Results of the premium segment of the global smartphone market in Q2 2022

02 September 2022, 11:33

We recently came across an interesting report on China’s premium smartphone market going through a major transformation. Now it’s time to look at the situation on a global scale, which Counterpoint Research researchers again propose to do. So, in the second quarter of 2022, the average selling price (ASP) in the global premium market increased by 8% compared to Q2 2021, reaching a record high of $780. This is primarily due to the rapid growth of the “ultra-premium” segment (from $1,000), whose share soared from 12% to 26% over the year. In other words, every fourth premium smartphone sold on the planet costs more than $1,000.

Итоги премиум-сегмента глобального рынка смартфонов в Q2 2022
Итоги премиум-сегмента глобального рынка смартфонов в Q2 2022

But more interestingly, 78% (4 out of 5!) of smartphones over $1,000 are iPhones, said a senior analyst at Counterpoint Research. He explains the rise in popularity of such expensive devices by the fact that wealthy consumers, faced with travel restrictions, began to buy more expensive gadgets.

Moreover, despite an 8% drop in unit sales, the global premium smartphone market revenue was flat year-over-year, and the premium segment’s contribution to the overall market even increased to 60% in the second quarter of the year after 58% in Q2 2021. .

Итоги премиум-сегмента глобального рынка смартфонов в Q2 2022

Now let’s talk about the distribution of specific brands in the premium segment. Apple continued to dominate, increasing its share to 57%. Samsung is also making progress, now occupying 19% of the market. But much more interesting is the fact that Vivo managed to overtake OPPO in the same way as in China. Moreover, it became the third largest premium smartphone brand for the first time. Other Chinese brands, on the contrary, are experiencing a serious decline, and only Honor is actively increasing sales, although it is still in the “other” segment. Given that a solid stream of flagship device announcements awaits us in the second half of the year, the researchers expect further growth in the premium segment.

Итоги премиум-сегмента глобального рынка смартфонов в Q2 2022

© Vladimir Kovalev. mobile phone

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