Smartphone shipments across the European continent declined 10% year-on-year in Q1 2022, and Samsung's market share decreased within the same three-month period. Fortunately for Samsung, it remains the top smartphone brand in Europe and continues to lead the market ahead of Apple and Xiaomi.
The European smartphone market recorded 41.7 million shipments in Q1 2022 (down from 46.4 million a year ago), and Samsung led the segment with 14.6 million shipments (down from 16.1 million in Q1 2021). Apple topped 8.9 million shipments this year, and Xiaomi recorded 8.2 million smartphone shipments. (via Canalys)
In terms of annual growth, Samsung experienced a 9% decline but retained the largest market share with 35%. Apple followed with 21%, and Xiaomi was the third-largest OEM with a 20% share of the European smartphone market.
Samsung's performance in Q1 2022 was assisted by its low and mid-range phones and a recovering supply chain. Apple saw strong iPhone 13 demand, and Xiaomi benefited from the launch of the Redmi Note 11.
Market watchers say that the European smartphone market has declined in Q1 primarily because of low demand in Russia and Ukraine, where shipments fell 31% and 51%, respectively. Smartphone shipment numbers in other parts of Europe reflect that demand remains intact.
Even so, consumer confidence is reportedly declining in Europe due to the recent events driving inflation to a record level. Market watchers say that the next couple of quarters will represent the real test for the European smartphone market.
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