The European smartphone market continued to decline in the second quarter of the year, as geopolitical uncertainties and a deteriorating macro climate led to the lowest quarterly shipments registered since Q2 2020. Despite the decline, Samsung managed to ship more smartphones than it did a year ago and improved its market share.
According to industry watchers, the European smartphone segment declined by a whopping 11% in just one year. Shipments reached the lowest quarterly total since Q2 2020. (via Counterpoint Research)
Although companies like Xiaomi, Oppo, and Realme have suffered losses amid the declining smartphone market in Europe, Samsung and Apple were able to improve their positions compared to where they were last year. The two OEMs suffered some setbacks compared to the previous quarter, but both companies posted improved year-on-year performance.
Samsung ships 1 million more smartphones
Samsung held a market share of 32% in Europe in Q2 2022, up from 27% in 2021. The company led the segment ahead of Apple (24%), Xiaomi (19%), Oppo (5%), Realme (3%), and other OEMs combined — whose market shares are too small to register as a percentage point.
In the second quarter of the year, Samsung shipped around 13 million smartphones, up 1 million from Q2 2021. However, quarter-on-quarter, Samsung and Apple lost some ground due to their withdrawal from Russia.
Market watchers, although hopeful that “the bottom has been reached and the trajectory should turn upwards soon,” say the situation in Europe remains bleak and the road to recovery won't be easy.
