Samsung market share Archives

Global Foldable Smartphone Shipments to Cross 100 Million by 2027

Global foldable smartphone shipments are projected to reach 101.5 million in 2027 from 78.6 million in 2026.
Samsung and Apple are expected to dominate the market.
Regional drivers, especially in China, combined with growing consumer willingness to buy foldables will help keep shipment growth buoyant.

Seoul, Boston, Beijing, Hong Kong, New Delhi, London – July 26, 2023

Global foldable smartphone shipments are expected to pass the 100-million mark by 2027, according to Counterpoint Research’s latest Global Foldable Smartphone Tracker and Forecast, with Samsung and Apple accounting for the biggest market share.

Global Foldable Smartphone Shipment Forecast by Brand & Foldable Share In Premium Segment, 2021-2027(E)*

*Premium segment considered to be above $600 average wholesale price

Commenting on growth expectations, Research Director Tom Kang said, “At the moment, foldables remain niche. But it is an important segment for brands looking to maintain leadership in innovation and a premium market presence.”

Kang added, “Samsung and the Chinese OEMs have been very active, especially in their home markets, with China emerging as the biggest market globally last year. If you want to make it in foldables, you have to make it there.”

Senior Analyst Jene Park said, “In the long term, we are waiting to see what Apple does. We are looking at 2025 as the possible year of iPhone’s foldable debut, which could provide another growth spurt for the segment.”

Park added, “When we look at the current consumer response, our latest Global Foldable Smartphone Preference Survey shows a willingness to purchase for the majority of respondents, most notably among current users. This is a good sign and tells us the hype around foldables is legitimate.”

Global Foldable Smartphone Survey, 2023

Question: Are you willing to purchase a foldable phone as your next device?

Source: Counterpoint Research Global Foldable Smartphone Preference Survey, 2023
Notes: N=1,000 per country across US, China, South Korea; Figures may not add up to 100% due to rounding

Feel free to reach us at press@counterpointresearch.com for questions regarding our latest research and insights.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press@counterpointresearch.com

Global Smartphone Shipments Share – Last Eight Years of Winners & Losers

Published date: March 1, 2023

Source : Counterpoint Research Market Monitor

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Brand	2015	2016	2017	2018	2019	2020	2021	2022
Samsung	22%	21%	20%	19%	20%	19%	20%	21%
Apple	16%	14%	14%	14%	13%	15%	17%	18%
Xiaomi	5%	4%	6%	8%	8%	11%	14%	12%
OPPO	3%	6%	8%	8%	8%	8%	10%	9%
vivo	3%	5%	6%	7%	8%	8%	9%	8%
Huawei	7%	9%	10%	14%	11%	10%	2%	2%

The global smartphone market declined 19% YoY to reach 302.6 million units in Q4 2022.
India’s smartphone shipments dropped 30% YoY and 31% QoQ. The decline in entry level and budget segments which faced supply constraints in beginning of year and then witnessed lower demand throughout the year.
China smartphone market dropped 16% YoY but grew 2% QoQ in Q4 2022. Apple market share in China increased to 22% to become China’s biggest OEM.
LATAM’s smartphone shipments dropped 14% YoY but increased 6% QoQ. In 2022, Samsung and Motorola emerged as the leading smartphone brands in LATAM, capturing 39% and 24% market share respectively – a testament to their strong foothold in the region’s mobile industry.
Apple registered its highest shipment in North America to reach 22.3 million followed by China with 15.7 million units.

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Samsung Reaches its Highest Monthly Market Share in 5 Years

Global smartphone sales declined 8% YoY in April 2022, but Samsung’s sales grew 9% YoY.
Samsung captured close to one-fourth of the global smartphone market in April 2022. This is the highest single-month market share for Samsung since April 2017.

New Delhi, Seoul, Boston, Denver, Taipei, Beijing, London, Toronto, Hong Kong – May 27, 2022

Samsung’s smartphone sales grew 9% YoY in April 2022, capturing 24% of the global smartphone market, according to Counterpoint Research’s Market Pulse Service. This is the highest monthly market share for Samsung since April 2017. The company’s sales grew despite the global smartphone sales declining 8% YoY during the same period. In fact, it was one of the only few brands to grow against the market decline.

The growth helped Samsung to lead the global smartphone market sales for the third consecutive month in 2022. It also became the No.1 brand in the Indian market in April for the first time since August 2020.

Global Smartphone Sales (sell-through) Share of Top 3 Brands, April 2022

Source: Counterpoint Research Monthly Market Pulse

Commenting on Samsung’s April 2022 performance, Research Director Tarun Pathak said, “Samsung captured close to one-fourth of the global smartphone market in April 2022, reaching its highest single-month share in the last five years. This was driven by the strong performance of the S22 series in the premium segment and the A series in the mid-segment. Samsung also had low exposure to the declining China market, which negatively affected sales of all Chinese OEMs. Promotions in some of Samsung’s core markets like Latin America and growth in India, where it became the No.1 brand in April, also helped in expanding its market share during the month. Samsung’s supply chain management through 2022 has also been robust, successfully catering to the demand.”

Commenting on the global smartphone market, Senior Analyst Varun Mishra said, “The global smartphone market declined further in April 2022, reaching the lowest level since the pandemic in 2020. China declined the most, as consumer sentiment weakened due to lockdowns. Sales in Russia also declined in April as key OEMs exited the market and inventory depleted. These factors meant another setback for the market, which was still recovering from the component shortages. LATAM, US and India were the only markets to show growth, but that was not enough to offset the decline in other regions.”

Going forward, Samsung is likely to retain the leadership position in the global smartphone market in Q2 2022. The foldables segment, where Samsung is currently the undisputed leader, also has a lot of potential. Samsung will aim to bring down the prices for foldable phones to gain a competitive advantage.

Please reach out to press@counterpointresearch.com for press comments and enquiries.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Some of our other smartphone market analyses for 2022:

Background

Analyst Contacts:

Tarun Pathak

Varun Mishra

Follow Counterpoint Research

press(at)counterpointresearch.com

Monthly Pulse: Xiaomi Becomes #1 Smartphone Brand Globally for First Time Ever

• This is the first time ever, in June 2021, Xiaomi has become the number one brand in global monthly smartphone sales (sell-through) volumes

• While this is a great feat for Xiaomi, it could prove to be temporary once Samsung’s production recovers from Vietnam’s COVID-19 wave, but the race has gotten close

Seoul, Taipei, Beijing, London, Boston, Toronto, New Delhi, Hong Kong – August 5, 2021

Xiaomi surpassed Samsung and Apple in June 2021 to become the number one smartphone brand in the world for the first time ever, according to Counterpoint Research’s Monthly Market Pulse Service. Xiaomi’s sales grew 26% MoM in June 2021, making it the fastest-growing brand for the month. Xiaomi was also the number two brand globally for Q2 2021 in terms of sales, and cumulatively, has sold close to 800 million smartphones since its inception in 2011.

Exhibit: Global Monthly Smartphone Sales Share Trends (%)

Source: Counterpoint Research Monthly Market Pulse, July 2021

Commenting on the market dynamics that led to Xiaomi attaining pole position, Research Director Tarun Pathak noted, “Ever since the decline of Huawei commenced, Xiaomi has been making consistent and aggressive efforts to fill the gap created by this decline. The OEM has been expanding in Huawei’s and HONOR’s legacy markets like China, Europe, Middle East and Africa. In June, Xiaomi was further helped by China, Europe and India’s recovery and Samsung’s decline due to supply constraints.”

Commenting on the China market and Samsung supply constraints, Senior Analyst Varun Mishra said, “China’s market grew 16% MoM in June driven by the 618 festival, with Xiaomi being the fastest growing OEM, riding on its aggressive offline expansion in lower-tier cities and solid performance of its Redmi 9, Redmi Note 9 and the Redmi K series. At the same time, due to a fresh wave of the COVID-19 pandemic in Vietnam, Samsung’s production was disrupted in June, which resulted in the brand’s devices facing shortages across channels. Xiaomi, with its strong mid-range portfolio and wide market coverage, was the biggest beneficiary from the short-term gap left by Samsung’s A series.”

Going forward, if the situation in Vietnam does not improve, Samsung’s production is likely to remain hit with Xiaomi continuing to gain share from the Korean brand. However, once Samsung recovers, the ranks are likely to shuffle again.

Please reach out to press (at) counterpointresearch.com for press comments and enquiries.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Some of our other smartphone market analyses for Q2 2021:

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (Technology, Media and Telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Varun Mishra

Tarun Pathak

Follow Counterpoint Research
press(at)counterpointresearch.com

2019, the Year the LATAM Smartphone Market Had No Growth

LATAM smartphone market grew 1.7% in Q4 2019, but slightly decreased overall in 2019.

Motorola’s shipments grew more than 20% during 2019.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – February 28th, 2020

Smartphone shipments slightly decreased in 2019 due to a further slowing in the replacement rate. Despite the flatlining market, the top three brands all increased their volume in the region. This led to increased brand concentration. The top three brands represented 66.5% of the market – more than 5% more than in 2018.

“Motorola led the growth among top-performing brands, with more than 20% growth in volume, YoY. Increasing participation in markets where Motorola has not traditionally been successful such as Colombia, Mexico and Chile, added to its growth. It also focused on a few models, in particular, the E series that has enjoyed success with an ideal price-to-feature ratio”, commented Counterpoint Research’s Senior Analyst, Tina Lu.

Commenting on price band performance, Tina highlighted: “The slow-down in units was not accompanied by an increase in ASP. During 2019, we saw both the ultra-low (<U$S 75) and premium (>U$S499) price bands losing share, while the mid-price range U$S 100 – U$S250 gained share. The Samsung A-series, Motorola E and G series and Huawei Y and P Lite series, led this mid-tier growth. The three brands were involved in fierce competition in this key price band throughout the year”.

Exhibit 1: Smartphone Shipment Market Share 2019

Source: Counterpoint Research Market Monitor Q4 2019

Parv Sharma, Research Analyst, commented on Q4 2019 performance: “Volume increased slightly during Q4 2019, as consumers responded to promotions over the holiday season, but not all countries had the same results compared to last year”.

Mr. Sharma further added: “During Q4 2019 Xiaomi’s shipments grew 114% compared to the same period in 2018. This is the first time since entering the region that it has entered the top five brands. However, this growth is not without controversy, as the Brazilian Association of Electricity and Electronic Industry has claimed that Xiaomi products are entering Brazil through grey channels. Although this situation is not entirely Xiaomi’s fault, it is its responsibility to try to prevent it. Xiaomi is now taking measures and has announced that it plans to partner with a local manufacturer to start producing smartphones locally.”.

Exhibit 2: Smartphone Shipment Market Share 2019 Q4

Source: Counterpoint Research Market Monitor Q4 2019

Key Takeaways

Throughout 2019, Samsung was the absolute leader in almost all the region’s markets. Its share was more than double its closest competitor.
However, in Mexico, in Q4 2019, it was trailed closely by Huawei, which had almost fully recovered from the slow down caused by the US trade ban.
Huawei’s growth was driven by Mexico, Chile and Colombia.
Huawei is working to enter the Brazilian market. So far it only imports devices. It has already opened two branded stores in Sao Paulo, mainly to raise brand awareness.
Apple was losing share through most of 2019, but the launch of iPhone 11 restarted an upward share trajectory during Q4 2019.
ZTE has surpassed its performance before the its trade ban by mainly focusing on Mexico and Colombia. It also increased its ASP as it stopped offering feature phones. Most of its portfolio is low-end 4G smartphones.
Regional brands were the biggest losers during 2019. Local Kings have been relegated to feature phones and low-end 3G smartphones; they’re unable to compete with Chinese brands in low-end 4G smartphones. Some Local Kings are exploring opportunities in the IoT product category.
LG volumes continued a slow descent. Argentina and Brazil are the only two markets where LG remains in the top five best-selling brands.

The comprehensive and in-depth Q4 2019 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at)counterpointresearch.com for further questions regarding our latest in-depth research, insights or for other press enquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

Analyst Contacts:

Tina Lu

Parv Sharma

Peter Richardson

Follow Counterpoint Research
press(at)counterpointresearch.com

Combined Global Market Share of Huawei, OPPO, Vivo, Xiaomi and Realme Reaches Highest-Ever Level in Q2 2019

Overall smartphone shipment declined 1% in Q2 2019, making it the seventh consecutive quarter of declining shipments.

Huawei’s shipment ban hurt it in overseas markets, but domestic market growth offset some of the pain.

Realme entered the top 10 brands for the first time.

New Delhi, Mumbai, Hong Kong, Seoul, San Diego, London, Buenos Aires – July 31^st, 2019

The combined global smartphone market share of Chinese majors Huawei, OPPO, Vivo, Xiaomi, and Realme (HOVXR) reached 42% in Q2 2019, the highest it has ever been. This was even as global smartphone shipments fell 1.2% year-on-year (YoY) to 360 million units during Q2 2019, making it the seventh consecutive quarter of decline.

Commenting on the record market share for HOVXR, Varun Mishra, Research Analyst at Counterpoint Research noted, “Heavy marketing, faster portfolio refresh, high spec devices at aggressive prices, and multi-channel presence are some of the key reasons why Chinese brands fared better than the local and global OEMs. These brands have been aggressively expanding outside China and achieving growth offsetting the saturation in their home market. Their strategies and product portfolios are more aligned to the local needs and preferences, which is one of their key strengths.”

Exhibit: Smartphone Shipment Market Share 2019 Q2

Source: Counterpoint Research: Quarterly Market Monitor Q2 2019

The smartphone market slowdown is mainly due to China, which has continued to decline for two years now. China alone accounts for over one-fourth of the global smartphone shipments and declined 9% YoY during the quarter. The heightened US-China trade war during the quarter has further escalated the uncertainties of the smartphone market. India remains a key growth market as the shipments set a second-quarter record,

Commenting on the trade war Tarun Pathak, Associate Director at Counterpoint Research, said “The US-China trade war escalated with Huawei added in the entity list in May. Despite the ban, Huawei was able to register a 4.6% growth during the quarter, capturing a 16% market share. The effect of the ban did not translate into falling shipments during this quarter, which will not be the case in the future. In the coming quarters, Huawei is likely to be aggressive in its home market and register some growth there, but it will not be enough to offset for the decline in its overseas shipments. This will further lead to the decline of the overall smartphone market in 2019. However, the gap created in the market by Huawei gives a window of opportunity to other OEMs, especially Samsung, to leverage.”

A portion of the decline in 2019 is likely to be compensated by the adoption of 5G.

Commenting on 5G, Varun Mishra, added “We expect that 5G will have a faster rollout than 4G LTE. Unlike 4G, which was split between FDD-LTE and TD-LTE, 5G has a universal standard, which will make the ramp-up faster. We expect sales of 5G devices to be over 20 million in 2019. Network expansion of carriers, subsidies, and more OEMs committing to early 5G device launches than during the early 4G era Since these devices are expected to be limited to the premium segment in 2019, the adoption will also drive the market average selling price (ASP). Consumers are also expecting to pay higher for the 5G smartphone than what they paid for the 4G device.”

Even though shipments continued to decline, the market ASP is likely to increase, which will drive revenue for the industry. Adoption of 5G in mature economies and the shift from entry-level phones to mid-segment phones in emerging economies will drive up ASPs.

Key Takeaways:

Samsung grew 7.1% YoY, capturing over one-fifth of the global smartphone market share. The OEM has completely overhauled its product portfolio in 2019 with its A and M series targeting the sub $300 price segment aggressively. The flagship S series, in which Samsung launched three devices instead of the usual two, covering wider price points also continue to do well. Samsung was also one of the first OEMs to launch a 5G device – S10 5G, which remains popular in the 5G adopting
Huawei grew 4.6% YoY, but the US trade ban will its growth momentum, especially in the overseas market. The effect in Q2 2019 was not severe as the order came late into the quarter. The real effect of trade sanction will be in Q3 2019. Shipments in overseas markets are estimated to register a steep decline.
Apple iPhone shipments fell 11%, and iPhone revenues fell 12% year-on-year. Despite this decline, iPhone sales trends are improving. Apple’s buyback programs and other marketing are dampening growing holding periods. However, the lack of 5G over upcoming quarters may again increase holding periods.
Realme entered the top 10 OEMs globally for the first time. It took Realme only a year to achieve this feat. This is one of the fastest ramp-ups. Strong performance in India and expansion overseas drove its growth. This was also the third consecutive quarter that Realme sold within top 5 brands in India.
This was the third consecutive quarter of a decline in Apple iPhone shipments. To ramp up sales, Apple implemented price cuts for the iPhone XR in India and China markets. Amid the slowdown in China and likely launch of 5G capable iPhone in 2020, Apple will have to concentrate its efforts on emerging markets.
The market further consolidated with the top 10 brands’ market share increasing to 79% from 76% a year ago.
BBK Group is now the second-largest smartphone manufacturer globally.

Analyst Contacts:

Tarun Pathak
Varun Mishra
Shobhit Srivastava

Follow Counterpoint Research
press(at)counterpointresearch.com

You can also visit our Data Section (updated quarterly) to view smartphone market share Globally and from the USA, China and India

Q3 2013 : Samsung Leads in 4 out of 5 Regions Globally in Mobile Phones

The worldwide mobile phones market grew 6% annually to reach a record third quarter shipments of 441 million units in Q3 2013 according to Counterpoint Research’s Quarterly Market Monitor Tracker.

China, India followed by Latin America were the fastest growing mobile phones market in the world contributing to a healthier penultimate quarter of 2013 compared to last year. The overall positive mobile phone industry growth can be attributed to robust smartphone demand globally. Smartphone segment grew 46% annually offsetting the slowing feature phone segment channel demand which dipped by 26% compared to the same quarter last year.

Samsung remained the leading mobile phone supplier globally shipping a record 120 million units during the quarter with 73% of those being smartphones. This has propelled Samsung’s global mobile phone market share to an all-time high of 27%, reversing tables with Nokia which enjoyed this position eight quarters ago.

Samsung continues to lead in four out of five mobile phones regions globally. One in three phones shipped in important developed markets of North America and Europe, is a Samsung phone. North America, Asia & Europe were the key growth markets during the quarter for Samsung, as Samsung captured share away from other OEMs such as Nokia, HTC, Motorola, Sony and ZTE.

Samsung has now cumulatively shipped more than 750 million mobile phones and almost half a billion smartphones since overtaking Nokia and Apple in mobile phones and smartphones segments respectively since Q1 2012. In comparison, Nokia shipped almost half a billion mobile phones and Apple shipped slightly under a quarter billion phones during the same period.

Consistent volume shipments growth and market share is helping the Korean vendor to grow its global mobile phones user base, a very important factor in today’s ecosystem wars. Though Samsung is quietly forming a huge global user base but it remains to be seen how locked-in and brand loyal these users are compared to that of Apple and if Samsung can develop ‘Applesque’ stickiness and stimulate this huge opportunity.

Samsung has the overall well rounded product mix in the industry and its helping Samsung capture healthy profits while growing big and fast. Samsung and Apple has devoured most of the mobile phone industry profits exercising enormous scale, vertical integration capabilities and marketing muscle leaving other brands with meager scale, revenues and profits.Samsung dominated almost all price bands except for the very high profit & super-premium $500+ which was of course Apple’s turf. However, Samsung was strong in the higher profit $400-$500 price band with almost 50% share and moderately higher profit $300-$400 price band with almost 60% share. Samsung also led the fastest-growing, intensely-competitive and the largest $50-$150 price band with almost 25% market share.

Figure 1: Global Mobile Phones Share¹ by Region in Q3 2013

Source: Market Monitor Q3 2013

¹Regulated or Legitimate Mobile Phones Shipments only (not sell-out to end consumer). Tablets, PCs, dongles, fixed wireless devices not included. Grey, illegitimate or unregulated market phones also not included.

For press enquiry or additional questions please contact analyst@counterpointresearch.com

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Global Foldable Smartphone Shipment Forecast by Brand & Foldable Share In Premium Segment, 2021-2027(E)*

Global Foldable Smartphone Survey, 2023

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