Just two manufacturers make up the top five smartphone models in the United Kingdom (UK), with Apple iPhones accounting for almost ** percent of the market. As July 2024, the iPhone ** Pro Max was the most popular model in the UK, accounting for almost ** percent of sales.
This statistic shows the share of smartphones in the total handset unit sales in the United Kingdom (UK) from the third quarter 2010 to the first quarter 2013. In recent years, smartphones were the most popular type of handsets, rising to almost 74 percent of all sold mobile handsets. In the first quarter of 2013, the smartphone share in total handset sales amounted to 74 percent, a significant increase from 49 percent in the first quarter of 2011.
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United Kingdom Smartphone Market was valued at USD 20.34 Billion in 2024 and is anticipated to grow USD 26.16 Billion by 2030 with a CAGR of 4.28%.
Pages | 87 |
Market Size | 2024: USD 20.34 Billion |
Forecast Market Size | 2030: USD 26.16 Billion |
CAGR | 2025-2030: 4.28% |
Fastest Growing Segment | Online |
Largest Market | England |
Key Players | 1. Apple UK Ltd. 2. Samsung Electronics (UK) Limited 3. Google (UK) Limited 4. Xiaomi Technology UK Limited 5. Motorola Mobility UK Limited 6. OnePlus Technology (UK) Limited 7. TCL Technology Group Corporation 8. HMD Global Oy (UK) Limited. 9. OPPO Mobile Telecommunications Corporation Ltd. 10. Vivo Communication Technology Co., Ltd. |
The revenue in the smartphones segment of the consumer electronics market in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total *** billion GBP (£) (+**** percent). After the fifth consecutive increasing year, the indicator is estimated to reach ***** billion GBP (£) and therefore a new peak in 2029. Find more information concerning Spain and Worldwide.The Statista Market Insights cover a broad range of additional markets.
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.
Smartphone Market Size 2025-2029
The smartphone market size is forecast to increase by USD 99.8 million, at a CAGR of 4.1% between 2024 and 2029.
The market is experiencing significant growth, driven by several key trends. One major factor is the increasing adoption of artificial intelligence (AI) in smartphones, enhancing user experience through features like voice recognition and facial recognition. Sensor fusion technology is another trend, enabling devices to collect and analyze data from various sensors for improved functionality and accuracy. However, ongoing trade wars are posing challenges to market growth, with tariffs and import taxes affecting smartphone sales, particularly in key markets. These trends and challenges are shaping the future of the smartphone industry.
What will be the Size of the Smartphone Market During the Forecast Period?
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The market continues to evolve, driven by advancements in telecom infrastructure and the proliferation of affordable handsets. Mobile phone users increasingly seek devices capable of leveraging 5G network technologies, with chipmakers responding by producing 5G chips for integration into mobile handsets. Android and Windows Phone operating systems dominate the market, while third-party originators challenge the status quo. Improved hardware and software capabilities enable advanced digital functions such as web browsing, music, video, gaming, and camera capability. The integration of artificial intelligence enhances user experience. Governmental assistance and the transition from feature phones to smartphones further fuel market growth. Overall, the market remains dynamic, with a focus on affordable, high-performance devices that cater to the diverse needs of consumers.
How is this Smartphone Industry segmented and which is the largest segment?
The smartphone industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.
Technology
Android
IOS
Others
Price Range
Between USD 150-USD 800
Greater than USD 800
Less than USD150
Screen Size
Greater than 6 inches
Between 5-6 inches
Less than 5 inches
Geography
APAC
China
India
Japan
South Korea
Europe
Germany
UK
France
North America
Canada
US
Middle East and Africa
South America
Brazil
By Technology Insights
The android segment is estimated to witness significant growth during the forecast period.
The Android operating system, provided by Alphabet Inc. (Google), is a globally popular choice for smartphones. With over 2.5 million apps available In the Google Play Store, users have access to a vast selection of applications catering to their diverse needs. Notable features of the Android OS include smart reply for messaging apps, focus mode options, Wi-Fi sharing via QR codes, and Google Assistant. Google offers essential web services such as Google Search, Google Maps, and YouTube free of charge. The Android OS's extensive feature set has contributed to its increasing popularity among consumers worldwide.
In addition, high-speed data connectivity and integration with Internet of Things (IoT) applications further enhance its appeal. Application developers create software for various lifestyle, social media, mobile utility, and other categories, ensuring a rich and diverse app ecosystem. The Android OS is written primarily in Java and C++, with support for in-app purchases and in-app course subscriptions.
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The android segment was valued at USD 203.60 million in 2019 and showed a gradual increase during the forecast period.
Regional Analysis
APAC is estimated to contribute 48% to the growth of the global market during the forecast period.
Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The market in APAC has experienced substantial growth, with China, Japan, India, South Korea, and Indonesia being the primary contributors to revenue generation. The expansion of urban populations and the subsequent increase in disposable income have fueled the demand for smartphones In the region. Key drivers of this market growth include the advancement of telecom infrastructure and the emergence of affordable smartphone options. Major global smartphone manufacturers have established manufacturing facilities in China, Taiwan, South Korea, Japan, and India to cater to the increasing demand.
Additionally, digital information consumption, human-computer interaction advancements, and t
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.
Mobile Phone Market Size 2025-2029
The mobile phone market size is forecast to increase by USD 213.9 billion at a CAGR of 6.8% between 2024 and 2029.
The market is experiencing significant growth, driven primarily by the increasing adoption of smartphones. According to recent data, sales of mobile phones, particularly smartphones, through e-commerce platforms have surged, indicating a strong consumer demand. This trend is expected to continue as more consumers shift towards online shopping for convenience and accessibility. However, the market faces challenges related to security and privacy concerns with smartphone usage. With the increasing amount of personal data being stored and transmitted through mobile devices, there is a growing need for robust security measures to protect against cyber threats. Companies in the market must prioritize addressing these concerns through innovative solutions and transparent communication with consumers to build trust and maintain market competitiveness. Effective strategies for navigating these challenges include investing in advanced security features, implementing data protection policies, and providing clear and concise information to consumers about their privacy practices. By focusing on these key drivers and challenges, companies can capitalize on market opportunities and position themselves for long-term success in the market.
What will be the Size of the Mobile Phone Market during the forecast period?
Request Free SampleThe market continues to evolve at an unprecedented pace, with technological advancements and shifting consumer preferences shaping its dynamics. Optical and digital zoom capabilities enhance photographic experiences, while artificial intelligence (AI) and machine learning algorithms elevate user experience (UX) through personalized recommendations and seamless interactions. Mobile gaming gains traction, fueled by improved graphics and processing power. Fingerprint sensors and biometric authentication offer enhanced security, and image stabilization ensures crisp, clear images. Mobile hardware innovations, such as high refresh rates, push the boundaries of performance. The integration of AI, biometric authentication, and UX design continues to redefine mobile design, as mobile data, network, and advertising industries adapt to meet evolving consumer demands. Camera technology, mobile payments, app development, and streaming services further expand the market's reach, with augmented reality (AR) and virtual reality (VR) applications poised to revolutionize industries. Mobile marketing and wireless charging solutions cater to the growing need for convenience and connectivity. The mobile landscape remains a dynamic and ever-evolving ecosystem, with continuous innovation and adaptation shaping its future.
How is this Mobile Phone Industry segmented?
The mobile phone industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. Distribution ChannelOfflineOnlineTypeSmartphoneFeature phonePrice-RangeBudgetMid-RangePremiumOperating System AndroidiOSOthersGeographyNorth AmericaUSCanadaMexicoEuropeFranceGermanyItalySpainUKMiddle East and AfricaUAEAPACChinaIndiaJapanSouth KoreaSouth AmericaBrazilRest of World (ROW)
By Distribution Channel Insights
The offline segment is estimated to witness significant growth during the forecast period.In the dynamic the market, various entities shape consumer behavior and market trends. Social media platforms serve as a powerful tool for mobile marketing, enabling brands to engage with customers and promote their latest offerings. Mobile security remains a top priority, with mobile software providers continuously releasing updates to safeguard against threats. Mobile tariffs vary, offering consumers diverse pricing plans, including pay-as-you-go and monthly subscriptions. Feature phones cater to budget-conscious consumers, while fast charging and long battery life are desirable features for power users. Mobile operating systems, such as Android and iOS, dominate the market, providing a seamless user experience (UX) through mobile design and intuitive mobile apps. Virtual reality (VR) and augmented reality (AR) technologies offer immersive experiences, while optical zoom and digital zoom enhance camera capabilities. Artificial intelligence (AI) and machine learning integrate into mobile hardware, improving functionality and convenience. Biometric authentication, including fingerprint sensors and facial recognition, adds an extra layer of security. Mobile gaming, streaming services, and mobile payments cater to diverse consumer preferences. App development continues to evolve, with mobile advertising and data privacy becoming increasingly important considerations. Mobile service provide
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In 2023, the UK Mobile Phone Accessories Market reached a value of USD 5.27 billion, and it is projected to surge to USD 7 billion by 2030.
As of June 2024, iOS had around **** percent of the market share of mobile operating systems in the United Kingdom (UK), while Android led with roughly ** percent of the market.The penetration rate of smartphones and the number of smartphone users has been growing for quite some time, and Apple and Android have been dominating the smartphone market since the beginning. However, the smartphone penetration growth rate has been in decline the past few years.It seems most consumer purchase a new smartphone because their old device is out of date. In this case, it would depend on how often the smartphone manufacturers bring out with a new model to figure out how often consumer may purchase a new smartphone.
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Demographics – Statistical data on Japan population, households, businesses, nominal GDP, nominal GDP per Capita, consumer price inflation, exchange rates (local currency and US dollar) Mobile subscriptions and penetration by population Mobile handset sales by quarter Mobile handset revenue and average selling price Mobile handset sales volume by: type of customer, category, price band, air interface, vendor, operating system and feature Mobile smartphone handset sales by: venfor, operating system and by feature Read More
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Demographics – Statistical data on Poland population, households, businesses, nominal GDP, nominal GDP per Capita, consumer price inflation, exchange rates (local currency and US dollar) Mobile subscriptions and penetration by population Mobile handset sales by quarter Mobile handset revenue and average selling price Mobile handset sales volume by: type of customer, category, price band, air interface, vendor, operating system and feature Mobile smartphone handset sales by: venfor, operating system and by feature Read More
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In 2024, the UK mobile phone market decreased by -8.1% to $9B, falling for the second consecutive year after two years of growth. The market value increased at an average annual rate of +1.0% over the period from 2012 to 2024; however, the trend pattern remained relatively stable, with only minor fluctuations being observed in certain years. Over the period under review, the market attained the peak level at $10.2B in 2022; however, from 2023 to 2024, consumption remained at a lower figure.
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Demographics – Statistical data on Chile population, households, businesses, nominal GDP, nominal GDP per Capita, consumer price inflation, exchange rates (local currency and US dollar) Mobile subscriptions and penetration by population Mobile handset sales by quarter Mobile handset revenue and average selling price Mobile handset sales volume by: type of customer, category, price band, air interface, vendor and by feature Read More
Apple held the largest slice of the global smartphone market by shipments during the fourth quarter of 2024, followed by Samsung. Xiaomi has taken a tight grip on the third position, accounting for a market share of ** percent in the fourth quarter of 2024. Samsung and Apple smartphone sales Smartphone vendors have been suffering from the events of the past couple of years, including the pandemic and the economic downturn. However, they all appear to be recovering, as shown by the recent increase in shipments. For instance, mostly based on the main line of Galaxy Series, Samsung's smartphone shipments totaled nearly ***** million units globally in 2024. Next to Samsung, Apple is a major manufacturer of smartphones worldwide, with the company shipping more than *** million iPhones worldwide in 2024. Apple’s sales tend to be very cyclical, peaking in the fourth quarter each year, much like in the fourth quarter of 2023, when they took the first spot in terms of units shipped globally with around **** units. Xiaomi in the lead While Apple and Samsung are typically the two major companies challenging for the top spot, Huawei had provided a strong challenge in recent years. Particularly, the Chinese company managed to climb the smartphone market ladder between 2011 and 2024, recording shipments of over ** million smartphones in the fourth quarter of 2024. However, strong performances from rivals like Xiaomi and the effects of the U.S. trade ban have since seen Huawei fall outside the list of top five vendors by smartphone shipments.
Dual Lens Camera Smartphone Market Size 2024-2028
The dual lens camera smartphone market size is projected to increase by USD 208.8 billion, at a CAGR of 6.36% between 2023 and 2028. The growth rate of the market depends on several factors, including the growing popularity of social networking applications, the increasing adoption of mobile AR, and the use of CMOS (Complementary Metal Oxide Semiconductor) sensors in camera modules. Dual lens camera smartphones are integrated with dual lens cameras either in the front or the rear. In dual lens cameras, there are two independent cameras, each with its lens and sensor. Dual lens camera smartphones have two cameras: a primary camera and a secondary camera. The primary camera is used to add clarity to an image with the help of a monochrome feature, while the secondary camera is used for zooming purposes. At times, the primary camera is used to take pictures, and the secondary camera is used to capture the depth of field.
What will be the Size of the Dual Lens Camera Smartphone Market During the Forecast Period?
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Market Dynamics
The Dual Lens Camera Smartphone Market is evolving rapidly, driven by consumers' demand for enhanced photography capabilities in their smartphones. Dual lens systems offer a range of focal lengths, including wider angles for group shots and telephoto capabilities for capturing distant subjects. The integration of ultra-wide-angle lenses and periscope zoom lenses further expands the zoom capabilities, allowing users to capture detailed shots from various distances. These advancements cater to the rising trend of social media influencing, where high-quality images are crucial. Smartphone makers are focusing on improving camera performance by integrating AI-powered computational photography features such as night mode, which enhances image quality in low-light conditions. With the use of megapixel sensors and larger apertures, dual lens camera smartphones are able to deliver exceptional imaging technology, rivaling traditional cameras. The market is highly competitive, with manufacturers constantly innovating to improve z-height and design while utilizing CMOS sensors to enhance image quality.
Dual Lens Camera Smartphone Market Driver
The growing popularity of social networking applications is notable deriving the market growth. The use of dual lens camera smartphones is growing rapidly as a consequence of the proliferation of social media applications, which encourage users to click and share pictures. Influencers on social media applications need not depend anymore on professional photography equipment such as DSLRs. This is one of the reasons contributing to the rapid adoption of dual lens camera smartphones among users. Consequently, this has encouraged smartphone and tablet vendors to integrate high-quality cameras into their devices, which, in turn, is expected to attract customers and result in market growth during the forecast period.
Additionally, the use of social networking apps has increased drastically due to the COVID-19 pandemic, as several people are using video calling to keep in touch with their friends and family. These factors will drive the growth of the global dual lens camera smartphone market during the forecast period.
Dual Lens Camera Smartphone Market Trends
3D gesture recognition in smartphones is an emerging trend shaping the market growth. Future sales of smartphones with dual lenses could be greatly increased by the incorporation of 3D gesture recognition technology. With the help of this cutting-edge technology, users can interact with their smartphones with unique and simple gestures and hand movements. With 3D gesture recognition emerging as a prominent feature, dual lens camera smartphones become more appealing to customers by improving the overall user experience.
Moreover, customers might be willing to pay more for smartphones with 3D gesture recognition technology because these cutting-edge features make for a more engaging and interactive user experience. In the future, this higher perceived value may result in higher average selling prices, which would support the growth of the dual lens camera smartphone market globally in terms of revenue which will accelerate the growth of the market during the forecast period.
Dual Lens Camera Smartphone Market Restrain
Reduced battery life of dual lens smartphones due to high power consumption is a significant challenge hindering market growth. Dual camera systems require more power to function properly because they have multiple lenses and sophisticated imaging capabilities. The intricate procedures entailed in taking, analyzing, and conserving superior images or videos significantly tax the processor, graphics processing unit, and RAM of the smartphone. Moreover, features like optical zoom, image stabilization, and soph
In July 2024, the total market share of Apple's iOS mobile operating system in the United Kingdom (UK) reached roughly ** percent, a slight decrease compared to the same month in the previous year. Apple's kingdom With ** Apple stores In the United Kingdom, Apple remains undisputed in the smartphone and tablet computer markets. Indeed, in 2023, Apple’s iOS accounted for nearly **** of both the mobile and tablet operating system market share. Only in the PC market, it is second to its competitor Windows, which recorded a market share of over ** percent. In addition to iPhones, iPads, and Macs, other electronics consumer goods are part of Apple’s kingdom, such as Apple headphones, smartwatch (Apple Watch), and smart speakers (Apple HomePod). The same can be said about Apple’s AppStore, which offered over 1.64 million apps as of the third quarter of 2022. Smartphones in the UK The penetration rate of smartphones and the number of smartphone users has been growing for quite some time, and Apple and Android have been dominating the smartphone market since the beginning. By 2025, over ** million UK citizens are forecast to use smartphones. Most consumers seemed to be satisfied with their smartphones brand, and only a small percentage were very likely to purchase a new phone on the next possible occasion. Of course, smartphone manufacturers also come out with new models quite frequently.
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Demographics – Statistical data on Argentina population, households, businesses, nominal GDP, nominal GDP per Capita, consumer price inflation, exchange rates (local currency and US dollar) Mobile subscriptions and penetration by population Mobile handset sales by quarter Mobile handset revenue and average selling price Mobile handset sales volume by: type of customer, category, price band, air interface, vendor and by feature Read More
Car Phone Holder Market Size and Trends
The car phone holder market size is forecast to increase by USD 364.3 million, at a CAGR of 5.7% between 2023 and 2028. The market's growth hinges on several key factors, including the widespread adoption of smartphones, the implementation of stringent safety and road regulations, and the burgeoning presence of e-commerce and online retail platforms. With the proliferation of mobile phones, consumers are increasingly relying on digital devices for various needs, influencing their purchasing behavior and shaping market dynamics. Moreover, the emphasis on safety and road regulations underscores the importance of reliable transportation solutions, driving demand for innovative products that prioritize passenger well-being. Additionally, the rise in e-commerce and online retail activities signifies a shift towards convenient and accessible shopping experiences, prompting stakeholders to adapt their strategies to meet evolving consumer preferences in the digital era.
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The market is a significant segment within the logistics and smartphone sales industries. With the increasing popularity of passenger cars and the widespread use of smartphones, the demand for car phone holders has grown substantially. There are various types of car phone holders available in the market, including air vent mounted, suction cup mounted, and CD slot mounted. These holders cater to the convenience of mobile phone users, allowing them to use GPS navigation systems, voice assistants, and wireless car chargers while on the road. The market for car phone holders is influenced by several factors, including road traffic accidents, gas prices, and the rise of 5G technology and 5G phones. The cradle/spring segment holds a substantial market share due to its ability to securely hold smartphones in place. The digital marketing efforts of companies in this sector aim to reduce the fatal crash risk by promoting the use of car phone holders, ensuring safe and hands-free usage of mobile phones while driving.
Market Segmentation
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million ' for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
Product Outlook
Magnetic
Spring loaded
Type Outlook
Vent mount
Dashboard mount
Windshield mount
Geography Outlook
North America
The U.S.
Canada
Europe
U.K.
Germany
France
Rest of Europe
APAC
China
India
South America
Chile
Argentina
Brazil
Middle East & Africa
Saudi Arabia
South Africa
Rest of the Middle East & Africa
By Product Insights
The magnetic segment is estimated to witness significant growth during the forecast period. The market caters to the growing demand for convenient and safe use of smartphones in passenger cars. These accessories attach to vehicles using magnetic force, allowing for easy attachment and removal. Magnetic car phone holders can be mounted on a dashboard, windshield, or air vent. With increasing car sales and rising gas prices, the need for innovative products like car phone holders is on the rise. These holders are particularly popular among the youth and offer features such as magnetic spring holders, suction cup mounted, CD slot mounted, and air vent mounted options.
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The magnetic segment was the largest segment and was valued at USD 664.50 million in 2018. The integration of 5G phones and voice assistants in these holders enhances the user experience. However, road traffic accidents caused by mobile phone usage remain a concern, emphasizing the importance of safe viewing while driving. Car phone holders also offer additional features like GPS navigation systems, wireless car chargers, and rubber suction pads for windscreens and air conditioner vents. Logistics companies and automakers are also investing in these accessories to improve productivity and self-awareness on the road. Despite the benefits, concerns around piracy and the potential fatal crash risk associated with mobile phone usage while driving persist. Digital marketing efforts and partnerships with store-based retailers continue to drive sales in this market.
Regional Analysis
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North America is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market in North America is projected to expand due to the rising trend of smartphone usage and the need for hands-free solutions while driving. With a signi
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Electronic and telecommunications equipment wholesalers are at the forefront of business and consumer households' digitalisation. The widespread uptake of smartphones, supported by 4G and 5G mobile data networks and a heap of high-tech features like flexible screens, high-quality cameras, biometric security and contactless payments, has made smartphones a steady revenue stream for wholesalers. Rising penetration of automation in industrial processes is driving sales of equipment that can assist smart business solutions like asset tracking, remote monitoring and automation. Over the five years through 2025, electronic and telecommunications equipment wholesalers’ revenue is forecast to hike at a compound annual rate of 2.5% to reach €252 billion, including a 0.5% climb in 2025. Improving consumer confidence supports growth in electronic and telecommunication sales as buyers slowly regain trust in their finances. Recent EU data shows the consumer confidence indicator increased by 1.4% in May 2025 compared to the previous month, customers are starting to spend more on items like smartphones after months of caution. Large wholesalers such as Arrow and Avnet respond with targeted campaigns focused on practicality and value while pushing vertical integration to keep costs down, a strategy that smaller companies struggle to match as competition intensifies. Smaller wholesalers lean into added services like installation or repairs just to keep pace, given tighter profit and rising market concentration across electronics wholesaling. Over the five years through 2030, revenue is anticipated to swell at a compound annual rate of 4.3% to reach €311.3 billion. Omnichannel will continue to be a major focus of wholesalers. An easy-to-use online platform (website or application), paired with a well-thought-out showroom, can help wholesalers reach a wider customer base and improve their experience. Some wholesalers seek profitability gains by shifting their product mix away from hardware and software. The software can be updated over the air and boasts minimal storage and reverse logistics costs compared to hardware, making it highly attractive to wholesalers looking to boost profit.
Just two manufacturers make up the top five smartphone models in the United Kingdom (UK), with Apple iPhones accounting for almost ** percent of the market. As July 2024, the iPhone ** Pro Max was the most popular model in the UK, accounting for almost ** percent of sales.