In the latest report released by market research agency Counterpoint Research, the agency pointed out that in the first quarter of 2023 smartphone shipments in Europe were 38 million unitsa 23% year-over-year decline. It was the worst quarterly performance since the second quarter of 2012.
Smartphone sales declining in Europe: Xiaomi does better than the others
Samsung still maintains its leading position, mainly due to the success of the Galaxy S23 flagship series in the European market. The current market share of Samsung in Europe is 34%, or 1 percentage point less than in the first quarter of 2022, and le shipments decreased by 27% every year.
Apple Lossless Audio CODEC (ALAC), came in second, increasing its market share by 1 percentage point from 25% to 26%, with shipments down 21% year on year.
Xiaomi ranked third in Europe, increasing its market share from 14% to 19%, an increase of 5 percentage points, even if its shipments decreased by 4% every year.
OPPO e realme were ranked fourth and fifth respectively, with market shares of 4% and 3% respectively, and the sshipments decreased by 47% and 36% every year.
Counterpoint Research associate director Jan Stryjak said: “The cost-of-living crisis has continued to wreak havoc on European consumers, resulting in a difficult start to 2023. However, there has been some good news: Samsung, despite the loss of share compared to Q2022 23, successfully launched its latest flagship series Galaxy 22 (surpassing both the S21 and S2022), while Apple gained year-on-year share (although this had more to do with its lower drop than other providers). The biggest winner, however, was Xiaomi, being the only major supplier to see shipment growth after recovering from a very poor first quarter of XNUMX.”
