Growth returned to Europe´s smartphone market

Canalys’ latest research indicates that Europe’s smartphone market (excluding Russia) grew 2% year-on-year in Q1 2024, with 33.1 million units shipped. This growth was driven by improving economic conditions and an Android refresh cycle. Samsung led with a 37% market share, followed by Apple at 22%, and Xiaomi, Motorola, and HONOR with 16%, 6%, and 3%, respectively.

AI capabilities are expected to be a key focus for vendors, but consumer interest may not translate into immediate purchases. Canalys advises that AI should be part of broader marketing strategies to avoid consumer disappointment.

For more detailed insights, Canalys’ report, “Now and next for AI capable smartphones report 2024,” explores market trends and consumer attitudes towards AI. The European smartphone market is forecasted to grow by 1% in 2024, with a focus on sustainability and compliance with the EU’s eco-design directive being crucial for long-term success.

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