Final Q1 Smartphone Market Shares: Top 10 Brands, OS platforms and Installed Base

Well, it seems that Gartner will not give us their count for Q1 of 2014 smartphone market. So I will do the average of the 3 houses that did report - Canalys, IDC and Strategy Analytics. This does mean we have more room for error. Also I have less data points for various players that I report on. But we'll do the best we can, this is still reasonably accurate. I am hoping Gartner will release Q2 data somewhere in early July and in that, hopefully give the comparison to Q1, so we can then retroactively check and perhaps correct these numbers. But we've waited long enough. So the big race Top 10 biggest smarpthone makers in Q1 of 2014:

BIGGEST SMARTPHONE MANUFACTURERS BY UNIT SALES IN Q1 2014

Rank . . Manufacturer . Units . . . Market Share . Was Q4 2013 . . OS systems supported (coming)
1 (1) . . Samsung . . . .  86.8 M . . 30.7% . . . . . . . ( 29.3% ) . . . . . . Android, Windows (Tizen)
2 (2) . . Apple  . . . . . . . 43.7 M . . 15.5% . . . . . . . ( 17.8% ) . . . . . . iOS
3 (3) . . Huawei  . . . . . . 18.2 M . . . 6.4% . . . . . . . (   6.1% ) . . . . . . Android (Tizen)
4 (4) . . Lenovo  . . . . . . 14.1 M . . . 5.0% . . . . . . . (   4.7% ) . . . . . . Android (Tizen)
5 (5) . . LG  . . . . . . . .  . 12.3 M . . . 4.4% . . . . . . . (   4.6% ) . . . . . . Android
6 (6) . . ZTE  . . . . . . . . . 11.4 M . . . 4.0% . . . . . . . (   3.8% ) . . . . . . Android, Windows (Firefox)
7 (8) . . Coolpad/Yulong . 11.1 M . . . 3.9% . . . . . . . (   3.7% ) . . . . . . Android
8 ( - ) . Xiaomi . . . . . . . .11.0 M . . . 3.9% . . . . . . .  (   2.6% ) . . . . . . Android
9 (7) . . Sony . . . . . . . . . . 9.6 M . . . 3.4% . . . . . . . (   3.7% ) . . . . . . Android
10 (9) . Nokia (Microsoft) .  7.1 M . . . 2.5% . . . . . . . (   2.9% ) . . . . . . Windows, Android
Others . . . . . . . . . . . .  53.8 M
TOTAL . . . . . . . . . . .  282.6 M
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

So as I warned a while back, Xiaomi of China has now entered the Top 10 (kicking out HTC). The top of the chart is rather stable, the movement was modest near the bottom of the table. Samsung is almost exactly twice as large as its nearest rival, Apple at number 2. Samsung grew sales 3% from Q4 of 2014 while Apple saw declining sales -14% in the same period. Meanwhile Apple is safely more than twice as large as the number 3 chasing it, Huawei. Huawei grew 4% from Q4 but that is the seasonal gift-giving season in China (Chinese New Year) so this is not necessarily the pattern that will hold for the full year.

Next lets look at smartphone OS wars. And this is truly over. Its Android.

BIGGEST SMARTPHONE OPERATING SYSTEMS BY UNIT SALES IN Q1 2014

Rank . OS Platform . . . . Units . . . . Market share . Was Q4 2013 . . Manufacturers in Top 10
1 (1) . . Android . . . . . . . 229.0 M . .  81.0 % . . . . . ( 77.4 %) . . . . . Samsung, LG Huawei, ZTE, Lenovo, Sony, Yulong/Coolpad, HTC
2 (2) . . iOS  . . . . . . . . . . 43.7 M . .  15.5 % . . . . . ( 17.9 %)  . . . . . Apple
3 (3) . . Windows Phone . . 6.2 M . . .  2.2 % . . . . . (  2.9 %) . . . . . . Samsung, Nokia
4 (4) . . Blackberry . . . . . . 3.4 M . . .  1.1 % . . . . . (  1.5 %) . . . . . . (None)
others . . . . . . . . . . . . . . . 0.3 M . . .  0.1 % . . . . . (   0.2 %)
TOTAL . . . . . . . . . . . .  282.6 M
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

So yeah. Android powers more than four out of every five smartphones sold. Apple sells most of the rest. As we do also know the Blackberry number, there is truly no space for Windows Phone to do more than what I have for it, at 6.2 million and 2.2% market share (down from 8.3 million and 2.9% market share in Q4). There is no room whatsoever even for 3% market share for Windows Phone, as reported by some. The math does not add up that way.

What of the installed base of smartphones then? Lets update those numbers for Q1 and we get this:

INSTALLED BASE OF SMARTPHONES BY OPERATING SYSTEM AS OF 31 MARCH 2014

Rank . OS Platform . . . . Units . . . Market share  Was Q4 2013 . Main Manufacturers of current base
1 . . . . Android . . . . . . 1,209 M . . . 69 % . . . . . . ( 66 %) . . . . . . Samsung, Huawei, Sony, Lenovo, ZTE, LG, Coolpad, HTC, Xiaomi, SonyEricsson
2 . . . . iOS  . . . . . . . . . 353 M . . . 21 % . . . . . . ( 21 %) . . . . . . Apple
3 . . . . Symbian . . . . . .   58 M . . .  4 % . . . . . . (   5 %) . . . . . . Nokia, Sharp, Panasonic, Fujitsu
4 . . . . Blackberry  . . . . .  52 M . . . 3 % . . . . . . (   4 %) . . . . . . Blackberry
5 . . . . Windows Phone . . 50 M . . . 3 % . . . . . . (   3 %) . . . . . . Nokia, Samsung, HTC, Huawei
Others . . . . . . . . . . . . . . 13 M . . .  1 %
TOTAL Installed Base . 1,748 M smartphones in use at end of Q1, 2014
Sources: TomiAhonen Almanac 2014 and TomiAhonen Consulting 3 June 2014
This data may be freely used and repeated

Yeah, Symbian is still the third largest smartphone OS by installed base even though its well past a year since they stopped making the devices. Blackberry still holds fourth ranking, barely ahead of Windows Phone as the fifth ecosystem.

Now on those Nokia X Series running on Android. As we know the ceiling of how many is maximum Windows Phone could have sold, and we know that Samsung and HTC still sell some WP phones as well, not just Nokia, but Samsung and HTC primarily sell in the US market and their combined contribution is about 10% of total Windows Phone sales, we get a (very rough) estimate of Windows Phone split like this:

WINDOWS PHONE MANUFACTURERS
Nokia . . . . . . . 5.6 M . . . 90%
Samsung . . . .  0.3 M . . .  5%
HTC . . . . . . . . 0.3 M . . .   5%
TOTAL Q1 . . .  6.2 M
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

That gives us the Nokia rough number of Windows Phone/Lumia sales at 5.6 million, and we can then calculate the Nokia X Android number at 1.5 million. So Nokia's Lumia vs X split is like this:

NOKIA Q1 PRODUCT MIX BY PLATFORM
Lumia on Windows Phone . . . .5.6 M . . . 79%
Nokia X on Android . . . . . . . . . 1.4 M . . . 21%
TOTAL Nokia smartphones . . . 7.1 M . . . 
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

And a progression of Lumia sales from its peak when MIcrosoft sale was announced:
Lumia sales Q3 of 2013 . . . . . 8.8 M units . . . . 3.3% market share of all smarpthones
Lumia sales Q4 of 2013 . . . . . 8.2 M units . . . . 2.9% market share of all smartphones
Lumia sales Q1 of 2014 . . . . . 5.6 M units . . . . 2.0% market share of all smartphones
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

Clearly the world of the smartphone market has NOT fallen in love with the idea that Microsoft will take over Nokia's smartphone business, and the pairing of 'Good Cop/Bad Cop' where Nokia was good and Microsoft bad, now being only 'Bad Cop' is producing continuously falling sales of Lumia and Windows Phone (as I predicted). After this quarter, the Nokia handset business shifted to Microsoft's ownership and we may get even more fuzzy details about their handset business, lets see, But it won't be long before Nokia/Microsoft would fall out of the Top 10 anyway.

Then on the Android. This is also getting very boring as the Android internal market shares now start to mirror those of the overall market shares, as Android is such a massive part of all smartphone sales. But lets do this. The split of Android makers looks like this:

ANDROID MANUFACTURERS:
Samsung . . . . . 31%
Huawei  . . . . . . . 6%
Lenovo . . . . . . . . 5%
LG . . . . . . . . . . . 4%
ZTE . . . . . . . . . . 4%
Coolpad . . . . . . . 4%
Xiaomi . . . . . . . . 4%
Others . . . . . . . 42%
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

But for those who want the Samsung split, it looks like this:

SAMSUNG PRODUCT MIX Q1 2014
Android . . . . . . . . .  86.5 M . . . 99.7%
Windows Phone . . . . 0.3 M. . . . 0.3%
Total  . . . . . . . . . . . 86.8 M
Source: TomiAhonen Consulting Analysis 3 June 2014, based on manufacturer and industry data
This table may be freely shared

Thats about all folks. If you want Q4 of 2013 numbers and the full year 2013 numbers of the bloodbath, they are here.

More Bloodbath stats for 2014 when Q2 data comes out... 

PS if you need stats on mobile industry, the brand new TomiAhonen Almanac 2014 edition is out.

Comments

[AndThisWillBeToo]

In the list I linked before iPhone 4S is tailing iPhone 5S, sometimes even tops it. Considering how old that device is, it should be the alarm for Apple that the iPhone 5C is not doing the job it is supposed to do (be cheaper, yet desirable option).

[abdul muis]

BREAKING NEWS....

Xiao Mi might be number #4 or #5 in Q2 2014.

blog.xiaomi.com/?p=1560

Xiao Mi sell 26.1 million phone for 1H 2014.
in Q1 (according to Tomi's blog0 Xiao Mi sell 11.0 million
That's mean in Q2 Xiao Mi sell 15.1 million.
IMPRESSIVE!!!!

http://thenextweb.com/asia/2014/07/02/xiaomi-sells-26-1m-smartphones-in-the-first-half-of-2014-surpassing-unit-sales-for-whole-of-2013/

[WonTheLottery]

@Sihtoo
"In Germany Android has been getting more market share and Apple has been losing it in the last few years. If compared to UK it's really quite different. There Android has been gaining but iOS has not been losing like in Germany."

The iPhone is a Chav status symbol in the UK, the kind of people who wear shell suites and sovereign rings and have their satellite dish mounted on the front wall of their council house because they want all their neighbours to know they've got Sky TV.

A poll conducted by YouGov in the UK revealed iPhone users were twice as likely as the national average to be regularly overdrawn, only 5% of iPhone users had a salary > £50k compared with 7% of Android users and 10% of BB users.

I don't know what the German equivalent of a Chav is but maybe they just have less of them.

[AtTheBottomOfTheHilton]

I previously made a post here that Microsoft has no real interest of having an R&D site in Finland and all the R&D jobs will be moved to the US.

Now it is happening for real:

http://www.nytimes.com/2014/07/18/business/microsoft-to-cut-up-to-18000-jobs.html?_r=0