CLSA says that OLED penetration in the smartphone market was unchanged at 29% in Q1 2018 (up from 25% from Q1 2017, though). Unit shipments increased 12% from Q1 2017 to reach 96 million, but were down 15% from Q4 2017.

OLED smartphone penetration (2015-2018Q1, CLSA)

OLED adoption in Samsung Electronics' smartphones increased to 72% in Q1 2018, mostly due to the successful launch of the GS9. Apple saw a decrease from 35% in Q4 2017 to 32% in Q1 2018 as iPhone X shipment decreased.

Looking at Chinese smartphone brands, CLSA says that OLED penetration decreased from 16% in Q4 2017 and 15% in Q1 2017 to 12% in Q1 2018. Total OLED smartphone shipments in China (23 million) dropped 37% compared to the past quarter and 21% compared to last year. Vivo specifically saw an almost 50% drop in penetration as the company's mid-range models outsold its higher-end models.

China OLED smartphone penetration (2015-2018Q1, CLSA)