2022
9
Germany Smartphones Market Report 2022
2022-05-24T17:35:42+01:00
REP4FAE5013_D122_44E1_BB8D_5B21D3F73E39
2195
151506
[{"name":"Smartphones","url":"https:\/\/store.mintel.com\/industries\/technology\/smartphones"}]
Report
en_GB
As inflation could slow growth of the smartphone market, brands must look for ways to entice upgrading, such as by offering devices for rent or innovating and underpinning longevity.

Germany Smartphones Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Smartphones Market Report 2022 identifies consumers’ attitudes towards upgrading to the latest smartphone models, the use of 5G, and the impact of inflation on the Germany Smartphones market. This report covers the Mobile Phones market size Germany, market forecast, market segmentation, and industry trends for the Smartphones Market in Germany.

Click here to view the German version of our Germany Smartphones Market Report 2022.

Germany Smartphone Market Analysis

While the importance of the smartphone is expected to protect the market from declining, inflation is putting a squeeze on budgets. This combined with economic and political uncertainty undermines consumers’ confidence in upgrading their smartphones, thus slowing the growth of the smartphone market in 2022.

On the other hand, some consumers will be particularly looking for value-for-money purchases. Brands need to emphasise the value their smartphones offer to keep upgrades coming, for instance by highlighting their robustness and battery life, conveying that they are worth their price as they keep their value for a long time.

Mobile Phones in Germany Market Share and Key Industry Trends

Depending on when inflation and economic uncertainty will be overcome and how fast brands will innovate with 5G use cases for consumers, the smartphone market will pick up speed again over the years to come.

Particularly for younger Germans, smartphones are part of their self-expression and they value smartphones that look good. This provides leverage for brands to entice upgrading by going hard on branding and the fashionable appeal of devices, for example by offering style customisation or by leveraging recycled materials to tap into the sustainable fashion trend.

  • 81% of German smartphone owners agree that it’s too expensive to get the latest models after release.
  • 40% of Gen Z see renting tech devices as a good alternative to buying.
  • 48% of German Gen Z smartphone owners agree that it is important to have a smartphone that looks good.
  • 50% of German smartphone owners agree that newly released smartphone models rarely have noticeable improvements compared to the previous line of models.

 

The Smartphone Market Share in Germany

These are some statistics on the Germany smartphones market.

What is the smartphone market size in Germany?

The market size of the Germany smartphone market has grown by 3.8% in 2021. However, this growth, according to our Germany smartphones market report, has slowed down to a mere 0.8% in 2022.

Which smartphone is most used in Germany?

A wide range of brands hold smartphone market share Germany.

Is Apple or Samsung more popular in Germany?

While Samsung leads the Germany smartphone market share, Apple is certainly a strong competitor in the Germany smartphone market. Our Germany Smartphones Market Report covers the six key competitors in the German smartphone market, comparing their individual market share.

 

Future Trends in the Germany Smartphones Market

While the smartphone is already an essential device, this will get even more pronounced in the future, increasingly establishing as a necessity in various areas of life, ranging from e-prescriptions, to 5G and AR use cases. While interest in 5G is so far mostly limited to enthusiastic adopters, utility is expected to take off with increasingly sophisticated use cases. Accordingly, the smartphones market in Germany is expected to continue to grow in the long term.

An interesting area for brands to tap into are smartphone rentals, as many Gen Z see renting tech devices as a good alternative to buying. Highlighting the convenience and sustainability benefits of renting is key to maximise appeal and stand out from contracts and financing options.

Read on to discover more details or take a look at all of our German Market Research about Technology and Telecoms.

Quickly Understand

  • The short-, medium- and long-term impact of inflation on smartphones.
  • Brands of smartphones owned, including the ownership of 5G smartphones.
  • Time with the current smartphone, ways of paying/having paid for it and intentions to buy a new one.
  • Interest in and ownership of foldable smartphones.
  • Attitudes towards smartphones, including the appeal of buying refurbished smartphones, the importance of the latest technical features and an analysis of four consumer segments based on these attitudes.

Covered in this Report

Products: Smartphones mobile cell phones.

Brands: Apple, Deutsche Telekom, Vodafone, Samsung, Huawei, Xiaomi, Motorola, Nokia, Sony, Oppo, Pixel, OnePlus, and more.

Expert Analysis from a Specialist in the Field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the smartphones market in Germany, and adds expert context to the numbers.

As inflation could slow growth of the smartphone market, brands must look for ways to entice upgrading, such as by offering devices for rent or innovating and underpinning longevity.

Jan Urbanek
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: time when planning to buy new smartphone, NET, by financial situation, 2022
    • Mintel predicts
    • Opportunities
    • Graph 2: consumer segments by generation, 2022
    • The competitive landscape
    • Graph 3: smartphone brands owned, 2022
  2. MARKET DRIVERS

    • Graph 4: key economic data, in real terms, 2019-23
    • Graph 5: time when planning to buy new smartphone, NET, by financial situation, 2022
    • Rollout of 5G
    • Sustainability
    • Legal regulations
  3. WHAT CONSUMERS WANT AND WHY

    • Smartphone brands owned
    • Graph 6: smartphone brands owned, 2022
    • Graph 7: smartphone brands owned, by generation, 2022
    • Time with smartphone and time when planning to buy a new smartphone
    • Graph 8: time with currently owned smartphone, 2020-22
    • Graph 9: time when planning to buy new smartphone, 2022
    • Graph 10: time when planning to buy new smartphone, NET, by generation, 2022
    • Ways of paying for smartphones
    • 5G and foldable smartphones
    • Graph 11: ownership of smartphone supporting 5G connectivity, 2021-22
    • Graph 12: ownership and interest in buying foldable smartphones
    • Attitudes towards smartphones
    • Graph 13: attitudes towards smartphones, 2022
    • Smartphone consumer segments
    • Graph 14: consumer segments by generation, 2022
    • Graph 15: age by consumer segments, 2022
    • Graph 16: age by consumer segments, 2022
    • Graph 17: age by consumer segments, 2022
    • Graph 18: age by consumer segments, 2022
    • Graph 19: smartphone consumer segments, by smartphone brands, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. MARKET SHARE

    • Graph 20: smartphone brands owned, 2020-22
  6. MARKET SIZE AND FORECAST

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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