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Nordic Countries: 9% of W. Europe’s Smartphone Market

Global smartphone shipments grew +11% annually in Q2 2021.  Smartphone shipments to the Nordic subregion* grew by 32% annually in Q2 2021, per Strategy Analytics latest report available here from the Smartphone Country Share Tracker (SCST) Service. nordic smartphone market

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For the first half of 2021, shipment growth was 50% YoY. Obviously, a strong recovery from COVID-19 contributed to the improved performance.

With a tech-oriented and sophisticated consumer base, both Samsung and Apple’s premium flagships have found broad appeal.  Huawei’s and LG’s pullout clearly benefited the top two vendors, who together captured over half of all shipments to this subregion in Q2 2021. Xiaomi, HMD (Nokia), and OnePlus took the third, fourth, and fifth positions, respectively. The top five now account for over 8 in 10 devices shipped to this sub-region. HMD (Nokia) is under pressure, with volume declining in the subregion YoY.

To date, the mature, experienced customer base has been unimpressed largely with Chinese brands, who have found limited traction here, unlike other regions. However, with the likes of Vivo, OnePlus, and Xiaomi stepping up their premium portfolio launches, the second half of 2021 is set to be intensely competitive. nordic smartphone market                       Q2 2021 Nordic Region market share

*Nordic subregions include: Finland, Denmark, Norway, Sweden, and Iceland


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