Publication date: 28 Feb 2023
Australia Smartphone Market Remained Flat in 2022, Shipping 7.38 million Units, Says IDC
Australia, March 01, 2023 – According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, the Australia smartphone market remained flat with 7.38 million units in 2022, a meagre growth of 0.1% Year-on-Year (YoY).
Usually, the fourth quarter of the year is a seasonally strong period with Black Friday and Boxing Day sales and promotions. However, 4Q22 saw a decline of 5.8% YoY with 2.2 million units.
“This drop can be attributed to the tapering consumer demand and cautious spending due to rising living cost, high inflation and growing macro-economic concerns,” says Yash Gupta, Lead Analyst for Mobile Phone Research at IDC Australia
4Q22 Top 5 Smartphone Vendor Highlights
Apple was a bright spot as its shipment increased 1.6% YoY in 4Q22. The new iPhone 14 series did well in the market, fully utilizing the Black Friday and Boxing Day sales. Apple's overall shipment grew 4.3% YoY for the full year of 2022, broadly outperforming the other vendors and holding a 49.4% market share in 2022.
Samsung declined 24.8% YoY in 4Q22. Their low-end models such as Galaxy A13/A23/A33 did well in the market but the mid-segment models such as Galaxy A53/A73 had softening demand. The Galaxy S22 series also had a slowdown in demand in comparison to the previous variant. The Galaxy Flip and Fold series had a great run in Q3 and subsequently slowed down in Q4. Samsung's overall shipment declined 4.7% YoY in 2022 with a market share of 28.9%
OPPO declined 8.1% YoY in 4Q22 holding a 4.7% market share. It had increased its portfolio with Reno and Find series but its affordable smartphone range such as the A16s, A57, A77s, and A54 were the main workhorses across its portfolio. Overall, in 2022, OPPO had a 12.1% YoY increase and held a 5.1% market share.
Google had a strong quarter in 4Q22 with an increase of 80.1% YoY and accounting for the 4.1% market share. Its supply improved significantly, and Pixel 7 series did well in the market. Google’s overall shipment grew by 52.6% YoY, with a 2.6% market share.
HMD (Nokia) faced a steep shipment drop of 16.6% YoY in 4Q22, due to a lack of innovation in their product and marketing to attract young buyers. In 2022, its shipments declined by 7.1% YoY with 3.4% market share.
The overall smartphone market in Australia is expected to remain muted declining by 1.3% in 2023 due to high inflation and low consumer confidence. As rising cost of living puts pressure on household budgets across the country, the consumers will remain cautious in their device spends impacting the overall smartphone shipments during the year.
To know more about the IDC Worldwide Quarterly Mobile Phone Tracker, please contact Yash Gupta at firstname.lastname@example.org. For media inquiries, please contact Michael de la Cruz at email@example.com or Miguel Carreon at firstname.lastname@example.org.
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