IDC: Australia Smartphone Shipments Dropped for the Fifth Consecutive Quarter to 2.1 Million Units in 4Q23

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For more information, contact:

• Michael De La Cruz  Email: mdelacruz@idc.com
• Miguel Carreon  Email: mcarreon@idc.com
• Kiranjeet Kaur  Email: kkaur@idc.com

SYDNEY, 19 March 2024 – According to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, Australia’s smartphone market declined by 6.0% year-on-year (YoY) in 4Q23, shipping 2.1 million units. Shipments increased by 14.2% quarter-on-quarter (QoQ) due to seasonally higher sales in the holiday quarter. The momentum was relatively stronger in the earlier part of the quarter with the new models from Apple and Google, and in November with the Black Friday and Cyber Monday sales, but more muted in December, as the cost of living pressures continued to weigh down on consumer spending.

The average selling price (ASP) increased by 7.1% YoY in 4Q23, reaching US$853, leading to a 0.7% market growth in value terms. The share of shipments in the US$1000+ segment reached 45%, compared to 39% in the same quarter in 2022, due to higher shipments of the new flagship phones from Apple, and Google in this segment. Sales through the telco channel held up while open channel sales dropped more significantly as consumers preferred to buy their phones with a telco contract.

Apple continued to lead the market with its iPhone 15 series accounting for a majority of its shipments although the “n-“ models remained popular among consumers too. Samsung’s share dropped slightly YoY, as it launched the Galaxy S23 FE after a gap year in the mid-range segment and Galaxy A05s in the low-end segment. Google rose to the third spot, tied with OPPO, continuing the momentum with its Pixel 8 series. Lenovo (Motorola) had an impressive growth doubling its share YoY to 3% with its mid-range G series models, resulting in a tie with HMD (Nokia) for the fourth spot.

Kiranjeet Kaur, Associate Research Director for Devices Research at IDC Asia/Pacific said, “The Australian smartphone market is expected to remain flat in 2024 with weaker demand in 1H24 despite the back-to-school promotions in Jan and end-of-financial-year events in June as the pressure on household budgets remains.”

For media inquiries, contact Michael de la Cruz at mdelacruz@idc.com  or Miguel Carreon at mcarreon@idc.com.

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