Even though Ramadan came early in 2023, the smartphone market in Indonesia was not affected by increased shopping activity, even it still experienced a decline.
Heaptalk, Jakarta — The smartphone market in Indonesia experienced another downtrend in Q1 2023 by 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 month of Ramadan, which came earlier this year, did slightly boost shopping activity at the end of Q1 2023. However, it was not strong enough to drive market growth which was much lower than last year.
Smartphones in the <US$200 price range experienced a slight increase and reached 76% of the entire smartphone market in Indonesia. Yet, this segment still experienced a decline of 8% YoY amidst declining public consumption.
The mid-range segment (US$200<US$600) also decreased by 35% YoY. However, devices in the higher price range category of >US$600 managed to grow 71% YoY, led by Samsung and Apple. 5G smartphones grew by 38% YoY, reaching 18% of entire Indonesia’s smartphone market, up from 11% in the same period last year.
According to Associate Market Analyst at IDC Indonesia, Vanessa Aurelia, the smartphone market performed much lower than last year, although the month of Ramadan came earlier in 2023. She said, “Consumer spending is focused on clothing, food, and travel, not on electronic devices. Market demand is expected to remain weak and without major drivers, and as such the market is expected to decline by around single-digit percent.”
Samsung leads the market, shifting Oppo’s position
Samsung took over the top spot after Oppo dominated in 2022. The brand won a market share of 24.0%. The number of shipments reached 1.9 million units in Q1 2023, 0.2 million units lower compared to the same period last year 2.1 million units.
Oppo dropped to second place after occupying the first position in 2022. This brand captured a market share of 23.3% with shipments of 1.8 million units or the same as Q1 2022.
Vivo ranked third in Q1 2023, relatively the same as the previous year. Vivo’s market share reached 16.5% with shipments reaching 1.3 million units, a decline of 0.2 million units from Q1 2022 of 1.5 million units.
Xiaomi maintained the third position as it won in 2022. This brand grabbed a market share of 13.7% with shipments reaching 1.1 million units, 0.2 million units lower compared to the same period last year of 1.3 million units.
Realme was in fifth position with a 10.8% market share. Shipments decreased by 0.3 million units compared to Q1 2022, from 1.1 million units to only 0.8 million units in Q1 2023.
