Thailand’s remarkable smartphone market year-on-year growth in 2024 is driven by entry-level models and a significant boost from mass-market offerings and financing programs.
BANGKOK, 11 February 2025 – According to International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, Thailand’s smartphone market shipped 16.9 million units in 2024, marking a 17.1% year-on-year (YoY) growth. There was a 14% increase in shipment volume in 1H24, with the growth increasing to 20% in 2H24. The market shipped 4.7 million units in 4Q24, marking a 27% increase YoY driven by an influx of mass-market, entry-level models from major vendors.
Despite a lackluster economy—albeit with higher GDP growth than in 2023—the market in 2024 was bolstered by a strong vendor push amidst intense competition as well as the increasing proliferation of financing programs.
The entry-level smartphone segment ( The share of 5G smartphones increased to 45.6%, up from 43.2% in 2023, driven by the lower starting price and wider availability of affordable 5G Android models, as well as an increasing consumer appetite for 5G phones. “With the market rebounding strongly in 2024 following two consecutive years of decline, vendors should continue to pursue growth. Despite macroeconomic and political uncertainty, vendors and channel partners are looking at market opportunities arising from government stimulus programs as well as increased affordability through financing plans.” said Apirat Ratanavichit, research analyst, IDC Thailand. To know more about the IDC Worldwide Quarterly Mobile Phone Tracker, please contact Apirat Ratanavichit at apirat.ratanavichit@idc.com. For media inquiries, please contact Michael De La Cruz at mdelacruz@idc.com or Miguel Carreon at mcarreon@idc.com. – Ends – 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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