Well, for starters, Kantar’s latest data includes the first 25 days of November, which comScore’s does not, but a double-digit shift in marketshare over three week’s time is still difficult to grasp.
More likely, the data compilation methods used by comScore’s MobiLens division vary from those used by Kantar’s ComTech division. The former describes its research process as reliant on “continuous survey methodology” via various household and individual panels, while comScore employs a data-driven process, “by connecting data on mobile consumer demographics and behavior with device capabilities.”
While there’s obviously different schools of thought on how to best measure mobile market share, it’s curious that we’re seeing such a differential between Kantar and comScore’s estimates. We’ll be waiting for comScore’s November data to see if Apple Inc. (NASDAQ:AAPL) was able to make a jump from October’s figures, but those hoping for a spike above 50% may have to focus on Kantar’s data for now.
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