Samsung has been a consistent front-row competitor in the global smartphone market. In the fourth quarter of 2024, Samsung held a global smartphone market share of 15.6 percent. Samsung’s smartphone market shareThe smartphone market has fluctuated considerably since 2009. Nokia used to lead the industry with almost 50 percent of the smartphone market share in 2007, but the company’s market presence dropped to around three percent in 2013. Apple and Samsung have remained among the top five smartphone vendors in the world since 2009. Samsung’s Galaxy, first released in 2009, is their main line of smartphone products, while Apple heavily invests in the iPhone, a primary source of revenue for the company. Samsung’s smartphone market share increased significantly in a span of three years, going from three percent in the second quarter of 2009 to 32.2 percent in the second quarter of 2012. None of its competitors have experienced a similar growth. As the overall smartphone market also grew, Samsung was able to maintain its position as the global market leader. In 2024 alone, the Korean electronics giant shipped around 223.5 million smartphones worldwide, and accounted for 19.4 percent of all smartphone shipments worldwide.

This statistic illustrates the share of people using a Samsung smartphone in the United States. As of September 2024, ** percent of 18 - 29 year old consumers do so in the U.S. This is according to exclusive results from the Consumer Insights Global survey which shows that ** percent of 30 - 49 year old customers also fall into this category.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than ********* interviews.

Manufacturers’ market share of smartphone sales in the United States is led by Apple and Samsung, with a market share of ** percent and ** percent, respectively, as of the second quarter of 2024. Next to Apple and Samsung are Lenovo and HMD, with respective market shares of ** and one percent.  Global smartphone market While Apple continues to lead the U.S. smartphone market, it has traditionally lagged behind on the global scale. Samsung has been the leading smartphone vendor worldwide since 2012. However, Samsung’s lead in terms of market share has started to dwindle in recent years, meaning that Apple and other Chinese competitors, such as Xiaomi, vivo, and Huawei, have seen a boost in the smartphone industry. Apple’s traction on the global scale in 2020 comes from its move towards 5G-enabled smartphones, which have doubled sales one year, from 2020 to 2021, alone. Apple is currently the leading vendor in terms of global 5G smartphone shipments. The introduction of 5G throughout the world brings with it the possibility to upheave the smartphone market as we know it. Are U.S. consumers satisfied with Apple and Samsung phones? Apple and Samsung not only lead the smartphone market in the United States in terms of usage, but also in terms of customer satisfaction. The highest ranked smartphone models on the American customer satisfaction index are nearly all Samsung Galaxy and Apple iPhone models. Furthermore, it appears that U.S. smartphone users are unlikely to change their primarily used smartphone brand anytime soon.

The statistic shows the total number of mobile phone users worldwide from 2015 to 2020. In 2019 the number of mobile phone users is forecast to reach **** billion. Mobile phone users worldwide - additional information The number of mobile phone users in the world is expected to pass the **** billion mark by 2019. In 2016, an estimated **** percent of the population worldwide already owned a mobile phone. The mobile phone penetration is forecasted to continue to grow, rounding up to ** percent by 2019. China was predicted to have just over *** billion mobile connections in 2017, while India was forecast to reach over *** billion. By 2019, China is expected to reach almost *** billion mobile connections and India almost *** billion. Most of the mobile market growth can be attributed to the increasing popularity of smartphones. By 2014, around ** percent of all mobile users were smartphone users. By 2018, this number is expected to reach over ** percent. The number of smartphone users worldwide is expected to grow by one billion in a time span of five years, which means the number of smartphone users in the world is expected to reach *** billion by 2019. Samsung and Apple are leading smartphone vendors, with about ** percent of the market share each.

Android maintained its position as the leading mobile operating system worldwide in the first quarter of 2025 with a market share of about ***** percent. Android's closest rival, Apple's iOS, had a market share of approximately ***** percent during the same period. The leading mobile operating systems Both unveiled in 2007, Google’s Android and Apple’s iOS have evolved through incremental updates introducing new features and capabilities. The latest version of iOS, iOS 18, was released in September 2024, while the most recent Android iteration, Android 15, was made available in September 2023. A key difference between the two systems concerns hardware - iOS is only available on Apple devices, whereas Android ships with devices from a range of manufacturers such as Samsung, Google and OnePlus. In addition, Apple has had far greater success in bringing its users up to date. As of February 2024, ** percent of iOS users had iOS 17 installed, while in the same month only ** percent of Android users ran the latest version. The rise of the smartphone From around 2010, the touchscreen smartphone revolution had a major impact on sales of basic feature phones, as the sales of smartphones increased from *** million units in 2008 to **** billion units in 2023. In 2020, smartphone sales decreased to **** billion units due to the coronavirus (COVID-19) pandemic. Apple, Samsung, and lately also Xiaomi, were the big winners in this shift towards smartphones, with BlackBerry and Nokia among those unable to capitalize.

How many smartphone mobile network subscriptions are active worldwide? The number of smartphone mobile network subscriptions worldwide reached almost seven billion in 2023, and is forecast to exceed 7.7 billion by 2028. China, India, and the United States are the countries with the highest number of smartphone mobile network subscriptions. Smartphone unit sales levelling off The smartphone market still has high growth potential, with the smartphone penetration rate remaining lower than 70 percent in many highly populated markets, in particular China and India. Global smartphone revenue reached 481 billion U.S. dollars in 2021, but was expected to have fallen to 463 billion in 2022. Despite stagnating sales, the increasing average selling price of smartphones is expected to support the market over the coming years. Leading smartphone vendors The leading smartphone vendors today are Samsung and Apple. These technology companies account for about half of all smartphone shipments worldwide.

In 2022, smartphone vendors sold around 1.39 billion smartphones were sold worldwide, with this number forecast to drop to 1.34 billion in 2023.

Smartphone penetration rate still on the rise

Less than half of the world’s total population owned a smart device in 2016, but the smartphone penetration rate has continued climbing, reaching 78.05 percent in 2020. By 2025, it is forecast that almost 87 percent of all mobile users in the United States will own a smartphone, an increase from the 27 percent of mobile users in 2010.

Smartphone end user sales

In the United States alone, sales of smartphones were projected to be worth around 73 billion U.S. dollars in 2021, an increase from 18 billion dollars in 2010. Global sales of smartphones are expected to increase from 2020 to 2021 in every major region, as the market starts to recover from the initial impact of the coronavirus (COVID-19) pandemic.

The statistic depicts the number of mobile phones sold by Samsung worldwide from 2010 to 2014. In 2013, Samsung sold around ****** million new mobile phones to end users.

The statistic shows the share of mobile phone sales worldwide to end users by vendor from 1997 to 2014. In 2014, Samsung held a market share of **** percent of mobile phone sales worldwide. Mobile phone market share - additional information With a market share of about ** percent, Samsung is the leading mobile phone vendor worldwide. Samsung has held the top position since 2012 when the South Korean company passed Nokia, Samsung’s closest competitor at the time. Nokia has seen its mobile phone market share fall from nearly ** percent in 2008 to almost ** percent in 2014, dropping to third place in terms of market share in the beginning of 2015. The second largest mobile phone vendor in the world is Apple, with a share of around ** percent. Samsung is especially known for some of its consumer products such as mobile devices and home entertainment systems. In the third quarter of 2015, the South Korean company sold over *** million mobile phones. Samsung also leads the smartphone market; the company accounts for **** percent of all smartphone shipments worldwide, with *** million units in 2016 alone. The success in the mobile market is reflected in the company’s global revenue. Apple has taken over the position of second largest mobile phone vendor in the world due to Nokia's decline, and the increasing popularity of smartphones. The company shipped just over *** million smartphones in 2016. The iPhone is Apple's main product, and generates more than ** percent of the company's revenue.

Apple lead the mobile device market in the United Kingdom (UK) in 2024, holding around **** percent of the market share. Samsung came in second with just below ** percent of the UK market share. Both top vendors were well beyond the rest of mobile device vendors in the UK such as Google, which came in third place holding under **** percent of the market share, an increase from previous years. Samsung leads the global and European market While Apple is the clear leader in the UK, Samsung holds the edge globally based on devices shipped. Samsung was responsible for ** percent of global shipments, ahead of the ** percent accounted for by Apple in 2018. Nearly ** percent of all mobile phones shipped in Europe in 2019 were Samsung devices, with Apple devices accounting for under *** percent of devices shipped and therefore landing in third place behind Huawei, which shipped over ** percent of all devices. iPhone 13 on top in the UK The iPhone 13 was the top phone for Apple in the United Kingdom as of January 2022, making up ** percent of all smartphones sold in the UK. The Samsung Galaxy A12 showed up in fourth place behind Apple products, making up ***** percent of all smartphones sold in the UK in January 2022.

This statistic shows the global market share held by Samsung with respect to sales of mobile phones to end users from the first quarter of 2009 to the latest financial quarter. In the fourth quarter of 2012, Samsung had a global market share of 22.7 percent of the mobile phone market. Samsung is also the global leading smartphone vendor.

The global smartphone penetration in was forecast to continuously increase between 2024 and 2029 by in total 20.3 percentage points. After the fifteenth consecutive increasing year, the penetration is estimated to reach 74.98 percent and therefore a new peak in 2029. Notably, the smartphone penetration of was continuously increasing over the past years.The penetration rate refers to the share of the total population.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the smartphone penetration in countries like North America and the Americas.

A 2024 survey revealed that consumers in Mainland China were the most enthusiastic about AI smartphones, with a combined share of over ** percent being highly or very highly interested in purchasing such smartphones. On the contrary, users in Germany seemed to be less inclined to purchase such smartphones, with over half of interviewees stating to have little interest in AI-capable phones. AI smartphones by every vendor Shipments of AI smartphones are forecast to increase in the coming years. Already in 2024, almost *** million such devices were expected to be shipped worldwide. Indeed, major smartphone vendors have started developing their AI and implementing it in their devices. Examples are the Samsung Galaxy S24 series featuring GalaxyAI, Google Pixel phones with Gemini, and the iPhones 16, which are said to implement the new Apple Intelligence.
AI smartphones to improve quality life Generally speaking, AI smartphones are able to perform a wide range of functions, making the usage experience easier and more fun for consumers. Examples include summarizing texts, translating phone calls, and editing photos and videos. For instance, according to a 2024 survey conducted among Samsung smartphone users around the globe, GalaxyAI has improved their quality of life, with ** percent of respondents frequently using the AI saying so.

In the fourth quarter of 2021, Samsung held **** percent of the global smartphone market in terms of unit sales. This is a decrease compared to the previous quarter when Samsung held one-fifth of the market.

As of the first quarter of 2024, Samsung was the leading smartphone vendor, holding 20 percent of the market. Apple followed closely occupying 17 percent of the global smartphone market. Other vendors had lower shares.

The global smartphone penetration rate was estimated at ** percent in 2024, up from 2023. This is based on an estimated *** billion smartphone subscriptions worldwide and a global population of around *** billion. Regional differences in smartphone penetration Throughout the world, the smartphone penetration rate in the general population varies greatly. For example, in North America and Europe, the smartphone adoption rate stands at roughly ** and ** percent, respectively. Whereas in Sub-Saharan Africa, the same rate only stands at ** percent as of late 2023, showing a roughly ** percent difference in adoption rates between the highest and lowest ranked regions. Global smartphone shipments The number of global smartphone shipments saw a drop in recent years. However, the number of shipments is expected to recover to previous levels in the upcoming years. Most recently, Samsung and Apple have been leading the share of smartphone shipments worldwide, with other competitors such as Xiaomi and Oppo are catching up. Most of the top contributors to the smartphone market are concentrated in the Asia-Pacific region, which is also the region is the one with the most smartphone sales to end users as a whole.

As of January 2025, Apple was leading the South Korean smartphone market with the iPhone 16 Pro accounting for around ** percent of all smartphones sold in that month, according to Counterpoint Research. This was followed by the Apple iPhone 16 Pro Max. Launched in September 2024, various versions of the iPhone 16 were popular in the country that month.Rapid growth in 5G smartphones in South KoreaIn recent years, smartphone adoption in South Korea had seen a remarkable surge, with ownership becoming nearly universal compared to a relatively modest rate in the early 2010s. Among the various smartphone types, 5G models had gained the largest market share, showing a shift towards faster and more advanced mobile networks. 5G, or fifth-generation mobile communication, significantly increases internet speeds, allows more devices to connect simultaneously, and reduces latency for smoother app usage and streaming. Among these users, SK Telecom had significantly more 5G subscribers compared to other providers.Global smartphone market led by Apple and SamsungApple and Samsung are two of the largest players in the global smartphone market, consistently ranking among the top vendors alongside competitors like Xiaomi. Apple typically saw stronger performance in later parts of the year, while Samsung tended to gain momentum earlier in the year. This difference was largely influenced by the timing of their product launches, which could shift market share depending on when the data was collected. Together, the performance of these brands reflected broader trends in consumer demand and ongoing developments in the global smartphone industry.

As of April 2025, Oppo led the mobile vendor market in Indonesia, with a share of around **** percent. It was followed closely by Samsung, with a share of about **** percent. Collectively, Oppo, Samsung, and Xiaomi accounted for **** of the mobile market share in the country. Oppo's rising dominance Oppo’s market share in Indonesia has risen significantly over the past years. The brand's relatively affordable prices have been one of the key drivers of its growth in the country, as Indonesian consumers tend to look for value for their money, searching for smartphones that are reasonably priced with good performance. In 2023, Oppo managed to tail Samsung in terms of the market share of unit shipments, indicating strong competition in the rapidly evolving Indonesian smartphone market. Smartphone usage and the telecommunications market With a substantial number of mobile internet users, Indonesia’s telecommunications market is one of the largest in Southeast Asia. Smartphones in Indonesia are used for various activities that require reliable network capabilities, such as video streaming and online gaming. While users have reported positive experience with 5G networks for these activities, the development of 5G infrastructure in Indonesia is still faced with challenges, including high costs and spectrum shortages. This has led to significantly slower 5G network growth compared to Indonesia’s neighboring countries, such as Singapore, Malaysia, and Thailand.

After fierce competition among vivo, Samsung, and Xiaomi over the past few years, vivo became the leading smartphone brand in India. Vivo led the market in the last three quarters. However, in the first two quarters of 2024, Xiaomi and Samsung ranked as high as or higher than Vivo. Aside from Samsung, the other four top smartphone brands are Chinese. Smartphone market share in India The number of smartphone users in India, the most populous country in the world, was on the rise. In 2023, the number of smartphone users in the country surpassed *********** for the first time. This figure was forecasted to jump to nearly **** billion by 2040. And, around ***** percent of the population in India purchase their phones online. This growth can also be observed in the volume of smartphone shipments in India. The number of smartphone shipments in India increased from **** million units in the second quarter of 2012 to ** million units in the third quarter of 2024. Major players South Korean giant Samsung, a leader in the global smartphone market, had been the top smartphone vendor in India since early 2013, when the company held about 30 percent of the market share, until the end of 2017. But its position has been challenged by the Chinese smartphone manufacturers like vivo, Xiaomi and OPPO. Vivo is a Chinese tech company based in Guangdong. It's one of the top five smartphone manufacturers in the world. And Xiaomi has quickly risen to the top of China's crowded technology market and is now one of the leading consumer electronics manufacturers globally, since its founding in 2010. Xiaomi specializes primarily in smartphones, but is also active in other markets, and it started manufacturing electric vehicles in 2023.

As of July 2025, Samsung's market share of smartphones in South Korea amounted to over 68 percent, higher than in any other country or territory in the Asia-Pacific region. In comparison, Samsung's market share of smartphones in China was the lowest in the region during that year. Samsung Electronics Samsung Electronics is a subsidiary of Samsung Group headquartered in Suwon, South Korea. Despite taking a hit in 2019, global revenues of Samsung Electronics have grown steadily in the last years. Around half of company’s revenues come from Asia, with China and South Korea being the largest markets. Market situation in Asia-Pacific The Asia-Pacific region presents a promising future for smartphone companies willing to penetrate the market as mobile adoption rates are on the rise. In APAC countries, smartphones are also reported to be primary means of accessing the internet. When it comes to the direct competitors in the region, Apple has the leading smartphone market share in countries like Australia and Vietnam, whereas Oppo and Xiaomi are market leaders in Indonesia and India respectively.