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Europe Smartphone Shipments Decline 11% YoY in Q2 2022 as Macro Climate Continues to Deteriorate

  • The Europe smartphone market declined by 11% YoY and 13% QoQ to 40 million units in Q2 2022, the lowest quarterly total since Q2 2020.
  • A deteriorating macro climate and geopolitical uncertainly were the main constraints on demand
  • Samsung and Apple managed to grow shipments and market share YoY, although both declined QoQ due to their withdrawal from the Russian market.
  • Xiaomi and OPPO*, hit by China lockdowns, suffered double digit YoY declines in their respective shipments.
  • realme continued its European expansion with double digit YoY shipment growth in Q2 2022

London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 2, 2022

The European smartphone market declined by 11% year-on-year in Q2 2022, according to the latest research from Counterpoint Research’s Market Monitor service, registering the lowest quarterly total since the early part of the COVID-19 pandemic. A deteriorating economic climate and ongoing geopolitical uncertainty continued to hamper both Europe’s and the world’s recovery from the COVID-19 pandemic and chip shortages.

Q2 2022 European Smartphone Shipments and Growth

Q2 2022 European Smartphone Shipments and Growth

Source:  Counterpoint Research Quarterly Market Monitor, Q2 2022.

Note:  OPPO includes OnePlus since Q3 2021.

Counterpoint Research’s Associate Director, Jan Stryjak said, “it was a mixed bag of results in Q2 2022, and year-on-year comparisons mask complex market dynamics. Much has changed in Europe compared to last year and even last quarter, both from an industry and macro perspective.”

Q2 2022 European Smartphone Shipments Share

Q2 2022 European Smartphone Shipments Share

Source: Counterpoint Research Quarterly Market Monitor, Q2 2022.

Note:  OPPO includes OnePlus since Q3 2021.

Samsung remained Europe’s number one vendor and grew both shipments and market share over the year, but this was mostly thanks to Q2 2021 being Samsung’s lowest European shipments total in over a decade due to factory shutdowns in Vietnam. Compared to Q1 2022 though, Samsung’s European shipments dropped by almost a quarter due to its withdrawal from Russia.

Apple also grew both shipments and market share year-on-year in Europe – largely due to the launch of the 5G-enabled iPhone SE – but it declined drastically quarter-on-quarter for the same reason as Samsung.

Xiaomi declined from a peak in Q2 2021, which was its best quarter in Europe ever, having been hit particularly hard by supply issues. However, Xiaomi made the most of Samsung and Apple’s Russian withdrawal and gained significantly quarter-on-quarter, especially in Eastern Europe.

Rounding out the top five, OPPO was hit by supply and manufacturing issues in China, while realme continued its impressive performance in Europe with double digit year-on-year shipment growth (although growth has stalled a bit in recent quarters).

Commenting on the outlook for the rest of the year, Stryjak added “the situation in Europe unfortunately remains bleak. Many countries in Europe are slipping closer to recession, and domestic political tensions in numerous countries beyond Russia and Ukraine are rising, for example in France, Germany and the UK. We remain hopeful, though, that the bottom has been reached and the trajectory should turn upwards soon, but the recovery will likely be long and slow.”

Background:

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Jan Stryjak

  

Peter Richardson 

  

press(at)counterpointresearch.com

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Jan Stryjak

Jan is an Associate Director with Counterpoint Research, based in London, and leads the company’s research in Europe. He is a seasoned analyst with over 13 years’ experience in the TMT sector, most recently with GSMA Intelligence where he was responsible for key research deliverables and led a team of analysts producing highly impactful regional insights. Before that, Jan held strategy and analyst positions at Vodafone and Qualcomm, and started his career with research firm TNS (now Kantar).
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