According to Canalys, smartphone shipments in Europe declined 10% year on year to 41.7 million units in Q1 2022, with key manufacturers Samsung, Xiaomi, and Oppo seeing yearly declines.
Fall of Smartphone Shipments
Samsung’s shipments plummeted 9% year over year to 14.6 million devices, while Apple’s gained 1% to 8.9 million units and Xiaomi’s fell 22% to 8.2 million units in the same period, according to the research group. Realme surged 177 percent year over year, while Oppo ranked fifth with a 4% market share (by volume).
Canalys Research Analyst Runar Bjørhovde said: “Most of the decline in Europe was due to Russia and Ukraine being hit hard. Shipments in the countries fell 31% and 51% respectively compared with Q1 2021.”
Bjørhovde added that shipments in the remainder of Europe fell only 3.5 percent year over year, indicating that demand remains stable. He warned that the ongoing war has pushed inflation to “historical highs” and that consumer demand is dwindling. The smartphone market will be put to the ultimate test in the following two quarters when the war’s economic impact becomes clear.
Word from Shastry
Despite the uncertainty, emerging vendors are accelerating, according to Canalys Research Analyst Ayush Shastry. Supply constraints and varied demand across markets have allowed new brands to develop and gain market share. He went on to say that Realme and Vivo‘s concentration on indirect retail and internet channels has paid off.
Vendors will need to improve specialized channel agreements to mitigate supply and demand-side risks, according to Shastry. Vendors have a rare chance to help distinguish their channel partners’ offers and develop stronger long-term partnerships because channel competition is fierce.
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