The worldwide smartphone market grew 1.1% year over year in 2016Q3, with 363.2 million shipments, according to data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. Shipments grew 5.2% QoQ, compared to the 345.5 million units in the second quarter of 2016. IDC expects to see a noticeable slowdown in smartphone shipments in 2016 with China showing a more mature growth pattern. Android dominated the market with 86.8% share in 2016Q3. Samsung continued its global leadership despite the Galaxy Note 7 recall.

IDC: Smartphone OS Market Share 2016, 2015 Chart
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Period Samsung Apple Huawei OPPO vivo Others
2015Q4 20.4% 18.7% 8.2% 3.6% 3.0% 46.2%
2016Q1 23.7% 15.4% 8.4% 5.9% 4.4% 42.2%
2016Q2 22.8% 11.7% 9.3% 6.6% 4.8% 44.9%
2016Q3 21% 12.5% 9.3% 7.1% 5.9% 44.2%

Source: IDC, Nov 2016

Samsung retained its number one position in the worldwide smartphone market with a 21% share in 2016Q3. This retention of position comes in the midst of the Galaxy Note 7 recall, thanks to the continued success of the Galaxy S7 and S7 Edge devices. Samsung's streamlined portfolio of devices, including the affordable J-series, proved successful in many mid-tier markets that were typically dominated by local brands. How fast Samsung recovers from the damage to its brand, remains to be seen.

Apple shipped a total of 45.5 million units, which is a 5.3% decline year on year from 2015Q3. The new iPhone SE did well in both emerging and developed markets. The iPhone 6S continued to be its bestselling device this quarter, followed by its newest device, the iPhone 7.

Huawei continued to be in the number three spot this quarter. There was a continued push on premium devices from its portfolio, with the P9 and Honor V8 devices. The shipments of mid-range and high-end phones accounted for around 57.2% of its smartphone shipments in 2016Q3. The average selling price of Huawei devices has been increasing steadily both YoY and QoQ. What remains to be seen is how successful Huawei can be at penetrating the high-end segment in the US.

OPPO, which ousted Lenovo in 2016Q1 to be in the 4th spot, and has ever since retained its position. With a share of 7.1% of the smartphone market, OPPO’s main play is in China. With aggressive marketing it continues to find success in Asian markets outside China. The R9 followed by the A33 were its top devices this quarter.

vivo, which got into the top five category in 2016Q1 in the place of Xiaomi, continued in the same spot this quarter. It maintains strong momentum in China, and has gained significant growth in India and Myanmar with the X6 being its top selling handset. Using celebrity endorsements and advertisements, vivo has been able to capture a huge following and create a strong brand presence.