Smartphone shipments rose 6.5% in Q2 2024, says IDC

According to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, global smartphone shipments rose 6.5 per cent year-over-year to 285.4 million units in Q2 2024.

This marks the fourth consecutive quarter of shipment growth, contributing to the anticipated recovery this year. However, demand remains uneven and continues to face challenges in several markets.

“Recovery is well underway with the top five companies all making year-over-year gains, but we are witnessing increasing competition among the leaders and a polarisation of price bands,” said Nabila Popal, senior research director with IDC’s Worldwide Tracker team.

“As Apple and Samsung push the high-end market and benefit from the ongoing premiumisation trend, many leading Chinese OEMs are increasing shipments in the low end to capture volume share amid weak demand. Consequently, the share of mid-range devices is challenged. Nonetheless, the smartphone market is buzzing with excitement due to higher average selling prices (ASPs) and the growing interest in Gen AI smartphones, which are forecasted to grow faster than any mobile innovation to date and are expected to capture 19 per cent of the market with 234 million shipments this year,” added Popal.

Smartphone shipments: Who has the top share?

IDC’s preliminary market results show that Samsung secured the top position in Q2 2024 with an 18.9 per cent share of shipments, driven by a strategic focus on its flagship models and a robust AI strategy.

Read: Samsung’s Fadi Abu Shamat on how AI is enhancing mobile experiences

Apple followed in second place with a 15.8 per cent share, bolstered by improved performance in China and other key regions. Both companies experienced modest year-over-year growth.

Xiaomi claimed the third spot in Q2 2024 with a 14.8 per cent share, while vivo and OPPO tied for the fourth position with 9.1 per cent and 9 per cent shares, respectively. Xiaomi and vivo achieved double-digit growth due to strong performances in emerging markets and China, whereas OPPO’s 1.8 per cent growth resulted from successful expansion efforts outside China.

IDC anticipates an interesting second half of the year with heightened competition among the leading OEMs.

“The growth in Q2 2024 offered some relief to OEMs, though it’s partly supported by a low comparison base and the overall recovery remains soft,” said Will Wong, senior research manager for Client Devices at IDC Asia/Pacific.

“Some OEMs took a less aggressive approach in Q2 2024 amid BOM cost pressures, prompting refinements in product specifications or pricing to ensure profitability. Nevertheless, the second quarter serves as a prelude to the anticipated launch of more Gen AI smartphones in the latter half of the year, which could potentially drive the next wave of growth following 5G and foldables.”