Samsung remains the best-selling smartphone brand in the world, even if its year-on-year sales have taken a massive hit.<\/p>\n
According to analyst firm International Data Corporation<\/a>, IDC, the worldwide shipments of all smartphones in Q3 2022 totalled 301.9 million – a 9.7% year-over-year decline.<\/p>\n The Q3 decline is the 5th consecutive quarter drop and marks the biggest third-quarter decline in the smartphone industry.<\/p>\n The leading cause is the decline in demand in emerging markets, as dire economic outlooks caused by rising costs and inflation have hampered disposable incomes.<\/p>\n With excess inventory coming into the quarter, OEMs reduced shipments and orders in an attempt to reduce inventory.<\/p>\n Chinese vendors were particularly hard-hit, but all vendors worldwide were negatively impacted.<\/p>\n The struggles of the smartphone industry can be seen when examing ICD’s data:<\/p>\n (MS=Market share\/Sm=Shipments in millions of units.)<\/p>\n<\/div>\n Samsung had the largest market share in Q3 2022, with 21.2%. This marks a 0.4% market share increase since Q3 2021. However, the company’s market share dropped by 7.8%.<\/p>\n Apple came in second for most smartphones sold and increased both its number of shipments and market share from the same period a year prior.<\/p>\n Xiaomi came in third, while Vivo and Oppo were tied for fourth in terms of their market share percentage. Vivo and Oppo suffered the worst year-on-year change, hitting over 20%.<\/p>\n Despite the challenging economic climate, the top 5 best-selling vendor positions did not change from the year prior.<\/p>\n Regionally speaking, ICD expected emerging markets in Africa, Asia, Latin America, and the Middle East to see the largest declines – with double-digit percentage deceases.<\/p>\n The Chinese market was expected to have a 12%, but considering the nation’s size, that has a massive impact on the global smartphone industry.<\/p>\n Developed economies such as North America, Western Europe, and Japan were expected to have low to mid-single-digit declines.<\/p>\n At the same time, Central and Eastern Europe were the exceptions as they were not expected to report a decline over Q3.<\/p>\n Q4 and 2023 expectations\u00a0<\/strong><\/p>\n As phone demand shows no sign of improvement in Q4 2022, “vendors have to work on a prudent production forecast with the supply chain while working closely with the channel to stabilize market share,” said Canalys Analyst Sanyam Chaurasia.\u00a0<\/a><\/p>\n However, Q4 may see an improvement in overall sales as consumers who have delayed purchases went into the festive period, where steep discounts and bundling promotions were expected.<\/p>\n Chaurasia did note that the festive sale period would likely be slow and steady but also noted that it was too early to see if it would be a watershed moment for the economy.<\/p>\n On the other hand, Nabila Popal, research director with IDC’s Worldwide Tracker team, believes that a steeper decline will still occur during the remainder of 2022 until the market softly recovers in 2023.<\/p>\n\n\n
\n Company<\/th>\n 3Q22 Sm<\/th>\n 3Q22 MS<\/b><\/th>\n 3Q21 Sm<\/th>\n 3Q21 MS<\/b><\/th>\n Y-O-Y Change<\/b><\/th>\n<\/tr>\n \n 1. Samsung<\/td>\n 64.0<\/td>\n 21.2%<\/td>\n 69.5<\/td>\n 20.8%<\/td>\n -7.8%<\/td>\n<\/tr>\n \n 2. Apple<\/td>\n 51.9<\/td>\n 17.2%<\/td>\n 51.1<\/td>\n 15.3%<\/td>\n 1.6%<\/td>\n<\/tr>\n \n 3. Xiaomi<\/td>\n 40.5<\/td>\n 13.4%<\/td>\n 44.3<\/td>\n 13.3%<\/td>\n -8.6%<\/td>\n<\/tr>\n \n 4. Vivo<\/td>\n 25.9<\/td>\n 8.6%<\/td>\n 33.3<\/td>\n 10.0%<\/td>\n -22.1%<\/td>\n<\/tr>\n \n 4. Oppo<\/td>\n 25.8<\/td>\n 8.6%<\/td>\n 33.2<\/td>\n 9.9%<\/td>\n -22.3%<\/td>\n<\/tr>\n \n Others<\/td>\n 93.6<\/td>\n 31.0%<\/td>\n 102.7<\/td>\n 30.7%<\/td>\n -8.8%<\/td>\n<\/tr>\n \n Total<\/strong><\/td>\n 301.9<\/strong><\/td>\n 100%\u00a0<\/strong><\/td>\n 334.2<\/strong><\/td>\n 100%<\/strong><\/td>\n -9.7%<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table><\/div>\n