Smartphone Sales in Europe Stall as Economic Woes Persist
According to the latest data from Counterpoint Research, the European smartphone market share rankings for the third quarter of 2023 are as follows: Samsung (32%), Apple (24%), Xiaomi (22%), Realme (4%), Honor (3%), and others. The overall shipment volume of smartphones in Europe saw an 11% decline year-over-year, marking the lowest figures since 2011. However, the Western European mobile market has shown signs of recovery since the second quarter of 2023, buoyed by the launch of Apple’s iPhone 15 series and Samsung’s Galaxy Z Flip5 series.
In Eastern Europe, the challenging macroeconomic climate continues to impede the mobile market. Chinese smartphone manufacturers Tecno and Infinix (both under Transsion Holdings) have gained more market share this year, despite their relatively low profile, owing to shifts in international dynamics. Additionally, Honor, originally a subsidiary of Huawei, has been expanding its market share in Europe. In the third quarter of 2023, Honor was the only brand among the top five to achieve an increase in smartphone shipments, growing by 8% compared to the same period in 2022, although its overall market share remains modest at 3%. Xiaomi, meanwhile, experienced a 13% drop in overall shipments, maintaining a market share of 22%, consistent with 2022. However, it leads the Eastern European mobile market, commanding 35% of the market share there.
Regarding international brands, despite the strong product performance of the Galaxy Z Fold5 and Galaxy Z Flip5 in the European market this year, Samsung’s overall shipment volume decreased by 15%. Nevertheless, its market share remains at 32%, securing its position at the top of the European smartphone market. As for Apple, although its iPhone shipments declined by 3% year-over-year, its market share increased by 2 percentage points to 24%.
