Things are getting tricky for Samsung: Europe has a new smartphone favorite

Samsung shouldn’t like that at all: the electronics company can defend its gold medal in Europe, but it has to accept heavy losses. Above all, the South Koreans are hot on the heels of a competitor that is shining with impressive growth.

The numbers for that third quarter of 2021 are there and at least for Samsung things have looked better on the European smartphone market (source: Conterpoint Research).

European smartphone market: Samsung is losing, Xiaomi is growing gigantically

On one Market share of 30.4 percent was able to look back on Samsung in the past quarter. Compared to the same quarter of the previous year, that makes a difference big minus of 16 percent. And the comparison with the previous quarter is also not very flattering: the market researchers from Counterpoint Research report a decline of 6 percent here.

Completely different, however, Xiaomi: The Chinese manufacturers continue to surf the wave of success in Europe and was able to get one in the third quarter of 2021 Market share of 23.6 percent to back up. That alone is remarkable, after all, Xiaomi and Samsung are only separated by around 7 percent. A look at the growth makes Xiaomi’s success even more impressive: Compared to the same quarter of the previous year, the electronics company, which offers many other products in addition to smartphones (see video below), a whopping 51 percent increase.

At least at the moment, Europeans can hardly get enough of Xiaomi smartphones.

Samsung is under attack from two sides

In addition to Xiaomi But Apple can also look back on a successful third quarter of 2021. The Californians increased their market share in Europe from 17.6 percent to more than 22.1 percent.

None of this is good news for Samsung. The manufacturer becomes current mangled from two sides. Xiaomi is putting pressure on the lower to mid-range, while Apple is putting pressure on the premium sector. The upcoming Galaxy S22 must be a breakthrough.