Counterpoint Research released its annual analysis of the European smartphone market today, showing that sales rose 8% over 2020. That’s encouraging, but it’s still not back to pre-pandemic levels (remember, 2020 sales were down 14% year over year in 2019).
Last year, on the other hand, was by far the most competitive year in the European smartphone space, with the number one company changing four times along the way.
In the final quarter of the year, Samsung edged out Apple by a narrow 1 percent — with scores of 33 percent and 32 percent, respectively. It is followed by Xiaomi with 15% (down from 17% in Q4 2020), Oppo with 7%, and Realme and vivo both with 2%. Other players accounted for just 9% of sales, a sharp drop of 47% compared to the same period last year.
Looking at the full-year results, Samsung also won with a 32% market share — in fact, on par with 2020. Apple followed with 26%, up slightly from 22% in 2020, then Xiaomi with 20% (up from 14%), Oppo with 8% (up from 5%), Realme with 2% (up from 1%) % up) and vivo 1% (same as the previous year).
Samsung was in the lead most of the year, but Apple was number one twice and Xiaomi was number one in June. In December, Apple’s market share in Europe reached its highest ever market share, while Xiaomi ended 2021 with the continent’s highest-ever annual sales. Oppo, vivo and Realme also had their best year ever in Europe last year.
