large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

This graphic shows the winners and losers of Europe’s smartphone war

Want to know what’s really going on in the world of smartphones? Well a new graphic gives us a pretty good idea.

Tweeted by Carolina Milanesi, chief of research at analysts Kantar World Panel, it shows which Android smartphone makers are gaining or losing customers in Europe and where they’re coming from.

Lead image: Eric Fischer

The graphic, which shows the customer flows during 2015, shows established brands such as Samsung, HTC, LG and Sony are losing customers to upstarts such as BQ, Wiko and Huawei.

Motorola is the only “big name” that gained more customers in Europe, no doubt on the strength of an excellent lineup that includes the budget-friendly Moto E and Moto G handsets.

Here’s what else we’ve learned from this handy graphic.

HTC loses to everyone

Woe unto HTC, which lost customers to everyone, most of all Samsung. 2015 was a dreadful year for HTC. The One M9 flopped and revenue declined 40% year-on-year. A great deal rides on the success of the HTC Vive and upcoming HTC One M10.

Huawei stealing customers from Samsung

Huawei is the big winner from 2015, leaching customers from everyone, but especially Samsung. Huawei chose to have a low-key MWC this year as it plans to launch its next flagship smartphone, the Huawei P9, in the next couple of months.

People spending less and upgrading less often

The success of budget brands such as BQ and Wiko shows that people are looking for good value and finding it. We’re also upgrading far less frequently. According to the same report, people in the UK waited 23.5 months between upgrades in 2015, three and a half months longer than they did in 2013.

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.