Artificial intelligence (AI) is increasingly influencing consumer purchasing decisions, although brand loyalty remains a priority.
Global smartphone sales are expected to see a slight uptick in late 2024, driven largely by holiday shopping in the US and Australia, according to a new report from market research firm Kantar. The iPhone 16 series continues to lead the glob
al market, while Android is also seeing strong growth in the Asia-Pacific region.
iPhone 16 conquers markets around the world.
iPhone 16 conquers markets around the world.
One notable point in the report is the growing influence of artificial intelligence (AI) o
n consumer purchasing decisions. Specifically, more than 20% of consumers said AI played an important role in their brand choices.
When broken down by region, the report found that the European market, which includes France, Germany, the UK, Italy and Spain, saw relati
vely stable sales, with France, Germany and Spain recording growth. Samsung retained its position as the top Android brand, especially in the UK, where the Galaxy A55 was the best-selling model. However, Samsung is facing increased c
ompetition from Xiaomi and Google Pixel. The iPhone 16 series also performed well in Europe, especially in the UK, while sales of the Google Pixel 9 slowed down.
In the US, Apple continued to dominate the market with iOS accounting for 54% of the market share. The iPhone 16 series accounted for 20% of total sales, with the iPhone 16 Pro Max being th
e most popular model. Samsung's sales were also steady, with the Galaxy A15 and Galaxy S24 series leading the way. Both Motorola and Google Pixel saw market share growth, with the Google Pixel 9 Pro being the top Pixel model.
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In the Asia-Pacific region, sales were more diversified with local brands favouring them, especially in China. In Australia, Apple faced some
challenges despite the iPhone 16 series performing well, while Samsung’s Galaxy S24 Ultra continued to maintain its strength.
Top 5 best-selling smartphones by region in 2024 - Source: Kantar.
Top 5 best-selling smartphones by region in 2024 - Source: Kantar.
In Japan, Android smartphones are growing thanks to the growth of Motorola, Samsung and Google Pixel, with the Pixel 8a becoming the most popular model. However, iOS is still the leading operating system, despite losing some market share.
A recent survey found that 23% of consumers in Europe and the US considered AI features when choosing a smartphone, compared to 27% of iPhone buyers. While AI is becoming an important factor, there is still no standout AI feature that can truly differentiate a brand.
While AI is becoming a key battleground in the smartphone industry, price, brand loyalty and regional preferences still play a big role in consumers’ purchasing decisions, said Jack Hamlin, director of global consumer insights at Worldpanel. However, AI opens up more options for consumers, while also creating challenges for manufacturers to develop unique and compelling features.
