Although retail volume sales of mobile phones in India registered decline in 2025, current value growth in smartphones remains robust as the premiumisation trend continues apace. Smartphone manufacturers are increasingly and aggressively integrating artificial intelligence features into their devices, extending beyond just premium flagship models to include mid-range options. Vivo illustrates this shift with the launch of the V30 Pro, which incorporates AI-driven photography and a partnership wi

The year 2024 witnessed a return to volume growth for mobile phones in the UK, as new launches from Apple and Samsung stimulated sales of smartphones. On the back of these launches, volume sales remained positive in 2025, with consumers replacing old smartphones. However, with US tariffs impacting the global economy in a major way, and details of tariffs changing frequently, there was some economic uncertainty. In this climate, unit price growth was evident, and this led to relatively strong val

Volume sales of mobile phones are rising slightly in the US in 2025, with smartphones showing the greatest dynamism in terms of growth and feature phones remaining in deep decline. The overall category continues to be driven by the annual replacement cycle of flagship smartphones, led by Apple’s iPhone and Samsung’s Galaxy line. With smartphone penetration already near full saturation, major swings in volumes are unlikely outside of deliberate market interventions. One looming factor is tariffs,

In 2025, mobile phones in South Africa recorded a slight decline in volume sales. However, smartphones recorded a modest year-on-year growth of 0.2% in retail volume. Although this growth was relatively flat, it indicates a positive trend following two consecutive years of decline. The rising popularity of affordable Chinese smartphones has been the primary driver behind this growth. Brands like Honor and Xiaomi, which initially targeted the lower end of the market, have now expanded their offer

In 2025, mobile phones in the Philippines recorded 1% retail volume growth, reaching 18.4 million units. The modest increase was largely driven by smartphones, with 2% retail volume growth to total 16.9 million units. Several key factors underpinned growth in smartphone sales, including the replacement cycle, a relatively low penetration rate, and the introduction of various products across different price tiers. The launch of Apple’s iPhone 16 in 2024 had generated significant excitement, with

Volume sales of mobile phones in Canada are set to increase in 2025. Currently, over 85% of Canadians own a smartphone, while around 4% own a feature phone. Smartphone usage continues to grow across all age groups, with the fastest adoption observed among the older population. Purchases of smartphones have steadily increased over the past nine years. Ownership among 18- to 19-year-olds rose from 94% to 98%, among 30- to 49-year-olds from 82% to 95%, and among those aged 50 and older from 46% to

Sales of mobile phones are achieving marginal volume growth in Turkey in 2025, driven by baseline demand for smartphones. Smartphones are deemed necessary devices for consumers, which are valued for their multifunctionality. However, growth rates in smartphones are slowing down, as the local market has reached a high level of penetration. Thus, the category has reached a point of saturation, resulting in diminished growth opportunities. As a result, smartphone manufacturers face challenges in st

In 2025, retail volume sales of mobile phones in Saudi Arabia increased by 1% to reach 17.6 million units, driven by the country's digital transformation, rising disposable incomes, and high smartphone adoption. Vision 2030 has played a central role in shaping the category by fostering a tech-driven economy, smart city initiatives, and significant investment in 5G infrastructure, with consumers increasingly demanding 5G-enabled smartphones to optimise their gaming, video consumption, and IoT con

Volume sales of mobile phones are rising in Ukraine in 2025. Economic uncertainty continues to shape purchasing behaviour in Ukraine and refurbished or second-hand smartphones are gaining traction as a practical alternative to buying new. In a landscape where affordability is crucial, pre-owned devices present a strong value proposition: they deliver better performance and build quality than many newly released budget phones and often come at a similar or lower price. This pattern is most visibl

Volume sales of mobile phones are set to decrease in Sweden in 2025. This result reflects a saturated market with limited per capita growth potential. Smartphones is set to be the most dynamic category within mobile phones, although volume sales will continue to fall.

In 2025, retail volume sales of mobile phones in China increased by 4% to 290 million units, a trend primarily driven by robust growth for smartphones. However, sales of feature phones continued to decline. This was particularly as the older population increasingly adopted smartphones to keep pace with digital lifestyle requirements, such as health code scanning, mobile payments, and video calls with family members. China, as a pioneer in digitalisation, accelerated this shift during the pandemi

Volume sales of mobile phones in Romania increased slightly in 2025. While the category performed better than in 2024, growth remained modest as decreasing purchasing power, high inflation, and newly introduced austerity measures discouraged investment in expensive electronics. Mid-range and premium smartphones continued to dominate sales, with penetration in Romania considerably higher than in neighbouring markets such as Bulgaria, Hungary, or Poland.

In 2025, retail volume sales of mobile phones in Mexico increased by 1% to reach 32 million units. Smartphones continued to dominate, accounting for nearly 99% of sales, with retail volumes growing by 2% to 32 million units. This growth can be attributed to the multifaceted role that smartphones played in the lives of Mexicans, serving as essential tools for communication, work, education, gaming, and entertainment. Additionally, smartphones have emerged as crucial financial instruments, enablin

Volume sales of mobile phones are set to record a modest increase in 2025, driven entirely by the continued expansion of smartphone, while feature phones decline sharply. Polish consumers increasingly view smartphones as essential tools for communication, entertainment, and access to digital services.

Retail volume sales of mobile phones in Portugal increased in 2025, but the pace of growth slowed compared with the strong performance of the previous year. This reflects a combination of market maturity, a high penetration rate, and longer replacement cycles among certain consumer groups. Nonetheless, innovation – particularly the integration of artificial intelligence – remains a key driver of upgrades, boosting demand for the latest smartphones. AI-powered devices are appealing to consumers l

Volume sales of mobile phones are set to increase in 2025, although growth is modest due to heightened price sensitivity following the additional 1% VAT rise implemented during the year. Sales are strongest in smartphones, which remains the most dynamic category within mobile phones. Despite the difficult economic climate, the market was supported by high-profile premium launches, such as the Samsung S25 Ultra range in early 2025 and the Apple iPhone 16 range in late 2024, both of which attracte

Mobile phones is in an overall negative volume slump in Nigeria in 2025. However, this poor overall performance is attributed to the decline in interest in feature phones, with smartphones managing to achieve small positive volume growth. This is being largely driven by the availability of affordable entry-level and mid-range smartphones, which offer enhanced features, such as improved camera capabilities, which appeal to budget-conscious consumers. Additionally, the expansion of mobile phone fi

In 2025, retail volume sales of mobile phones in Italy grew by 2% to reach 18.4 million units. This marginal increase was driven primarily by the continued popularity of smartphones, while feature phones experienced a strong decline. Technology and communication devices have been particularly affected by tariff changes and the fear of further limitations imposed by Europe and the US on products from China. Despite these challenges, Chinese brands managed to maintain a competitive edge due to the

In 2025, retail volume sales of mobile phones in France rose by 3% to 13.9 million units. This moderate improvement followed a challenging 2024, which was marked by both volume and value declines despite a shift towards more premium models. The volume contraction in 2024 was largely attributed to a tough economic climate, extended replacement cycles, and the strong expansion of second-hand smartphone sales. However, the second-hand market, which had been maturing as rising new smartphone prices

Retail volume sales of mobile phones in Thailand fell by 0.4% in 2025, reaching 15 million units. This minor fall can partly be attributed to the strong decline for feature phones, primarily because contemporary consumers increasingly require more advanced capabilities from their mobile devices. The limited functionalities inherent in feature phones are no longer adequate to support the evolving demands of modern daily tasks, driving a significant shift towards more feature-rich alternatives. Ho

In 2025, retail volume sales of mobile phones in Chile grew by 3% to reach 6.3 million units. This growth was primarily driven by the continued popularity of smartphones, which saw significant enhancements in functionalities such as 5G connectivity, improved camera quality, and the use of innovative materials, including vegan options for smartphone casings and screens. These advancements resonated particularly well with environmentally-conscious consumers, boosting demand and contributing to the

In 2025, mobile phones in the UAE is rising in terms of volume sales, driven by greater stock availability, attractive pricing and marketing campaigns that encourage users to upgrade their devices.

Mobile phones in the Czech Republic is expected to see growth in 2025, primarily driven by increasing demand for smartphones. However, feature phones continue to decline, catering to a shrinking segment of consumers, especially as smartphones gain wider acceptance among various age groups, including older adults. Feature phones is further affected by a reduction in manufacturers, as most brands are shifting their focus to the more profitable smartphone segment.

Volume sales of mobile phones are in a slight slump in Hungary in 2025, attributed to the maturity of the category and the high level of market saturation. Added to which, there is a declining interest in feature phones, and the lower purchasing power of consumers means many people are postponing their purchases of smartphones, or simply purchasing a new smartphone when their old one no longer works, rather than upgrading to new models. Indeed, while feature phones shows the steepest decline, sm