Global Smartphone Demand Peaks Alongside a Leap in Average Sales Price in 2Q17, Says GfK Survey - Seite 2

Yotaro Noguchi, product lead in GfK's trends and forecasting division, adds, "Consumers are willing to pay more for their smartphone as they seek a better user experience. Despite the market reaching high penetration levels, GfK forecasts smartphone demand will continue to see year-on-year growth even in 2018, as innovation from smartphone vendors keeps replacement cycles from lengthening."

Western Europe: Demand drops for a third consecutive quarter 

Smartphone demand totaled 28.7 million units in 2Q17, down three percent year-on-year. This is the third consecutive quarter of decline, caused by saturation in the largest markets, Germany, Great Britain and France. In these markets year-on-year demand fell -4 percent, -5 percent and -7 percent respectively. However, GfK expects major device launches in 4Q to help moderate full-year declines to -0.4 percent.

Central and Eastern Europe: Growing, and with a positive outlook

The region continues its recovery, with smartphone demand reaching 18.7 million units in 2Q17, up 11 percent year-on-year. As the political situation stablizes and consumer confidence recovers in Russia and the Ukraine, both markets have posted impressive year-on-year growth. In Russia, demand was up 11 percent year-on-year in 2Q17, and in the Ukraine it was up 22 percent. GfK raised its forecast for smartphone demand in the region slightly to 85.2 million in 2017, a rise of nine percent year-on-year.

North America: A welcome return to growth 

Here, the market grew six percent year-on-year to 47.4 million units in 2Q, following falls in demand in the recent quarter. GfK forecasts smartphone demand in the region to total 203 million units in 2017, a rise of two percent year-on-year.

Latin America: Demand grows despite economic uncertainty 

Smartphone demand in the region rose 10 percent year-on-year to 27 million units in 2Q17. This recovery is driven mainly by pent-up demand for smartphones in Brazil. Despite the uncertain political and economic environment, demand for smartphones in the country increased 15 percent year-on-year in the second quarter. GfK maintains its optimistic outlook for Latin America in 2017, forecasting smartphone demand to increase by approximately seven percent year-on-year.