Pandemic-related growth for certain consumer electronics products, such as monitors or headphones, has not been seen in mobile phones. In 2020, replacing a phone was not at the top of consumers’ priorities, and production challenges have caused supply issues, having a knock-on effect on sales.
Despite the pandemic-related challenges faced by the industry, the category received impetus in 2020 and 2021 from new releases and new entrants to the market. The new generation of Apple’s staple iPhone, the iPhone 12 range, with four new models, was released in October 2020, and is likely to contribute to the recovery for smartphones in 2021.
In 2020, Samsung had overtaken Apple as the leader in mobile phones in terms of retail volume sales share. Samsung is expected to maintain the leading position in the UK in 2021, as the manufacturer continues to benefit from offering a wide selection of phones at various price ranges.
Mobile phones are expected to see positive volume growth over the forecast period and be on the recovery track due to pent-up demand and wider availability of 5G networks, which are expected to support the growth. Consumers also appreciated their phones more during the pandemic to communicate as face-to-face conversations were drastically reduced.
The demand for 5G-enabled phones is expected to be one of the most crucial growth drivers over the forecast period. New impetus is expected to be given to smartphone sales in the forecast period, when 5G is expected to become fully commercially ready and many consumers are expected to upgrade to 5G-enabled phones.
Despite UK consumers’ appetite for flagship models, the push into premium segments by the leading manufacturers Apple and Samsung has created a void for economy smartphones, especially as more budget models have comparable technical specifications to high-end models. This void is increasingly being filled by Chinese smartphone manufacturers such as Xiaomi or Oppo and it is likely that recent entrants Realme and Vivo could intensify the competition with the leading brands.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Mobile Phones industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile Phones industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Mobile Phones research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page