Samsung is the strongest in Europe, but the competition is intensifying

Compared to last year, the size of our smartphone market has hardly changed, but there are differences in the distribution.


The effects of the epidemic and chip shortages remain strong in the mobile market, with smartphone sales figures in Europe barely changing in one year in the third quarter of 2021 (-1% over the same period last year). The distribution of brands, on the other hand, has changed significantly: Samsung has remained at the forefront, albeit with a significant decline in numbers and only 30.4% instead of 35.8% market dominance. Xiaomi (plus Redmi and Poco) strengthened enormously, growing by 51% year-on-year, accounting for 23.6% of the market (but they were already the first in Europe), and Apple also boasts good numbers, with 24% growth, 22.1% in third place.


The BBK group has strengthened, with Oppo, Realme and Vivo dominating the podium places in this order, together with a total of 14.3%, but the vast majority is due to Oppo (and their associated OnePlus) who they bring the numbers steadily, and this time on their own they were able to go over the magic 10% in the European market. Motorola’s sales numbers have also skyrocketed, but overall they still take out just 1.1%, and HMD Nokia can’t flash more than 0.9% either. The big losers include Honor and Huawei, by the way, and it looks like the lesser-known brands weren’t as attractive from a buyer’s side as they were last year.

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