As the number of smartphone users worldwide increases year after year, it’s no surprise that mobile commerce sales are also reaching all-time highs. That said, knowing certain mobile usage statistics can come in handy when crafting a digital marketing strategy. 

The latest statistics on the smartphone market share worldwide show that as of November 2023, US phone maker Apple leads the pack, with a market share of 29.64%. This means that just under three in 10 smartphone users worldwide use an Apple phone.

Second on the list of the most popular smartphone manufacturers is Samsung. The South Korean brand has 24.68% of the smartphone market share, just 4.96 percentage points less than Apple.

Apple and Samsung dominate the smartphone industry and own a combined 54.32% of the total smartphone market share. In fact, these two smartphone manufacturers have been leading the market since 2013. That year, both their market shares surpassed Nokia’s, a Finnish phone brand that was immensely popular in the 2000s. 

The data also shows that Apple and Samsung have been swapping places over the past few years. Up until September 2021, Samsung had had a consistent run as the market leader—albeit only marginally. But Apple overtook Samsung that October and held the lead for a few months before Samsung regained it in March 2022. October 2022 is the first time since then that Apple has taken the lead yet again, and the two traded places every few months after, until Apple pulled away in March 2023..

Xiaomi is the third-largest smartphone brand, with 10.99% of the total market share. This is impressive for the Chinese company, considering it was founded only in 2010. The bulk of Xiaomi’s growth came in the past five years. Prior to 2017, the phone maker only had around 2% of the market share. That year, however, it more than doubled its share, ending the year with 4.75%.

After Xiaomi, Oppo, and Vivo follow, with 5.52% and 4.93% of the market share, respectively. The sixth-largest smartphone manufacturer is Huawei, which holds 3.6% of the smartphone market share.

Together, these six brands own 79.36% of the global smartphone market share. In other words, four out of every five smartphones being used worldwide are manufactured by them.

Out of all the top phone brands in the world, only Apple is based in the United States. In fact, the remaining five hail from Asia—specifically, China and South Korea.

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