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The research institute Counterpoint Research has released the results of the sales of...
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2020-06-05 11:07:08
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Slump in smartphone sales in Europe, Italy worst of all

predictable situation

The research institute Counterpoint Research has released the results of the sales of smartphones in Europe during the first fiscal quarter of 2020. As expected, the coronavirus caused a strong contraction of the market, with sales of less than 7% in the same period last year, and 23% from last quarter. To make it worse of all it is Italy, which is scoring a -21% compared to 2019. The reason is probably the fact that we were the first country in Europe where the epidemic has exploded, and the first to make a full lockdown, which obviously killed the economy.
The decline from the previous quarter, however, it is not surprising that much. Recall that the first quarter of each year is, basically, the least profitable for many markets. The most significant and take into consideration is therefore the comparison with the same period last year. So if we look at the major markets we have:

  • Italy -21%
  • Germany -11%
  • France -9%
  • UK -8%
  • Russia -1%
  • Europe -7%
the best selling smartphone in Europe during the first fiscal quarter of 2020 Apple's iPhone was 11. However, it appears that the sales have been disaggregated into the low-end market, so that only 4 smartphones sold about 100 were equipped with support for 5G networks.
Turning to manufacturers, the European market is divided as follows:
  • Samsung 29%
  • Apple 22%
  • Huawei 16%
  • Xiaomi 11%
  • Oppo 3%
  • 19% Other
Among the listed companies, Xiaomi is one that is scoring the highest increase, passing in a year by 4% market share to the current 11%. We have already discussed in a previous news, to stress that the Chinese brand continues to be appreciated a bit 'all over the world.
Huawei instead suffer a certain decline, falling from 23% last year to the current 16%. The reasons are many, and also to be found in the different perception of the public following the Trump ban, as well as the absence of official Google

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