Samsung Mobile is having a challenging year in 2024, with Q3 operating profit expected to drop to 9.1 trillion won ($6.78 billion). This is much lower than the anticipated 10.3 trillion won, down from 10.44 trillion won last quarter and 2.43 trillion won a year ago.
The drop signals a troubling trend for Samsung as it struggles to compete with heavyweights like Apple and ambitious Chinese brands in key markets. With its share price falling over 20% this year, concerns about its technological edge are growing louder.
To understand this situation, we’ll examine Samsung’s mobile market share by country. What’s fueling this decline, and where is the company stumbling most? Join us as we explore the challenges facing this once-unassailable mobile giant.
Key Takeaways:
- Samsung’s global mobile market share has fallen to 20%, reflecting a significant challenge in maintaining its previous leadership.
- Aggressive competition from Chinese brands erodes Samsung’s presence, especially in budget and mid-range segments.
- Despite holding a substantial 71.3% market share in South Korea, Samsung faces growing challenges from younger consumers shifting toward Apple.
- Samsung’s market share in India is just 16%, competing against highly affordable brands that appeal to cost-conscious consumers.
- The overall decline in Samsung’s market share indicates a pressing need for innovation and strategic shifts to adapt to evolving market dynamics.
Samsung Mobile Market Share Drops to 20% Globally: A Decline in Leadership
Samsung currently holds 20% of the global mobile market, placing it just behind Apple, which leads with 25%. This shift indicates that Samsung is losing its grip on global leadership and is now the second-largest player.
Competitors like Huawei (15%) and Xiaomi (10%) are capturing significant market share, particularly among budget-conscious and mid-tier consumers. Samsung faces increasing pressure from the Chinese brands, which continue to appeal to a wide range of buyers with affordable yet feature-packed devices, challenging Samsung’s position on a global scale.
The graph shows a slow but noticeable global decline in Samsung’s market share over the six quarters. The downward trend reflects Samsung’s struggle to maintain its position amidst increasing competition from premium brands like Apple and budget-friendly Chinese brands like Xiaomi and Huawei.
Samsung’s market share is decreasing. Several factors contribute to this, including:
- Intensified competition from Chinese manufacturers like Xiaomi, Oppo, and Huawei, particularly in the mid-range and budget smartphone categories.
- Apple’s stronghold on the premium segment in key markets like the U.S. and Japan draws high-end customers away from Samsung.
- Shifts in consumer preferences, where Samsung faces difficulty differentiating itself in a saturated market.
The decline in Samsung’s worldwide market share is evident in its sales, reflected in this graph:
The declining market share and falling sales suggest that Samsung faces significant competitive and operational challenges. On the other hand, declining market share despite steady or rising sales would indicate that other brands, especially Apple and Xiaomi, are capturing more of the expanding market.
Country-by-Country Breakdown of Samsung Mobile Market Share
To understand why Samsung’s global market share is shrinking, we must look at how it performs in different countries. Think of it as a journey where Samsung travels through various markets—somewhere it’s still strong and others where it’s losing its footing.
Samsung remains a trusted brand in some places, but local competitors and global giants are taking over in others. Let’s break it down by country to see where Samsung is winning and facing the toughest challenges. This will help us see why its market share is dropping.
Samsung Mobile Market Share in South Korea Holds Strong at 71.3% Amid Changing Preferences
In South Korea, loyalty to local brands is deeply embedded in consumer buying habits. It’s no surprise that Samsung dominates with a 71.3% market share. In fact, three of the top five best-selling phones in South Korea for 2024 were Samsung models:
- Galaxy S24 Ultra
- Samsung Galaxy S23 FE
- Galaxy S24
Samsung’s fiercest competitor in its home market is Apple. While 69% of South Koreans prefer Galaxy phones, the younger generation is starting to favor iPhones. This shift in preference suggests that Samsung may need to rethink its strategy to maintain its lead with the next wave of consumers.
Although LG was once another significant local player, it announced its exit from the mobile phone market in 2021. This leaves a gap in the market, potentially allowing Samsung to capture even more of the local share in the coming years.
With 26.9% Samsung Mobile Market Share, Can It Compete with Apple in the US?
Samsung holds second in the US mobile phone market, while Apple still maintains its lead. However, shifting consumer preferences suggest Apple may be losing some ground.
According to a 2023 Axios Harris Poll, Samsung surpassed Apple in brand popularity among Americans for the first time. This is a clear shift from 2022, when the two brands were nearly neck and neck.
The US mobile phone market was valued at $61.5 billion in 2022, and Apple’s waning appeal allows Samsung to grow its share. However, the competition is heating up.
Chinese brands like Xiaomi and OnePlus are gaining a foothold in the US, offering feature-rich phones at competitive prices. These emerging players could further challenge both Samsung and Apple, appealing to consumers seeking more affordable options.
Samsung Mobile Market Share at 16% in India: Battling Against Budget-Friendly Brands
India is one of the few major mobile phone markets where neither Samsung nor Apple dominates. This is largely because the country is known for being highly “price-sensitive.” Although Samsung offers budget-friendly options, it faces stiff competition from brands like Xiaomi, Vivo, and Realme.
The Chinese brands provide feature-packed smartphones at even lower prices, making them hard to beat in a market where affordability is key to success. As a result, they continue to capture the attention of price-conscious consumers, leaving both Samsung and Apple struggling to match their value-driven offerings.
Samsung Mobile Market Share in Japan Slips to 7.9% in the Premium Segment
Samsung’s position in Japan’s mobile market is quite different from that of other markets, and a complicated history has shaped it. South Korea, where Samsung is from, and Japan have had a rocky relationship. When Samsung first entered the Japanese market, its choices upset local consumers.
For example, when Samsung launched TouchWiz 6.0 in 2010, it removed many important cultural references to Japanese people. This was clear in their emoji designs, which didn’t reflect Japanese culture well, unlike other brands. Here are some examples:
- Cross flag: Apple emoji shows two intersecting Japanese flags, but Samsung’s version was of the South Korean flag.
- Map of Japan: Samsung’s emoji simply said the map was “not supported.”
- Japanese doll: Instead of wearing traditional kimonos, Samsung’s dolls lacked this cultural detail.
These mistakes made Samsung’s introduction to the Japanese market memorable for all the wrong reasons. As a result, Samsung’s logo has little to no visibility in Japan because of the negative association, but that does not mean it has no presence. Instead, it is known in the market as “Galaxy.”
Although Samsung trails far behind Apple in Japan, it’s still close to local brands like Sony in terms of market share. For a country that favors its homegrown companies, Samsung has secured a significant presence.
Brazilian Market Dynamics: Samsung Mobile Market Share Climbs to 37.7% Despite Rising Rivals
Brazil, the 4th largest smartphone market, is a crucial battleground for mobile brands. Samsung has long held the lead, shipping 37 million units in 2023. While this is down from 47 million units the year before, Samsung’s strong position is still evident.
However, the competition is heating up. In recent years, Motorola, Samsung’s main rival in Brazil, has been capturing more of the mid-range market. At the same time, Xiaomi, a newer player, is quickly closing the gap.
With nearly half of Brazilian consumers being price-sensitive, the brand that offers affordable, feature-packed phones will win. Samsung will need to keep this in mind as it faces growing competition.
Facing Tough Competition, Samsung Mobile Market Share Stands at 19.9% in Singapore
In 2015, Samsung led the mobile market in Singapore, holding the top position. However, by 2022, its market share dropped by 22%. This decline is due to two main reasons:
- Apple’s growing appeal among younger consumers and the premium market
- The rise of Chinese brands offering affordable options for budget-conscious buyers
This shift signals a tough road ahead for Samsung. With Apple attracting the younger generation and Chinese brands dominating the budget market, Samsung will need to adapt quickly. The company must innovate, expand its product range, and find new ways to connect with high-end and cost-sensitive customers. If not, it risks losing even more ground in Singapore.
Battling for Growth: Samsung Mobile Market Share at 23.9% in Taiwan’s Competitive Tech Hub
Taiwan is another market where Apple is clearly in the lead. However, in 2024, Samsung has seen an increase in its market share and sales, largely due to the shutdown of Taiwan’s 3G network. This change has prompted many consumers to buy new mobile phones, and Samsung is benefiting from this trend.
There’s no scarcity of options for Taiwanese consumers looking to upgrade their mobile phones. Brands like Oppo, Vivo, and Redmi are coming back and taking advantage of this new demand in the market. This means that while Samsung is gaining ground, it will need to stay competitive against these rising brands to maintain its position in Taiwan’s mobile landscape.
Samsung Mobile’s 36.8% Market Share: Dominance in the French Mobile Market
In 2024, Samsung took the lead as France’s top mobile device vendor, holding 36.8% of the market, while Apple dropped 32.5%. Apple had a brief moment at the top in 2021 when it commanded 36% of the market, leaving Samsung with 32%.
Samsung’s strong comeback highlights its ability to appeal to consumers and adapt to their needs. As Samsung and Apple continue to innovate and introduce new products, the competition will likely heat up. Samsung’s return to the top puts pressure on Apple to enhance its offerings and keep its customers loyal in this fast-changing mobile market.
Samsung’s 28% Mobile Market Share Reflects Challenges in Australia’s Smartphone Industry
Samsung is facing tough challenges in the Australian smartphone market. According to the International Data Corporation (IDC), smartphone shipments dropped by 10.1% in the second quarter of 2023, with only 1.26 million units shipped. This is down from 1.65 million in the first quarter and 2.2 million in late 2022.
Though still the second-largest smartphone vendor in Australia, Samsung saw its market share shrink significantly. This drop reflects economic uncertainty, rising living costs, and interest rate hikes, making consumers hesitant to buy new devices. Oppo also experienced a sharp decline, showing the broader struggles in the industry.
Samsung Secures 34.4% of UK Mobile Market Amid Strong Competition
Samsung is more popular with Generation X in the UK than other smartphone brands. Despite this, it is still the second-largest phone vendor in the country, behind Apple. However, the gap between Apple and Samsung’s market share in the UK is smaller compared to other countries, with only an 18% difference.
The popularity of the Samsung Galaxy S24, the most popular device in the UK, also gives Samsung an edge. This shows that UK consumers are drawn to Samsung’s latest products, giving the brand a strong presence in the market.
Conclusion
Samsung’s mobile market share is facing pressure across various regions. In premium markets like the United States and Japan, it struggles to compete with Apple, while in emerging markets like India and Brazil, competition from lower-cost Chinese brands is intensifying.
Despite Samsung’s efforts to maintain global leadership, its position appears to be slipping as new competitors rise and consumer preferences shift. The company’s challenge moving forward will be balancing innovation with affordability and keeping pace with rivals in high-end and budget segments.
FAQs on Samsung Mobile Market Share
How much is Samsung’s global market share?
Samsung’s global market share currently stands at around 20%, down from its peak of 28.62%.
Which country sells the most Samsung phones?
India and South Korea are among the largest markets for Samsung.
Is Samsung more popular than Apple in Asia?
Samsung is more popular than Apple in some Asian markets, particularly South Korea and India, but it lags behind Apple in Japan.
Sources
- Reuters
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Aditya is an Azure DevOps and Infrastructure Virtualization Architect with experience in automation, infrastructure management, and designing and implementing virtualization solutions. His expertise encompasses both on-premise and cloud-based systems. Aditya's articles on TechJury serve as a reliable resource for individuals and organizations looking to harness the power of cloud computing, embrace automation, and leverage infrastructure-as-code practices.