Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Xiaomi smartphones seize No.1 position—but Samsung’s and Apple’s upcoming releases will challenge its lead

The news: Xiaomi overtook Samsung to become the world’s No. 1 smartphone company for the first time ever, per Counterpoint Research.

Xiaomi passed Apple last month—becoming the second-largest global smartphone vendor as measured by shipments during Q2—on the strength of its unprecedented 83% YoY growth in Western Europe, Africa, and Latin America.

Samsung slipped to the No. 2 position in global smartphone rankings in June 2021, per Counterpoint. Samsung’s market share dropped to 15.7% as Xiaomi rose to the No. 1 position behind a rise in market share of 17.1%.

Xiaomi’s stratospheric climb is partly a result of rival Huawei’s misfortune. Only a year ago, Huawei became the No.1 smartphone maker. But its reign was short-lived, as it was hit with various sanctions. Expansion into Huawei’s strongholds in Europe and Southeast Asia helped Xiaomi grow its market share overseas.

Why it's worth watching: Xiaomi’s success is built on entry-level and mid-range smartphones in emerging markets, with prices hovering around 40% and 75% cheaper than Samsung and Apple devices, respectively. Both Samsung and Apple are starting to reach market saturation, especially for flagship devices.

  • Samsung: Its Unpacked event this week will help launch Samsung’s latest premium smartphones and foldables, including updated Galaxy Z Fold and Galaxy Z Flip products. Twitter smartphone leaker Evan Blass has revealed the first Android-powered smartwatches, created in tandem with Google and Fitbit, and new noise-canceling earbuds. Samsung is trying to expand into new product segments that it can dominate as the smartphone market continues to plateau.
  • Apple: Its new iPhones will include pro-focused camera and video updates, per Bloomberg. Last year’s iPhone 12 launch coincided with a splashy 5G rollout, which resulted in wide adoption of iPhones. Since 2021 is an iterative year for iPhones, new models will feature incremental upgrades—likely focused on camera performance and pro-level video recording features—which may not attract as many users.

The takeaway: It remains to be seen if Xiaomi can hold onto the smartphone leadership position in the face of Samsung’s and Apple’s upcoming smartphone releases. Xiaomi does have a lot of room to grow, especially in emerging markets, while Samsung’s and Apple’s growth continues to plateau globally.