Germany: Smartphone market down by 27% in the 2nd quarter of 2020

The ongoing COVID-19 pandemic has shaken up the markets. And Germany seems to have been hit hard when it comes to smartphones.

As shown in the report by Counterpoint Research, Germany recorded a 27 percent year-on-year decline in smartphone sales in the second quarter of 2020.

Compared to the previous quarter, the numbers show a decrease of 15 percent.

Samsung, the leading smartphone brand in Germany, was able to maintain its position with a market share of 37 percent. It was followed by Apple with a market share of 23 percent and Huawei with 18 percent of the market.

Interestingly, the Chinese brand Xiaomi has shown impressive growth in Germany. The company reported a market share of 5 percent in the second quarter of 2020, an increase of 1 percent in the previous year and a jump in sales of almost 250 percent.

Due to the pandemic, the smartphone market is moving away from high-end or premium devices towards offers in the middle price segment. The premium segment shrank from 19 percent in the first quarter of 2020 to 7 percent.

On the other hand, devices with prices between 300 and 600 euros recorded growth from 23 percent to 30 percent. This is mainly due to sales of Samsung Galaxy A series smartphones and Apple iPhone SE 2020.

As the report shows, 30 percent now plan to wait longer than usual for the next smartphone purchase, while 40 percent plan to want to spend less money.

Sources):
Counterpoint

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