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Smaller screens will be new smartphone battleground, says Kantar

Christian Fernsby ▼ | October 22, 2020
There has been an increase in smartphone volume sales in EU5, USA and Australia vs the second quarter 2020, while sales in China and Japan declined, with at least 1 in 5 smartphones purchased being a mid-tier model.
iPhone 12
Screens   iPhone 12
Beneath the surface of stability, while iPhone holds flat, shares among Android brands are shifting.

Mid-tier manufacturers Xiaomi and Oppo are gaining in EU5 markets and Japan while Huawei declines YoY.

That said, Huawei continues to experience strong growth locally in China by 5.7% pts.

Samsung too, has not escaped the growing popularity of Xiaomi and Oppo, gaining share only in Japan (+5.4% pts.).

Mid-tier smartphones also continue to attract consumers YoY.

Unlike previous flagships, iPhone 12 mini gives customers all of the latest specifications and 5G capability, but in a smaller form factor at lower cost, in-line with many areas of market growth.

While share growth over the last couple of years has been for larger screen sizes, Apple is tackling both ends of the spectrum with this launch, as at least a third of smartphones owned in all markets except China have a screen size less than 5.5” and over 12% buyers chose their model specifically for “how it fits in my hand pocket”.”