Global sales of smartphones to end users declined by 20.2% in the first quarter of 2020. The global shelter-in-place combined with the economic uncertainty brought on by the COVID-19 pandemic led to the demand for smartphones collapsing as consumers stopped spending on nonessential products during the first quarter.
Global smartphone sales declined 20% in Q1 2020
Every single one of the global top-five manufactures saw large declines for the quarter, save for Xiaomi, which saw a slight uptick of 1.4%. The Chinese handset maker got a surprise bump, courtesy of international sales. Samsung and Huawei and Oppo all saw double-digit drop-offs at 22.7%, 27.3%, and 19.1%, while Apple declined 8.2%. Other companies combined for a sizable 24.2% loss for Q1.
The reasons are ones we’ve gone over several times before, nearly all pertaining to the global pandemic. Chief among them are global stay at home orders and general economic uncertainly. Issues with the global supply chain have no doubt been a factor, as well, as Asia was the first to get hit with the virus.
All of this comes in addition to an already plateauing/declining smartphone market. Analysts had expected that the arrival of 5G would help stem the tide a bit — but, well, some stuff happened in there. Notably, Apple’s slide wasn’t as bad as it might have been thanks to a strong start to the year.
“If COVID-19 did not happen, the vendor would have likely seen its iPhone sales reached a record level in the quarter. Supply chain disruptions and declining consumer spending put a halt to this positive trend in February,” Gartner’s Annette Zimmermann said in a release. “Apple’s ability to serve clients via its online stores and its production returning to near normal levels at the end of March helped recover some of the early positive momentum.”
Overall, I suspect that recovery won’t be instantaneous for the market. The future of COVID-19 still feels largely uncertain as countries have begun the process of reopening, and a pricey investment still may not be in the cards for many who are struggling to make ends meet.