Moto G Breathes New Life into Motorola in U.K.

It seems Lenovo may have scooped up Motorola from Google at just the right time. New reports indicate Moto is making a comeback in the United Kingdom thanks, in part, to the sub-$200 Moto G model.

In fact, Motorola is surging, according to Kantar Worldpanel ComTechEUs latest smartphone data, which measures the market for the three months to February 2014, Motorola is surging. The handset makerEUs market share has climbed from nearly nothing to 6 percent of British sales in the last six months. That success, Kantar reports, is helping keep Android atop the operating system market in Europe. Android has 68.9 percent there compared to AppleEUs 19 percent and Windows 9.7 percent.

EUMotorola was nowhere in Europe before the Moto G launched in November last year, but the new model has since boosted the manufacturer to 6 percent of British sales,EU said Dominic Sunnebo, strategic insight director at Kantar Worldpanel ComTech. EUIt 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 percent share, and Xiaomi in China with 18.5 percent.EU

Behind the Scenes

So whoEUs buying the Moto G? Kantar highlights a specific consumer profile among British handset buyers. Specifically, nearly half are between the ages of 16 and 24; 83 percent are male and most are among lower income groups. Forty percent earn under $33,300 (£20,000).

EUConsumers are far more tech savvy than they were just a few years ago and the rising commoditization of smartphones means we increasingly rely on online views and handset cost to drive our decision making,EU said Sunnebo.

EUSome 40 percent of British consumers are heavily influenced by Internet reviews when deciding which mobile to buy and 48 percent of Moto G sales were made online. With virtually no existing customers...

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