Samsung, Apple, Huawei and Xiaomi are among the largest smartphone manufacturers in the world, together reaching a global market share of more than 50 percent. While these brands are bought and used all over the world, they have still retained certain home turf advantages. Apple is the most used in the U.S. and Canada, Samsung retains a massive market share at home in South Korea and Xiaomi together with Huawei reach 43 percent of Chinese.
66 percent of South Koreans interviewed for Statista's Consumer Insights said that their main smartphone was a Samsung, the highest in the survey. Germany and Brazil were two more markets where the Korean manufacturer had a strong showing, with between 37 and 42 percent in either country owning a Samsung as their main smartphone. Despite Apple’s dominance in the U.S. and Canada, Samsung also has a strong customer base there and reaches between 29 and 34 percent of smartphone owners there.
Markets in Spain, Russia and Mexico were more mixed, with none of the four biggest brands reaching more than around a quarter of the population. While the four brands reached more than 80 percent of Spaniards, they had gotten through to only 55 percent of Indians. Here, the smartphone market beyond the big 4 brands remains heavily fragmented. Brands Vivo, OPPO, OnePlus and Realme are each used by between 7 and 10 percent of Indian respondents.