The average price of smartphones rose at record pace in Q3 last year and then again in Q4. Data by GfK shows that consumers were paying $363 on average, a 10% increase year on year. This also represents the fastest quarterly rise.
The number of smartphones sold in Q4 was almost flat – just 1% up. But the revenue from those sales rose significantly, 11% globally.
This increase was the biggest in Central and Eastern Europe where unit sales went up 7% but revenues are up 28%. In Western Europe and China, unit sales are down 3% but revenues still increased by a solid 17%.
| 4Q 2016 vs. 4Q 2017 | Units sold (in million) | Sales value (in billion USD) | ||||
| 4Q16 | 4Q17 | Y/Y % change | 4Q16 | 4Q17 | Y/Y % change | |
| Western Europe | 38.3 | 37.0 | -3% | 16.1 | 18.8 | 17% |
| Central and Eastern Europe | 22.6 | 25.2 | 7% | 5.4 | 6.9 | 28% |
| North America | 58.7 | 62.0 | 6% | 27.4 | 28.5 | 4% |
| Latin America | 33.1 | 35.0 | 6% | 10.0 | 11.2 | 12% |
| Middle East & Africa | 42.6 | 46.2 | 8% | 10.6 | 10.9 | 3% |
| China | 118.4 | 114.7 | -3% | 36.6 | 43.0 | 17% |
| Developed Asia | 20.3 | 18.5 | -9% | 13.9 | 13.2 | -5% |
| Emerging Asia | 58.9 | 58.6 | -1% | 10.1 | 11.5 | 14% |
| GLOBAL | 393.9 | 397.2 | 1% | 130.1 | 144.0 | 11% |
| Source: GfK Point of Sales (POS) Measurement data in 75+ markets, monthly data to the end of November 2017, plus weekly data to 31 December 2017. Percentages are rounded. | ||||||
GfK attributes this to the new breed of bezel-less phones, which started at the top of the market (but have been making their way to the mid-range).
For the full 2017, unit sales are up 3% - to a total of 1.46 billion – and the monetary increase is 9%, again indicating a rise in the average selling price.
| 2016 vs. 2017 | Units sold (in million) | Sales value (in billion USD) | ||||
| 2016 | 2017 | Y/Y % change | 2016 | 2017 | Y/Y % change | |
| Western Europe | 131.0 | 125.6 | -4% | 53.5 | 56.0 | 5% |
| Central and Eastern Europe | 78.0 | 85.2 | 9% | 16.8 | 21.2 | 26% |
| North America | 198.2 | 201.3 | 2% | 82.9 | 84.0 | 1% |
| Latin America | 105.9 | 115.8 | 9% | 30.9 | 36.8 | 19% |
| Middle East & Africa | 168.9 | 176.5 | 4% | 42.1 | 41.5 | -1% |
| China | 448.5 | 454.4 | 1% | 133.1 | 152.3 | 14% |
| Developed Asia | 72.9 | 68.5 | -6% | 46.1 | 44.2 | -4% |
| Emerging Asia | 214.5 | 232.7 | 8% | 34.5 | 42.7 | 24% |
| GLOBAL | 1,417.9 | 1,460.0 | 3% | 439.9 | 478.7 | 9% |
| Source: GfK Point of Sales (POS) Measurement data in 75+ markets, monthly data to the end of November 2017, plus weekly data to 31 December 2017. Percentages are rounded. | ||||||
The analysts do have some good news. Developed markets are reaching a saturation point, which will push makers to focus on consumer retention and encourage innovation and differentiation.
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