US Smartphone Shipments Decline 3% in Q1 2026
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 43 minutes ago
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Source: Newsfilter
- Market Shipment Decline: According to Omdia's latest research, US smartphone shipments fell 3% year-over-year to 33.4 million units in Q1 2026, primarily influenced by an elevated inventory build-up in Q1 2025, indicating weakened market demand.
- Apple's Strong Performance: Despite a 3% year-over-year decline in shipments, Apple maintained its leading position, with the iPhone 17 series accounting for 70% of its shipments, supported by aggressive iPhone 15 prepaid promotions that bolstered demand in lower price tiers, showcasing its competitive edge in the premium market.
- Motorola's Growth: Motorola was the only major vendor to experience growth in Q1 2026, with an 18% year-over-year increase in shipments driven by the strong performance of the Moto G portfolio, indicating its successful appeal to consumers in a competitive landscape.
- Increased Pressure on Mid-Range Market: In Q1 2026, shipments in the $300–599 mid-range segment declined by 19%, while the $600–799 segment fell by 6%, highlighting the impact of rising costs and selective carrier subsidies on consumer purchasing decisions in the mid-tier market.
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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: 4.820
Low
10.00
Averages
11.67
High
15.00
Current: 4.820
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.
US Smartphone Shipments Decline 3% in Q1 2026
- Market Shipment Decline: According to Omdia's latest research, US smartphone shipments fell 3% year-over-year to 33.4 million units in Q1 2026, primarily influenced by an elevated inventory build-up in Q1 2025, indicating weakened market demand.
- Apple's Strong Performance: Despite a 3% year-over-year decline in shipments, Apple maintained its leading position, with the iPhone 17 series accounting for 70% of its shipments, supported by aggressive iPhone 15 prepaid promotions that bolstered demand in lower price tiers, showcasing its competitive edge in the premium market.
- Motorola's Growth: Motorola was the only major vendor to experience growth in Q1 2026, with an 18% year-over-year increase in shipments driven by the strong performance of the Moto G portfolio, indicating its successful appeal to consumers in a competitive landscape.
- Increased Pressure on Mid-Range Market: In Q1 2026, shipments in the $300–599 mid-range segment declined by 19%, while the $600–799 segment fell by 6%, highlighting the impact of rising costs and selective carrier subsidies on consumer purchasing decisions in the mid-tier market.
See More
Europe's Smartphone Market Grows 2% in Q1 2026 Amid Supply Challenges
- Market Growth Trend: In Q1 2026, Europe's smartphone market (excluding Russia) reached 33 million units, reflecting a 2% year-on-year growth, demonstrating resilience amid rising supply costs and availability bottleneck risks, supported by healthy consumer demand.
- Samsung Leads the Market: Samsung maintained its position as Europe's largest smartphone vendor with 12.6 million units shipped, a 3% increase, driven by effective discounting strategies for the Galaxy A16 4G, despite delays in launching the Galaxy S26, A57, and A37 impacting overall volume.
- Strong Performance by Apple: Apple saw a 9% increase in iPhone shipments to 8.8 million units, primarily fueled by robust demand for the iPhone 17 series and enhanced mid-range coverage from the iPhone 15 and iPhone 16e, indicating strong brand resilience despite fewer discounts compared to previous years.
- Xiaomi Faces Challenges: Xiaomi's shipments declined by 15% to 4.5 million units, directly impacted by supply chain issues; however, its average selling price rose by 21%, indicating strong performance in the premium segment, particularly in markets like France, Germany, and Spain.
See More
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- Winning Teams: Verizon won Best Content Program, SAP received the Partner Marketing Excellence award, Rapid7 was named Security Team of the Year, and ServiceNow and Palo Alto Networks excelled in content and intent-driven excellence, showcasing their leadership in marketing.
- Selection Criteria: An expert panel evaluated nominations based on established criteria for each category, ensuring that winners exhibited significant impact and innovation in B2B marketing and sales, further advancing industry standards.
- Industry Impact: Jat Hayer, SVP at Informa TechTarget, emphasized that the winning teams leveraged data and insights to enhance brand authority and sales pipelines, demonstrating the potential and collaborative capabilities of B2B marketing teams.
See More
Informa TechTarget Wins 57 Industry Awards for Journalism Excellence
- Record Award Wins: Informa TechTarget achieved a milestone by winning 57 awards in 2026, including 53 ASBPE Azbee Awards, which is a 10-award increase from the previous record of 43 in 2025, highlighting its excellence in B2B media.
- Industry Recognition: The ASBPE Azbee and SIIA Jesse H. Neal Awards are among the most prestigious peer-reviewed honors in B2B media, recognizing journalism that meets the highest standards for reporting and editing, thereby reinforcing Informa TechTarget's market position.
- Team Strength: With over 250 journalists and editors globally, Informa TechTarget boasts the largest editorial team specializing in B2B and industry journalism, ensuring a unique advantage in delivering news analysis, industry perspectives, and in-depth features.
- Business Growth: In 2025, Informa TechTarget saw a significant increase in its active audience, with AI-driven traffic rising by 235% and quadrupling membership sign-ups, demonstrating its strong growth momentum and market influence.
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Informa TechTarget Achieves Record Awards in Journalism Excellence
- Record Award Wins: Informa TechTarget achieved a historic total of 57 awards in 2026, including 53 ASBPE Azbee Awards, marking a 10-award increase from 43 in 2025, which solidifies its leadership position in the B2B media sector.
- Enhanced Industry Recognition: The company also garnered significant accolades from the SIIA Jesse H. Neal Awards and BSME Talent Awards, underscoring its influence and professionalism in the industry, thereby increasing client trust and reliance on its content.
- Showcasing Team Strength: With over 250 journalists and editors globally, Informa TechTarget boasts the largest B2B editorial team in the industry, consistently delivering in-depth analysis and unique insights that enhance its brand value and market competitiveness.
- Significant Traffic Growth: In 2025, the company experienced a 235% increase in AI-driven traffic and quadrupled membership sign-ups, which not only expanded its market reach but also laid a solid foundation for future business growth.
See More
Global CTV Advertising Revenue to Surge Significantly
- Market Growth Forecast: According to Omdia's research, global connected TV (CTV) advertising revenue is projected to surge from $44 billion in 2025 to $81 billion by 2030, indicating a significant shift as CTV ads are expected to surpass traditional linear TV advertising.
- Market Leaders: By 2030, Google, Amazon, and Netflix are expected to capture 50% of the global CTV advertising market, with Google commanding 26%, Amazon 13%, and Netflix 9%, highlighting the rapid dominance of streaming platforms in the advertising landscape.
- Intensifying Competition: As media companies, streamers, and tech giants race to secure premium ad positions in connected households, Amazon is leveraging Prime Video and retail media integration to expand its advertising footprint, while Netflix scales its ad-supported tier globally, reflecting the intensifying competition in the market.
- Strategic Transformation: Omdia notes that the transformation of television advertising will be driven by trends such as the expansion of ad-supported streaming services, convergence of retail media and TV advertising, and growth in programmatic and targeted TV advertising, indicating a future where technology and platform integration will be crucial for advertising success.
See More
US Smartphone Shipments Decline 3% in Q1 2026
- Market Shipment Decline: According to Omdia's latest research, US smartphone shipments fell 3% year-over-year to 33.4 million units in Q1 2026, primarily influenced by an elevated inventory build-up in Q1 2025, indicating weakened market demand.
- Apple's Strong Performance: Despite a 3% year-over-year decline in shipments, Apple maintained its leading position, with the iPhone 17 series accounting for 70% of its shipments, supported by aggressive iPhone 15 prepaid promotions that bolstered demand in lower price tiers, showcasing its competitive edge in the premium market.
- Motorola's Growth: Motorola was the only major vendor to experience growth in Q1 2026, with an 18% year-over-year increase in shipments driven by the strong performance of the Moto G portfolio, indicating its successful appeal to consumers in a competitive landscape.
- Increased Pressure on Mid-Range Market: In Q1 2026, shipments in the $300–599 mid-range segment declined by 19%, while the $600–799 segment fell by 6%, highlighting the impact of rising costs and selective carrier subsidies on consumer purchasing decisions in the mid-tier market.
See More
Europe's Smartphone Market Grows 2% in Q1 2026 Amid Supply Challenges
- Market Growth Trend: In Q1 2026, Europe's smartphone market (excluding Russia) reached 33 million units, reflecting a 2% year-on-year growth, demonstrating resilience amid rising supply costs and availability bottleneck risks, supported by healthy consumer demand.
- Samsung Leads the Market: Samsung maintained its position as Europe's largest smartphone vendor with 12.6 million units shipped, a 3% increase, driven by effective discounting strategies for the Galaxy A16 4G, despite delays in launching the Galaxy S26, A57, and A37 impacting overall volume.
- Strong Performance by Apple: Apple saw a 9% increase in iPhone shipments to 8.8 million units, primarily fueled by robust demand for the iPhone 17 series and enhanced mid-range coverage from the iPhone 15 and iPhone 16e, indicating strong brand resilience despite fewer discounts compared to previous years.
- Xiaomi Faces Challenges: Xiaomi's shipments declined by 15% to 4.5 million units, directly impacted by supply chain issues; however, its average selling price rose by 21%, indicating strong performance in the premium segment, particularly in markets like France, Germany, and Spain.
See More
2026 EMEA Archer Awards Winners Announced
- Award Ceremony: Informa TechTarget celebrated the 2026 EMEA Archer Awards at STRATA London, recognizing outstanding B2B marketing teams that demonstrated data-driven innovation and significant market results over the past year.
- Winning Teams: Verizon won Best Content Program, SAP received the Partner Marketing Excellence award, Rapid7 was named Security Team of the Year, and ServiceNow and Palo Alto Networks excelled in content and intent-driven excellence, showcasing their leadership in marketing.
- Selection Criteria: An expert panel evaluated nominations based on established criteria for each category, ensuring that winners exhibited significant impact and innovation in B2B marketing and sales, further advancing industry standards.
- Industry Impact: Jat Hayer, SVP at Informa TechTarget, emphasized that the winning teams leveraged data and insights to enhance brand authority and sales pipelines, demonstrating the potential and collaborative capabilities of B2B marketing teams.
See More
Informa TechTarget Wins 57 Industry Awards for Journalism Excellence
- Record Award Wins: Informa TechTarget achieved a milestone by winning 57 awards in 2026, including 53 ASBPE Azbee Awards, which is a 10-award increase from the previous record of 43 in 2025, highlighting its excellence in B2B media.
- Industry Recognition: The ASBPE Azbee and SIIA Jesse H. Neal Awards are among the most prestigious peer-reviewed honors in B2B media, recognizing journalism that meets the highest standards for reporting and editing, thereby reinforcing Informa TechTarget's market position.
- Team Strength: With over 250 journalists and editors globally, Informa TechTarget boasts the largest editorial team specializing in B2B and industry journalism, ensuring a unique advantage in delivering news analysis, industry perspectives, and in-depth features.
- Business Growth: In 2025, Informa TechTarget saw a significant increase in its active audience, with AI-driven traffic rising by 235% and quadrupling membership sign-ups, demonstrating its strong growth momentum and market influence.
See More
Informa TechTarget Achieves Record Awards in Journalism Excellence
- Record Award Wins: Informa TechTarget achieved a historic total of 57 awards in 2026, including 53 ASBPE Azbee Awards, marking a 10-award increase from 43 in 2025, which solidifies its leadership position in the B2B media sector.
- Enhanced Industry Recognition: The company also garnered significant accolades from the SIIA Jesse H. Neal Awards and BSME Talent Awards, underscoring its influence and professionalism in the industry, thereby increasing client trust and reliance on its content.
- Showcasing Team Strength: With over 250 journalists and editors globally, Informa TechTarget boasts the largest B2B editorial team in the industry, consistently delivering in-depth analysis and unique insights that enhance its brand value and market competitiveness.
- Significant Traffic Growth: In 2025, the company experienced a 235% increase in AI-driven traffic and quadrupled membership sign-ups, which not only expanded its market reach but also laid a solid foundation for future business growth.
See More
Global CTV Advertising Revenue to Surge Significantly
- Market Growth Forecast: According to Omdia's research, global connected TV (CTV) advertising revenue is projected to surge from $44 billion in 2025 to $81 billion by 2030, indicating a significant shift as CTV ads are expected to surpass traditional linear TV advertising.
- Market Leaders: By 2030, Google, Amazon, and Netflix are expected to capture 50% of the global CTV advertising market, with Google commanding 26%, Amazon 13%, and Netflix 9%, highlighting the rapid dominance of streaming platforms in the advertising landscape.
- Intensifying Competition: As media companies, streamers, and tech giants race to secure premium ad positions in connected households, Amazon is leveraging Prime Video and retail media integration to expand its advertising footprint, while Netflix scales its ad-supported tier globally, reflecting the intensifying competition in the market.
- Strategic Transformation: Omdia notes that the transformation of television advertising will be driven by trends such as the expansion of ad-supported streaming services, convergence of retail media and TV advertising, and growth in programmatic and targeted TV advertising, indicating a future where technology and platform integration will be crucial for advertising success.
See More
