Retail volume sales of mobile phones will rise for the first time in five years during 2021. Consumers reduced their spending on smartphones during 2020, as they prioritised other devices like laptops, but the fact that they will be spending more time on the move during 2021 will provide a significant boost to demand for these devices.
Samsung Electronics Nederland BV and Apple Computer Benelux BV dominate smartphones. These two players are set to account for more than 70% of retail volume sales between them during 2021.
For much of the review period, Huawei Netherlands seemed to be emerging as a strong challenger to the Samsung-Apple duopoly with a range of high-specification smartphones at very affordable prices. But it has lost significant retail volume share since 2019, when the US government blocked the Chinese player from using Google’s Android operating system on the grounds of national security.
The rate of growth in retail current value sales of smartphones will accelerate during 2022 and remain robust for the remainder of the forecast period. Replacement purchases will remain the backbone of demand, with younger adult in particular desirous to upgrade to newer models with the latest features.
It remains to be seen whether Huawei can recover from recent controversies, but the fact that it can now longer use the Android operation system on its smartphones makes this unlikely. Although Huawei has developed its own operating system, it lacks many popular social media apps, such as Facebook, Instagram and WhatsApp.
A key trend prior to the lockdown is expected to prove robust during the forecast period. Refurbished smartphones have continued to grow in popularity in the Netherlands, undermining demand for new devices.
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This report originates from Passport, our Mobile Phones research and analysis database.
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