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UK Smartphones: What will Q2 Bring?

by David Kerr | 5月 07, 2020

7.4 million handsets shipped in the UK in Q4 2019 but the COVID-19 pandemic and resulting lockdown had a dire impact with shipments falling to 5M in Q1 2020. What will the future bring?

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Apple  has led  for 10 quarters in a row, based on the strong demand of the latest flagship iPhone 11 on top of the steady sales of iPhone XR, XS and XS Max. 

Samsung no.2 shipped a diverse number of handsets across multiple price-tiers, from higher-priced Galaxy Note 10+ to lower-priced J series. 

Huawei also decreased by almost -40% YoY, hugely affected by US-China trade sanctions for the quarter.  

HMD (Nokia) will be one of the smartphone vendors to watch closely. 

Among others, Google, Xiaomi, TCL Alcatel,  OnePlus and Oppo are stepping up their presence by partnering with operators in recent quarters.

Consumer fear, uncertainty and doubt is a huge factor in the UK as in the US, and rest of Europe with rising death toll, infections and surging unemployment layered on top suppressing demand for technology products. The UK market like many in Europe is heading into in a deep, multi quarter recession. 

Strategy Analytics has been closely following the impact of covid-19 and the lockdown in the UK, US and China and has just complete wave 2 of online consumer research. In the UK, we analyzed the attitudes, behaviors and purchase intentions of 1400 consumers April 21-23 to explore how sentiment and actions had changed since our January report.  Clients can find a full copy of the report here

Strategy Analytics in this research sought to:

  • Understand UK user expectation on return to normalcy.
  • Capture expectations for their next Smartphone Purchase timing.
  • Analyze the impact of covid-19 on expected smartphone spending.

Some Key findings from our UK report:

  • Over half expect normalcy in less than 6 months
  • BT and EE users most optimistic for recovery in 3 months or less
  • 1 in 5 will delay, 1 in 5 will proceed with Smartphone Purchase
  • Among Postponers, 40% will delay 6 months or more
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