.1 are becoming more open to WP, which is exactly the longplay that MS intended by having a uniform Modern UI.  So expect this to grow even more as the awesome W8.1 tablets get wider acceptance after this holiday.

Now if only the tech media would stop minimizing it constantly, the sales people out there would push it fairly and the major app developers would aggressively invest instead of waiting and watching then we would see this growth rate double or triple even.

ben55124 says:

Microsoft should be focusing on time travel research so it can go back to 2007 and launch WP8.

gromanch says:

Couldn't agree more. This kind of an advertisement for Nokia I saw in Europe past spring.

Hooksie says:

Great to see continued growth but I agree with other comments that the main issue is Sales Staff. When muggles go into a shop to buy a phone I would say that as much as 60% have no idea what to get and have no brand or OS loyalties, they just want a phone. If sales staff are sold on iPhone or Android ir if there's a sales promotion going on then they will push the customer towards that platform.

Another issue as far as the US is concerned is that they seem to think that the iPhone is the only phone in the world. Part of that is that prior to the release of the iPhone, smartphones in the US were utterly terrible. I used to see people in TV programs and films with shitty flip phones and laugh, they were about 5-10 years behind. Then suddenly Apple changed the game. Android, like it or not, is an iOS rip-off, Steve Jobs was incensed about Android and wanted to wipe it out because he recognised that it was just a copy of his OS. This means that people are used to the interaction with the OS and feel comfortable with it. Windows Phone takes a different tack and when you're used to using either of those systems then move to WP it can be jarring.

Microsoft need to spend some resources training sales staff and promoting the devices with bonuses and competitions. If they can grab more of the "undecided's" that will make a huge impact. I don't think they'll shift the iPhone customers since most of them have no idea about other phones and don't even know they exist. A few more OEM devices wouldn't go amiss either. Surface Phone early 2014 once the merger goes through, that'll help.