While about 88% of all households owned a smartphone in 2013, in 2014 this figure is expected to rise to 102%, reflecting increased multiple ownership in households.
In 2013 Samsung Electronics Deutschland GmbH did not only experience fastest volume sales growth in both smartphones and mobile phones as a whole in Germany, it also recorded very strong volume share increases in both categories – up by nine percentage points in mobile phones to reach 35%, and up by 10 percentage points in smartphones to reach 37%. It therefore secured its clear lead in both categories. The main reason for this rapid development (aside from the high level of popularity of Android phones) was the product launch of several different smartphones in Germany, covering most individual consumer requirements. 35 product introductions over the course of 2013 supported growing brand awareness and consumer penetration, thereby securing Samsung’s strong position. Ranked second overall in mobile phones, was Apple GmbH with a 17% volume share.
With the growing maturity of mobile phones in Germany, a degree of saturation is anticipated over the forecast period. The contradictory developments within feature phones and smartphones are expected to almost cancel each other out in terms of volume sales, which in turn will result in an overall stable development. While feature phones will continue to decline quickly (at a CAGR of 20%), falling to an estimated total of 1.4 million units in 2018, the volume growth of smartphones is expected to slow to a CAGR of 3%. The overall slowdown in mobile phone volume growth compared to the review period will indicate that limits in possession and penetration rates are reached.
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The Mobile Phones in Germany market research report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
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What is the growth rate for Mobile Phones in country?
How many 3G mobile phones were sold last year?
How will the introduction of 4G mobile phones impact the mobile phone market?
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This industry report originates from Passport, our Consumer Electronics market research database.