Smartphones is a very mature category in Denmark as most Danes already own such a device. Indeed, smartphones are now considered essential for a range of purposes, beyond texting and calling.
Penetration of smartphones among seniors in Denmark is still significantly lower than for younger people as consumers over the age of 65 are more insecure about using new technology. However, older Danes are becoming increasingly accustomed to smartphones, with penetration now growing fastest among this age segment.
Fewer Danes are demanding feature phones as most consumers already possess a smartphone, with volume sales consequently set to continue falling over the forecast period. Feature phones are mainly sold to children as some parents do not like them to have full access to the internet.
Apple’s iPhone continues to lead volume sales within mobile phones in Denmark, with the brand being widely considered to be technically superior and have a sleeker design than rivals. However, the brand lost some volume share in 2019 as recent releases such as iPhone X were rather expensive, resulting in some consumers opting for cheaper alternatives.
Huawei continues to post strong growth and remained the third largest smartphone brand in Denmark in 2019. The brand’s image has shifted from budget to high quality positioning due to marketing efforts in recent years.
Doro regained its leading position from Nokia within feature phones in 2019. The company lost volume share in 2018, while Microsoft Danmark saw a strong rise in consumer brand awareness and sales following the relaunch of its Nokia 3310 and 8110 models.
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This industry report originates from Passport, our Consumer Electronics market research database.