Counterpoint: European smartphone shipments to grow 10% year-on-year in Q2 2024

According to Counterpoint's shipment tracking, the European smartphone market continued to recover for the second consecutive quarter in the second quarter of 2024, with shipments growing 10% year-on-year. This recovery is mainly attributed to the continued macroeconomic improvement that has revived consumer demand. Shipments in Western Europe increased by 8% year-on-year, and in Central and Eastern Europe increased by 12% year-on-year. Commenting on the market situation, Jan Stryjak, associate director at Counterpoint Research, said: "Two consecutive quarters of growth reaffirm the return of consumer confidence after a difficult 2023. After some people postponed buying a phone for a few years due to economic uncertainty, more people are now replacing their smartphones. While major leading OEMs achieved growth and maintained their position, Chinese OEMs further contributed to the recovery by targeting the mid-range market, such as TECNO in Central and Eastern Europe and HONOR in Western Europe."

Market Summary

Samsung maintained its lead, growing 8% compared to the second quarter of 2023. While the Galaxy S24 series continued to lead, the latest generation of the A series also played a complementary role.

Apple rebounded strongly, growing 18% year-over-year and regaining market share. Apple could see even greater growth with the launch of the iPhone 16 series in the third quarter of 2024. The lack of Apple smart features in the EU due to regulatory issues could slow upgrades.

Xiaomi's European market grew 1% year-on-year, and its Central and Eastern European markets, where it faces competition from other Chinese OEMs, fell 17% year-on-year. However, this decline was offset by its 41% growth in Western Europe.

TECNO is the fastest growing major brand in the region, replacing Honor in fifth place. TECNO operates mainly in Central and Eastern Europe (especially Russia), and continues to increase its products in the mid-range price range.

Google's mobile phone sales increased by 74% year-on-year. The new Pixel 8A further boosted this growth.