- Global smartphone sales the highest Q3 figure on record, and the second highest of any quarter on record.
- Emerging Asia-Pacific countries (APAC) and the Middle East and Africa (MEA) are the powerhouses of this growth.
- GfK forecasts global smartphone demand to increase +13 percent quarter-on-quarter in Q4 2015, bringing total 2015 demand to
1.3bn units (+7 percent year-on-year).
The record quarterly sales performance in Q3 2015 can be attributed to three markets: China, which returned to growth, the MEA and
emerging APAC. In total, 324m smartphone units were sold. The US$294 average selling price (ASP) of smartphones was down 2 percent
year-on-year.
Smartphone sales Q3 2014 vs Q3 2015
Units Sold (in mil.) Sales Value (in bil. USD)
Q3 14 Q3 15 Y/Y % change Q3 14 Q3 15 Y/Y % change
Latin America 26.0 24.7 -5.0% 7.7 6.0 -22.1%
Central & Eastern Europe 18.2 18.9 3.8% 4.3 3.7 -14.0%
North America 43.9 46.3 5.5% 17.0 18.8 10.6%
Emerging APAC 37.5 46.5 24.0% 6.8 7.4 8.8%
Middle East & Africa 35.5 41.1 15.8% 10.0 10.4 4.0%
Western Europe 32.0 33.0 3.1% 13.6 12.4 -8.8%
China 92.6 98.0 5.8% 21.6 28.2 30.6%
Developed APAC 15.7 15.2 -3.2% 9.0 8.4 -6.7%
Global 301.4 323.7 7.4% 90.0 95.3 5.9%
Source: GfK point of sales (POS) tracking data in 90+ markets, Nov 2015
Kevin Walsh, director of trends and forecasting at GfK says, "A mix-shift towards low-end smartphones, especially in the
struggling economies of Latin America and Central and Eastern Europe, has combined with a depreciating US dollar to offset an ASP increase
in China - resulting in ASP remaining flat year-on-year in the third quarter."
MEA and emerging APAC: Powerhouses of smartphone unit growth
An increase in unit sales of +24 percent year-on-year in emerging APAC was driven primarily growth of +40 percent year-on-year in
India. Strength in the country can be attributed to strong demand within the sub-US$100 price band segment (up +66 percent year-on-year),
which now accounts for almost one half (48 percent) of the market.
Local Indian and Chinese brands dominate this price band, and their combined unit share of India's smartphone market increased to
55 percent in Q3 2015, up 12 percentage points year-on-year. Smartphones accounted for 37 percent of India's handset demand in Q3 2015 up
from 28 percent in Q3 2014, leaving considerable room for further growth.
In MEA, unit sales were up +16 percent year-on-year. Most countries in this region experienced an increase in units sold compared
to the same quarter last year, with Egypt posting stand-out figures of +39 percent year-on-year.
China revenues grew +30 percent year-on-year reaching US$28bn
In complete contrast to India, it was sales of high-end and mid-range smartphones that returned unit sales in China to growth for
the first time in over a year. In Q3 2015, 98m units were sold, a year-on-year increase of +6 percent. Sales units of high-end (US$500+) and
mid-range (US$250-500) devices were up +65 percent and +25 percent year-on-year, respectively. These increases were partially offset by a
decline in the large low-end (sub-US$250) segment of -9 percent year-on-year. This shift in demand caused ASP in the country to increase +23
percent year-on-year to US$288.
The shift towards LTE-enabled, larger screen devices continued. 5"+ devices accounted for two thirds (67 percent) of smartphones
sold, up from 48 percent in Q3 2014. However, at 90 percent, LTE-enabled devices approached saturation, and GfK forecasts LTE-enabled
smartphone unit growth to slow to +13 percent in 2016, following growth of +236 percent in 2015.
In 2015, GfK forecasts smartphone demand in China to decline -4 percent before returning to moderate growth of +3 percent in 2016.
Local brands continued to gain share in the market, accounting for 78 percent of smartphone demand, up from 73 percent in Q3 2014,
helped by competitively priced devices.
Latin America and Developed APAC* see demand and value drop
Following significant slowdowns in previous quarters, Latin America unit demand turned negative in Q3 2015 at -5 percent
year-on-year. Two of the leading smartphone markets in the region, Argentina and Brazil, posted year-on-year unit declines of -16 percent
and -15 percent, respectively, hindered by the poor economic situation in both countries.
Overall ASP in the region declined -17 percent year-on-year as cash-strapped consumers opted for low-end devices, and combined
with the unit decline this caused revenue to drop -21 percent year-on-year to US$6bn.
Developed APAC continues to be dragged down by South Korea
Unit demand in South Korea declined -3 percent compared to Q3 2014, the seventh consecutive quarter of decline. However, GfK
forecasts a return to growth in Q4 thanks to easier comparisons with the same quarter last year, when sales were affected by the avian flu
outbreak.
Europe stagnates at best
Western Europe saw smartphone unit growth of just +3 percent year-on-year in the quarter. This was caused by unit growth in France
slowing to +5 percent year-on-year, down from +16 percent in the previous quarter. The UK saw a slight decline of -1 percent year-on-year.
Smartphone unit growth in Central Europe remained limited at +4 percent year-on-year, a slight improvement from the previous
quarter's +3 percent year-on-year, but down from double digit growth in prior quarters. Growth continues to be dragged down by Russia and
Ukraine, where year-on-year demand declined -6 percent and -19 percent respectively, owing to continued political tension. On a more
positive note, GfK forecasts smartphone demand in Central Europe to grow +4 percent in 2015, before improving to +9 percent next year.
Smartphones: 2014 sales vs 2015 forecast
Units sold (in mil.) Sales value (in bil. USD)
2014 2015 Y/Y % change 2014 2015 Y/Y % change
Latin America 108.5 109.7 1.1% 30.6 27.2 -11.1%
Central & Eastern Europe 69.3 72.0 3.9% 17.1 14.4 -15.8%
North America 177.2 192.9 8.9% 72.0 81.3 12.9%
Emerging APAC 148.6 186.4 25.4% 28.2 30.3 7.4%
Middle East & Africa 135.8 164.6 21.2% 39.4 43.4 10.2%
Western Europe 127.9 136.3 6.6% 55.8 52.7 -5.6%
China 392.8 378.8 -3.6% 99.0 113.6 14.7%
Developed APAC 65.1 65.1 0.0% 38.1 37.1 -2.6%
Global 1,225.2 1,305.8 6.6% 380.2 400.0 5.2%
Source: GfK point of sales (POS) tracking data in 90+ markets for calendar year 2014 and GfK forecasts for calendar year 2015, as at Nov 2015.
Kevin Walsh explains, "GfK forecasts global smartphone demand to grow by +13 percent quarter-on-quarter in Q4 this year, bringing
total 2015 demand to 1.3bn units. At +7 percent year-on-year growth, this represents a slowdown from the growth of +23 percent seen in 2014.
Next year we forecast growth to improve marginally to +8 percent year-on-year, buoyed by China and Central Europe, but emerging APAC and MEA
will remain the main powerhouses of smartphone unit demand. These markets will continue to benefit from the double-whammy of low smartphone
penetration rates and more lower-priced devices entering the market."
For more information, please visit www.gfk.com or follow GfK on Twitter: https://twitter.com/GfK
Note to editors
*Countries included in Developed / Emerging APAC in this release:
Developed APAC Emerging APAC
Australia India
Hong Kong Indonesia
Japan Kampuchea (Cambodia)
New Zealand Malaysia
Singapore Philippines
South Korea Thailand
Taiwan Vietnam
Amanda Martin, T +44-7919-624688, Amanda.Martin@gfk.com
Source: GfK
PRNewswire
Showing posts with label GfK. Show all posts
Showing posts with label GfK. Show all posts
Monday, November 30, 2015
Monday, November 16, 2015
Smart Home Beats Wearables for Impact on Lives, say Consumers
New GfK research shows that half of people internationally believe smart home technology will make an impact on their lives in the next few years, compared to just a third who say the same for wearables.
The study, which covered seven countries, asked consumers to choose which of 11 leading-edge technologies - from 3D printing to augmented/virtual reality to Internet of Things - would have an impact on their lives in the next few years. (Respondents could choose as many technologies as they wished.)
Data is currently released for Brazil, USA, UK, Germany and South Korea (China and Japan to follow) - and the results indicate a strong international interest in smart home technology, with just over half (51 percent) of consumers backing it. This is well ahead of the third (33 percent) of people who believe wearables will impact their lives, and on a level with mobile payments (54 percent).
The full study, which is available for purchase as in-depth country reports, also looked at what each country's consumers want from smart home technology, their preferred suppliers, and the main barriers hindering uptake.
Top five smart home applications
Internationally, the areas of smart home technology applications that have greatest appeal for consumers are 'security and control' and 'energy or lighting' (55 percent and 53 percent respectively), while 'entertainment and connectivity' comes third (48 percent). 'Health' and 'smart appliances' are neck and neck in fourth place at 43 percent each. But when it comes to the different countries, this broad picture shows strong national variations - such as the appeal of security and control which stands at over a third (38 percent) in the UK, but over a half (54 percent) in the USA and South Korea.
Barriers to adopting smart home technology
There is similar national variation in the barriers that consumers feel are holding them back from acquiring smart home products. The leading issues across all countries are price, with over a third of people overall quoting this as a barrier, followed by privacy concerns (will my home be hacked?), cited by a quarter. But while that's the international trend, in the UK, the second highest barrier cited is lack of knowledge, not privacy - while in Brazil it's poor internet connection.
Ranj Dale, GfK's head of technology research in the UK and manager of the smart home study, comments, "We're seeing interesting national variations in practically all the areas we looked at - whether it's the level of appeal that the various smart home areas have in different markets, or the perceived barriers to adoption or the preference for single or multiple suppliers. It's very much a case that each market has its own specific response to, and requirements for, smart home technology. Our research is already helping our clients understand international demand for smart home technology and what specific factors will drive that demand - as well as how to fine tune their approach within each market."
Preferred smart home suppliers
When it came to consumers' preference on whom they trust to supply their smart home technology, 45 percent wanted a single vendor to provide everything - most likely in the desire for simplicity and a single ecosystem - while 29 percent favored having a range of vendors. But even here there are national differences. For example, while consumers in most countries favor a utility supplier to provide the energy or lighting aspect of their smart home, South Korean consumers much prefer an electronics manufacturer for this aspect.
For in-depth findings from GfK's smart home survey, please contact Ranj Dale via ranjiv.dale@gfk.com or visit http://www.gfk.com
About the survey
GfK interviewed over 7,000 adults aged 16 and over in Germany, UK, USA, Brazil, South Korea, China and Japan, with interviews conducted online. Respondents were recruited to be nationally representative of online users in each market. Fieldwork was carried out in September and October 2015.
Contact: Ranj Dale, Ranjiv.Dale@gfk.com , +44-(0)7799-348251 / Amanda Martin, +44-7919-624688, Amanda.Martin@gfk.com
PRNewswire
The study, which covered seven countries, asked consumers to choose which of 11 leading-edge technologies - from 3D printing to augmented/virtual reality to Internet of Things - would have an impact on their lives in the next few years. (Respondents could choose as many technologies as they wished.)
Data is currently released for Brazil, USA, UK, Germany and South Korea (China and Japan to follow) - and the results indicate a strong international interest in smart home technology, with just over half (51 percent) of consumers backing it. This is well ahead of the third (33 percent) of people who believe wearables will impact their lives, and on a level with mobile payments (54 percent).
The full study, which is available for purchase as in-depth country reports, also looked at what each country's consumers want from smart home technology, their preferred suppliers, and the main barriers hindering uptake.
Top five smart home applications
Internationally, the areas of smart home technology applications that have greatest appeal for consumers are 'security and control' and 'energy or lighting' (55 percent and 53 percent respectively), while 'entertainment and connectivity' comes third (48 percent). 'Health' and 'smart appliances' are neck and neck in fourth place at 43 percent each. But when it comes to the different countries, this broad picture shows strong national variations - such as the appeal of security and control which stands at over a third (38 percent) in the UK, but over a half (54 percent) in the USA and South Korea.
Barriers to adopting smart home technology
There is similar national variation in the barriers that consumers feel are holding them back from acquiring smart home products. The leading issues across all countries are price, with over a third of people overall quoting this as a barrier, followed by privacy concerns (will my home be hacked?), cited by a quarter. But while that's the international trend, in the UK, the second highest barrier cited is lack of knowledge, not privacy - while in Brazil it's poor internet connection.
Ranj Dale, GfK's head of technology research in the UK and manager of the smart home study, comments, "We're seeing interesting national variations in practically all the areas we looked at - whether it's the level of appeal that the various smart home areas have in different markets, or the perceived barriers to adoption or the preference for single or multiple suppliers. It's very much a case that each market has its own specific response to, and requirements for, smart home technology. Our research is already helping our clients understand international demand for smart home technology and what specific factors will drive that demand - as well as how to fine tune their approach within each market."
Preferred smart home suppliers
When it came to consumers' preference on whom they trust to supply their smart home technology, 45 percent wanted a single vendor to provide everything - most likely in the desire for simplicity and a single ecosystem - while 29 percent favored having a range of vendors. But even here there are national differences. For example, while consumers in most countries favor a utility supplier to provide the energy or lighting aspect of their smart home, South Korean consumers much prefer an electronics manufacturer for this aspect.
For in-depth findings from GfK's smart home survey, please contact Ranj Dale via ranjiv.dale@gfk.com or visit http://www.gfk.com
About the survey
GfK interviewed over 7,000 adults aged 16 and over in Germany, UK, USA, Brazil, South Korea, China and Japan, with interviews conducted online. Respondents were recruited to be nationally representative of online users in each market. Fieldwork was carried out in September and October 2015.
Contact: Ranj Dale, Ranjiv.Dale@gfk.com , +44-(0)7799-348251 / Amanda Martin, +44-7919-624688, Amanda.Martin@gfk.com
PRNewswire
Friday, October 2, 2015
GfK's Digital Ad Effectiveness Solutions to Include Mobile Capability
- GfK can now identify when an individual is exposed to an advertisement on multiple devices (PC, smartphone, tablet etc.) and unify the browser and app experience - thereby enabling a more accurate evaluation and attribution of the performance of ad formats, creative and overall campaigns
- GfK is also excited to announce an innovative collaboration with Facebook to incorporate evaluation of Facebook ads into the holistic solutions now available to advertisers
- GfK plans to launch capability in November 2015 in the United States, United Kingdom, Germany and selected digital markets
With predictions of mobile ad spend reaching $100 billion in 2016 (51% of all digital expenditure) and doubling by 2019 to $196 billion (70% of all digital ad spend[1]), mobile advertising is key for any marketer. Despite this trend, the technology to maximize digital ad spend around more than just delivery metrics has not been made available - until now.
GfK is pleased to announce it has the assets required for media agencies, publishers and advertisers to evaluate the full cross-media picture, even at a brand impact level. Doing so requires not only the actual measurement of individual exposure to ads, but also the attribution of these exposures across multiple devices and also different ecosystems.
These solutions are currently being used and optimized and will be incorporated into GfK's existing portfolio, including GfK Experience Effects communication trackers, from November 2015.
"This time last year I was presenting at conferences and telling clients that the big issue in mobile advertising was that we couldn't evaluate ads properly - despite there being so much data around - mainly because of privacy and technology challenges. We are now able to bring cross-media clarity while fully adhering to privacy guidelines and laws, " says Arno Hummerston, Global Director, Digital Market Intelligence at GfK.
GfK has also developed a multi-faceted approach with Facebook to bring a robust evaluation of the effectiveness of advertisers' campaigns across all devices. Taking into account the targeting and reach of Facebook campaigns, these new solutions allow total campaign effectiveness measurement.
Hummerston continues: "By bringing together the PC browser ad exposure measurement with mobile browser measurement and also the in-app ad measurement, GfK has closed the cross-media digital loop. We have great coverage and scale through collaborators like Facebook. We will continue to invest and evolve our digital ad solutions to help marketers better understand their efforts in the digital space. In that way they can deliver more integrated, better performing campaigns."
[1] Source: eMarketer - data accessed April 2, 2015
For more information on GfK's digital capabilities, please contact Arno Hummerston on Arno.Hummerston@gfk.com or tel +44(0)20-7890-9404 or twitter @ArnoHum.
www.gfk.com
Source: GfK
PRNewswire
- GfK is also excited to announce an innovative collaboration with Facebook to incorporate evaluation of Facebook ads into the holistic solutions now available to advertisers
- GfK plans to launch capability in November 2015 in the United States, United Kingdom, Germany and selected digital markets
With predictions of mobile ad spend reaching $100 billion in 2016 (51% of all digital expenditure) and doubling by 2019 to $196 billion (70% of all digital ad spend[1]), mobile advertising is key for any marketer. Despite this trend, the technology to maximize digital ad spend around more than just delivery metrics has not been made available - until now.
GfK is pleased to announce it has the assets required for media agencies, publishers and advertisers to evaluate the full cross-media picture, even at a brand impact level. Doing so requires not only the actual measurement of individual exposure to ads, but also the attribution of these exposures across multiple devices and also different ecosystems.
These solutions are currently being used and optimized and will be incorporated into GfK's existing portfolio, including GfK Experience Effects communication trackers, from November 2015.
"This time last year I was presenting at conferences and telling clients that the big issue in mobile advertising was that we couldn't evaluate ads properly - despite there being so much data around - mainly because of privacy and technology challenges. We are now able to bring cross-media clarity while fully adhering to privacy guidelines and laws, " says Arno Hummerston, Global Director, Digital Market Intelligence at GfK.
GfK has also developed a multi-faceted approach with Facebook to bring a robust evaluation of the effectiveness of advertisers' campaigns across all devices. Taking into account the targeting and reach of Facebook campaigns, these new solutions allow total campaign effectiveness measurement.
Hummerston continues: "By bringing together the PC browser ad exposure measurement with mobile browser measurement and also the in-app ad measurement, GfK has closed the cross-media digital loop. We have great coverage and scale through collaborators like Facebook. We will continue to invest and evolve our digital ad solutions to help marketers better understand their efforts in the digital space. In that way they can deliver more integrated, better performing campaigns."
[1] Source: eMarketer - data accessed April 2, 2015
For more information on GfK's digital capabilities, please contact Arno Hummerston on Arno.Hummerston@gfk.com or tel +44(0)20-7890-9404 or twitter @ArnoHum.
www.gfk.com
Source: GfK
PRNewswire
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