Smartphone sales return to growth: four ways for OEMs to capitalise

Smartphone sales have been under pressure in recent years, with declining volumes due to supply chain issues, geopolitical tensions and rising inflation. However, industry estimates show year-on-year growth in global sales over the past few quarters, with around 4% growth expected for full-year 2024. As the market recovers, OEMs have new opportunities to increase their market share. This research outlines four considerations for OEMs when revisiting their smartphone strategies. Understanding how consumer behaviour is evolving is key. As such, GSMA Intelligence uses insights from a consumer survey conducted in December 2023 across eight major mobile markets.