The global smartphone market is showing signs of improvement, bolstered by a faster-than-expected rebound in some key emerging markets during the third quarter of the year, market intelligence and advisory services firm International Data Corporation (IDC) highlights.

Preliminary data from the IDC Worldwide Quarterly Mobile Phone Tracker shows that third-quarter smartphone shipments declined 1.3% year-on-year, which, while a contraction, is an improvement on the IDC’s previous forecast of a 9% year-on-year decline.

A total of 353.6-million smartphones were shipped during the quarter under review, largely owing to the reopening of economies worldwide as Covid-19 restrictions were gradually relaxed.

“An important trend on the road to market recovery is a faster than expected rebound in some key emerging markets. India, which is the second-largest market globally, witnessed very strong volumes during the quarter, despite further concerns around the Covid-19 pandemic,” the firm explains.

Other emerging markets, such as Brazil, Indonesia and Russia, which rank fourth, fifth and sixth in the world, also experienced strong growth.

“Although there was an element of pent-up demand that fuelled market growth, it was mainly the array of heavy promotions and discounts that accelerated growth in these markets,” says IDC Worldwide Mobile Device Tracker research director Nabila Popal.

However, markets across China, Western Europe and North America experienced the largest declines.

“Given that these are the largest markets for Apple, the one-month delay in the iPhone 12 launch contributed to the decline.

“While some of the topline numbers may not seem pretty, we are seeing a lot of improvement in the smartphone market, both in terms of supply chains and consumer demand,” adds IDC Worldwide Mobile Device Tracker programme VP Ryan Reith.

He explains that, in the large developed markets, fifth-generation enabled devices are being promoted to most consumers as their next phone.