Sales of smartphones: Samsung returns to Europe



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Latest data from Kantar smartphone operating systems for the first quarter of 2019 show that Android represents 79.3% of all smartphone sales in the top five European markets *. The good performance of Android was mainly due to Samsung's steady growth and significant profits from Huawei and Xiaomi. iOS saw its market share drop by two percentage points to 20.1%, in Europe. However, the US market has been more favorable to Apple as it increased its share in the United States in the quarter to 45.5%, representing an increase of 6.5 percentage points over the previous year.

In Spain Android's market share grew nearly 5 points (4.8), while Apple lost 4.7 points. Samsung had a good start to the year with a 17.8% growth in its market share in Spain to 19.1% year-on-year (the first quarter of 2019 compared to the same period in a good performance of the Galaxy A7 (2018) [PUEDES USAR EL GRÁFICO EN TU WEB HACIENDO CLIC EN EMBED Y USANDO EL CÓDIGO]

The Samsung in the top five European markets, held steady in the last quarter, aided by a revival in Italy and Spain. The launch of its flagship Galaxy S10 series also helped the manufacturer consolidate its number one position in Europe, with sales expected to continue next quarter.

In the first month after its launch, sales of the new Samsung S10 models have been divided: Galaxy S10 represents 49.4%, S10 + 42.8% and S10e 8%. The fact that the most expensive models in the band dominate the ranking so far is positive for the manufacturer, but you should expect the S10e to gain entry quickly as sales move away from the early adopters and target a more typical clientele. .

O iPhone XR has been a big hit for Apple this quarter as it topped in sales the iPhone XS and iPhone XS Max combined in Europe and took over the best selling model title in the UK. In Europe, iPhone XR and iPhone XS / Max models play an important role in Apple's core management: 16% of XS and XS Max buyers have upgraded their model from an iPhone X, compared to less than 1% iPhone XR. As smartphone prices are growing fast, the iPhone XR offers Apple a way to keep its customers with older models that continue to be updated regularly.

Motorola shines again in the United States

In the United States, Apple continues to dominate the brand with the iPhone XR, which represents more than 1 in 10 smartphones sold, while Android operators compete for market share.

Motorola has struggled for years to regain its position in the US market but appears to have taken a giant step forward, reaching a 6.6% market share in the last quarter, the highest in the last three years.

Lg It has suffered the consequences of this directly and has seen its market share fall to its lowest level in the last three years (9.6%).

Two years ago, Verizon sales accounted for about half of Motorola's sales in the United States, but in the last quarter they fell to just 19% as a result of diversified retail sales, particularly among retail providers. services such as MetroPCS and Cricket. With Apple and Samsung focused on the high-end smartphone market, and with Chinese competition banned in the United States, Motorola is gaining increasing success with low-end and mid-range products.

iOS Remains in China

In urban China, iOS market share fell 0.4 percentage point, a reasonably strong result, given the intense competition from local brands Huawei & Xiaomi. Apple's flagship in 2018, the iPhone X, was the best-selling model in the quarter, and the iPhone XS Max and XR were among the 10 best-selling devices. The price differential between Apple and the average Chinese bid was also reduced in the last period, with Apple's average selling price falling 2% from the previous year to 5,668 yen, compared to a 5% price increase. Marketplace. This has helped dampen Apple's competitive edge.

* The top 5 European markets are UK, France, Spain, Italy and Germany.

Kantar Fountain

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