Counterpoint Report: Global Smartphone Market In Q4, 2019


Apple products 2020

Counterpoint recently released the global smartphone market report for Q4 2019. According to it, Apple’s market share ranked first with 18%, followed by Samsung, Huawei, Xiaomi and VIVO.

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The report shows that in the fourth quarter of 2019, global smartphone market shipments increased by 2% year-on-year to 401.1 million units. The Middle East and Africa region grew by 14% year-on-year, showing the highest growth. They are followed by the Indian market, which increased by 12% year-on-year. China, the world’s largest smartphone market, fell by 10% year-on-year, which was the eighth consecutive quarter of decline.

global smartphone market

Specific to smartphone brands, Apple’s market share reached 18%, ranking first. Even without the introduction of 5G products, Apple’s shipments have increased by 10% year-on-year.

Judging from the market share of brands in each region given by Counterpoint, Apple mainly relies on the North American market and the European market, with 50% of the North American market, ranking first. In the European market, it has a market share of 27%, ranking first with Samsung.

Samsung’s market share is 18%, and Samsung’s shipments in the fourth quarter of 2019 decreased by 1% year-on-year. But Samsung currently performs well in markets other than Asia. It ranks second with 20% in North America, first with 27% in Europe, first with 34% in Latin America, and in Middle East and Africa, it ranked first with a 20% share.

global smartphone market

Huawei (including Honor) has a market share of 14%, ranking third. Although its shipments in China increased by 12%, it could not offset the decline in other regions. In the fourth quarter of 2019, Huawei’s global shipments decreased by 6% year-on-year, which is also the first year-on-year decline since the fourth quarter of 2017.

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Xiaomi’s market share is 8%. Its shipments in China have fallen by 17% year-on-year. But Xiaomi’s global shipments have increased by 28% year-on-year due to its reduced dependence on the domestic market. As you know, Xiaomi is actively working on entering other markets.

VIVO has a market share of 8% and became the fifth largest brand in the fourth quarter of 2019. This is also the first time it has surpassed OPPO since the second quarter of 2015. VIVO has performed well in the Asian market, ranking second with 15% market share, second only to Huawei.

According to Counterpoint’s previous report on the Indian smartphone market in the fourth quarter of 2019, VIVO’s shipments in India in the fourth quarter of 2019 increased by 132% year-on-year. And its market share was also increased from 10% in the fourth quarter of 2018 to 21% in the fourth quarter of 2019. It surpassed Samsung and became the region’s second largest smartphone maker.

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