Smartphone Vendor Market Share, Q1 2015
The worldwide smartphone market kicked off the year with an expected post-holiday dispersion in shipment volume compared to the previous quarter's unprecedented results. According to data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 334.4 million smartphones worldwide in the first quarter of 2015 (1Q15), up 16.0% from the 288.3 million units in 1Q14 but down by 11.4% from the 377.6 million units shipped in 4Q14. Android dominated the market with a 78.0% share in 1Q15. Samsung reasserted its global lead with a renewed focus on lower-cost smartphones.
Source: IDC, May 2015
* Motorola figures have been captured under Lenovo.Contact IDC to purchase smartphone data
Samsung retained its #1 leadership in the worldwide smartphone market with a 24.6% share in 1Q15, 6.3% above Apple. This 9.7% sequential growth is largely attributed to stable demand for its Galaxy S series flagship smartphones overall, as well as increased shipments of lower-end models, particularly to regions like Southeast Asia, the Middle East, and Africa. Samsung's improved streamlined portfolio of devices, including the new premium inspired A-series, proved successful in many mid-tier markets that were typically dominated by local brands. Samsung's redefined flagship (the Galaxy S 6 and S 6 edge) shipped late in the quarter giving the Korean giant a later push in terms of volume. Samsung will utilize the two new models and its sprawling distribution network to combat Apple as well as to help recover current declining profits heading into the next quarter.
Apple continued to find success with larger screened iPhones, which produced its strongest second quarter ever with 61.2 million units shipped. Much of this came out of Greater China as rapid 4G adoption, Apple retail expansion, and an increased appetite for premium devices elevated the brand to new levels. Overall, iPhones grew 39.9% year over year and a remarkable 66.4% in emerging markets. With a constant consumer demand in key markets and a reputation pumped by Apple Watch, iPhones are expected to keep up strong sales for the rest of 2015.
Lenovo is once again in the top three with 5.6% share of the market, proving that its Motorola acquisition is paying off nicely. The Motorola brand shipped 7.9 million units, 41.8% of the Lenovo group, yet US$2.1 million value, 64.7% of the group. The first quarter after Motorola is announced to return to China, it shipped 92k units with only three models. Lenovo has strategically positioned both brands and the coinciding models in the proper markets to maximize brand awareness and global reach. It also unveiled new premium-built handsets at CES with the P90, Vibe X2 pro, and Vibe Shot proving that it is not just focused on the low-end.
Huawei remained in the number four position with a continued push on premium devices from its Ascend Mate 7, P-Series, and Honor portfolio. The shipments of mid-range and high-end phones accounted for 38.1% of its smartphone shipments in 2015Q1, compared to 21.6% in 1Q14. Huawei's Y-series sold briskly both inside and outside of China as a valuable low-cost option in many markets. What remains to be seen is how Huawei will leverage its online vs offline strategy, focus on revenue, and efforts on innovations to battle in this arena.
LG regained the number five spot from Xiaomi as it once again bet big on entry-level 4G-enabled devices as well as focusing on the mid-tier in North America, where it posted a 59.1% growth compared to 1Q14. Its L-series and F-series portfolio succeeded in both emerging and developed markets. LG also shipped the innovative curved G Flex 2, 775k since its debut this quarter, while its G3 launched in May 2014 remains a top seller. Its diverse portfolio, lower ASP, yet improved profit margins enabled the brand to overtake Xiaomi's more limited geographic presence to hit the top five.
- IDC Mobility
Mobility Press ReleasesMore
Mobile Phone Services
Vice President, Client Devices, IDC Asia/Pacific
Adjunct Research Director, IDC Asia/Pacific
Senior Program Manager, Mobile Handsets, Telecoms & Networking, CEMA
Program Director, Mobile Device Technology and Trends
Research Manager, European Wireless and Mobile Communications
Research Manager, PC, Mobile & Client Solution, IDC Japan
Program Vice President, Mobile Services, IoT and Network Infrastructure
Senior Market Analyst, PC, Mobile & Client Solution, IDC Japan
Program Vice President, Infrastructure Services
Research Analyst, Tablets
Research Manager, Wearable and Mobile Phones
Research Manager, Mobility & Consumer
Research Vice President
Research Director, Smart Cities Strategies
Group Manager, PC, Mobile & Client Solution, IDC Japan
Program Director, Mobile Device Tracker
Research Vice President, Mobile & Connected Platforms
Research Analyst, Worldwide Tablet Tracker
Program Vice President, Devices & Displays
Senior Analyst, Communications & Mobility
Analyst, Mobile Devices, Latin America
Research Director, European Consumer Wireless and Mobile Communications, IDC EMEA
Senior Research Analyst, European Mobile Devices
Senior Research Manager, Client Devices, IDC Asia/Pacific
Senior Market Analyst, Client Devices, IDC Asia/Pacific
Associate Vice President, European Mobility
Group Vice President of Worldwide Telecommunications Research
Research Director, Gaming
Research Manager, Connected Home
Group Vice President, Research
Program Vice President, Media & Entertainment
Executive Vice President, Worldwide Research Products & Chief Research Officer
Research Director, Mobile Enterprise Research
Research Manager, Mobile Phones