Screening consumer behaviour for smartphones: device replacement, purchasing criteria and brand loyalty

At IFA Berlin 2026, AI remained the dominant theme, as it becomes increasingly embedded across consumer electronics experiences. Beyond AI, robotics stood out, with the show hosting a ‘Robots on the Runway’ spectacle. For players across the consumer tech ecosystem, the themes highlighted at IFA continue to spur opportunities such as monetisation but also challenges, including costs and privacy issues.

As smartphone competition becomes increasingly shaped by regional dynamics, understanding competitive dynamics beyond the global level is becoming more important. This report examines smartphone competition through a regional lens, highlighting leaders, followers and challengers across regions and countries. The insights can be used to formulate or adjust commercial strategies, identify growth opportunities and prioritise markets.

The Smartphone Market Shares Dashboard 2026 provides granular data on OEM smartphone market shares across countries, regions and at the global level, highlighting market leaders, followers and challengers. It is a valuable resource for OEMs looking to refine their growth strategies and targets, as well as for mobile operators, digital service providers and other stakeholders whose businesses rely on smartphone market dynamics and competitive positioning.