28 Sep 2021

Thailand’s Smartphone Market Increased 6.8% YoY in 2Q21

BANGKOK, September 29, 2021 – According to the International Data Corporation ’s (IDC) Quarterly Mobile Phone Tracker, Thailand’s smartphone shipments grew 6.8% year-over-year but dropped by 24.7% QoQ, reaching 4.8 million units amid the third wave of the COVID pandemic. What would've otherwise been a seasonally strong quarter was dragged down by ongoing challenges from the supply side, channel disruptions due to the lockdown, and the lack of subsidies.

Actually, demand for low-end models remained strong, but supply was constrained. The premium segment was relatively unscathed with consistent supply and demand, especially for iPhones. 5G smartphones accounted for a fifth of the total market and are expected to reach a share of 30% by end of the year as prices continue to drop.

"A weakening Thai Baht and increased costs due to supply shortages and higher logistics costs mean that vendors may increase prices for smartphones 3-5% in the second half of 2021," said Teerit Paowan, Client Devices Market Analyst at IDC Thailand.

Top 5 Smartphone Vendor Highlights:

Xiaomi gained the top spot in 2Q21 for the first time mainly driven by the entry-level segment and its expansion in retail and telco channels. The Redmi Note 10 5G received a good market response as an affordable 5G device.

Samsung dropped to the second spot amidst supply shortages but maintained its position as the top Android 5G smartphone player. It launched its affordable Galaxy A22 5G and drove shipments of its older flagship models by offering promotions and trade-in offers through its channel partners.

OPPO continued to face shortages, especially for its low-end models such as the A15 and A15s. New launches such as the A54 and A74 in the low-end to the mid-range segment also gained popularity.

vivo launched many new models such as the Y52 and Y3s, but its shipments dropped 26.6% QoQ amidst the supply shortages. The Y-series continued to be the biggest volume contributor, with the Y12A/Y12s having the biggest share.

Apple's shipments remained strong, largely driven by the continued popularity of the iPhone 12 and iPhone 12 Pro Max along with the iPhone 11, with a high reliance on the telco channel.

“The Thai smartphone market should fall seasonally in 3Q21 but will be further impacted by the COVID-19 lockdown during this period as the Delta variant surged. Shipments are expected to pick up towards the end of the year as lockdowns are lifted and vendors focus on year-end promotions,” said Teerit.

For more information about IDC’s tracker products and research services, please contact Teerit Paowan a tpaowan@idc.com. For media inquiries, please contact Jane Yap at jqyap@idc.com.


About IDC Trackers

IDC Tracker products provide accurate and timely market size, company 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 on-line query tools. The IDC Tracker Charts app allows users to view data charts from the most recent IDC Tracker products on their iPhone and iPad.

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 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology 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 subsidiary of IDG, the world's leading technology media, research, and events company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC.


Companies Covered

OPPO Electronics Corp., Xiaomi Inc., VIVO S.A., Apple Inc., Samsung

Regions Covered


Topics Covered