09 Sep 2020
Egypt Smartphone Market Defies COVID-19 Concerns to Post Positive Quarterly Growth
Cairo – Egypt's smartphone market grew 2.2% quarter on quarter (QoQ) in Q2 2020 to total 2.88 million units, according to the latest research conducted by International Data Corporation (IDC). While most markets in the Middle East and Africa suffered declines during the quarter, the pandemic did not hurt smartphone sales in Egypt as badly as expected. This growth was spurred by vendors focusing on pushing affordable phones into the market, while vendors also accelerated their shipments before new import taxes were introduced at the end of June.
Samsung was the market leader in Q2 2020 with 23.8% unit share, followed by Oppo in second place and Xiaomi in third. In terms of price bands, the quarter saw a remarkable shift to the ultra-low-end, with devices priced below $100 growing their share of the market to 30.5%. In terms of screen size, the 6.5–7.0” band gained 12.4 percentage points QoQ to account for 45.4% unit share.
"While COVID-19 did not halt demand for smartphones in Egypt, it certainly led to a change in market dynamics on both the supply and demand sides," says Taher Abdel Hameed, a senior research analyst at IDC. "The price band and screen size trends indicate that consumers were opting for more affordable phones due to tighter budgets, while vendors supplied affordable models with higher specs to cope with challenging sales conditions during the pandemic."
Looking at 2020 as a whole, IDC forecasts smartphone shipments to Egypt to increase 2.9% year on year. "Consumer demand continues to be resilient in the second half of 2020 despite certain inhibitors at play in the market," says Ramazan Yavuz, a senior research manager at IDC. "The new taxes on mobile phones, exchange-rate fluctuations, and a general decline in the economy due to COVID-19 will definitely have an impact, but the Egypt smartphone market remains dynamic. Global vendors are focused on the country and marketing spend is expected to continue, which will help the market overcome the barriers."
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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.
IDC in the Middle East, Turkey, and Africa
For the Middle East, Turkey, and Africa region, IDC retains a coordinated network of offices in Riyadh, Nairobi, Lagos, Johannesburg, Cairo, and Istanbul, with a regional center in Dubai. Our coverage couples local insight with an international perspective to provide a comprehensive understanding of markets in these dynamic regions. Our market intelligence services are unparalleled in depth, consistency, scope, and accuracy. IDC Middle East, Africa, and Turkey currently fields over 130 analysts, consultants, and conference associates across the region. To learn more about IDC MEA, please visit www.idc.com/mea. You can follow IDC MEA on Twitter at @IDCMEA.
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