The Motorola Moto G has helped the company’s UK market share surge from almost zero to 6% in just six months, data from Kantar Research reveals.
Motorola, which was recently sold by Google to Chinese technology firm Lenovo, launched the Moto G in the UK last November, and priced at £130 without a contract resembles excellent value for money. The handset has an HD screen and runs the latest version of Android, 4.4 KitKat.
Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech, commented: “Motorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6% of British sales. It highlights the speed at which a quality budget phone can disrupt a market. The same pattern can be seen in France with Wiko, which has 8.3% share, and Xiaomi in China with 18.5%.”
According to Kantar, almost half of Moto G owners are aged between 16 and 24, 83% are male and generally they come from lower income groups with 40% earning under £20,000.
Sunnebo continues: “Consumers are far more tech savvy than they were just a few years ago and the rising commoditisation of smartphones means we increasingly rely on online views and handset cost to drive our decision making. Some 40% of British consumers are heavily influenced by internet reviews when deciding which mobile to buy and 48% of Moto G sales were made online. With virtually no existing customers to sell to in Britain, the Moto G has stolen significant numbers of low-mid end customers from Samsung and Nokia Lumia.”
Kantar’s research adds that smartphone penetration in Great Britain stands at 70% in February, with 86% of devices sold in the past three months being smartphones.
Source: Kantar Worldpanel