Report: US and Japan Google Pixel market share now at 4.5%, 5.5% in Canada

Despite a recent launch of the Pixel 8a, Google’s latest attempt to capture a larger slice of the smartphone market, a new report from Statista reveals that the tech giant remains a niche player in the global smartphone arena. However, the data also highlights a growing interest in Pixel phones in key markets, suggesting a potential shift in consumer preferences.

According to the report, less than 5% of smartphone users in most major markets consider a Google Pixel as their primary device. Yet, there are encouraging signs for Google, with the Pixel showing stronger popularity in North America. In Canada, 5.5% of smartphone owners use a Pixel, while in the U.S., that figure stands at 4.5%.

These figures, while modest, indicate a growing appreciation for Google’s smartphone offerings. The Pixel 8a, with its focus on AI capabilities and affordability, aims to further expand Google’s reach in the market.

Interestingly, the data also reveals a surprising trend in Japan, where 4.5% of smartphone owners have a Google Pixel phone. This is a significant finding, given the historical dominance of domestic brands like Sony and Sharp in the Japanese market. The figures for European countries like the UK, Germany, France, and Spain are lower, ranging from 1.7% to 3.9%.

In Japan, 4.5% of smartphone owners have a Google Pixel phone. This figure drops to 3.9% in the UK, 3.4% in Germany, 3.1% in India, 2% in France and 1.7% in Spain. Notably, the stats were obtained from 1,880 to 9,425 smartphone users aged between 18 and 64 years in each of the participating countries between April 2023 and March 2024.

While Google’s smartphone sales are dwarfed by industry giants like Apple and Samsung, the company’s business model doesn’t rely solely on hardware. Advertising remains the primary revenue source for Google’s parent company, Alphabet, accounting for nearly 80% of its total revenue last year.

This allows Google to approach the smartphone market with a different strategy, focusing on innovation and user experience rather than sheer sales volume. The growing popularity of Pixel phones in certain markets suggests that this approach might be paying off.

It remains to be seen whether the Pixel 8a can significantly boost Google’s smartphone market share. However, the latest data indicates a growing appetite for Pixel devices in key markets, signaling a potential turning point for Google in the competitive smartphone landscape. As the company continues to refine its hardware and software offerings, it may yet carve out a more substantial niche for itself in the years to come.