2023-11-27 17:20:29
Samsung occupies first place in the European smartphone market, but the giant is experiencing a significant drop in sales, the worst since 2011.
The Samsung Galaxy S23 Ultra is one of the 3 smartphones compatible with the new version of Galaxy Enhance-X // Source: Anthony Wonner – Chloé Pertuis
We know that Samsung dominates the smartphone market. However, the leadership chair that the South Korean giant has occupied for ages seems less and less comfortable as the sector is plunged into an uninspiring slump. And the brand which is actively preparing the future Galaxy S24 seems to particularly suffer from this situation, especially in Europe.
This is what we remember from a report of Counterpoint Research covering the third quarter of 2023 of the European smartphone market. Samsung remains well ahead on the continent with 32% market share, but the dynamic is not very encouraging with a decline in deliveries estimated at -15% compared to the same period last year.
The worst 3rd quarter since 2011
The analysis firm writes that this is the lowest level reached by the firm since the third quarter of 2011. And again, “ this decline was mitigated by the launch of its new foldable devices, which received a warm reception in the region “. Samsung indeed presented and marketed the Galaxy Z Fold 5 and Galaxy Z Flip 5 during the preceding summer.
Samsung is the leader, but is experiencing a significant drop in its smartphone deliveries in Europe // Source: Counterpoint Research
Nothing to panic about though. If Samsung suffered a hard blow, it is also and above all due to a global context. The entire European smartphone market experienced a significant decline in this third quarter of 2023 with a fall estimated at -11% by the firm.
Here too, we have reached the lowest level since 2011. In other words, the state of Samsung reflects that of the market… and vice versa.
Honor can be optimistic
Despite this observation, some brands are doing well. Apple for example, despite a drop in deliveries, reached 24% of market share, the highest level in a third quarter for Apple.
It is especially Honor which stands out with an increase in sales of 8%, which allows it to remain at 3% market share. It’s still very little, but it bodes well for the former Huawei subsidiary.
Finally, let us point out that recent indicators showed signs of a possible recovery of the smartphone market in 2024, on a global scale.
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