In the first quarter of 2018, global smart phone retail sales fell by 2% to 347 million units, which was mainly affected by the downturn in China (-6%) and North America (-5%), and the average retail price increased by 21% year-on-year. The amount increased by 18% year-on-year to US$129.8 billion.
Arndt Polifke, a GfK mobile communications expert, commented: 'The global smartphone sales volume in the fourth quarter of 2017 set a new record. This is quite different from the 2018 start year. We are not surprised to see more and more smart phones. The market is becoming saturated. Consumers are keen on the technological innovation of mobile phone brands and tend to purchase mobile phone models with higher unit prices. As a result, the average price of smart phones has risen sharply by 21% year-on-year to US$374 (approximately RMB 2543), which has resulted in global The retail sales of mobile phones increased by 18% in the first quarter, which is of great concern for the mature mobile phone industry.
Western Europe: Retail sales in the first quarter increased 23% year-on-year
In the first quarter of 2018, the scale of smart phone retail sales in Western Europe increased by 23% year-on-year to US$14.5 billion, which was mainly attributable to the increase in average price by 26% due to ultra-high-end growth. However, the retail volume of smart phones in Western Europe fell by 2% year-on-year to 2830. Ten million. The biggest declines in retail sales in the year-on-year are: United Kingdom (-11%), Spain (-7%), France (-4%). However, although the retail price is likely to continue to rise, GfK forecasts 2018. The volume of smartphones in Western Europe will remain flat in 2017.
Central and Eastern Europe: Ukraine's Market Performance
In the first quarter of 2018, the retail sales of smart phones in Central and Eastern Europe increased by 35% from the same period last year to US$5.9 billion, thanks to the increase in retail price (+29%) and the increase in retail volume (+5% to 19.7 million units). ). Ukrainian retail sales increased by 23%, becoming the key to growth in the Central and Eastern European markets. The two largest markets in Central and Eastern Europe: Russia and Poland are both up 2% year-on-year. Looking ahead to 2018, GfK predicts that Russia and Ukraine will continue to grow. Promote the retail volume of the smart phone market in Central and Eastern Europe to increase by 7%.
North America: Retail sales decline in the first quarter
In the first quarter of 2018, the volume of smart phone sales in North America fell by about 5% to 35.8 million. GfK predicts that in 2018, the retail volume of smart phones in North America will drop by 2%.
Latin America: Strong Growth in Colombia and Argentina
In the first quarter of 2018, Latin American smart phone retail sales continued to grow, reaching 32.8 million units, an increase of 3% year-on-year, and retail sales increased by 5% to US$10.3 billion. Despite Q1 Brazil (-4%) and Chile (-18) %) Markets are both declining, but Colombia (+41%) and Argentina (+6%) markets are showing strong growth. GfK predicts that in 2018, Latin American smart phone retail sales will maintain a 3% increase due to the impact of the Brazilian market decline.
Middle East and Africa: Egypt and South Africa Drive Growth
In the first quarter of 2018, the retail sales of smart phones in the Middle East and Africa increased by 7% to US$11.4 billion, and the volume of retail sales increased by 2% to 44.1 million. The increase in retail sales was mainly attributed to Egypt (+42%) and South Africa (+ 13%) Market pull, and consumer upgrades from feature phones to smartphones. GfK predicts that in 2018, smart phone retail sales in the Middle East and Africa will increase by 4%.
China: Rising retail prices compensate for falling smartphone sales
Unlike previous years, Chinese New Year sales did not promote the growth of China's smart phone retail sales. According to GfK China's retail monitoring data, in the first quarter of 2018, China's smartphone retail sales fell 6% to 105 million units, and retail sales increased by 15% year-on-year. US$40.1 billion. Chinese brands and international brands jointly lead consumers to upgrade to higher-profile mobile phones, and online channels continue to drive strong growth of smart phones. This growth offsets the decline of operator channels. GfK predicts that China will have intelligence in 2018. The retail volume of mobile phones will fall by 4%, and the market will become saturated.
Asian developed markets: The decline in the Korean market has affected regional performance
In the first quarter of 2018, Asia's developed market smartphone sales increased by 13% year-on-year to 12.4 billion U.S. dollars. This was mainly due to the increase in average retail price. The average price increased by 16% to 707 U.S. dollars (approximately 4,808 yuan), and retail volume decreased by 3% year-on-year. % to 17.6 million units. Despite strong growth in the Australian market (22%), this was offset by the decline in retail sales in South Korea (-16%). GfK predicts that in 2018, the volume of developed-market smartphones in Asia will be affected by the Korean market. Will drop by 4%.
Asian developed markets: Australia, Japan, New Zealand, Singapore, South Korea, Hong Kong, China, Taiwan
Asian Emerging Markets: Decline in retail sales in India, putting pressure on the region
In the first quarter of 2018, Asia's emerging market retail sales were flat at 58.7 million units over the same period of 2017, and retail sales rose 14% to US$11 billion due to average price increase. India's smart phone retail sales dropped 4% due to low-end 4G feature phones. The influx has hindered the popularity of smart phones. In contrast, retail sales in Indonesia and the Philippines have increased by 18% and 16% respectively. GfK predicts that retail sales of smartphones in emerging Asia will increase by 7% in 2018.
Asian Emerging Markets: Bangladesh, India, Indonesia, Cambodia, Malaysia, Myanmar, Philippines, Thailand, Vietnam
Remarks: This news release is based on GfK's global retail sales monitoring data for January-February 2018 and March weekly forecast data. China data are all retail monitoring data for January-March 2018. GfK monitors end-consumer purchase data, and Non-manufacturer shipment data. Market size statistics are based on GfK's weekly and monthly retail monitoring data for more than 75 markets around the world.