After four years of decline, the smartphone market is finally on the rise again in Europe, announces the Canalys firm. As a reminder, the firm is based on smartphone deliveries and not direct sales, an important nuance, but one that does not tarnish the good reputation of their analysis.
The market has grown by 5%, which mainly benefits brands outside the usual top 3, Samsung, Apple and Xiaomi. The latter three are up 6%, 1% and 0% respectively, which does not disrupt their market shares, which do not move much.
| Seller | Deliveries in 2024 (in millions) | Market shares 2024 | Deliveries in 2023 (in millions) | Market shares 2023 | Annual growth |
|---|---|---|---|---|---|
| Samsung | 46.4 | 34% | 43.7 | 34% | 6% |
| Apple | 34.9 | 26% | 34.6 | 27% | 1% |
| Xiaomi | 22.2 | 16% | 22.2 | 17% | 0% |
| Motorola | 8 | 6% | 6.4 | 5% | 26% |
| Oppo | 4.1 | 3% | 3.7 | 3% | 13% |
| Other | 20.5 | 15% | 19.2 | 14% | 7% |
| Total | 136.1 | 100% | 129.8 | 100% | 5% |
Honor takes the top 4 in France
A little lower in the top 5 on the other hand, growth is much more likely with a significant increase in Motorola in 4th place, and Oppo (which includes OnePlus sales) in 5th place with 26% and 13% increase in sales.
In France, the Top 5 is a little different. Honor, absent from the European top, invites itself to 4th place according to the firm and therefore overtakes Motorola which slips to 5th place while eclipsing its rival Oppo. On the other hand, the total domination of the top 3, 79 points in total, remains overwhelming.
Canalys focuses on four other important markets in Europe, Germany, Italy, Spain and the United Kingdom. For the latter, a bit like the American market, Apple's dominance is unchallenged with 52% market share. Google and HMD are invited into the Top 5. In Italy, Realme finds 5th place and Motorola overtakes Xiaomi in 3rd place, the two being neck and neck with 11% market share.
The Spanish market upsets the usual balance of power of the top 3 by placing Xiaomi in the lead and Apple in 3rd place. Oppo is also strong in this market with a fourth place.
Last element of analysis provided by Canalys, the share of the premium segment (over 800 euros) is evolving positively in 2023 and 2024, settling at around 30% compared to 24% in 2022. Many players have in fact been talking about a "premiumization" of the smartphone market for several years, and we have proof of this here.
Source: Canalys
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