New numbers from Kantar are showing a growing number of consumers are interested in buying 5G smartphones within six months. The data were drawn from a survey of offline stores and online shoppers across several countries with an appreciable 5G infrastructure. More than two-thirds of the persons surveyed overall were planning to buy a 5G smartphone.

Smartphones with 5G connectivity are currently the gold standard in the smartphone segment, and the data has shown a growing appetite for a faster and more advanced technology. However, several countries are yet to get the necessary 5G network infrastructure in place, which could require a substantial quantum of resources.

The Kantar research covered China, the US, Australia, Japan, the UK, France, Spain, Italy, and Germany. These countries have an established and expanding 5G network infrastructure, thus, budding markets for 5G smartphones. From the data, up to 91% of customers in China preferred or were planning on getting a 5G phone in the next six months. The corresponding percentage in Japan was 55%, and the United States, 74%. Japan was the only country with less than 60% of the surveyed respondents with a preference for buying a 5G smartphone.

A look at sales data from these countries also indicated a strong preference for 5G phones. The sales data for the top 10 smartphone sales in the listed countries were correlated with the responses from the Kantar survey. It showed that 70% of high-end smartphones sold in China had 5G connectivity, while the US, Japan, and Australia indicated a 50% sales threshold for 5G-rated smartphones. The lowest sales percentage came from the top 5 countries in Europe (Germany, UK, France, Italy, and Spain) with 40%.

The Kantar research also showed a growing preference of consumers to pick offline stores to purchase their smartphones compared to online stores. The use of offline stores is gradually picking up in some markets after the coronavirus pandemic led to the total shutdown of offline outlets’ operations last year. The growing preference could be possibly driven by increased vaccination rates across several countries, which means that public places could be open to the citizens, with safety protocols still being observed. Sales data for Q2 2021 has shown single-digit growth from the first quarter of the year. However, the data also indicated that shoppers in China, Australia, and Japan are still unwilling to return to offline shopping.

Global Android sales surpassed that of iPhones, although Apple continues to maintain its position as a top smartphone brand, while Samsung, Oppo, Sharp, and other brands are making inroads across the markets.

As earlier stated, the research only considered countries with some level of 5G network infrastructure and deployment. There are a lot of countries yet to have any 5G deployment.

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Earlier today (11th May 2021), Xiaomi announced that Kantar and Google will be revealing its 2021 BrandZ Top 50 Global Brands in China this week. The company shared this on its official Weibo account, a Chinese microblogging website.

In the social media post, the Chinese tech giant shared an image poster that also showcased this achievement. Looking at this list, the company arrived fourth in the list, just behind Alibaba, ByteDance, and Huawei that made up for top four of the list. Xiaomi officially added that the Chinese brands have been showing strong growth under the influence of the coronavirus pandemic that has affected the entire world. The company also thanked its users across the globe in helping it achieve this feat.

Additionally, the Chinese consumer electronics maker also added that it would continue to create better technological experiences for everyone and further improve in the future. Apart from the recent list, the company had also been listed in the Fortune 500 Global brands list, under the internet and retail based company category. In this list, Xiaomi ranked against other top tech giants like Amazon, Alphabet, Facebook, JD.com, Tencent, and Alibaba as well.

Interestingly, recent market analysis has also revealed that the company’s robust business strategy and efficient business model has helped it strengthen its position last year, despite the global pandemic affecting the various markets and economies. The Xiaomi Group was able to not only resist any adverse affects but was also capable of laying down a long term strategic foundation for future development as well.

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Glal insights and data management firm Kantar recently published its smartphone overall sale data for Q4 2019. The survey shows iOS accounts for 24.3% of smartphone sales in five major European nations including Germany, France, Italy, Spain, and the UK, alongside the USA, Urban China, Australia, and Japan.

According to Dominic Sunnebo, Kantar’s Global Director, “Apple iPhone 11 accounts for 10% of all iOS smartphones sold across the US and Europe combined in the last quarter of CY20. This is a phenomenal achievement for Apple since it accounts for twice the number of iPhone XRs sold during the same period. The iPhone 11 series accounts for 50% of all iPhones sold throughout Europe and America, which is a major rise from 36% recorded by the iPhone X lineup in the previous quarter”.

Samsung, on the other hand, was not so lucky. While the Galaxy A-Series managed to hold its own in the US market, the flagship Galaxy S lineup failed to leave an impression. In fact, the mid-range A-series cannibalized sales of the S-series to a certain extent, as the former offer better value for money.

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Chinese electronics giant Huawei continues to lose shares in the European market, as combined Huawei/Honor shares dropped by 4.4%, bringing the total sales figure to a measly 16.4% in Q4 2020. Compatriot Xiaomi had better luck as its market share grew by 7.2% to a total of 14.2%, placing it right on the heels of Apple and Samsung in terms of market share. While Xiaomi is yet to make a considerable dent in the UK, the situation could change for the better within the next few months.

In urban China, a combined Huawei/Honor force commands 44.2% market share in Q4 2019, an increase of 5.4% since the previous year. During the same period, rivals Xiaomi, Vivo, and Oppo witness a slight drop in sales. Despite the higher price tag, Apple saw an increase in demand in Urban China with the iPhone 11 selling like hot cake in the region. In fact, the Apple iPhone 11 Pro and the iPhone 11 Pro Max ranked at #3 and #4 respectively on the list of the most sold devices.

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