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Publication date: 24 May 2023

Australia’s Smartphone Market Declined By 7.6% YoY in 1Q23, Says IDC


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SYDNEY, Australia, May 24, 2023 – According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, the Australian smartphone market declined by 7.6% Year-on-Year (YoY) in 1Q23, shipping 1.6 million units. The market remained subdued, with inflation hovering around 7% and higher interest rates starting to weigh down on consumer demand towards the end of the quarter.

The drop in consumer demand can be attributed to high inflation and growing macroeconomic concerns. This has led to high inventory levels across channels, so vendors are adopting a cautious approach by limiting their inventory into the channels.

Shipments in most price segments dropped, except for the premium segment (US$1000+) which was driven by the Galaxy S23 series and the iPhone 14 series. This resulted in a 15% YoY increase in the average selling price (ASP) to US$835 (AU$1,222).

“The combined pressure of macroeconomic uncertainty and the higher cost of living is making consumers rethink how often they should refresh their phones. Consumers are willing to hold on to their phones longer, even if they must spend more on a premium handset,” said Yash Gupta, Lead Analyst for Mobile Phone Research at IDC Australia.

1Q23 Top 5 Smartphone Vendor Highlights

Apple still led the market but had a challenging quarter with a mere 0.6% YoY growth in its shipments in 1Q23. It invested in marketing efforts to clear out existing stock. The iPhone 14 Pro/Pro Max and the restocked iPhone 11 performed well in both carrier and open channels.

Samsung shipments declined by 13.2% YoY with a market share of 35.1% in 1Q23. Its newly launched S23 series and Galaxy A series performed reasonably well. To cater to consumers seeking flagship models on a budget, the Galaxy S22 series was widely available. It also actively invested in marketing efforts to clear out stocks and maintain its share.

OPPO’s shipments declined by 11.6% YoY in 1Q23 with a market share of 5.4%. Its newly launched Find N2 Flip performed well in the market and maintained a steady run rate during the initial phase of the launch. The A series portfolio continued to do well in the market and drive most of its sales.

HMD (Nokia) grew by 4.1% YoY in 1Q23, with a market share of 3.2%. Its strategy of introducing a wide range of models ensured a strong market presence and improved performance.

Google had a robust 1Q23, with 44.9% YoY growth and a market share of 2.9%. The improved supply chain and discounts on the Google Pixel 7 and 7 Pro models helped to drive the growth.

2023 Outlook

In 2023, the Australian smartphone market is expected to decline by low single digit percentage as consumers spend cautiously and economic factors weigh down on their disposable incomes. Although the end-of-financial-year sales in June are expected to provide some respite in 2Q23, the overall market is anticipated to be under stress.

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