2023-04-27 16:13:47
IDC has published its report which corroborates the figures from Canalys: the smartphone market suffered particularly in the first quarter of 2023, with a decline of 14.6% compared to 2022. Xiaomi recorded the largest drop.
It’s no secret that the smartphone market has been going through difficult times for more than a year now. The Canalys and IDC firms also agree on the general observation for 2022, with sales down 11.3% and 11%, respectively. Unfortunately, the first quarter of 2023 is no exception.
Already on April 21, Canalys presented worrying figures: according to him, the market contracted by 12% compared to the previous year in Q1. For its part, IDC is even more alarmist and put on a drop of 14.6%, for 268.6 million units sold. This is the 7th consecutive quarter in decline.
A recovery expected in early 2024
This sluggish dynamic is due both to sluggish demand, an inflationary context and macroeconomic uncertainties, can we read in the rapport. « Although we are optimistic about the recovery by the end of the year, the next 3 to 6 months will be difficultwarns Nabila Popal, research director at IDC’s Worldwide Tracker division.
And to continue: Everyone worries about when the tide will turn, and who wants to be the first to take advantage of the recovery. But the situation is delicate. Anyone who gets started too soon would be drowning in excess inventory“, she analyzes, before betting on a recovery on new growth by the end of 2023, or the beginning of 2024.
In addition, IDC specifies that smartphones positioned in the middle and entry-level have suffered the most. This is where the competition is strongest, and where manufacturers’ margins are the lowest. The report gives interesting geographical elements, with a decline of 12%, 11.5% and 9.5% in China, the USA and Europe, respectively.
Xiaomi, the huge fall
On the manufacturers’ side, all the indicators are red, as you can see in the table below.
| Marques | Q1 2023 (in millions) | Q1 2023 (market share) | Q1 2022 (in millions) | Q1 2022 (market share) | Evolution 2022-2023 |
|---|---|---|---|---|---|
| 1. Samsung | 60.5 | 22.5% | 74.6 | 23.7% | -18.9% |
| 2. Apple | 55.2 | 20.5% | 56.5 | 18.0% | -2.3% |
| 3. Xiaomi | 30.5 | 11.4% | 39.9 | 12.7% | -23.5% |
| 4. OPPO | 27.4 | 10.2% | 29.3 | 9.3% | -6.7% |
| 5. vivo | 20.5 | 7.6% | 25.3 | 8.0% | -18.8% |
| Others | 74.5 | 27.7% | 88.9 | 28.3% | -16.2% |
| Total | 268.6 | 100.0% | 314.5 | 100.0% | -14.6% |
As we can see, Apple is the one that limits breakage the most and finds itself in a pocket handkerchief with Samsung, 2 points apart.On the contraryXiaomi is experiencing a disaster scenario with a fall of 23.3%, followed closely by a suffering Samsung (-18.9%) as well as Vivo (-16.2%).
The year is off to a bad start for smartphones: we will now have to turn our backs until the end of the vintage and hope to see a recovery in less than a year or so.
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