In 2015, 1,3 billion smartphones were sold, representing a 6,4% increase compared to the previous year, a record figure according to GfK. Revenue, however, experienced a slight decline, with the average annual selling price decreasing by 0,2% compared to 2014. According to the data, GfK predicts that global smartphone demand could increase by 7% in 2016.
Kevin Walsh, director of trends and forecasts at GfK, states that, “ although the fourth market performed strongly in 2015, with record values, overall there are different results across various countries. Local factors, rather than regional and sectoral trends, increasingly influence market development. Divergent economic trends, device saturation, mass market adoption, politics, social changes, and even sports have an impact on smartphone demand and prices in various countries .”
Emerging Countries (APAC) recorded a 21% increase in units compared to the same period in 2014. India continues to be one of the main drivers of unit growth, accounting for 34% of sales, driven by its dominant low-price range.
China recorded 12% growth in the last quarter of 2015 compared to the previous year, and there was an improvement in demand, with a more noticeable shift towards high-end devices.
Unit demand for smartphones in the MEA grew by 12% compared to the same period last year. Most countries in the region recorded increases, but Egypt stood out with a 27% growth in demand.
However, demand for smartphones in Latin America continued to decline in the fourth quarter of 2015, falling 13% compared to the same period of the previous year. According to GfK, this is due to Brazil's weak macroeconomy, which caused a 26% decrease in demand compared to the previous year.
In Developed Countries (APAC), unit demand remained stable in the last quarter of 2015. Demand in South Korea grew again, above 8%, for the first time since 2013, but regional growth was offset by a 6% decline in smartphone demand in Japan.
In Western Europe, unit growth in smartphones was 5% in the fourth quarter of 2015, helped by 61% growth in the ultra-low-end segment. According to GfK, “ the region recorded accelerated overall growth in its three largest markets: France, Germany and Great Britain. Portugal proved to be a growing country, in line with the other countries .”
The unit growth of smartphones in Central Europe remained at 4%, compared to the same period last year, mainly due to strong growth in Poland (36%).
Kevin Walsh states that " 2016 is expected to be another year of global growth, as it is increasingly important for companies to understand the individual trends of each country and their respective market segments. "
