Average Smartphone Sale Price Sees Record Growth in 4Q17

Average Smartphone Sale Price Sees Record Growth in 4Q17
Fotolia

Global smartphone sales reached 397 million units in the fourth quarter of 2017 (4Q17), a one percent increase year-on-year, according to GfK.

Demand was primarily driven by Middle East and Africa, which experienced eight percent growth, and Central & Eastern Europe, where demand grew seven percent. Global smartphone average sales price (ASP) increased by 10 percent year-on-year to USD 363, its fastest quarterly growth rate to date.

Smartphone sales 
4Q 2016 vs. 4Q 2017

Units sold (in million)

Sales value (in billion USD)

4Q16

4Q17

Y/Y %
change

4Q16

4Q17

Y/Y %
change

Western Europe

38.3

37.0

-3%

16.1

18.8

17%

Central and Eastern Europe

22.6

25.2

7%

5.4

6.9

28%

North America

58.7

62.0

6%

27.4

28.5

4%

Latin America

33.1

35.0

6%

10.0

11.2

12%

Middle East & Africa

42.6

46.2

8%

10.6

10.9

3%

China

118.4

114.7

-3%

36.6

43.0

17%

Developed Asia

20.3

18.5

-9%

13.9

13.2

-5%

Emerging Asia

58.9

58.6

-1%

10.1

11.5

14%

GLOBAL

393.9

397.2

1%

130.1

144.0

11%

Arndt Polifke, Global Director of PoS telecom research at GfK, comments, “Smartphone year-on-year demand growth moderated for the fourth consecutive quarter, rising only one percent to 397 million units in 4Q17. However, sales value increased by 11 percent year-on-year in the quarter, which is exceptional growth for such a mature technology category. This came as the proliferation of smartphones with larger and bezel-less displays incentivized consumers to purchase more expensive devices.“

Smartphone demand in Western Europe totaled 37.0 million units in 4Q17, down three percent year-on-year. Demand continued to recover in Central and Eastern Europe, with smartphone sales totaling 25.2 million units in 4Q17, a rise of seven percent year-on-year.

The North America smartphone market saw demand grow six percent year-on-year in 4Q17, its highest growth in over two years. Fueled by a strong recovery in Brazil, smartphone demand in Latin America continued to grow in 4Q17, with sales rising six percent year-on-year to 35.0 million units. In Middle East and Africa, smartphone sales totaled 46.2 million units in 4Q17, a rise of eight percent year-on-year, with growth driven primarily by Egypt and Saudi Arabia.

Quarterly smartphone demand in China was sluggish, with 4Q17 sales declining three percent year-on-year to 114.7 million units. Sales in Developed Asia totaled 18.5 million units in 4Q17, a fall of nine percent year-on-year, dragged by a 21 percent decline in South Korea. Smartphone sales in the region totaled 68.5 million units in 2017, a fall of six percent compared to 2016. Emerging Asia saw smartphone sales of 58.6 million units in 4Q17, down one percent year-on-year

Yotaro Noguchi, product lead in GfK’s trends and forecasting division, concludes, “The outlook for 2018 is positive as GfK forecasts global smartphone demand to rise by three percent compared to 2017, driven by Emerging Asia and Central and Eastern Europe. With saturation in developed markets, consumer retention will be a key focus for smartphone makers, which, alongside increased commoditization, will encourage greater innovation and differentiation in order to spur sales.“

Smartphone sales 
2016 vs. 2017

Units sold (in million)

Sales value (in billion USD)

2016

2017

Y/Y %
change

2016

2017

Y/Y %
change

Western Europe

131.0

125.6

-4%

53.5

56.0

5%

Central and Eastern Europe

78.0

85.2

9%

16.8

21.2

26%

North America

198.2

201.3

2%

82.9

84.0

1%

Latin America

105.9

115.8

9%

30.9

36.8

19%

Middle East & Africa

168.9

176.5

4%

42.1

41.5

-1%

China

448.5

454.4

1%

133.1

152.3

14%

Developed Asia

72.9

68.5

-6%

46.1

44.2

-4%

Emerging Asia

214.5

232.7

8%

34.5

42.7

24%

GLOBAL

1,417.9

1,460.0

3%

439.9

478.7

9%