Egham, UK, November 18, 2015 View All Press Releases

Gartner Says Emerging Markets Drove Worldwide Smartphone Sales to 15.5 Percent Growth in Third Quarter of 2015

Huawei Recorded Highest Growth in Mobile Phone and Smartphone Sales in Third Quarter of 2015

Continued demand for affordable smartphones in emerging markets drove worldwide sales of smartphones in the third quarter of 2015, according to Gartner, Inc. Global sales of smartphones to end users totaled 353 million units, a 15.5 percent growth over the same period in 2014 (see Table 1). 

"The availability of affordable smartphones in emerging markets saw consumers upgrade their 'feature phones' to smartphones more quickly because of the small price gap," said Anshul Gupta, research director at Gartner. "Smartphone sales in emerging markets rose to 259.7 million in the third quarter of 2015 — an 18.4 percent growth over the third quarter of 2014 — while sales in mature markets saw growth of just 8.2 percent over the same period." 

In the third quarter of 2015, Samsung refreshed its flagship devices just four months after its previous refresh to address slowing demand for its high-end devices, and further compete with Apple's large-screen iPhones. Apple continued its dominance in the premium segment of the smartphone market with its iPhone 6 and 6 Plus models for most of the third quarter of 2015. The global launch of the iPhone 6s and 6s Plus during the last week of September 2015, along with the simultaneous launch in China, further added to its overall sales during the quarter. Huawei continued its growth momentum, driven by smartphone sales in both its home market and global markets, particularly Europe, where sales were driven by its ever-growing brand visibility. 

Table 1

Worldwide Smartphone Sales to End Users by Vendor in 3Q15 (Thousands of Units)

Company	3Q15 Units	3Q15 Market Share (%)	3Q14 Units	3Q14 Market Share (%)
Samsung	83,586.7	23.7	72,929.4	23.9
Apple	46,062.0	13.1	38,186.6	12.5
Huawei	27,262.3	7.7	15,935.0	5.2
Lenovo*	17,439.2	4.9	21,314.1	7.0
Xiaomi	17,197.2	4.9	15,772.5	5.2
Others	161,296.6	45.7	141,246.5	46.3
Total	352,844.0	100.0	305,384.0	100.0

Source: Gartner (November 2015)

*The results for Lenovo include sales of mobile phones by Lenovo and Motorola both in 3Q15 and 3Q14. 

In the smartphone operating system (OS) market (see Table 2), Apple’s iOS continued to see strong performance and grew 21 per cent, above market average. Android gained 1.4 percentage points in share year over year thanks to strong smartphone sales from Samsung and Huawei globally. Windows smartphone market share dropped from 3 percent to 1.7 percent year over year. “Despite the announcement of Windows 10, we expect Windows smartphone market share will continue to be a small portion of the overall smartphone OS market as consumers remain attracted by competing ecosystems,” said Roberta Cozza, research director at Gartner. “Microsoft smartphones will mainly focus on driving value for enterprise users.”  

Table 2

Worldwide Smartphone Sales to End Users by Operating System in 3Q15 (Thousands of Units)

Operating System	3Q15 Units	3Q15 Market Share (%)	3Q14 Units	3Q14 Market Share (%)
Android	298,797	84.7	254,354	83.3
iOS	46,062	13.1	38,187	12.5
Windows	5,874	1.7	9,033	3.0
BlackBerry	977	0.3	2,420	0.8
Others	1133.6	0.3	1,310.2	0.4
Total	352,844.0	100.0	305,384.0	100.0

Source: Gartner (November 2015) 

Worldwide mobile phone sales to end users totaled nearly 478 million units during the third quarter of 2015, an increase of 3.7 percent from the same period in 2014 (see Table 3). Continued growth in emerging markets helped bolster sales of local brands. As a result, OPPO cemented its place among the top 10 global mobile phone vendors worldwide, while Chinese brands such as ZTE, Huawei, Xiaomi, TCL Communication Technology and BBK became increasingly aggressive in the emerging markets. 

Table 3

Worldwide Mobile Phone Sales to End Users by Vendor in 3Q15 (Thousands of Units)

Company	3Q15 Units	3Q15 Market Share (%)	3Q14 Units	3Q14 Market Share (%)
Samsung	102,063	21.4	93.620	20.3
Apple	46,062	9.6	38,187	8.3
Microsoft	30,291	6.3	43,134	9.4
Huawei	27,457	5.7	16,324	3.5
LG Electronics	18,194	3.8	21,292	4.6
Lenovo*	17,612	3.7	21.551	4.7
Xiaomi	17,197	3.6	15,773	3.4
TCL Communication	17,165	3.6	15,955	3.5
ZTE	13,682	2.9	13,858	3.0
OPPO	12,165	2.5	5,645	1.2
Others	176,011.1	36.8	175,725.9	38.1
Total	477,898.8	100.0	461,064.0	100.0

Source: Gartner (November 2015)

*The results for Lenovo include sales of mobile phones by Lenovo and Motorola both in 3Q15 and 3Q14. 

Additional information is available in the Gartner report “Market Share: Devices, All Countries, 3Q15 Update”.

Contacts

• Viveca Woods
• Gartner
• viveca.woods@gartner.com

• Rob van der Meulen
• Gartner
• rob.vandermeulen@gartner.com