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Publication date: 17 Dec 2023

Thailand Smartphone Market Makes a Comeback in 3Q23, Shipping Almost 4 Million Units


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BANGKOK, 18 December 2023 – According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, Thailand’s smartphone market saw initial signs of a recovery in 3Q23 after six consecutive quarters of annual decline as the market grew 1.6% year-over-year (YoY) and 8.3% quarter-over-quarter (QoQ).

Growth was particularly strong in the premium segment (US$1,000+) which grew 25.9% YoY driven by new model launches such as Apple’s iPhone 15 series and Samsung’s Galaxy Z Flip5 and Galaxy Z Fold5. The mid-range (US$200<US$400) also grew significantly in both value and volume, particularly driven by OPPO, Samsung and Xiaomi with the segment growing 61.8% YoY. The Average Selling Price (ASP) for the entire market was US$360, rising 7.8% YoY.

OPPO rose to first place due to its mid-to high-end Reno 10 Series, various new low-end model launches, and partnerships with telcos. Samsung, in second place, focused on the premium segment with its new foldable range as well as the mid-range segment with the Galaxy A series. Apple remained firmly in third with an increase in total shipments from both new models and previous generation models.

The share of 5G smartphones increased to 46%, up from 38% in 3Q22 and 37% in 2Q23, driven by the increased launches and shipments of 5G Android models in the mid-range to lower-end segments as well as increased shipments in the premium segments.

“The Thai smartphone market is expected to round off 2023 with a high single-digit decline for the full year. Nevertheless, in 3Q23 the market experienced initial signs of a recovery with increasing consumer confidence and retail spending in the overall economy. The Thai smartphone market is expected to gradually bounce back as the country enters the year-end season and the economy picks up steam from the government’s planned stimulus policies in the coming quarters,” said Apirat Ratanavichit, Research Analyst at IDC Thailand.

To know more about the IDC Worldwide Quarterly Mobile Phone Tracker, please contact Apirat Ratanavichit at For media inquiries, please contact Michael De La Cruz at or Miguel Carreon at


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