In mid-October, the third quarter of this year has officially ended, and relevant market research reports have begun to be released one after another.
Recently, a report by Counterpoint Research, a research agency, showed the sales performance of the global smartphone market in the third quarter of this year.
According to the information in this report, global smartphone sales increased by 2% year-on-year in the third quarter of 2024, which is the first year-on-year increase in the third quarter since the third quarter of 2018. This is the fourth consecutive quarter of growth in the global smartphone market, indicating that the market is recovering.
While growth has slowed compared to previous quarters, the market remains stable in 2024 as consumer confidence and macroeconomic factors continue to be better than last year.
Referring to previous reports, the global smartphone market has begun to recover since the fourth quarter of 2023. Under such a trend, the global smartphone market will continue to grow positively this year and complete a bottoming out.
In terms of specific market performance, Samsung leads the global smartphone market with a market share of 19%, which is close to the market share in the same period in recent years.
This is due to the continued demand for mid-range positioning A-series devices and the strong sales of the better-performing S24 series flagship models. However, the folding screen series of devices that Samsung has high hopes for has performed meadowly and did not bring it the expected sales boom.
Apple ranked second with a 16% market share, a 1% increase in sales, and became the world's No. 1 selling brand in September, driven by the launch of the iPhone 16.
Xiaomi held the top three positions with a 14% market share, an 8% year-on-year increase in sales, and a fourth consecutive quarter of year-on-year growth, and briefly occupied the second position in August.
OPPO ranked fourth with a market share of 9% and recorded its best sales since the third quarter of 2023.
vivo ranked among the top five, accounting for 9% of the share, a year-on-year increase of 10%. It outperformed its peers, with the fastest year-over-year growth in the third quarter.
In addition to the different developments of various mobile phone brands, the overall smartphone market has also seen new changes. Today's smartphone users are changing their phones longer than ever before. The growth of smartphone sales is slowing due to longer holding periods and a maturing consumer base.
However, at the same time, the price of smartphones is increasing due to the development of new technologies such as AI, and more and more users are willing to pay more for mobile phones. This has led to an increase in the value of the industry.
According to the information in this report, a quarter of consumers who buy a smartphone in 2024 will spend more than 600 US dollars (about 4,275 yuan).
Counterpoint Research的另一份报告中也提到了类似的观点：
Generative AI-powered smartphone products will catalyze some additional growth this year, and smartphone manufacturers will increasingly introduce generative AI capabilities as users learn more about generative AI devices.
The share of smartphones that support generative AI is expected to increase from less than one-fifth in 2024 to more than half in 2028.
On the whole, the smartphone market is recovering after a trough period, and high-end positioning smartphone products will gain more user attention and continue to expand user coverage in the future. This is also good news for various smartphone brands that continue to hit the high-end.
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