hankyoreh

Samsung Electronics’ Galaxy Note 20 Studio in Seoul’s Times Square mall, a space for customers to try out new Samsung products, during its opening on Aug. 8. (provided by Samsung Electronics)

Seven out of 10 people who bought smartphones in South Korea between July and September went home with a Samsung product, according to a new report. This is the first time that any single smartphone manufacturer has controlled more than 70% of the domestic market.

According to a report released on Nov. 15 by market research firm Strategy Analytics, Samsung Electronics held a 72.3% share of the domestic smartphone market (in terms of units shipped) in the third quarter (Q3) of 2020. Samsung’s market share at home had never before exceeded 70% on a quarterly basis. Samsung had a 67.9% market share in Q3 of 2019 and a 69.4% share in Q2 quarter of 2020.

In addition, Samsung pushed aside Apple to return to the top spot in the US smartphone market after a three-year absence. It also regained its dominance in the global smartphone market, after ceding the lead to Chinese firm Huawei for a single quarter.

One reason that Samsung smartphones have expanded their share of the South Korean market is because of the bevy of new products the company launched in Q3. The Galaxy Note 20 came out in August, followed by two foldable phones — the Galaxy Z Fold 2 and the Galaxy Z Flip 5G — in September.

Clustering the release of three flagship models in Q3 gave shipments and sales a big boost. Brisk sales of flagship smartphones this past quarter also helped Samsung post its highest quarterly sales ever, around 67 trillion won (US$60.46 billion).

A hiccup in the release of rival Apple’s new model is thought to be one reason for Samsung’s strong showing in the third quarter. COVID-19 wreaked havoc on Apple’s supply chains; as a result, the iPhone 12 wasn’t available in South Korea until last month. Apple typically releases new models in Q3 of the year.

In the absence of the next Apple phone, Samsung launched an aggressive marketing campaign that apparently helped it pick up market share. Apple had an 8.9% share of the domestic market in Q3, down nearly one point from the previous year. The market share held by LG Electronics, South Korea’s number-two smartphone manufacturer, also remained in the single digits.

In Q4, Samsung’s market share is likely to contract somewhat as Apple’s gets a publicity boost from the release of its latest model.

By Kim Kyung-rak, staff reporter

Please direct comments or questions to [english@hani.co.kr]