THE SMARTPHONE MARKET, BY COUNTRY: Adoption, platform, and vendor trends in the US, China, and India

BI Intelligence

The global smartphone market is shifting. Over the next few years, the vast majority of growth is expected to come from developing countries as the average selling price of devices continues to fall. Meanwhile, core markets, such as the United States and China, are beginning to mature.

Nearly five out of six mobile users in the US now have a smartphone, and almost all of those users are on iOS and Android phones. Meanwhile, the Chinese market continues to saturate as the share of first-time buyers increasingly shrinks. Many Chinese vendors are looking abroad to India to make inroads into the country's burgeoning smartphone market.

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In a new report, BI Intelligence takes a closer look at the biggest developments in the global smartphone market during 2015, including what the platform landscape looks like at the country level. We also review how the world's largest vendors are positioning themselves in the battle for some of the fastest-growing mobile markets.

Here are some key points from the report:

• Growth of iOS device shipments is outpacing growth of Android device shipments. iOS device shipments saw YoY growth of 35%, to reach 47.5 million shipments. This is much steeper on-year growth than the 12% it saw in the same quarter of 2014, and it outstrips Android's 13% YoY growth in Q2.
• Samsung and Apple continue to dominate the smartphone market by vendor, while Chinese manufacturers account for the vast majority of remaining shipments. Samsung and Chinese manufacturers were heavily affected by a slowing smartphone market in China in Q2 and the growing popularity of Apple devices in their key markets.
• The US has one of the most developed smartphone markets globally. 77% of the total mobile installed base owned a smartphone in June. The biggest challenge for platforms and vendors in the smartphone-saturated US is declining interest in frequent upgrades.
• India has yet to fulfill its promise as the future engine of smartphone sales growth, but that could change soon. Smartphones accounted for ~44% of mobile shipments in India in Q2 2015.

In full, the report:

• Takes a country-by-country look at the smartphone market.
• Assesses the vendor side of the smartphone wars.
• Looks at Android's dominance in China as well as its loss of market share to Apple in 2015.
• Examines how growth in India is booming, and how competition among vendors in the country - both domestic and foreign - is gaining steam.

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