The scenario of the smartphone market in Europe has fluctuated abnormally in recent years. There were several reasons and the problems seemed to pile up with the first, albeit temporary, solution.
This scenario exists again and in a very clear way, with the latest data on smartphone sales in Europe. The second quarter of 2022 again sees a decline in sales and if there is any recovery. However, there is a positive element to this very negative scenario.
Sales in Europe continue to decline
The second quarter of 2022 once again showed a very significant decline in the smartphone market in Europe. You are advanced datas from Counterpoint Research show that sales slowed again compared to last year and into the previous quarter.
From what's ahead, sales were down 11% compared to the same quarter a year earlier, which was certainly not expected or desirable. Looking at the previous quarter, the scenario is even worse, with sales reaching 40.3 million units, which is a 13% decrease.
Smartphone brands with different scenarios
At first glance, Samsung and Apple did well this quarter. Its market share has increased compared to the same period last year. However, the two brands showed a sharp decline from the first quarter of this year.
The main reason for this scenario was the departure of these brands from Russia, an important market due to their weight. If there is no way to balance in the case of Samsung, Apple already has the good performance of the iPhone SE (2022), which compensates for the losses of other models.
Russia is largely responsible for this scenario
In the rest of the table we had Xiaomi, Oppo and Realme, all with different scenarios. Xiaomi was able to take advantage of the Russian scenario to offset and mitigate its losses. On the other hand, OPPO lost ground due to factory problems and Realme managed to grow by double digits for one year.
This is certainly not the desired or expected scenario for Europe in the field of smartphones. The causes are known, but it seems to follow a recurring basis and shows no signs of improvement in the long term.
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