Samsung played a pivotal role in the German smartphone market’s recovery during the first quarter of 2024, ending a prolonged period of decline.
According to Counterpoint Research’s Q1 2024 Market Monitor Shipment Tracker, smartphone shipments in Germany increased by 13% year-over-year. This growth halted an eight-quarter streak of declining shipments, marking the first quarterly increase since Q3 2021. Samsung was a significant contributor, accounting for three-quarters of the market’s growth and securing a 32% market share.
The resurgence is seen as a turning point, with the launch of the popular Galaxy S24 series driving Samsung’s success. Additionally, older models like the A-Series and Xcover contributed to the increase in shipments. Counterpoint Associate Director Jan Stryjak noted Samsung’s significant influence on the market’s growth.
Google also experienced a strong quarter, with the Pixel 7 series fueling its growth. Google’s shipments more than doubled year-over-year, earning it the fourth spot in the market rankings.
In contrast, Apple’s growth was modest, although the company saw an improved product mix with a higher share of Pro models being shipped. This indicates a shift towards premium devices among consumers.
Other brands faced challenges, particularly OPPO, which struggled due to patent issues. However, settlements with Nokia are expected to aid its recovery, primarily through its sister brand, OnePlus.
The analyst predicts continued growth in the German smartphone market for the rest of the year, albeit in single digits. Factors such as an improving economy and pent-up demand for new devices are expected to drive this growth.
This positive trend in Germany aligns with global patterns, as both Omdia and Counterpoint reported increases in Q1 smartphone shipments worldwide. Counterpoint recorded a 6% year-over-year global increase, while Omdia reported approximately double that figure.
