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Global smartphone shipment drops 3% in first quarter of 2016

Posted: 29 Apr 2016 ?? ?Print Version ?Bookmark and Share

Keywords:global smartphone shipments? Strategy Analytics? Samsung? iPhone? Huawei?

Worldwide smartphone shipments declined 3% in the first three months of 2016, marking the first time in history that the global smartphone market has shrunk on an annualised basis, according to the latest research from Strategy Analytics.

"Global smartphone shipments fell 3% annually from 345.0 million units in Q1 2015 to 334.6 million in Q1 2016. It is the first time ever since the modern smartphone market began in 1996 that global shipments have shrunk on an annualised basis," said Strategy Analytics director Linda Sui. "Smartphone growth is slowing due to increasing penetration maturity in major markets like China and consumer caution about the future of the world economy."

Samsung maintained at the top position with 24% global smartphone market share, while Apple's annual shipments plummeted by as much as 16%.

"Samsung shipped 79.0 million smartphones worldwide in Q1 2016, dipping 4% annually from 82.7 million units in Q1 2015. Samsung maintained first position with 24% share for the quarter, broadly around the same level as a year ago. Samsung's new Galaxy S7 flagship and popular J series models are helping to hold steady its smartphone leadership," said Strategy Analytics Executive Director Neil Mawston. "Apple fell 16% annually and shipped a disappointing 51.2 million smartphones worldwide in Q1 2016. Apple's global smartphone marketshare has softened from 18% to 15% in the past year."

Mawston chalked up Apple's dismal numbers to "iPhone fatigue," noting that "pressure is mounting for Apple to innovate a new wow design beyond its standard rectangle form factor."

global smartphone shipments

Figure 1: Global Smartphone Vendor Shipments and Marketshare in Q1 2016

Coming up at third position is Huawei, which has an 8% global smartphone marketshare in Q1, up from 5% last year.

"Huawei grew 64% annually to ship an impressive 28.3 million smartphones worldwide in the quarter. Huawei is closing the gap on Apple, but Huawei itself is now being chased hard by ambitious rivals like Oppo and Vivo," said Strategy Analytics director Woody Oh.

Analysts said Oppo is finally breaking into the wider public consciousness, courtesy of its popular range of 4G models.

"Oppo shipped 15.5 million smartphones and soared to fourth position with 5% global smartphone marketshare in Q1 2016," Sui said.

Xiaomi rounds up the top five with 4% global smartphone marketshare in Q1.

"Xiaomi remains under pressure from OPPO, Vivo and others across Asia, while it is still very weak in North America and Western Europe and the vendor will need to target these regions more aggressively if it wants to catch Huawei and others in the future," Sui said.

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