It s getting tight for Samsung: Europeans have a new smartphone favorite

It s getting tight for Samsung: Europeans have a new smartphone favorite

Bitter numbers for Samsung: The electronics company can defend its place at the top in Europe, but has to accept heavy losses. One competitor is hot on the heels of the South Koreans - with impressive growth.

The numbers for the third quarter of 2021 are there and at least for Samsung things have looked better on the European smartphone market (source: Conterpoint Research).

European smartphone market: Samsung loses, Xiaomi wins

Samsung was able to look back on a market share of 30.4 percent in the past quarter. Compared to the same quarter of the previous year, this is a big minus of 16 percent . And the comparison with the previous quarter is also not very flattering: the market researchers from Counterpoint Research report a decline of 6 percent here.

Xiaomi, on the other hand, is completely different: The Chinese manufacturer continues to surf a wave of success in Europe and was able to secure a market share of 23.6 percent in the third quarter of 2021. That alone is remarkable, after all, Xiaomi and Samsung are only separated by around 7 percent. A look at the growth makes Xiaomi's success even more impressive: Compared to the same quarter of the previous year, the electronics company, which has many other products on offer in addition to smartphones (see video below), grew a whopping 51 percent .

At least at the moment, Europeans can hardly get enough of Xiaomi smartphones.

Samsung is being grappled with on two sides

In addition to Xiaomi , Apple can also look back on a successful third quarter of 2021 . The Californians increased their market share in Europe from 17.6 percent to more than 22.1 percent .

None of this is good news for Samsung. The manufacturer is currently being criticized from two sides . Xiaomi is putting pressure on the lower to mid-range, while Apple is putting pressure on the premium sector. The upcoming Galaxy S22 must be a breakthrough.


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