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NEW YORK, NY -- (Marketwired) -- 05/06/15 -- Phablets -- smartphones with a screen size of 5.5" and over -- represented 21% of all US smartphone sales in Q1 2015, nearly quadrupling their 6% share from the first quarter of 2014, according to the latest Kantar Worldpanel ComTech market share data. Apple iPhone 6 Plus took 44% of this segment. Screen size was cited as the main reason for buying a particular phone by both iOS and Android buyers at 43% and 47%, respectively.

More details about this newest data are available at
www.kantarworldpanel.com/global/News/US-Phablet-Market-Soars

Android, in the US, reached a market share of 58.1% -- a 0.2 percentage point gain over 1Q14. "LG had a good first quarter with its share growing to 10.8% from 7.4% a year ago, while Samsung was holding on to second place as it launched its new Galaxy S6 and S6 Edge in April," reported Carolina Milanesi, chief of research at Kantar Worldpanel ComTech. "Apple's iPhone 6 and 6 Plus already represent 18% of all iPhones in use in the U.S., and 64% of the iPhone installed base uses an iPhone 5 or newer -- good news for the Apple Watch that interacts only with these newer models."

The newest data also shows that in urban China, Apple consolidated its leadership in smartphones, growing its share to 26.1%, up from 17.9% for the same period in 2014. China is now driving more volume for Apple than the U.S., as the Cupertino company reaches beyond the more affluent buyers.

"In Europe's five largest countries -- Great Britain, Germany, France, Italy, and Spain -- the popularity of Apple iOS continued to grow, reaching a 20.3% share, which is 1.8 percentage points higher than in 2014," Milanesi added. "In the first quarter of 2015, the iPhone 6 and 6 Plus continued to attract consumers across Europe, including users who previously owned an Android smartphone."

Additional data and insights can be accessed at: www.kantarworldpanel.com/global/News/Android-Switchers-Drive-iOS-Growth-in-Europe's-Big-Five-Countries

About Kantar Worldpanel
Kantar Worldpanel is the world leader in consumer knowledge and insights, based on continuous consumer panels. Its High Definition Inspiration™ approach combines market monitoring, advanced analytics, and tailored market research solutions that inspire successful actions by its clients. Kantar Worldpanel's expertise about what people buy or use -- and why -- is recognized by brand owners, retailers, market analysts, and government organizations globally. For additional information, visit: www.kantarworldpanel.com.
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