欧洲智能手机行业市场前景及投资研究报告-培训课件外文版2024.5小米oppovivo苹果

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TRENDSSmartphonesinEuropeCHAPTER

01OverviewRevenueofthesmartphonesmarketinEuropefrom2018to2028(inbillioneuros)RevenueofthesmartphonesindustryinEurope2018-20281412.9412.7512.712.8212.5912.4812.0711.881210810.8210.79.576420201820192020202120222023202420252026202720284Description:Therevenueinthe'Smartphones'segmentoftheconsumerelectronicsmarketinEuropewasforecasttocontinuouslyincreasebetween2023and2028byintotal0.2billioneuro(+1.57percent).Afterthefourthconsecutiveincreasingyear,theindicatorisestimatedtoreach12.94billioneuroandthereforeanewpeakin2028.ReadmoreNote(s):Europe;2018to2028Source(s):ConsumerMarketInsightsNumberofsmartphonesubscriptionsinWesternEuropefrom2011to2028(inmillions)SmartphonesubscriptionsinWesternEurope2011-2028500450400468.34

467.28

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389.16371.88360.55339.6335030025020015010050302.57275.8248204.12149.952011020122013201420152016201720182019202020212022

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2028*5Description:Accordingtothesource,thenumberofsmartphonesubscriptionsinWesternEuropewillreach459millionby2028.Therewereapproximately440millionsmartphonesubscriptionsinWesternEuropeasof2022.

ReadmoreNote(s):Europe;2018to2022;*Forecast.ReadmoreSource(s):EricssonNumberofsmartphonesubscriptionsinCentralandEasternEuropefrom2011to2028(inmillions)CentralandEasternEurope:Smartphonesubscriptions2011-2028450400350424.38423.86

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2028*6/statistics/1133757/central-eastern-europe-smartphone-subscriptionsThenumberofsmartphonesubscriptionsinCentralandEasternEuropeisexpectedtoreach426millionby2028,basedonsteadygrowthseeninearlieryears.Therewere386.7millionsmartphonesubscriptionsinCentralandEasternEuropein2022.ReadmoreNote(s):CEE;2011to2022;*Forecast.ReadmoreSource(s):EricssonNumberofLTEsubscriptionsinWesternEuropefrom2011to2028(inmillions)LTEsubscriptionsinWesternEurope2011-2028500450400350300250200436.98433.17403.77381.17357.01303.45298.26245.49223.3191.49163.8515010050126.772015110.0767.37201464.319.5120130.61.820201120122016201720182019202020212022

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2028*7Description:ThenumberofLTEsubscriptionsinWesternEuropewasestimatedtohavepeakedin2021with437millionandisexpectedtodeclineto64.3millionby2028.Therewere433millionLTEsubscriptionsinWesternEuropein2022.

ReadmoreNote(s):Europe;2011to2022;*Forecast.ReadmoreSource(s):EricssonNumberofLTEsubscriptionsinCentralandEasternEuropefrom2012to2028(inmillions)LTEsubscriptionsinCentralandEasternEurope2012-2028500450400350300250200466.31455.87457.92423.83411.09380.9352.47327.94292.74248.59198.11148.191501005091.58201642.64201514.0220144.221.080201220132017201820192020202120222023*

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2028*8/statistics/1133786/central-eastern-europe-lte-subscriptionsThenumberofLTEsubscriptionsinCentralandEasternEuropeisexpectedtopeakin2024,reachingnearly467millionsubscriptionstothendeclineto328millionby2028.Therewere411millionLTEsubscriptionsinCentralandEasternEuropein2022.ReadmoreNote(s):CEE;2012to2022;*Forecast.ReadmoreSource(s):EricssonNumberof5GsubscriptionsinWesternEuropefrom2018to2028(inmillions)5GsubscriptionsinWesternEurope2018-2028600500400300200100491.79443.14385.56319.68233.6143.312023*69.07202231.9320215.501.0902018201920202024*2025*2026*2027*2028*9Description:Thenumberof5GsubscriptionsinWesternEuropeisexpectedtoreach492millionby2028.In2022,therewere69million5GsubscriptionsinWesternEurope.ReadmoreNote(s):Europe;2018to2022;*Forecast.ReadmoreSource(s):EricssonCHAPTER

02CompaniesLeadingsmartphonebrandsmarketshareinEurope2022,byshipmentSmartphonemarketshareinEurope202235%30%25%20%31%15%10%5%29%17%5%4%0%SamsungAppleXiaomiOPPO*realme11Description:In2022,SamsungwastheleadingbrandintheEuropeansmartphonemarket,withtheirsmartphonesaccountingforaround32percentofthesmartphonemarketinEurope,Samsungshippedmoresmartphonesthananyothervendorthatyear.Applehadthesecond-largestmarketshareinEurope,withapplesmartphonesaccountingforaround29percentofallsmartphonessoldinEuropein2022.ReadmoreNote(s):Europe;2022;*OPPOincludesOnePlussinceQ32021.ReadmoreSource(s):CounterpointResearchSmartphoneshipmentsshareinEuropebyvendorfromthe1stquarterof2015tothe1stquarterof2023ShareofsmartphoneshipmentsinEurope2015-2023,byvendorSamsung

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'2312Description:Inthefistquarterof2023,SamsungandApplewereleadersoftheEuropeansmartphonemarket,accordingtothebreakdownofsmartphoneshipmentsinEuropebyvendor.Xiaomigrewfromfourpercentinthefirstquarterof2019to19percentinthefirstquarterof2023.ReadmoreNote(s):Europe;2015to2023Source(s):CounterpointResearchShareofleadingsmartphonemodelssoldintheUnitedKingdom(UK)fromJanuary2020toJuly2023,bymodelSmartphonemarketshareintheUK2020-2023,bymodelAppleiPhone13AppleiPhone13MiniAppleiPhone12AppleiPhone11ProHuaweiY62019AppleiPhone14ProMaxSamsungGalaxyA04sAppleiPhone13ProAppleiPhone11AppleiPhone7SamsungGalaxyA10AppleiPhoneXRAppleiPhone14ProSamsungGalaxyA145GAppleiPhone13ProMaxSamsungGalaxyA325GAppleiPhone12ProMaxSamsungGalaxyA21sAppleiPhone11ProMaxAppleiPhone14SamsungGalaxyA12AppleiPhoneSE2020SamsungGalaxys20Plus5GSamsungGalaxyA71AppleiPhone12ProSamsungGalaxyA13SamsungGalaxyS23UltraSamsungGalaxyA1470%60%50%40%30%20%10%0%4%10%10%10%4%7%7%9%7%9%5%8%9%11%9%12%13%14%12%4%9%8%4%3%4%13%4%10%7%16%4%5%4%12%3%10%13%15%13%8%5%8%8%4%9%9%4%5%12%29%16%24%18%19%18%16%12%13%7%4%Dec'22Jan'20Apr'20Jul'20Oct'20Apr'21Jul'21Oct'21Jan'22Jan'23Apr'23Jul'2313Description:JusttwomanufacturersmakeupthetopfivesmartphonemodelsintheUnitedKingdom(UK),withAppleiPhonesaccountingfor43percentofthemarket.AsJuly2023,theiPhone14ProMaxwasthemostpopularmodelintheUK,accountingfor18percentofsales.ReadmoreNote(s):UnitedKingdom;2020to2023Source(s):CounterpointResearchShareofleadingsmartphonemodelssoldinGermanyfrom2020to2023,bymodelSmartphonemarketshareinGermany2020-2023,bymodelApple

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AJan20Apr'20Jul'20%%%%%%Oct'20Apr'21Jul'21%%%%%%Oct'21Jan'22Dec'22Jan'23Apr'23Jul'2314%23%7%7%%10%8%5%%%%%14Description:SmartphonebuyersinGermanyboughtmoreAppleiPhone14Proand14phonesthananyotherinJuly2023.Inthatperiod,iPhonemodelsoccuipiedthreeoutofthetopfivepositionsinGermany,withSamsungtakingtheremainingtwo.

ReadmoreNote(s):Germany;2020to2023Source(s):CounterpointResearchMarketshareofleadingfivesmartphonemodelssoldinFranceduringthemonthofJuly2023,bymodelSmartphonemarketshareinFranceJuly2023,bymodel18%16%16%14%12%10%8%9%8%6%5%5%4%2%0%AppleiPhone14SamsungGalaxyS23AppleiPhone14ProSamsungGalaxyS23PlusAppleiPhone14ProMax15Description:AsofJuly2023,thetopsellingsmartphonemodelinFrancewastheAppleiPhone14,withamarketshareestimatedat16percent.TheSamsungGalaxyS23rankedsecond,withaninepercentmarketshare.

ReadmoreNote(s):France;July2023Source(s):CounterpointResearchLeadingmobiledevicevendorsrankedbymarketshareinItalyfrom2016to2022LeadingmobiledevicevendorsinItaly2016-2022,bymarketshareSamsungAppleHuaweiXiaomiLGNokiaMotorolaOppoOthers120%100%80%60%40%20%0%201620172018201920202021202216Description:InItaly,Samsungwastheleadingmobiledevicevendorbetween2016and2022.However,itsmarketsharedecreasedduringthegivenperiod,droppingtoaround30percentin2022.SamsungwasfollowedbyApple,themarketshareofwhichstoodatroughly29percentin2022.ReadmoreNote(s):Italy;2016to2022Source(s):StatCounterMostpopularsmartphonebrandsinSpainasofJune2023MostpopularsmartphonebrandsinSpain2023Shareofrespondents0%5%10%15%20%25%SamsungXiaomi/MiApple26%26%23%HuaweiOPPO9%5%Google2%2%MotorolaAlcatel1%1%1%HonorRealmeOther4%Noanswer1%17Description:WeaskedSpanishconsumersabout"Mostpopularsmartphonebrands"andfoundthat"Samsung"takesthetopspot,while"Realme"isattheotherendoftheranking.ReadmoreNote(s):Spain;July2022toJune2023;1967respondents;18-64years;respondentswhouseasmartphone(Housing&householdequipment,Internet&devices)Source(s):ConsumerInsightsCHAPTER

03OperatingsystemsMarketshareofleadingmobileoperatingsystemsinEuropefrom2010to2022Mobileoperatingsystems:marketshareinEurope2010-2022iOSAndroidBlackberryWindowsPhoneSamsung80%70%60%50%40%30%20%10%0%-10%201020112012201320142015201620172018201920202021202219Description:SinceovertakingiOSin2013tobecomeEurope`smostpopularmobileoperatingsystem,Androidhasmanagedtoincreaseitsshareofthemarketineachofthefollowingyears.Asof2022,Androidwastheoperatingsystemforabout65percentofEuropeanmobilephones.ReadmoreNote(s):EuropeSource(s):StatCounterMarketshareheldbymobileoperatingsystemsintheUnitedKingdom(UK)fromJanuary2018toJuly2023MobileOS:marketshareintheUnitedKingdom(UK)2018-2023iOSAndroidOther/Unknown70%60%50%40%30%20%10%0%Jan

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'2320Description:InJuly2023,iOSandAndroideachaccountedforarounda50percentshareoftheUnitedKingdom(UK)mobileoperatingsystemmarket.CompetitionintheUKmobileOSmarkethasremainedtightinrecentyears,withneithersystemabletosustainaclearlead.ReadmoreNote(s):UnitedKingdom;January2018toJuly2023Source(s):StatCounterShareofoperatingsystemsofsmartphonesalesinGermanyfromOctober2017toJune2023,bymonthMarketshareheldbysmartphoneOSinGermany2017-2023,bymonthAndroidiOSWindowsBlackberryOther120%100%80%60%40%20%0%21Description:Around70percentofsmartphonesinGermanyusedAndroidasanoperatingsystemasofJune2023.Apple'siOSwasAndroid'sonlymaincompetitor,accountingfortheremaining30percentofthemarket.

ReadmoreNote(s):Germany;2017to2023;*ComTechtracksmobilephonebehavior,includingpurchasingofphones,mobilephonebills/airtime,sourceofpurchaseandphoneusage.Thedataexcludesenterprisesales.Releasedatesettodateofaccess.

ReadmoreSource(s):KantarWorldpanelMarketshareheldbysmartphoneoperatingsystemsinFrancefrom2016to2023,bymonthMarketshareheldbysmartphoneoperatingsystemsinFrance2016-2023,bymonthAndroidBlackBerryiOSWindowsOther120%100%80%60%40%20%0%22Description:Androidtopsthelistofthemostpopularsmartphoneoperatingsystem,bothinFranceandworldwide.AfterbeingpurchasedbyGoogle,Androidwasoriginallyconceivedforsmartphonesandtabletsbeforebroadeningitsactivitiestoconnectedobjects(TVsets,smartwatches)andcomputers.From2016toJune2023Androidheldover70percentofthetotalmarketshare.Apple`siOSmarketsharepeakedinFebruary2023with29.5percentofthetotalshare.

ReadmoreNote(s):France;2016to2023Source(s):KantarWorldpanelMarketshareheldbysmartphoneoperatingsystemsinItalyfromJanuary2020toMarch2023,bymonthMarketshareheldbysmartphoneOSinItaly2020-2023,bymonthAndroidiOSWindowsBlackBerryOther120%100%80%60%40%20%0%23Description:MoreItaliansmartphonesuseAndroidasanoperatingsystemthananyotheroperatingsystem,wellaheadofiOS.AsofMar2023,almost78percentofItaliansmartphonesrunonAndroid,aheadofthe22percentrunningoniOS.

ReadmoreNote(s):Italy;2020

to2023;*ComTechtracksmobilephonebehavior,includingpurchasingofphones,mobilephonebills/airtime,sourceofpurchaseandphoneusage.Thedataexcludesenterprisesales.Releasedatesettodateofaccess.

ReadmoreSource(s):KantarWorldpanelMarketshareheldbysmartphoneoperatingsystemsinSpainfrom2017to2023,bymonthMarketshareheldbysmartphoneOSinSpain2017-2023,bymonthAndroidiOSWindows120%100%80%60%40%20%0%24Description:ThepredominanceofAndroidsmartphonesoveriOSinSpainisindisputable:from2013toJune2023theGoogle-developedoperatingsystemheldover75percentofthetotalmarketshare.Apple`siOSmarketsharepeakedinApril2023with23.6percentofthetotalshare.Thistrendcanvarysignificantlyacrosscountries-thepopularityofiOSdevicesintheUnitedKingdom,forinstance,wasgreaterthanthatofAndroidforalongwhile,althoughtheGooglesystemhasgainedwidespread[...]

ReadmoreNote(s):Spain;January2017toJune2023;*ComTechtracksmobilephonebehavior,includingpurchasingofphones,mobilephonebills/airtime,sourceofpurchaseandphoneusage.Thedataexcludesenterprisesales.

ReadmoreSource(s):KantarWorldpanelCHAPTER

04ConsumptionMobiledatatrafficpersmartphoneinWesternEuropefrom2011to2028(ingigabytespermonth)MonthlydatatrafficpersmartphoneinWesternEurope2011-202825201510522.0819.8417.4514.8212.269.577.415.473.792.511.650.8920170.730.520.110.190.320.040201120122013201420152016201820192020202120222023*

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2028*26Description:ThemonthlysmartphonedatatrafficpersmartphoneinWesternEuropeisprojectedtoamountto22.1exabytes(EB)peractivedeviceby2028.In2022,theaveragedatatrafficperactivesmartphoneamountedto7.41EBpermonth.

ReadmoreNote(s):Europe;2011to2022;*ForecastReadmoreSource(s):EricssonMonthlymobiledatatrafficonmobilenetworksintheUnitedKingdom(UK)from2011to2022(inmilliongigabytes)MonthlymobiledatatrafficintheUnitedKingdom(UK)2011-2022800700600500400300200725571.1415.9292211155.9105.572.9100044.328.919.79March2011

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June2020May2021May202227Description:ThestatisticshowsthetotalamountofdatauploadedanddownloadedonmobilenetworksintheUnitedKingdom(UK)forthemonthsshown.InthemonthofMay2022,themobiledatatrafficintheUKamountedtoover725petabytes,whichtranslatesto725milliongigabytesofmobiledata.ReadmoreNote(s):UnitedKingdom;2011to2022Source(s):OfcomDatavolumeusagedevelopmentinmobilecommunicationsinGermanyfrom2005to2022(inmilliongigabytes)MobilecommunicationsdatavolumeusageinGermany2005-20228,0007,0006,0005,0004,0003,0002,0001,0006,7145,4573,9722,75720191,99320181,388201791357539526715611.47

33.292008

200965.4120101000.220.843.54020052006200720112012201320142015201620202021202228Description:In2022,Germanmobilephonenetworksprocessedadatavolumeofroughly6.71billiongigabytes.ThisstatisticshowsthedevelopmentofthedatavolumeusedinmobilecommunicationsinGermanyfrom2005to2022.

ReadmoreNote(s):Germany;2005to2022Source(s):FederalNetworkAgencyAveragemonthlydatatrafficofSIMcardsinItalyfrom2012to2022(ingigabytes)AveragemonthlySIMcards'datatrafficinItaly2012-20221816141210816.5312.589.936.4964.342.741.871.41201.060.770.862012201320142015201620172018201920202021202229Description:TheaveragemonthlydatatrafficofSIMcardsinItalyincreasedsignificantlybetween2012and2022,especiallyinthepastfouryears.TheaveragemonthlySIMcarddatatrafficreached16.53gigabytespermonthin2022.

ReadmoreNote(s):Italy;2012to2022Source(s):AGCOMNumberofmobiledataconnectionsinSpainfromJanuary2016toSeptember2022(inmillions)Spain:monthlymobiledataconnectiondevelopment2016-2022,bymonth1.91.81.71.61.51.41.31.21.130Description:ThisstatisticpresentsthemonthlynumberofmobiledataconnectionsinSpainfromJanuary2016toSeptember2022.Thenumberofdataconnectionsdecreasedfrom1.66millioninJanuary2016to1.12millionasofSeptember2022.

ReadmoreNote(s):Spain;Januray2016toSeptember2022Source(s):ComisiónNacionaldelosMercadosylaCompetenciaCHAPTER

05OutlookNumberofsmartphoneusersintheUnitedKingdomfrom2013to2028(inmillions)NumberofsmartphoneusersintheUnitedKingdom2013-2028706060.1959.0159.2358.2657.3156.3455.4755.1955.3754.7653.4652.2351.8150.45040302010047.442.73201320142015201620172018201920202021202220232024202520262027202832Description:ThenumberofsmartphoneusersintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2024and2028byintotal4.8millionusers(+8.67percent).Aftertheseventhconsecutiveincreasingyear,thesmartphoneuserbaseisestimatedtoreach60.19millionusersandthereforeanewpeakin2028.ReadmoreNote(s):UnitedKingdom;2013to2028;allvaluesareestimatesSource(s):PenetrationrateofsmartphonesintheUnitedKingdomfrom2013to2028PenetrationrateofsmartphonesintheUnitedKingdom2013-20281009088.3787.4886.3485.1983.9784.0583.0782.981.4281.1181.7579.4477.898070605040302010074.9173.1866.45201320142015201620172018201920202021202220232024202520262027202833Description:ThesmartphonepenetrationintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2024and2028byintotal5.7percentagepoints.Accordingtothisforecastin2028,thepenetrationwillhaveincreasedfortheseventhconsecutiveyearto87.48percent.ReadmoreNote(s):UnitedKingdom;2013to2028;allvaluesareestimatesSource(s):NumberofsmartphoneusersinGermanyfrom2013to2028(inmillions)NumberofsmartphoneusersinGermany2013-20288072.5871.7170.8269.9369.0268.0967.6270605040302010066.2566.364.962.3262.4855.8951.7445.5535.87201320142015201620172018201920202021202220232024202520262027202834Description:ThenumberofsmartphoneusersinGermanywasforecasttocontinuouslyincreasebetween2024and2028byintotal4.5millionusers(+6.61percent).Aftertheseventhconsecutiveincreasingyear,thesmartphoneuserbaseisestimatedtoreach72.58millionusersandthereforeanewpeakin2028.ReadmoreNote(s):Germany;2013to2028;allvaluesareestimatesSource(s):PenetrationrateofsmartphonesinGermanyfrom2013to2028PenetrationrateofsmartphonesinGermany2013-202810087.48908070605040302010086.3485.1984.0582.981.7581.1179.9279.7477.8975.4274.9167.8963.0455.6443.91201320142015201620172018201920202021202220232024202520262027202835Description:ThesmartphonepenetrationinGermanywasforecasttocontinuouslyincreasebetween2024and2028byintotal5.7percentagepoints.Aftertheseventhconsecutiveincreasingyear,thepenetrationisestimatedtoreach87.48percentandthereforeanewpeakin2028.ReadmoreNote(s):Germany;2013to2028;allvaluesareestimatesSource(s):NumberofsmartphoneusersinFrancefrom2013to2028(inmillions)NumberofsmartphoneusersinFrance2013-202870605040302010057.1656.3255.4854.6453.7952.9452.2252.4250.2248.3447.4743.8839.1538.7437.1532.37201320142015201620172018201920202021202220232024202520262027202836Description:ThenumberofsmartphoneusersinFrancewasforecasttocontinuouslyincreasebetween2024and2028byintotal4.2millionusers(+7.93percent).Aftertheseventhconsecutiveincreasingyear,thesmartphoneuserbaseisestimatedtoreach57.16millionusersandthereforeanewpeakin2028.ReadmoreNote(s):France;2013to2028;allvaluesareestimatesSource(s):PenetrationrateofsmartphonesinFrancefrom2013to2028PenetrationrateofsmartphonesinFrance2013-20281009087.4886.3485.1984.0582.981.7581.0881.1177.898070605040302010074.9173.8568.4161.3560.5458.4351.11201320142015201620172018201920202021202220232024202520262027202837Description:ThesmartphonepenetrationinFrancewasforecasttocontinuouslyincreasebetween2024and2028byintotal5.7percentagepoints.Aftertheseventhconsecutiveincreasingyear,thepenetrationisestimatedtoreach87.48percentandthereforeanewpeakin2028.ReadmoreNote(s):France;2013to2028;allvaluesareestimatesSource(s):NumberofsmartphoneusersinItalyfrom2013to2028(inmillions)NumberofsmartphoneusersinItaly2013-20285045.644.8144.3743.9243.474540353025201510543.0142.5342.0842.0942.3240.9639.5339.2237.3431.9724.730201320142015201620172018201920202021202220232024202520262027202838Description:ThenumberofsmartphoneusersinItalywasforecasttocontinuouslyincreasebetween2024and2028byintotal2.3millionusers(+5.41percent).Accordingtothisforecastin2028,thesmartphoneuserbasewillhaveincreasedfortheseventhconsecutiveyeart