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Indonesia’s smartphone market declined 11.9% YoY in 1Q23

Indonesia’s smartphone market faced another slow quarter in 1Q23, as it declined 11.9% year-over-year (YoY) and 7.2% quarter-over-quarter (QoQ), to 7.9 million units according to International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. The early Ramadan this year gave a slight boost to buying activity near the end of the quarter, but it was not enough to push the market to growth as it remained significantly lower compared to last year.

Smartphones in the <US$200 category increased slightly to 76% of Indonesia’s overall smartphone market, but the overall segment still declined 8% YoY amid reduced consumption. The mid-range (US$200<US$600) did not perform any better, declining by 35% YoY. But higher-priced devices in the >US$600 category grew 71% YoY, led by Samsung and Apple. 5G smartphones increased 38% YoY, reaching 18% of Indonesia’s total smartphone market, up from 11% the same period one year ago.

“The smartphone market performed significantly lower than last year despite the early Ramadan period this year, as consumer purchases were focused more on clothing, food, and travel, rather than electronic devices. Demand is expected to stay subdued and with no major catalyst, so the market should decline in the single digits,” says Vanessa Aurelia, Associate Market Analyst at IDC Indonesia.


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