Google’s Android OS is maintaining its dominance in Europe due to its success in attracting first-time smartphone buyers, according to research by Kantar Worldpanel ComTech.

The latest data from the firm finds that Android accounted for at least half of smartphone sales in the UK, France, Germany, Italy and Spain in the 12 weeks prior to 10 June. Android market share for the period ranged from 49.6 percent in Italy to 84.1 percent in Spain.

Kantar Worldpanel consumer insight manager director Dominic Sunnebo said Android uptake is being driven by consumers trading in feature phones for smartphones.

Price of handset and multimedia capabilities are important considerations for first time smartphone buyers, meaning Android is a logical choice. Kantar Worldpanel found that Android has a higher share compared to other platforms of consumers spending less than £50 on their devices in the majority of markets it studied.

In the UK, Android-based handsets such as the Samsung Galaxy Ace and Y are performing well, attracting younger first-time smartphone buyers away from BlackBerry devices.

Sunnebo stressed the importance to operators of first-time smartphone buyers as their move from feature phones to smartphones means they spend significantly more money on bills and the devices themselves. He added that as smartphone customers are more loyal to their handset brand and operator than feature phone users, capturing first-time smartphone buyers is vital.