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Google’s Pixel Gains Ground in the US Despite a Dip in Shipments
According to new data, Google managed to grow the Pixel’s foothold in the US market through the course of 2023, even though it apparently shipped fewer phones in the country.
The Rise of Google Pixel in a Declining Market
Pixel has never made a huge impact on the smartphone market, but that hasn’t stopped Google from pouring a lot of resources into getting the devices in the hands of buyers, especially in the US. Slowly, though, that’s been paying off. As was noted in Q4 2023, Google Pixel made up 3% of phones shipped in North America, representing significant growth.
Since then, new numbers have come out. IDC reports that, in 2023 as a whole, Google Pixel made up 4.6% of the market. That’s up from 3.6% in 2022 and puts Google just ahead of TCL for 2023 to make up the fourth place position. That’s despite Google having actually dropped its shipments in the US year-over-year by 13.6%, where TCL increased its shipment numbers by 8.1%, but actually dropped its share to 4.2%.
Apple was the only other smartphone maker to grow in the US last year by 1.4%. Apple, according to the report, sits at 51.9% of the total market. Samsung, meanwhile, dropped a whopping 19% down to 22.4% of the total market.
Unlocked Sales: A Beacon of Hope for Pixel
Interestingly, Google seems to be doing especially well in unlocked sales, with 9% of smartphones sold unlocked in the States last year being Pixels. Lenovo took the top slot with Motorola making up 34%, and with Samsung and Apple at 20% and 19% respectively. The unlocked market, IDC says, grew by 1.1% in the US last year.
The Ongoing Smartphone Market Battle
While Google’s Pixel devices are consistently among the best Android phones available, they have struggled to compete with Apple and Samsung for market share. However, a new report suggests that Google’s perseverance might be beginning to pay off.
We’ve previously noted how Pixel phones represented 3% of phones shipped in Q4 of 2023, building on impressive growth from previous generations of the Pixel range. Now, new figures indicate that despite a challenging market, Google has continued to grow its market share in the US.
The figures from the International Data Corporation (IDC) (via 9to5 Google) tell us that in 2023, Google Pixel devices claimed 4.6% of the US market. This is an increase from 3.6% in 2022, which means that Google now has the fourth largest market share in the country.
This comes despite what is a challenging market. In 2023, overall phone shipments were down 6.9% to 130.6 million. Google sold 13.6% fewer devices than in 2022, while Samsung – currently second in market share – saw a decline of 19% over the same period. In fact, of all the major phone manufacturers, Google was the only Android brand to increase its market share. At the same time, Apple was the only other company to grow its already dominant position, from 47.6% to 51.9%.
Looking Ahead: What’s Next for Google Pixel?
According to Anthony Scarsella, Research Director at IDC, “Apple and Samsung continue strengthening their hold on the US smartphone market, with the two vendors combining for 74.2% of the market. This represents an all-time high market share for the two vendors.”
In other words, Google should be encouraged by the growth in its market share. But, the fact it saw a significant drop in total phone sales, coupled with Apple’s growth when they are already so dominant, means Google still has plenty of work to do in order to close that gap. There are some reasons for optimism, however.
Firstly, a major Google Pixel 8a leak suggests that Google’s more affordable phone may be almost as good as the Pixel 8. This could make it a compelling option for budget-conscious shoppers looking for a new device. Google also enjoyed significant growth in its market share in Japan in 2023, making it the third largest brand in that market, and the only one to grow its market share over that period. And finally, the anticipated release of the Pixel 9 later this year could well see Google continue its upward trajectory.
