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Friday, March 29, 2024

Thailand’s Smartphone Market Decreased 25.7% YoY in 1Q23 to 3.45 Million Units, Says IDC


BANGKOK, May 30, 2023 – According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, the Thai smartphone market declined by 25.7% year-on-year (YoY) in 1Q23, shipping 3.45 million shipments.

Amid continued high levels of inflationary and economic pressures on disposable income, smartphones in the entry-level segment (<US$200) posed steep declines, shrinking to 51% of the market, down from 60% in 4Q22 and 59% in 1Q22. The average selling price (ASP) increased to US$403, rising 26% YoY due to very strong performance in the premium segment (US$800+), which had risen to 19% of the market compared to 11% in 1Q22.

In the premium segment, there was strong performance from the recently launched Samsung Galaxy S23 series, which was supported by attractive channel promotions. Furthermore, the iPhone 14 series remained strong due to carryover demand from 4Q22.

The share of 5G smartphones increased to 45%, up from 33% in 1Q22, driven by the increased share of shipments in the premium segment as well as the increased affordability of some 5G models in the lower-end segment.

“The Thai smartphone market is expected to continue to decline in 2023. However, as the market is increasingly maturing, volume will be largely driven by the premium segment. There are some signs of economic recovery, and consumer confidence is increasing due to a pickup in tourist arrivals which should translate into increasing consumer spending in the smartphone market; however, political uncertainty still looms overhead,” said Apirat Ratanavichit, Market Analyst at IDC Thailand.

To know more about the IDC Worldwide Quarterly Mobile Phone Tracker, please contact Apirat Ratanavichit at [email protected]. For media inquiries, please contact Fenny Tjandradinata at [email protected] or Jane Yap at [email protected].

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About IDC Trackers

IDC Tracker products provide accurate and timely market size, vendor share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly excel deliverables and online query tools.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world’s leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDCAP   and LinkedIn. Subscribe to the IDC Blog   for industry news and insight.

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