Strategy Analytics: UK mobile phone shipments in Q4 2021 were 7.3 million, a slight increase of 1% year-on-year

According to Strategy Analytics, mobile phone shipments in the UK reached 7.3 million in the fourth quarter of 2021, a slight increase of 1% year-on-year. Apple maintained its first position among the four major mobile phone operators in the UK, mainly due to strong demand for the iPhone 12 and 13 series. Samsung lags behind Apple among the four major operators in the UK. Xiaomi and OPPO have consolidated their positions and benefited from Huawei's withdrawal.

Strategy Analytics recently released a survey of Chinese brands Xiaomi, OPPO, vivo, Honor, OnePlus and others in the UK. The study investigated consumers’ awareness, brand considerations and purchase intentions of foreign mobile phone brands entering the UK market. We analyzed the timeline of current smartphones and planned smartphone purchases, and analyzed the brand direction of challenger brands Xiaomi, OPPO, vivo, Honor, realme, Alcatel and market leaders Samsung and Apple.

• Brand awareness of Xiaomi has already surpassed the one-third threshold, and the proportion of consumers considering buying the brand will soon reach double digits, while other Chinese brands are also rising in popularity.
• 80% of British respondents believe that Samsung and Apple are still leading or rising in the UK smartphone market; half of them believe that Xiaomi is leading or rising in brand development direction. Half of them believe that OPPO is a rising brand, and one-third believe that Honor is in its rising period.
• Apple's influence among women is unmatched. Xiaomi, Honor and other Chinese brands have a higher proportion of male customers.