• Europe’s smartphone market continued to recover for the second consecutive quarter.
• Samsung and Apple’s bounce-back from a significantly low base in Q2 2023 helped drive growth.
• TECNO grabbed the fifth spot for the first time, jumping from the tenth spot in Q2 last year.
• Economic recovery, coupled with a seasonal uptick in H2, will likely sustain growth in the coming quarters.

London, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul, Taipei, Tokyo – August 28, 2024

­Europe’s smartphone market continued its recovery for the second consecutive quarter in Q2 2024, registering 10% YoY shipment growth, according to Counterpoint Research’s Market Monitor Shipment Tracker. The recovery can be primarily attributed to sustained macroeconomic improvements reviving consumer demand. While Western Europe registered 8% YoY growth, Central and Eastern Europe registered 12% YoY growth.

Commenting on the market scenario, Associate Director Jan Stryjak said, “The growth for two consecutive quarters reiterates returning consumer confidence after a difficult 2023. More people are now replacing their smartphones after delaying purchases for a few years due to economic uncertainty. While key leading OEMs registered growth and maintained their positions, Chinese OEMs further aided the recovery by targeting mid-price segments, like TECNO in Central and Eastern Europe and HONOR in Western Europe.”

Commenting on the outlook, Vice President, Research Peter Richardson said, “For H2 2024, we will continue to see growth owing to seasonality coupled with economic recovery and a low base. Key launches from Samsung and Apple will further push the premium segment’s market share, which was 25% in Western Europe in Q2 and is gradually growing in Central and Eastern Europe. Emerging players will likely continue to gain market share, particularly in Central and Eastern Europe due to regular new launches and focus on non-premium segments. Overall, single-digit growth is expected in coming years as the market will primarily be driven by replacement demand, while premium smartphones will entail longer replacement cycles.”

Market summary

• Samsung maintained its lead and grew 8% compared to Q2 2023, which was its lowest quarter since 2015 in terms of shipments. While the Galaxy S24 series continued to lead in the region, the latest generation of A series also complemented the growth.
• Apple registered a strong rebound with 18% YoY growth and regained market share. With the launch of its iPhone 16 series in Q3 2024, Apple will likely register more growth. However, a lack of Apple Intelligence features in the EU region due to regulatory issues could slow the upgrade rate.
• Xiaomi grew 1% YoY in Europe, facing competition from other Chinese OEMs in Central and Eastern Europe, where it fell 17%. But this decline was offset by its 41% growth in Western Europe.
• TECNO was the fastest-growing major brand in the region, replacing HONOR for the fifth spot. Primarily present in Central and Eastern Europe (especially Russia), TECNO continues to increase its offerings in the mid-tier price band.
• Google grew 74% YoY as the brand expanded to new markets while growing in the established ones. The new Pixel 8A further aided the growth.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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