Global Smartphone Shipments Forecasted to Decline by 7% in 2026
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 3 hours ago
0mins
Should l Buy TTGT?
Source: Businesswire
- Shipment Forecast: According to Omdia's latest outlook, global smartphone shipments are projected to decline by approximately 7% year-on-year in 2026, primarily due to tightening memory supply and escalating pricing pressures that increase cost burdens for vendors.
- Low-End Market Struggles: Devices priced below $100 are expected to see nearly a 31% decline in shipments, reflecting severe margin pressures in the ultra-low-cost segment, where vendors are more vulnerable to shifts in the macroeconomic environment.
- Resilience in Premium Segment: Despite rising component costs, smartphones priced above $800 are forecasted to grow by around 4% in 2026, supported by strong brand positioning and greater pricing flexibility, with Apple and Samsung maintaining dominant positions in the high-end market.
- Shifting Supply Chain Dynamics: As demand for entry-level smartphones weakens, suppliers of mid- and low-end components face declining orders and intensified pricing pressures, necessitating vendors to prioritize high-value product innovation and disciplined production planning to navigate market changes.
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Analyst Views on TTGT
Wall Street analysts forecast TTGT stock price to rise
3 Analyst Rating
3 Buy
0 Hold
0 Sell
Strong Buy
Current: 3.720
Low
10.00
Averages
11.67
High
15.00
Current: 3.720
Low
10.00
Averages
11.67
High
15.00
About TTGT
TechTarget, Inc., which also refers to itself as Informa TechTarget, is a business-to-business (B2B) growth accelerator that informs, influences and connects the world’s technology buyers and sellers, helping accelerate growth from R&D to return on investment (ROI). It has scale in permissioned B2B first-party data and a unique end-to-end portfolio of data-driven solutions that services the full B2B product lifecycle, from R&D to ROI: from strategy, messaging and content development to in-market activation via brand, demand generation, purchase intent data and sales enablement. In intelligence and advisory, it offers expert analyst, data-driven intelligence products and advisory services to product managers, corporate strategists and the C-suite, challenging market strategies and sharpening product roadmaps. In brand and content, it provides expert editorial, data-driven brand products and content marketing services for brand marketers, product marketers and content marketers.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Global Smartphone Shipments Forecasted to Decline by 7% in 2026
- Shipment Forecast: According to Omdia's latest outlook, global smartphone shipments are projected to decline by approximately 7% year-on-year in 2026, primarily due to tightening memory supply and escalating pricing pressures that increase cost burdens for vendors.
- Low-End Market Struggles: Devices priced below $100 are expected to see nearly a 31% decline in shipments, reflecting severe margin pressures in the ultra-low-cost segment, where vendors are more vulnerable to shifts in the macroeconomic environment.
- Resilience in Premium Segment: Despite rising component costs, smartphones priced above $800 are forecasted to grow by around 4% in 2026, supported by strong brand positioning and greater pricing flexibility, with Apple and Samsung maintaining dominant positions in the high-end market.
- Shifting Supply Chain Dynamics: As demand for entry-level smartphones weakens, suppliers of mid- and low-end components face declining orders and intensified pricing pressures, necessitating vendors to prioritize high-value product innovation and disciplined production planning to navigate market changes.
See More
Global Smartphone Shipments Forecasted to Decline by 7%
- Shipment Forecast: According to Omdia's latest outlook, global smartphone shipments are projected to decline by approximately 7% year-on-year in 2026, primarily due to tightening memory supply and escalating pricing pressures that increase cost burdens for vendors.
- Impact of Price Increases: Since Q4 2025, smartphone manufacturers have begun raising retail prices to maintain profit margins; however, sustained price hikes are likely to weaken demand, particularly in price-sensitive emerging markets.
- Low-End Market Pressure: Devices priced below $100 are expected to decline by nearly 31% year-on-year in 2026, reflecting severe margin pressures faced by vendors in ultra-low-cost segments, which are highly sensitive to even modest shifts in the macroeconomic environment.
- High-End Market Resilience: Despite rising component costs, devices priced above $800 are forecasted to grow by around 4% in 2026, supported by strong brand positioning and greater pricing flexibility, further solidifying Apple's and Samsung's dominance in the high-end market.
See More
Global TV Shipments Stable Despite Sharp Decline in China Market
- Decline in China: In Q4 2025, China's TV shipments fell by 25.3% year-on-year due to the end of government subsidies and consumers upgrading early, yet global shipments remained stable at 61.5 million units, indicating resilience in other regions.
- Regional Market Performance: North America and Western Europe saw increases of 4.7% and 3.2%, respectively, while Latin America and the Caribbean grew by 12.5% and the Middle East and Africa by 9.4%, reflecting strong demand that offset declines in China.
- Brand Strategy Adjustments: Despite a sharp drop in domestic demand, TCL and Hisense increased their shipments by 2.2% year-on-year, with their North American market share rising from 28.6% to 30.7%, showcasing their agility in responding to international market dynamics.
- High-End Market Competition: OLED shipments grew by 8.6% year-on-year, with Western Europe increasing by 11.5%, while Mini LED technology is positioned as a core offering, indicating that OLED's appeal to high-spending consumers will face challenges amid intense competition highlighted at CES 2026.
See More
Global TV Shipments Remain Stable Amid Regional Variations
- China's Market Decline: In Q4 2025, TV shipments in China fell by 25.3% year-on-year, primarily due to the end of government subsidies and consumers upgrading earlier, which pressured the overall market and impacted global shipment growth.
- Regional Market Performance: Despite the downturn in China, North America and Western Europe saw increases of 4.7% and 3.2%, respectively, while Latin America and the Middle East & Africa grew by 12.5% and 9.4%, indicating a trend of brands shifting focus to international markets.
- Brand Strategy Adjustments: TCL and Hisense increased their global shipments by 2.2% year-on-year, with their North American market share rising from 28.6% to 30.7%, demonstrating their proactive supply chain adjustments to meet overseas demand amid declining domestic consumption.
- High-End Market Competition: While OLED TV shipments grew by 8.6%, the competition intensified with the promotion of Mini LED technology, as TCL showcased its Mini LED combined with Quantum Dot technology at CES 2026, further solidifying its position in the premium market.
See More
Xiaomi Reclaims Top Spot in Wearable Device Market
- Market Share Shift: According to Omdia, global wearable device shipments surpassed 200 million units in 2025, growing 6% year-on-year, with Xiaomi reclaiming the top position at 18% market share, reflecting the success of its multi-category strategy.
- Evolving Competitive Landscape: Apple and Huawei closely follow with 17% and 16% market shares respectively, indicating an increasingly fierce competition among the top three vendors as the market shifts from hardware-driven to ecosystem-led competition.
- Profit Model Transformation: As hardware margins compress due to rising component costs, AI and subscription services are becoming essential revenue drivers for wearable vendors, providing recurring subscription income to buffer against hardware price volatility.
- Future Growth Outlook: Omdia expects the global wearables market to achieve modest single-digit growth in 2026, driven by advancements in on-device AI and rising demand for professional-grade health management, with smartwatches poised to be the primary growth catalyst.
See More
Xiaomi Reclaims Top Spot in Wearable Device Market
- Market Share Shift: According to Omdia, global wearable device shipments surpassed 200 million units in 2025, growing 6% year-on-year, highlighting sustained market growth potential, particularly as Xiaomi reclaimed the top position with an 18% market share, indicating the success of its multi-category strategy.
- Tight Competitive Landscape: Apple and Huawei followed closely with 17% and 16% market shares, respectively, with less than a one percentage point separating the top three, reflecting the intense competition in the market where companies must leverage seamless cross-device integration to maintain competitive advantages.
- Profit Model Transformation: With the rise of AI and subscription services, competition is shifting from hardware-driven to ecosystem-led, where algorithms and services are becoming standalone profit centers, enhancing the profitability of wearables, especially as hardware margins compress due to rising component costs.
- Future Outlook: Omdia expects the global wearables market to achieve modest single-digit growth in 2026, driven by advancements in on-device AI and rising demand for professional-grade sports and health management, with smartwatches expected to lead growth, particularly in breakthroughs in key physiological metrics monitoring.
See More
Global Smartphone Shipments Forecasted to Decline by 7% in 2026
- Shipment Forecast: According to Omdia's latest outlook, global smartphone shipments are projected to decline by approximately 7% year-on-year in 2026, primarily due to tightening memory supply and escalating pricing pressures that increase cost burdens for vendors.
- Low-End Market Struggles: Devices priced below $100 are expected to see nearly a 31% decline in shipments, reflecting severe margin pressures in the ultra-low-cost segment, where vendors are more vulnerable to shifts in the macroeconomic environment.
- Resilience in Premium Segment: Despite rising component costs, smartphones priced above $800 are forecasted to grow by around 4% in 2026, supported by strong brand positioning and greater pricing flexibility, with Apple and Samsung maintaining dominant positions in the high-end market.
- Shifting Supply Chain Dynamics: As demand for entry-level smartphones weakens, suppliers of mid- and low-end components face declining orders and intensified pricing pressures, necessitating vendors to prioritize high-value product innovation and disciplined production planning to navigate market changes.
See More
Global Smartphone Shipments Forecasted to Decline by 7%
- Shipment Forecast: According to Omdia's latest outlook, global smartphone shipments are projected to decline by approximately 7% year-on-year in 2026, primarily due to tightening memory supply and escalating pricing pressures that increase cost burdens for vendors.
- Impact of Price Increases: Since Q4 2025, smartphone manufacturers have begun raising retail prices to maintain profit margins; however, sustained price hikes are likely to weaken demand, particularly in price-sensitive emerging markets.
- Low-End Market Pressure: Devices priced below $100 are expected to decline by nearly 31% year-on-year in 2026, reflecting severe margin pressures faced by vendors in ultra-low-cost segments, which are highly sensitive to even modest shifts in the macroeconomic environment.
- High-End Market Resilience: Despite rising component costs, devices priced above $800 are forecasted to grow by around 4% in 2026, supported by strong brand positioning and greater pricing flexibility, further solidifying Apple's and Samsung's dominance in the high-end market.
See More
Global TV Shipments Stable Despite Sharp Decline in China Market
- Decline in China: In Q4 2025, China's TV shipments fell by 25.3% year-on-year due to the end of government subsidies and consumers upgrading early, yet global shipments remained stable at 61.5 million units, indicating resilience in other regions.
- Regional Market Performance: North America and Western Europe saw increases of 4.7% and 3.2%, respectively, while Latin America and the Caribbean grew by 12.5% and the Middle East and Africa by 9.4%, reflecting strong demand that offset declines in China.
- Brand Strategy Adjustments: Despite a sharp drop in domestic demand, TCL and Hisense increased their shipments by 2.2% year-on-year, with their North American market share rising from 28.6% to 30.7%, showcasing their agility in responding to international market dynamics.
- High-End Market Competition: OLED shipments grew by 8.6% year-on-year, with Western Europe increasing by 11.5%, while Mini LED technology is positioned as a core offering, indicating that OLED's appeal to high-spending consumers will face challenges amid intense competition highlighted at CES 2026.
See More
Global TV Shipments Remain Stable Amid Regional Variations
- China's Market Decline: In Q4 2025, TV shipments in China fell by 25.3% year-on-year, primarily due to the end of government subsidies and consumers upgrading earlier, which pressured the overall market and impacted global shipment growth.
- Regional Market Performance: Despite the downturn in China, North America and Western Europe saw increases of 4.7% and 3.2%, respectively, while Latin America and the Middle East & Africa grew by 12.5% and 9.4%, indicating a trend of brands shifting focus to international markets.
- Brand Strategy Adjustments: TCL and Hisense increased their global shipments by 2.2% year-on-year, with their North American market share rising from 28.6% to 30.7%, demonstrating their proactive supply chain adjustments to meet overseas demand amid declining domestic consumption.
- High-End Market Competition: While OLED TV shipments grew by 8.6%, the competition intensified with the promotion of Mini LED technology, as TCL showcased its Mini LED combined with Quantum Dot technology at CES 2026, further solidifying its position in the premium market.
See More
Xiaomi Reclaims Top Spot in Wearable Device Market
- Market Share Shift: According to Omdia, global wearable device shipments surpassed 200 million units in 2025, growing 6% year-on-year, with Xiaomi reclaiming the top position at 18% market share, reflecting the success of its multi-category strategy.
- Evolving Competitive Landscape: Apple and Huawei closely follow with 17% and 16% market shares respectively, indicating an increasingly fierce competition among the top three vendors as the market shifts from hardware-driven to ecosystem-led competition.
- Profit Model Transformation: As hardware margins compress due to rising component costs, AI and subscription services are becoming essential revenue drivers for wearable vendors, providing recurring subscription income to buffer against hardware price volatility.
- Future Growth Outlook: Omdia expects the global wearables market to achieve modest single-digit growth in 2026, driven by advancements in on-device AI and rising demand for professional-grade health management, with smartwatches poised to be the primary growth catalyst.
See More
Xiaomi Reclaims Top Spot in Wearable Device Market
- Market Share Shift: According to Omdia, global wearable device shipments surpassed 200 million units in 2025, growing 6% year-on-year, highlighting sustained market growth potential, particularly as Xiaomi reclaimed the top position with an 18% market share, indicating the success of its multi-category strategy.
- Tight Competitive Landscape: Apple and Huawei followed closely with 17% and 16% market shares, respectively, with less than a one percentage point separating the top three, reflecting the intense competition in the market where companies must leverage seamless cross-device integration to maintain competitive advantages.
- Profit Model Transformation: With the rise of AI and subscription services, competition is shifting from hardware-driven to ecosystem-led, where algorithms and services are becoming standalone profit centers, enhancing the profitability of wearables, especially as hardware margins compress due to rising component costs.
- Future Outlook: Omdia expects the global wearables market to achieve modest single-digit growth in 2026, driven by advancements in on-device AI and rising demand for professional-grade sports and health management, with smartwatches expected to lead growth, particularly in breakthroughs in key physiological metrics monitoring.
See More
