First-time smartphone buyers opting for Windows

New research has found that first-time buyers of smartphones are opting for Windows-based operating systems.

The study was carried out by industry analyst Kantar WorldPanel Comtech. It found that due to its surging adoption, Microsoft’s operating system (OS) is now the third most popular behind Android and Apple.

The data also revealed that Windows Phone devices now account for 9.2 per cent of purchases; up by five per cent from 2012 figures. It is thought that first-time buyers of smartphones are being attracted to the company’s devices due to strong deals on its mid-range handsets, such as the Nokia Lumia 520 and the Lumia 620, according to

The research suggests that companies who are using mobile marketing should make sure all of their content is compatible with Windows operating systems, due to the fact that the market is gaining speed.

Talking about the news, Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, told “Android and Apple take the lion’s share of the headlines and continue to dominate smartphone sales, so it’s easy to forget that there is a third operating system emerging as a real adversary.”

He continued: “Windows Phone’s success has been in convincing first-time smartphone buyers to choose one of its devices with 42% of sales over the past year coming from existing featurephone owners. This is a much higher proportion than Android and iOS. The Lumia 520 is hitting a sweet spot, offering the price and quality that new smartphone buyers are looking for.”