“Double digit market growth is over”, Kantar says, as it cites that 65% of Americans, 74% of Europeans, and 72% of urban Chinese consumers already have smartphones. US customers tend to buy the most high-end smartphones, with 48% of 2015 sales being of devices in the $500+ price bracket – that's a 9% growth over 2014. In the EU5 (France, Germany, Spain, Italy, UK), the high-end segment was only 27% of overall smartphone sales, marking a mere growth of 6% over 2014.
It's also interesting to note that Apple is still the preferred smartphone maker in the US – 40% of customers prefer an iPhone, 35% want a Samsung device. Motorola is 3rd in the list, but only has 6% of consumers' favor. In the EU5, Samsung is in the lead with 37% of consumers favoring the brand, while only 29% prefer an Apple device.
Kantar Worldpanel ComTech expert Carolina Milanesi notes that while the market is oversaturated, there still are plenty of opportunities for companies to monetize from it – one just needs the vision to seize them.