IDC announces domestic smartphone shipments for Q2, with Xiaomi up 464% year-on-year and Google down 47.7%printing

Social Situation in Japan

2024.09.21

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On September 9th, IDC Japan announced actual figures for the domestic mobile phone/smartphone market for the second quarter of 2024 (April to June).

Domestic mobile phone/smartphone market performance figures announced for the second quarter of 2024 (April to June)

Combined shipments of conventional mobile phones and smartphones were down 5.6% year-on-year to 6.9 million units. Smartphone shipments were down 5.5% year-on-year to 6.85 million units, the first time they have fallen below 7 million units since the third quarter of 2020, when the impact of the novel coronavirus disease (COVID-19) was strong. In addition, while iPhone shipments are returning to previous levels, demand for Android devices is slow to recover.

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iPhone Store

Looking at smartphone shipments by vendor, Apple topped the list with 3.61 million units (52.4% share), up 8.6% from the previous year, followed by Sharp with 740,000 units (10.8%), Google with 580,000 units (8.5%), Xiaomi with 490,000 units (7.2%), and Samsung Electronics with another 490,000 units (7.2%).

Apple’s shipments of 3.61 million units are still a significant increase over the previous year, due to the extremely low shipment levels in the second quarter of 2023. Meanwhile, third-place Google saw a 47.7% decrease over the previous year, but its shipments of just under 600,000 units are not a low level, and second-place Sharp saw a 58.6% increase over the previous year.

Xiaomi’s sales increased by 464.4% year-on-year, marking the first time a Chinese global vendor has ranked in the top five in the domestic market since Huawei in the second quarter of 2018. Samsung Electronics’ sales were also down 15.5% year-on-year, but its shipment volume of approximately 500,000 units is not a small volume in the domestic market, and the average selling price has risen significantly.

Domestic smartphone market shipment volume/vendor share in Q2 2024

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