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Thailand’s smartphone market decreased 25.7% YoY in 1Q23

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.


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