In 2023, the European smartphone market experienced some challenges, with shipments falling by 6% in Q3 according to Canalys. However, Canalys predicts a rebound in 2024. According to the latest report released by market research agency Canalys, smartphone shipments in Europe (excluding Russia) in Q3 2023 were 32 million units. This shows a year-on-year decrease of 6%, marking the 10th consecutive quarter of decline.
Canalys research analyst Brandon Gurney said:
Thanks to the hot sales of many models such as the Redmi Note 12 in Central and Eastern Europe, Xiaomi ranked third, with shipments in the European market of 6.2 million units, remaining unchanged year-on-year, and its market share increased by 1 percentage point, reaching 19%. Motorola continued to make progress in Europe, with shipments up 30% year-on-year, its best quarterly performance under Lenovo. TCL ranked among the top five, growing 5% year-on-year to 800,000 units.
Samsung’s Performance
Samsung has faced a 6% decline in shipments in Q3 2023. Despite this, the company remains a market leader with a 35% market share in Q3 2023. Samsung’s focus on the mid-to-high-end segment has helped the company maintain its position in the market, with models such as the S23 Ultra, S23, A14, A53, and A33 contributing to its success. The company’s average selling price (ASP) in Q1 2023 rose by 11%, indicating a shift towards higher-priced models.
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Apple’s Performance
Apple has experienced a 13% decline in shipments in Q3 2023. The company holds the second position in the market with a 22% market share in Q3 2023. Apple’s performance is closely tied to its ability to adapt to market changes and maintain its presence in the premium segment. The iPhone 15 was also a hot seller and this also helped Apple.
Xiaomi’s Performance
Xiaomi has remained relatively flat in Q3 2023, with a 19% market share. The company’s performance is a result of its strong presence in the mid-range segment and its ability to adapt to market demands. Xiaomi’s growth in the European market will be crucial for the company’s overall performance in the region.
Motorola’s Performance
Motorola has experienced significant growth in Q3 2023, with a 30% increase in shipments. This growth can be attributed to the company’s strategic focus on the mid-range segment and its ability to offer competitive pricing and features. Motorola’s performance in the European market will be an important factor in the company’s overall success in the region.
Conclusion
The European smartphone market is expected to rebound in 2024, with a 7% increase in shipments. The performance of major players such as Samsung, Apple, Xiaomi, and Motorola will be crucial in driving this growth. These companies need to adapt to market changes, manage inventory effectively, and maintain a strong presence in their respective segments to capitalize on the market’s potential. As the market recovers, vendors must remain cautious and prepared for any challenges that may arise due to macroeconomic and geopolitical uncertainties.
