The decline of the smartphone market in Europe | ICT Business | TechBuzz

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The decline of the smartphone market in Europe


Photo: DepositPhotos / Illustration
The European smartphone market fell 11 percent year-on-year in the second quarter of 2022, according to Counterpoint Research. This is the lowest amount of sales in a quarter since the pandemic. The worsening economic climate and constant geopolitical uncertainty continued to hamper Europe’s and the world’s recovery from the COVID-19 pandemic and chip shortages, as well as all other geopolitical pressures.

“In the second quarter, the results were mixed, and year-on-year comparisons hide the complex dynamics of the market. A lot has changed in Europe compared to last year and even last quarter, both from an industry and macro perspective,” said Jan Stryjak, Associate Director of Counterpoint Research.

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Samsung remained Europe’s number one supplier and increased both shipments and market share during the year, but this was largely due to 2Q11 being Samsung’s lowest total shipments in Europe in over a decade due to factory closures in Vietnam. However, compared to the first quarter of 2012, Samsung’s European shipments fell by almost a quarter due to the withdrawal from Russia. Apple also increased shipments and market share in Europe year-over-year – largely thanks to the launch of the 5G-enabled iPhone SE – but fell sharply from the previous quarter for the same reason as Samsung.

Xiaomi fell from its peak in the second quarter of 2021, which was its best-ever quarter in Europe, as it was hit particularly hard by supply issues. However, Xiaomi made the most of Samsung and Apple’s Russian retreat and gained significantly in the quarter, especially in Eastern Europe. Rounding out the top five, OPPO was hit by supply and manufacturing issues in China, while Realme continued its impressive performance in Europe with double-digit year-over-year shipment growth.

“Unfortunately, the situation in Europe remains gloomy. Many countries in Europe are getting closer to recession, and internal political tensions are growing in many countries outside of Russia and Ukraine, for example in France, Germany and the United Kingdom. Nevertheless, we remain hopeful that the bottom has been reached and that the trajectory should soon move upwards, but the recovery will probably be long and slow”, added Stryjak.

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