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According to new research from strategy analysis, global smartphone shipments fell -9% year-on-year to 297 million units in the third quarter of 2022. Samsung led the global smartphone market with a healthy 22% share in the third quarter of 2022. Apple took the second place with a 16% share, the highest performance in the third quarter in the last twelve years. Xiaomi, OPPO (including OnePlus), and vivo remained in the top five list.
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Exhibit 1: Global Smartphone Shipments and Market Share in Q3 2022 Source: Strategy Analytics, Inc.
pretty, Senior Director of Strategy Analytics, said: “Global smartphone shipments fell -9% year-on-year to 297 million units in the third quarter of 2022. This is the fifth consecutive quarter of annual decline in smartphone volumes. Inventory adjustments and geopolitical issues negatively affected the smartphone market in the third quarter of this year. Meanwhile, unfavorable economic conditions continued to weaken consumer demand for smartphones and other non-essential products.
woody oh, director of Strategy Analytics, added: “We estimate that Samsung shipped 64 million smartphones and led the global smartphone market with a healthy 22% share in Q3 2022. It slightly outperformed the total market and was down -7 % YoY in shipping volumes. Demand shifted towards the low-cost A and M series, while the newly launched Z Fold 4 and Z Flip 4 help the company strengthen its leadership in the foldable segment. Apple sold 49 million iPhones worldwide, an increase of +6% year-on-year, for a global market share of 16% in the third quarter of 2022. This is the highest third-quarter market share for Apple in the last twelve years, at the expense of major Chinese brands that are hampered by slow performance both in the domestic market and abroad. Apple had a strong quarter, led by the newly released iPhone 14 Pro and Pro Max, while iPhone 14 demand remained mixed.
Yiwenwu, Senior Analyst at Strategy Analytics, added: “Xiaomi shipped 40.5 million smartphones and ranked third with nearly 14% global market share in Q3 2022, up slightly from a year ago. Xiaomi outperformed other major Chinese brands and posted a -8% annual rate of decline, thanks to a well-diversified regional footprint. However, Xiaomi continued to suffer from geopolitical uncertainties in Europe. The China and India market also delivered a mixed bag for the Chinese brand. OPPO (OnePlus) ranked fourth and captured 10% of the global smartphone market in Q3 2022. Vivo remained fifth with 9% of the global smartphone market in Q3 2022. OPPO (OnePlus ) and Vivo posted a double-digit annual rate of decline and lost ground in most cases. markets, as 4G and 5G competition intensified considerably in China and other markets.”
Neil MawstonExecutive Director in Strategy Analytics, he added: “Global competition among other major smartphone brands, beyond the top five, was fierce during Q3 2022. Transsion, Honor, Realme, Lenovo-Motorola, and Huawei ranked in the top ten. first, but had mixed results this quarter. Transsion maintained the sixth position and saw healthy growth in the Central and Eastern Europe and Central Latin America region, but smartphone shipments posted a double-digit annual rate of decline this quarter, which is due to weak performance in the Asia Pacific region and Africa Middle East. Honor’s impressive rugged ride also came to a halt and saw a year-over-year decline due to pullback in China in Q3 2022. Realme posted a double-digit year-over-year decline and lost ground in every region except Central and Eastern Europe, where it was benefited from the reorganization of the industry. Lenovo-Motorola remained in the top ten list, but also saw a year-over-year drop, while witnessing strong growth in the Asia Pacific region, primarily in India. Huawei, by contrast, posted annual growth in smartphone shipments this quarter, mainly driven by healthy demand for 4G-enabled smartphones in China, such as the Nova 10 series, P50 and Mate 50 models. best brands, there are eight Chinese brands. However, all of these Chinese brands combined posted a -13% year-over-year decline, below the total market and the top two players.”
pretty, Senior Director of Strategy Analytics, added: “We forecast global smartphone shipments to decline -9% to -10% YoY in full year 2022. Geopolitical issues, economic downturn, energy shortages and price increases, market volatility exchange rate and Covid disruption will continue to weaken consumer demand during the last quarter of 2022. All these headwinds would continue during the first half of next year, before the situation improves in the second half of 2023. Samsung and Apple would continue to outperform and remain in the top two spots. Chinese brands need to stabilize performance in the Chinese market and explore a new growth engine to end the slump.”
About Strategy Analysis
Strategy Analytics, Inc. is a world leader in supporting companies throughout their planning lifecycle through a range of customized market research solutions. Our multi-disciplinary capabilities include: industry research advisory services, customer insights, user experience design and innovation expertise, on-device mobile consumer tracking, and business-to-business consulting capabilities. With domain expertise in: smart devices, connected cars, smart home, service providers, IoT, media and strategic components, Strategy Analytics can develop a solution to meet your specific planning needs. For more information, visit us at www.strategiaanalítica.com.
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US Contact: Linda Sui, +1 617 614 0735, [email protected]
European contact: Neil Mawston, +44 1908 423 628, [email protected]
China contact: Yiwen Wu, +86 156 0180 3216, [email protected]
South Korea Contact: Woody Oh, +82 10 2230 2201, [email protected]
Source: Strategy Analysis