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Q1’22: Southeast Asian Smartphone Market Declined in Double Digits

by Rajeev Nair | 6月 02, 2022

Smartphone volumes to the Southeast Asian (SEA) sub region witnessed an overall decline of -17% annually, in Q1 2022. Sequentially, the volume drop was of -9%. All the key markets to the sub region too declined in  double digits, in the quarter. SEA accounted for 17% of the smartphone shipments to the Asia pacific region. Detailed estimates by vendor for each of the markets in the region is available here, from our Smartphone Country Share Tracker (SCST) Service.

Samsung, OPPO and vivo were the top three vendors to the region with smartphone volume shares of 27%, 17% and 13% respectively. All of the top five smartphone vendors to the region except Samsung declined both annually and sequentially. Samsung led in six of the nine markets tracked in the region and grew sequentially by 14% in Q1 2022

Indonesia, Thailand and Philippines were the top three markets in Southeast Asia and in that order. Multitude of reasons including component shortages, inflationary pressure and COVID disruptions in China accounted for the decline in each of the SEA markets.

Indonesia: Smartphone shipments to the Indonesian market declined by -13% annually and -6% sequentially in Q1 2022. Samsung, OPPO and Xiaomi were the top three vendors and together accounted for over 6 in 10 devices shipped here It is intensely competitive at the top level with frequent changes in vendor rankings and a decreasing market share differential among the top three vendors.

Thailand: Thai smartphone market declined by -10% annually and -6% sequentially in Q1 2022. Samsung led while OPPO and Apple were tied to the second position. Vivo was ranked third. Samsung has been able to consolidate its leadership in the Thai market and for the quarter it came in as most Chinese vendors retracted their market shares.

Philippines: Smartphone market in the Philippines declined steeply by -25% annually in Q1 2022. It was the sharpest decline in the last six quarters. Realme, vivo and Samsung were the top three smartphone vendors. Like Indonesia, here too there is intense competition for the top position and the market share differential being small among the three vendors. However, here the Chinese vendors have been able better challenge Samsung for the top position.

SEA SP by markets Q1 22

Will there be a rebound in the region in the upcoming quarters of 2022?

Which vendors are to be significant with disruptions and surprises in the quarters ahead?

 

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