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Ad wars for the smartphone market full#
Ad wars for the smartphone market series#

Samsung shipped 74 million units in Q1 2022, down just 3% YoY, and was one of only two top-five smartphone brands to come close to its pre-pandemic Q1 shipments.

Major Chinese OEMs such as Xiaomi, OPPO* and vivo, meanwhile, faced a greater component supply crunch, resulting in their shipments falling by 20%, 19% and 19% YoY respectively.” Samsung seems to have overcome component shortages that affected its supply last year, as evidenced by higher-than-expected growth in its shipments despite a late flagship launch. The global smartphone market also, as expected, had a seasonal decline of 12% QoQ.Ĭommenting on the overall market dynamics, Senior Analyst Harmeet Singh Walia said, “the global smartphone market presented a mixed bag in the first quarter of 2022. The global smartphone market declined by 7% YoY, shipping 328 million units in Q1 2022, according to the latest research from Counterpoint’s Market Monitor service. The decline was caused by ongoing component shortages, as well as COVID resurgence at the beginning of the quarter and the Russia-Ukraine war towards the end. New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – April 29, 2022

Xiaomi, OPPO* and vivo’s component struggles continued, causing a quarterly and annual decline in their respective shipments.

This was after an expected seasonal quarterly shipment decline of 28%.

Apple’s shipments declined by 1% annually to reach 59 million units in Q1 2022.

Its market share rose to 23% from 19% last quarter, resulting in Samsung taking the top spot from Apple in Q1 2022.

While Samsung’s shipments declined 3% YoY, it was the only top-five smartphone brand to grow QoQ.

The global smartphone market declined by 7% YoY and 12% QoQ to 328 million units in Q1 2022.

That recovery has halted with a drop in Q1 and a dark forecast for the Q2 (and even several quarters after that). Last year the European market was on the road to recovery as it grew by 8% (relative to the weak 2020). Realme is counted separately and it moved 67% more phones than in Q1 2021, so it doubled its market share. Oppo maintained its share relative to the others, but that still means fewer phones shipped (note: Oppo’s numbers include OnePlus). Also, European countries are seeing sharp increases in the cost of living, so fewer people will be buying new phones.Ĭontinuing down the list, Xiaomi suffered the biggest drop – its shipments are down 36% compared to last year. It’s not just the phone shipments either, the war could reduce the availability of raw materials used to build electronics. This is part of why the analysts believe things will get worse in the second quarter.

Ad wars for the smartphone market full#

The companies pulled out near the end of the quarter, so the full effects will be felt in Q2. They used to ship around half of all smartphones in the country (those shipments were only 6% of the total in Europe, though). First, Samsung and Apple pulled out of Russia. The war affects the market in a couple of ways. The downturn was caused by multiple factors – components are still in short supply, which is made worse by COVID-19 related lockdowns in China, there is also rising inflation and the war in Ukraine.

Ad wars for the smartphone market series#

The first quarter of this year saw the launch of Samsung’s Galaxy S22 series and Apple’s affordable iPhone SE (3rd generation), but they couldn’t resist the overall downturn of the market. Apple actually edged up a percentage point (year over year), but its shipments also declined slightly (-6%). However, its shipments are still down 16% compared to Q1 last year. Samsung remains the top smartphone maker on the Old Continent.

Only one of the Top 5 brands experienced growth – Realme doubled its market share. With only 49 million smartphones shipped, this was the worst Q1 since 2013. The market fell 12% compared to the first three months of last year. The European smartphone market experienced its worst first quarter in nearly a decade and analysts at Counterpoint Research warn that things will get even worse before they get better.