According to the latest research from Strategy Analytics, global smartphone shipments grew 3 percent annually to hit a record 1.5 billion units in 2016. Apple iPhone recaptured first position with 18 percent global smartphone marketshare in Q4 2016, while OPPO grew 99 percent annually and was the star performer.
Global
smartphone shipments grew an improved 9 percent annually from 403.0
million units in Q4 2015 to 438.7 million in Q4 2016. This quarter was
the smartphone industry’s fastest growth rate for over a year.
Smartphone growth is recovering slightly due to stronger demand in major
developing markets like China and Africa. Global smartphone shipments
grew 3 percent annually from 1.44 billion in full-year 2015 to a record
1.49 billion in 2016.
Apple
shipped 78.3 million smartphones worldwide and captured 18 percent
marketshare in Q4 2016, rising a steady 5 percent annually from 74.8
million units in Q4 2015. This was the iPhone’s best performance for
over a year, as Apple capitalized on Samsung’s recent missteps. Samsung
shipped 77.5 million smartphones worldwide in Q4 2016, dipping 5 percent
annually from 81.3 million units in Q4 2015.
Samsung lost momentum in
the quarter as a result of its Note 7 battery fiasco. Samsung captured
18 percent share for the quarter and 21 percent share for the full year,
its lowest level since 2011. Samsung will be banking on the rumored
Galaxy S8 model in a few weeks’ time to reignite growth and return to
the top spot in quarterly smartphone shipments. On an annualized basis,
Samsung maintained first position with 309 million units shipped
worldwide in 2016.
Huawei
maintained third position with a record 10 percent global smartphone
marketshare in Q4 2016, the first time the company has ever reached
double figures. It was an impressive performance. Huawei is struggling
at home in China against rivals like OPPO, but its overseas performance
in markets like Western Europe is accelerating due to improved
smartphone designs, more sophisticated marketing, and deeper retail
distribution.
OPPO
held on to fourth position and grew a robust 99 percent annually to
capture a record 7 percent global smartphone marketshare in Q4 2016,
almost doubling from 4 percent a year ago. OPPO has grown swiftly in
China with popular Android models such as the R9. OPPO’s next challenge
in 2017 is to expand beyond China and continue its momentum in emerging
regions like India and Nigeria.
Vivo maintained fifth place with a
record 6 percent marketshare in Q4 2016. Like OPPO, Vivo is very popular
in China and it continues to strengthen its portfolio with upgraded
smartphone models like the X9 and upcoming V5 Plus with 20MP dual-camera
functionality.
Samsung keeps the Full Year 2016 lead with a 20.8% market share, followed by Apple 14.5%, Huawei 9,3%, OPPO 5.7% and Vivo 4.8%