Counterpoint report on the European smartphone market in the first quarter of 2021 – it gets worse
According to Jan Stryjak, one of the managers Counterpoint, during the first quarter of 2022, new economic and geopolitical challenges in Europe have fueled the problems that already existed (such as the Corona issue and the lack of parts). The rising inflation rate in Europe has also had a negative impact on how much people spend on smartphones. It should be said, Samsung and Apple – which respectively held the first and third positions in the supply of smartphones in Russia – stopped all their exports to this country from the beginning of March 2022.
Of course, Stryjak continued to remind, it is true that about half of the smartphones in the Russian market are supplied by Samsung and Apple, but the total number of smartphones that these two companies offer in Russia is only 6% of the total market. constitutes Europe. With that being said, refrain from Apple and Samsung’s supply of its products to Russia will not have a significant effect on the regional scale. Of course, we should not forget that the war between Russia and Ukraine itself can bring more unfortunate consequences, including the lack of raw materials, rising prices, more pressure on inflation and the exit of other companies from Russia.
According to the Counterpoint report, Samsung is still in first place with 35% of the European smartphone market, and Apple is in second place with 25%. is standing But, despite the arrival of new models from Samsung and Apple to the European market (flagship series Galaxy S22 and the third generation iPhone SE ) The growth of the smartphone supply of these two companies in Europe during the last quarter has been reported as negative (-16 and -6 percent, respectively).
The third and fourth ranks in the European market are Xiaomi and Oppo and these two Chinese companies have 14 and 6 percent of the smartphone market in this region, respectively. . Xiaomi and Oppo are still struggling with the problem of lack of parts, and therefore the supply of smartphones of these two companies in the European market has faced a drop of 36 and 8%, respectively, compared to the same period last year (although there are little signs of recovery in Both companies are seen).
The Chinese brand Realme became the fifth largest smartphone supplier in Europe during to win the third quarter of 2022. Unlike the previous 4 brands, all of which faced a drop in supply, Realme was the only brand that was able to increase the supply of its phones in Europe by 67% compared to the same period last year. It should be noted that among the top 5 brands in the European market, Realme has grown the fastest (of course, HMD and Google recorded faster growth, but with a much smaller number of launches, they are currently not among the top 5 brands in Europe).
According to Counterpoint experts, The situation of the European smartphone market is expected to get worse before it gets better. Many European countries are on the verge of recession and it is unlikely that the conflict between Russia and Ukraine will be resolved in the near future. Therefore, we expect to see a continued annual decline in smartphone shipments in the European region over the next few quarters, especially in the second quarter of 2022 as the cost of living in the continent has already reached its highest level and the consequences of Samsung and Apple exiting Russia. It will be better known in the second quarter.