Global smartphone demand hit 368 million units in Q4 2015, up 14 percent quarter-on-quarter and up 6 percent year-on-year. However, revenues plateaued year-on-year at USD 115 billion due to average selling price (ASP) decline of six percent year-on-year for Q4 2015. In the full year 2015, 1.3 billion smartphone units were sold - an increase of seven percent year-on-year. This unit growth was partially offset by a decline in global average selling price (ASP) of 2 percent year-on-year, which caused revenues to increase on a slightly lower level of only 5 percent year-on-year to USD 399 billion.
Emerging APAC remains the primary growth driver in the global smartphone market, with 21 percent year-on-year unit growth in Q4 2015.
"Despite a record fourth quarter - and strong performance in 2015 in general - there are mixed results across countries. Local factors, rather than regional and industry trends, are increasingly driving markets. Diverging economic trends, device saturation, mass market adoption, politics, social change, and even sports have impacted smartphone demand and prices at country level," said Kevin Walsh, director, trends and forecasting, GfK.