Fun with Data – Smartphone Growth
On a unit volume basis, the global smartphone segment saw shipments decline by 10.3% y/y to 319m units in 3Q. The decline was led by Samsung (-13.5%) and Huawei (pvt) (-88.2%), while all other top brands grew y/y. Apple grew more than any other brand in 3Q on a global basis at 16.2%. If we were to remove Huawei from the group, 3Q global shipments would have grown 2.5% q/q, so much of the negative growth came from Huawei’s trade issues with the US.
In China, shipments in 3Q declined 6.4% in 3Q, led by Huawei, with all other major brands growing y/y. Again removing Huawei from the list, Chinese shipments would have grown 20.7%, although a theoretical calculation given the fact that Huawei’s unit volume decrease in both global and Chinese shipment categories was responsible for much of the gains seen by Chinese brands, who picked up the lost Huawei customers.
We note that our shipment calculations are done by averaging multiple data sources and therefore do not always add up to 100%. That said, by averaging multiple sources we are able to compensate for outliers that now have a muted effect on the averages. While extreme variations are relatively rare concerning global brand shipments, regional brand shipment estimates can vary by as much as 25% in either direction.
In China, shipments in 3Q declined 6.4% in 3Q, led by Huawei, with all other major brands growing y/y. Again removing Huawei from the list, Chinese shipments would have grown 20.7%, although a theoretical calculation given the fact that Huawei’s unit volume decrease in both global and Chinese shipment categories was responsible for much of the gains seen by Chinese brands, who picked up the lost Huawei customers.
We note that our shipment calculations are done by averaging multiple data sources and therefore do not always add up to 100%. That said, by averaging multiple sources we are able to compensate for outliers that now have a muted effect on the averages. While extreme variations are relatively rare concerning global brand shipments, regional brand shipment estimates can vary by as much as 25% in either direction.
3Q 2021 Smartphone Shipment Growth by Brand - Source: SCMR LLC
3Q 2021 China Smartphone Shipment Growth by Brand - Source: SCMR LLC
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