2023-11-22 14:30:00
After 27 consecutive months of decline, smartphone sales returned to growth in October. Very modest growth: only 5%, according to estimates from Counterpoint Research. By the third quarter, the market had fallen to its lowest level in ten years.
India and China in locomotives
Hoped for months by the entire sector, this rebound is mainly driven by emerging markets. Carried by a holiday period, theInde has made the largest contribution to the market growth. In Chinesales increased by 11% in October, in particular thanks to the excellent performance of Huawei, driven by the release of its first 5G smartphones since 2020. Counterpoint also highlights “continued recovery in the Middle East and Africa”.
To UNITED STATES or in Europe, where sales take longer to pick up, the month of October benefited from a favorable comparison effect. In fact, the new iPhones were released a week later than last year. “This one-week delay means the full sales impact of the new iPhone was felt in October”explains Counterpoint.
Like other analysis firms, Counterpoint believes that this positive trend will continue in November and December. And therefore anticipates sales growth in the fourth quarter. This would end nine consecutive quarters of decline.
Even more marked rebound in 2024?
Last year, sales of smartphones to distributors recorded a historic plunge, falling by almost 12%. They even plunged by 18% during the fourth quarter, the most important of the year. This fall was explained by rising inflation and fears of an upcoming recession in Western markets. In China, the world’s largest market by volume, sales were penalized by the slowdown in growth.
The situation began to improve in the second quarter of this year, particularly in emerging markets, such as India. Manufacturers are now hoping for an even stronger rebound in 2024, when consumers are expected to replace smartphones purchased three years ago, a period marked by strong sales.
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