Worldwide smartphone sales suffered a hit during the second quarter of 2020, dropping by 20.4%. In total, 294.7 million units were sold during the three-month period compared to 370.3 million units in Q2 2019.
According to the research data analyzed and published by Comprar Acciones, compared to Q1 2020, this was a slight improvement as only 272.5 million units were sold then. It marked a drop of 13% from Q4 2019 and was the biggest drop ever witnessed in the smartphone market. It was also the lowest level of sales since 2013.
Among the top 5 smartphone vendors, Samsung had the highest decline despite selling the highest number of units. In total, it sold a total of 54.7 million units in Q2 2020 compared to 75.1 million units during a similar period the previous year. This was a drop of 27.1% year-on-year (YoY).
Comparatively, in Q1 2020, Samsung had reported 60 million units sold, marking a 17% drop from Q4 2019. A key reason for the decline was the fact that its core markets, Latin America, the US, India and Europe were still struggling from the effects of the outbreak and resulting lockdowns.
In second place, Huawei sold 54.1 million units in Q2 2020 during the same period compared to 58.0 million units in Q2 2019. This translated to a drop of 6.8%.
Apple saw the least decline in sales during the period and was the third top-selling brand globally. The iPhone maker sold 38.3 million units in Q2 2020 compared to 38.5 million units in Q2 2019. This resulted in a drop of 0.4%. According to Gartner, the main reason for this performance was the improved business environment in China.
Realme was the only big brand that reported double-digit growth. It came in seventh in terms of total sales and grew 11% YoY during the period.
In the US, sell-through dropped by 25% YoY but online sales grew from 14% in Q2 2019 to 31%. Samsung and Apple performed better than the overall market thanks to their strong presence online.
While Samsung declined by 10%, Apple tumbled by 25%. April was the worst month, with a 50% drop in sell-through.
Huawei Captures 42.6% Market Share in China as Domestic Sales Surge by 11%
There was also a significant change in market share leadership during the quarter. The market share of the top 10 smartphone brands rose to 88% from 80% during Q2 2019. On the other hand, brands outside the top 10 recorded a 55% decline in market share YoY.
For the first time, Huawei equaled Samsung’s market share, each holding 20% of the global market share. Apple came in a distant third with a 14% share while Xiaomi had 10%. Oppo was fifth with 9%.
Among the factors accounting for Huawei’s remarkable results was its performance in China. Following aggressive sales promotion efforts and product introduction in the region, it managed to capture 42.6% of the domestic smartphone market.
According to Counterpoint Research, Huawei reported a 3% decline in global shipments. However, it grew by 11% in China.
Interestingly, the situation was vastly different in the US. Apple had the biggest market share, at 46%. Samsung came in second with 25% and LG was in third place with 12%. Lenovo had the fourth biggest share of 7% while the rest shared out a 10% share.
Apple Sells 37.7M Units of iPhone 11
According to a report from Omdia, iPhone 11 from Apple was the top-selling smartphone model globally during the first half of 2020. The total sales for the models was 37.7 million units. It was a significant improvement over the 2019 H1 performance. Back then, the iPhone XR sold a total of 26.9 million units.
Samsung took second place with the Galaxy A51, which sold a total of 11.4 million units during the six-month period. Unfortunately though, the good news ended there for Samsung as that was the only model that made it to the top 10.
In contrast, during H1 2019, Samsung had five models in the top 10 – Galaxy A10, A50, A5, J2 Core and A30. The total number of units sold during that period was 13.4 million.
On the other hand, Apple had five models in the top 10 in H1 2020. In addition to iPhone 11, there was the iPhone SE, iPhone XR, iPhone 11 Pro Max and iPhone 11 Pro. Compared to H1 2019, there was an improvement as it only had three models in the top 10 back then.
Xiaomi Redmi which had only two entries in the top 10 in H1 2019 took four slots in 2020.