With many companies publishing their results in the second quarter of 2020, Perception Research I could not be out of place. According to the market research company. The European smartphone market fell significantly 24% from the same period last year in the second quarter of 2020. In addition, the report reveals a decline of 22% from quarter to quarter over the same period. Of course, it is easy to understand, as COVID-19 is still here and there affecting our lives. It has definitely affected the demand for smartphones in several ways. According to the report, Eastern Europe had shown some immunity to the pandemic. However, in the second quarter of 2020, we saw a 24% YoY decrease.
According to Peter Richardson, VP of Counterpoint Research:
“The impact of COVID-19 gained momentum in Europe in April, as it was the first full month of closure across the region, causing a reduction of around 45% YoY and 30% MoM. As the lock began to rise across Europe in May, sales recovered (+ 33% MoM). June was just as good, recording a further consecutive increase of 34%. Although MoM comparisons look good, the overall scenario for the quarter is still down 24% YoY. “
The lock-in measures imposed by some countries in Europe managed to flatten the COVID-19 curve. At the same time, however, the growth of the smartphone market has slowed. It could be even worse if the e-commerce channels were not open so that the smartphone market would not flourish. Even heavily locked markets such as Italy and Spain have managed to sell smartphones thanks to online retailers. With the release of the lock, restrictions on offline businesses have been lifted. This quickly increased the number of smartphones sold in the area.
Russia was a country that managed to bypass COVID-19 in the first quarter of 2020. However, it became the European market most affected in the second quarter of 2020, reducing YoY by 27% for the quarter. In terms of individual performance for each brand, Samsung managed to maintain the market lead. Apple managed to keep the attention thanks to the iPhone SE 2020 and 11 series of good performers, but the company still recorded a decrease in its sales volume to 14% YoY. Huawei fell a huge 46% amid US-China trade sanctions. Xiaomi and Oppo, respectively, are slowly eating away at Huawei’s margin. Both companies managed to grow 55% YoY and 41% YoY, respectively, even during the pandemic.