As economic conditions have been showing a recovery trend, and inflationary pressures are easing, mobile phones is expected to return to retail volume growth in India in 2024, driven by smartphones. Improving consumer confidence, paired with factors such as affordable 5G network availability and connectivity, and the replacement cycle after the pandemic period, are supporting growth for the category. Furthermore, socioeconomic factors, such as the improved telecommunications infrastructure, grow

Mobile phones in Brazil faced significant challenges in recent years, with 2023 continuing to see declines in both retail volume and current value terms. This was largely a reflection of the broader economic situation in Brazil, where inflation and reduced consumer purchasing power made consumers more cautious about their spending. Many delayed non-essential purchases, opting to extend the life of their current devices instead of buying new ones. In this context, smartphones – particularly high-

After years of decline during the post-pandemic years, mobile phones is finally set to experience retail volume growth in Germany once again in 2024. However, this is expected to be exclusively driven by an increase in sales of smartphones, with feature phones anticipated to maintain its ongoing significant decline.

Retail volume sales of mobile phones in Taiwan continued to decline in 2024. Local consumers were reluctant to spend their hard-earned money on discretionary purchases, as fears over inflation and interest rate rises took their toll. Moreover, higher-income consumers, who were relatively unaffected by recession, preferred to splash out on other luxuries, such as international travel, as they had been unable to take holidays during the pandemic. Moreover, a lack of major technological breakthroug

After experiencing a double-digit retail volume decline in 2023, smartphones in Japan is expected to increase slightly in 2024. A significant characteristic of the Japanese market is the high share of iPhones. With a volume share of over 50% in 2023, which is expected to be maintained in 2024, mobile apps often prioritise iOS versions when simultaneous releases for iOS and Android are not possible.

Demand for smartphones in Hong Kong was already declining prior to the pandemic, due to saturation in the local market with over a 100% penetration rate. However, as a result of the pandemic, the declines were exacerbated by supply chain challenges with these continuing to impact manufacturing and shipping or air freight even as restrictions started to ease. Nevertheless, the first half of 2024 has witnessed a reversal of the declining trend, with retail volume sales returning to growth, as the

Sales of mobile phones remain in a negative volume slump in Italy in 2024, although this performance appears to be inching back towards a positive direction. Feature phones is in an extreme slump, whereas even smartphones fails to reach positive volume figures. However, the category remains supported by overall demand for the ubiquitous nature of smartphones, which continue to cannibalise sales from a number of other categories in consumer electronics.

Following a two-year period of decline, the market for mobile phones in South Korea is expected to see positive growth in retail volume terms in 2024. This will be assisted by an expected fall in the annual rate of inflation, which will have a positive effect on consumer purchasing power. Consequently, South Korean consumers will be more willing to spend their hard-earned money on the technological latest gadgets, including smartphones.

Retail sales of mobile phones in Portugal remained constrained by low purchasing power as homeowners continued to grapple with stagnating incomes and high living costs in 2024. Furthermore, demand for mobile phones is now quite mature in Portugal, with most purchases being for the purpose of replacement. However, premium smartphones continue to generate a high level of interest, as the target audience for these models is less affected by economic fluctuations. Folding models are becoming more po

Smartphones are ubiquitous devices in Saudi Arabia, reflecting the global trend. While affordability and technology upgrades led to a smartphone boom, volume sales have declined in recent years. The slowdown in volumes is reflective of the high penetration rate in Saudi Arabia which ranks high compared to the international average. Smartphone penetration stood at 85% in 2024. Demand for smartphone in Saudi Arabia is influenced by GDP per capita, consumer spending, and the consumer propensity for

Mobile phones is set to see volume sales fall in Israel in 2024. In February 2024, Samsung launched its AI integrated S24 Ultra smartphone in Israel to much interest. Samsung appears to be the only AI integrated smartphone on the Israeli market, with Apple so far not wishing to bring out its own version to compete. As a result, it is likely that Samsung will continue to lead the smartphone market over 2024, boosted by this exciting innovation. However, there is a cloud on the horizon, as consume

The market for mobile phones in Spain is expected to see a more stable performance in retail volume terms in 2024, following a significant decline throughout the previous year. This will be attributable largely to improved general economic conditions, which will boost consumer purchasing power. However, following a two-year period of inflationary pressures, there is a reduced appetite for new smartphones, with latest updates perceived by many to provide limited added value. As such, some consume

It is expected to be a negative picture for mobile homes in Morocco in 2024, with volume sales falling both for feature phones and smartphones. In particular, there is expected to be a significant volume decline for feature phones, as smartphones are now much more popular. However, smartphones are also expected to register volume decline. An increase in customers duties from 2.5% to 17.5% is making smartphones more expensive and dampening volume sales. As a result, consumers are trading down to

In 2024, mobile phones in Nigeria is set to record a decline in retail volume sales, with the exception of smartphones. Smartphones continue to be a vital component of consumer electronics in Nigeria, serving as crucial tools for communication, business promotion, and social interaction. Their role in advertising for micro, small, and medium enterprises is significant, with platforms like Instagram, Facebook, and WhatsApp enabling direct engagement with customers. Despite economic hardships affe

In 2024, there was an increase in both current value and volume sales of mobile phones thanks to the growth of smartphones in Ukraine. This shift reflects local consumers' increasing interest in technological advancements as they prioritise functionality and quality in their device purchases. The advent of shockproof and waterproof smartphones has also had a positive impact on smartphones. Such smartphones still occupy a relatively small share but are gaining popularity among extreme vacationers

Several notable innovations are expected to boost volume sales of mobile phones in the Czech Republic in 2024. Motorola, for instance, introduced the new Moto G04 smartphone, which promises not to compromise on style or immersive entertainment. With its sleek design, immersive display, and advanced AI-powered camera features, the Moto G04 redefines expectations for an affordable smartphone, available to Czech consumers for as little as CZK2,490. Additionally, Xiaomi’s latest series will feature

Mobile phones in Malaysia benefits from the development of the 5G network in the market. Government initiatives aimed at encouraging the widespread adoption of 5G have incorporated Rahmah smartphone packages. As of 31 December 2023, Malaysia’s 5G network achieved coverage of 80.2%, with plans to shift to dual network coverage. Malaysia 5G service subscriptions – 3.6 million subscribers – had a double-digit adoption rate as of 31 October 2023. From 31 August-31 December 2023 the Ministry of Commu

In 2024, mobile phones in Sweden experiences a slight decline in total volume sales, with smartphones recording a marginal increase. The decline in feature phone volumes is primarily due to the obsolescence of their technology and their replacement by smartphones. However, the growth in smartphone sales is tempered by the rising popularity of second-hand and refurbished phones, which appeal to cost-conscious and sustainability-aware households. This trend negatively impacts the sales of lower-pr

Smartphones enjoys the highest level of innovation within consumer electronics, and this normally attracts Hungarian consumers looking to upgrade their mobile phones. This was not the case in 2024, when consumers were still confronted by high costs of living and significant price increases. Upgrades and replacements were put on hold leading to volume sales decline in 2024. The situation got better in the second half of the year when volume sales of mobile phones declined only slightly.

Retail volume sales of mobile phones in Thailand will see a decline in 2024, albeit at a much slower rate than the previous year. The latter was due a worldwide shortage of semiconductor chips, which began prior to the pandemic and which had a knock-on effect on sales of many consumer electronics products. While this situation had normalised by the end of 2023, the high cost of living is having an impact on discretionary spending, with consumers holding onto their mobile phones for longer period

A slight increase in retail volume sales is projected for mobile phones in Mexico in 2024. However, this performance is due to the ongoing growth in the demand for the dominant type, smartphones, with feature phones set to continue to see a strong double-digit decline in retail volume sales at the end of the review period. Increasingly, Mexican consumers consider a smartphone to be a necessary, even must-have, device because of a wide range of functions and applications that go beyond the abilit

Smartphones in Poland are expected to register a slight increase in volume sales in 2024. However, constant value sales growth is expected to be higher, as consumers opt for higher specification models. Smartphone screen sizes also continue to become bigger, as consumers increasingly use their device for operations such as video and email. Foldable smartphone are also a growing trend, though still niche. A foldable phone can be folded into a smaller unit that can be carried in a pocket more easi

In 2024, the currency devaluation in Argentina led to a surge in the smuggling of mobile phones, a trend that is expected to continue into 2025. Before the December 2023 devaluation, consumers found it affordable to buy from local retailers because brands imported parts to manufacture phones in Tierra del Fuego at the official exchange rate, which was significantly lower than the price of the US dollar in the informal market. The reduced gap between the official and informal exchange rates cause

Mobile phones experienced a notable rebound in 2024 amid the rebound in the economy and weaker inflationary pressures with consumer and vendor confidence rising. Inflation peaked at the start of 2023 but began to slow down towards the end of the year, affecting consumer spending habits and curbing mobile phone sales. Initially, high inflation rates had led to cautious spending and a more conservative approach from vendors. However, as inflation eased and consumer confidence started to recover, t