Samsung still leads, but Huawei and Xiaomi are gaining ground
Europe has traditionally been a place where customers have preferred more premium brands, but data from Canalys suggests that European customers, especially those from the West, are tired of paying high prices for smartphones.
Western Europe hasn’t escaped the decline of smartphone shipments that are affecting the globe, and many brands like Samsung, Apple, and Nokia (which are #1, #2 and $5, respectively) have seen their growth decline.
But Chinese brands like Huawei and Xiaomi, who are now #3 and #4 in the region didn’t just see growth despite the challenging environment: both companies posted double-digit growth (55.7% and 62%, respectively).
Canalys attributes this to the rising prices of flagships, specifically in UK, Germany and the Nordic region, countries that have the highest average selling price.
Smartphones of Chinese origin have steadily increased in the European market, with Canalys estimating around 32% of devices sold back in 2018 to have come from a Chinese-based company.