Sales
Since 1996, smartphone shipments have had positive growth. In November 2011, 27% of all photographs created were taken with camera-equipped smartphones. In September 2012, a study concluded that 4 out of 5 smartphone owners use the device to shop online. Global smartphone sales surpassed the sales figures for feature phones in early 2013. Worldwide shipments of smartphones topped 1 billion units in 2013, up 38% from 2012's 725 million, while comprising a 55% share of the mobile phone market in 2013, up from 42% in 2012. In 2013, smartphone sales began to decline for the first time. In Q1 2016 for the first time the shipments dropped by 3 percent year on year. The situation was caused by the maturing China market. A report by NPD shows that fewer than 10% of US citizens have bought $1,000+ smartphones, as they are too expensive for most people, without introducing particularly innovative features, and amid Huawei, Oppo and Xiaomi introducing products with similar feature sets for lower prices. In 2019, smartphone sales declined by 3.2%, the largest in smartphone history, while China and India were credited with driving most smartphone sales worldwide. It is predicted that widespread adoption of 5G will help drive new smartphone sales.
By manufacturer
| Source | Date | Samsung | Apple Inc. | Huawei | Xiaomi | Oppo | Others | Reference |
|---|---|---|---|---|---|---|---|---|
| Gartner | Q4 2019 | 17.3% | 17.1% | 14.3% | 8.0% | 7.5% | 35.8% | |
| IDC | Q2 2018 | 21.0% | 12.1% | 15.9% | 9.5% | 8.6% | 32.9% | |
| Counterpoint Research | Q3 2019 | 21% | 12% | 18% | 8% | 9% | 21% |
In 2011, Samsung had the highest shipment market share worldwide, followed by Apple. In 2013, Samsung had 31.3% market share, a slight increase from 30.3% in 2012, while Apple was at 15.3%, a decrease from 18.7% in 2012. Huawei, LG and Lenovo were at about 5% each, significantly better than 2012 figures, while others had about 40%, the same as the previous years figure. Only Apple lost market share, although their shipment volume still increased by 12.9%; the rest had significant increases in shipment volumes of 36–92%. In Q1 2014, Samsung had a 31% share and Apple had 16%. In Q4 2014, Apple had a 20.4% share and Samsung had 19.9%. In Q2 2016, Samsung had a 22.3% share and Apple had 12.9%. In Q1 2017, IDC reported that Samsung was first placed, with 80 million units, followed by Apple with 50.8 million, Huawei with 34.6 million, Oppo with 25.5 million and Vivo with 22.7 million.
Samsung's mobile business is half the size of Apple's, by revenue. Apple business increased very rapidly in the years 2013 to 2017. Realme, a brand owned by Oppo, is the fastest-growing phone brand worldwide since Q2 2019. In China, Huawei and Honor, a brand owned by Huawei, have 46% of market share combined and posted 66% annual growth as of 2019, amid growing Chinese nationalism. In 2019, Samsung had a 74% market share in 5G smartphones while 5G smartphones had 1% of market share in China.
Research has shown that iPhones are commonly associated with wealth, and that the average iPhone user has 40% more annual income than the average Android user. Women are more likely than men to own an iPhone. TrendForce predicts that foldable phones will start to become popular in 2021.
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