Since many companies released their results in the second quarter of 2020, Counterpoint Research was not out of the ordinary. According to the market research company. The European smartphone market saw a significant decline of 24% in the second quarter of 2020 compared to the same period in the previous year. In addition, the report shows a 22% decrease over the same quarter in the same period. Of course, it's easy to understand because COVID-19 still affects our lives here and there. The demand for smartphones was certainly influenced in several ways. According to the report, Eastern Europe had shown some immunity to the pandemic. In the second quarter of 2020, however, we saw a decrease of 24% compared to the previous year.
According to Peter Richardson, VP of Counterpoint Research:
"The impact of COVID-19 gained speed in April in Europe was the first full month of closures in almost the entire region, resulting in a decrease of around 45 % yoy and 30% yoy. As the locks increased across Europe in May, sales recovered (+ 33% from the previous month). June was equally good, with another sequential increase of 34%. Although the MoM comparisons look good, the overall scenario for the quarter still shows a decrease of 24% compared to the previous year. “
Lockdown measures imposed by some countries in Europe were able to flatten the curve of COVID-19. At the same time, however, it slowed the growth of the smartphone market. It could be worse if the e-commerce channels weren't open to prevent the smartphone market from booming. Even markets like Italy and Spain, which were exposed to an intensive block, were able to sell smartphones thanks to the online retailers. With the relaxation of the block, the restrictions for offline businesses were lifted. This quickly increased the number of smartphones sold in the region.
Russia was a country that managed to bypass COVID-19 in the first quarter of 2020. However, in the second quarter of 2020, it became the most affected European market, declining 27% year over year in the quarter. Samsung was able to maintain market leadership in the individual performance of each brand. Apple managed to stay in check thanks to the iPhone SE 2020 and 11 series of top performers, but the company still saw sales volume drop to 14% year-over-year. Huawei saw a massive 46% drop from trade sanctions between the U.S. and China. In return, Xiaomi and Oppo are slowly eating Huawei's margin. Both companies even grew 55% yoy and 41% yoy during the pandemic.