289.4 million: this is the number of smartphones shipped worldwide in the first quarter of 2024, according to the report from the International Data Corporation (IDC). A figure up 7.8%, which contrasts with the 5% drop experienced last year.
Samsung ahead, but without a jump in sales
In 2023, Apple had done well and overtook Samsung, selling 234.6 million iPhones over the year worldwide. This hegemony is over, the Cupertino company showing a drop in sales of almost 10% in the first half. Samsung is back in the lead, with 60.1 million devices sold in the first quarter (50.1 million for Apple) and 20.8% market share (17.3% for Apple).
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The South Korean manufacturer, which is returning to the position it has occupied since 2011 – after initially dethroning Nokia – cannot boast of this. It recorded a slight drop in its devices sold, to 60.1 million in the first quarter of 2024, compared to 60.5 million in the first quarter of 2023. This stability is partly explained by the marketing of the Galaxy S24, presented at the end of January and launched at 900 euros in its standard version. “Even though both major players experienced negative growth in the first quarter, it appears that Samsung is, overall, in a stronger position than in recent quarters”explains the IDC.
85% increase in sales for Chinese Transsion
Chinese manufacturers are not left out. Xiaomi closes the podium, with 40.8 million copies sold. A figure up 33.8% compared to the first quarter of 2023. Next comes Transsion, which holds a 50% market share in Africa and whose devices have been marketed since last month in Central Europe. The company, based in Shenzhen, sold 28.5 million devices in the first quarter, almost double the first quarter of 2023 (15.4 million).
“The resurgence of Huawei in Chinaas well as notable profits from Xiaomi, Transsion, OPPO/OnePlus and Vivo will likely push the two major vendors to look for areas of expansion and diversification”, notes Ryan Reith, vice president of IDC's smartphone market. With 25.2 million devices sold, the Guangdong firm Oppo climbs to fifth place in the ranking, and thus ejects Vivo, fifth in sales in the fourth quarter of 2023. Oppo, however, records a drop of 8.5% in its sales compared to the first quarter of last year, and now represents 8.7% market share.
Consumers choose more expensive devices
For the IDC, all of these figures constitute an index of consolidation in the smartphone market. “First, we continue to see growth in value and average selling prices as consumers opt for more expensive devices, knowing they will keep their device longer, observes Nabila Popal, manager on IDC's Worldwide Tracker team. Second, there are power struggles among the top five companies, which will continue as market participants adjust their strategies in a post-recovery world.” The five largest smartphone manufacturers represent a total of 70.7% market share.
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