Most Popular Smartphone Manufacturers in Europe: The competition in smartphone markets is very high in most regions including Europe. China and India, the two largest smartphone markets are so competitive that it’s very difficult for a new smartphone manufacturer to hold grounds there.
There is Apple and Samsung taking over the US market (the third largest smartphone market). With China, India, and the US market taken, Europe, Asia, and Africa is still up for grabs. And this is why lots of smartphone manufacturers are focusing on these markets.
A new research from Counterpoint has shown the market share of various smartphone brands in the European market for the first quarter of 2021 (Q1 2021). No thanks to COVID-19, 2020 was a very difficult year for phone makers around the globe (European market especially).
But, it appears the European smartphone market is beginning as the COVID-19 situation over there has continue to improve. The 6% sale growth experience in the European phone market in Q1 of 2021 is impressive given the pandemic condition but it falls short compared to the sales in 2019.
There is no strange name in the top 5 list of smartphone manufacturers in Europe. According to Counterpoint, Samsung ranks first with a market share of 35%. Xiaomi and Apple are second and third on the list. Let us now take a look at the performance of the top 5 smartphone manufacturers in Europe.
From the research released by Counterpoint, there is no new comer in the top 5 list of the smartphone manufacturers in Europe. Samsung tops the list with a market share of 35%. Then we have Xiaomi and Apple sitting on the second and third spot respectively.
So, let’s see the top 5 most popular smartphone manufacturers in Europe – Q1 2021 and find out the big gainers among these phone makers in Europe.
5 Most Popular Smartphone Manufacturers in Europe
OnePlus has the least market share for now in Europe and sits at number 5 but it’s the biggest gainer on this list. The company recorded a massive 749% year-on-year increase in sales. The company has about 10 million users worldwide and 3 million of these users are in Europe.
Mathematically, 30% of OnePlus global users are in Europe. So, it’s nice to see it make the list of most popular smartphone manufacturers in Europe.
The reason for this strong performance from OnePlus is because of its strong performance of its 5G devices in Europe especially those that sell between “€400-€500”.
OnePlus is currently working on range of 5G smartphones to debut. These phones will eventually find their way to Europe and let’s hope it will help increase its market share for the remaining part of the year.
OPPO got 6% market share in Europe and sits at number 4 but it’s also among the fastest growing smartphone manufacturers in the region. It enjoyed a 314% year-on-year increase in sales thanks to Huawei been out of the region.
Although Huawei is still in the smartphone industry, but the US ban took a toll on their devices in other regions. And taking a break from the European market left a void that the likes of OPPO came to fill.
The OPPO FIND and Reno series are among the finest phone available in Europe. And thanks to these phones, OPPO saw an all-time high in its global market share.
OPPO also advanced into the American market. The company has started selling smartphones in Colombia, Chile. Its market share is also growing in smartphone markets like, Europe, China, South America, North America, and South Asia.
With 20% market share, Apple come just below Xiaomi and sits in the number three position. Apple ranking has dropped in global phone shipment and it appears it also dropped in Europe.
But the company did enjoy a 120% increase in year-on-year sales. The iPhone 12, iPhone 12 Pro, iPhone 11 Pro, iPhone 11 Pro Max are very popular phones in Europe. The popularity of these iPhones helped Apple to increase its sales in the region.
Released since October 2019, the iPhone 12 series is still very much in demand in the Q1 of 2021. While the iPhone 12 and 12 Pro was making waves in other market, the iPhone 12 Pro max sold in the US and Europe increased Apple’s revenue.
Xiaomi might not have the biggest market share but they sure are among the biggest gainers. They sit in the second spot with 21% market share in Europe but also enjoyed 216% year-on-year sales.
This means more Europeans got to know and bought Xiaomi smartphones. The growth was so much that it beats Apple to be second on the list of most popular phone makers in Europe.
Truth is, Xiaomi is not known for its expensive flagship phones. It’s very popular for producing flagship killers. The company is very good at pricing. It’ll produce phones with top end specs and make it very affordable.
Aside from that, all the mid-range phones in the Redmi series also compete with premium mid-range phones from Samsung and the likes. In fact, Xiaomi is so good at pricing that they hold number one spot in the India market and even Samsung and Apple has not been able to dethrone in India for two years.
Another reason why Xiaomi is doing in Europe is because the company didn’t focus on saturated market such as China and USA. Xiaomi is now very popular in Southern Europe and in March it was the largest smartphone vendor in Spain ahead of Samsung. In Italy, Xiaomi beat Apple to the number two spot.
From the reports on Counterpoint, Xiaomi now responsible for fifth of smartphone sales in Europe. This growth is almost triple of its market sale in Europe barely 18 months ago. The company has recorded good sales in countries like Spain, Italy, and Russia. These sales has influenced its performance in Europe.
That is not all, Xiaomi has also opened its production factory in Istanbul, Turkey. The physical expansion of the brand has also helped in its growth in the region.
Sitting on top 35% market share in Europe, Samsung is occupying the number one spot. The release of the new Galaxy S21 series is a major reason for this. Most people in Europe enjoyed using the device especially the Galaxy S21 Ultra.
But the job was partly done with the prior introduction of the popular Samsung Galaxy A50, A70, A51 and Galaxy A20.
The Korea tech giant also took some of Huawei’s users as the US ban actually scared people away from the Huawei brand. While Samsung sits at the number one spot with high market share, it’s however no the biggest gainer in the first quarter of 2021.
The company only recorded a year-to-year increase of 80% which is small to the increase of other brands. Apple is still the most popular smartphone manufacturer in France, Germany, and the UK but that might change soon.
Samsung is bringing lots of 5G enabled mid-range and low-entry devices to Europe. This will even help scale its market share and hopefully improve its year-on-year sales.
As for Samsung, it had a good year-on-year increase of 80%. However, this is the lowest year-on-year increase by any of the top 5 smartphone vendors in Europe. Considering that 2020 was a terrible year for everyone, Samsung may not be very happy with an 80% year-on-year increase.
Overall, it was not a bad year for Samsung in Europe. In 2020, about 1.35 billion smartphones were sold across Europe. Samsung cupped away with selling over 253 million units, which accounts for about 18.8% market share. With the affordable 5G devices Samsung is bringing to Europe, its market share will definitely increase some more this year.
Quick recap: 5 Most Popular Smartphone Manufacturers in Europe
- Samsung has the highest market share thanks to Galaxy S21 series and its popular mid-range phones.
- Xiaomi comes second and gained grounds with its affordable pricing.
- Apple comes third with the iPhone 12 series and iPhone 11 series.
- OPPO capitalized on Huawei ban to bring the FIND and Reno Series into the region.
- OnePlus is the biggest gainer in terms of the increase in year-on-year sales.