India: Smartphone shipment down 10 percent in July-September quarter: IDC

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Smartphone shipments in India fell 10 percent to hit a three-year low of 43 million shipments in the July-September 2022 period, market research firm International Data Corporation said on Monday.

The 5G smartphone share reached 36 percent of all smartphones in the quarter with 16 million units at a slightly higher average retail price of US$393 (nearly Rs. 31,900) per unit compared to US$377 (nearly Rs. 30,600) in the same quarter previous quarter.

“The Indian smartphone market declined 10 percent YoY, shipping 43 million units from July to September 2022. This was the lowest third-quarter shipment since 2019, despite an earlier start to Diwali celebrations. Slowing demand and rising device prices have had a negative impact on holiday shopping,” according to International Data Corporation’s (IDC) Worldwide Quarterly Mobile Phone Tracker. report said.

Navkendar Singh, associate vice president of IDC Device Research, said that rising inventories and cyclical slowdown in demand after the holiday will result in a subdued quarter in December 2022 and annual shipments in 2022 are expected to increase by 8 to 9 percent to around 150 million units will decline.

“The biggest challenges in 2023 are the impact of inflation on consumer demand, rising device costs and the slow migration from feature phones to smartphones. However, the migration of 4G smartphone users to 5G smartphones should give the market a boost in growth in 2023, especially in the mid-range and high-end segments,” Singh said.

According to the report, online channels had the upper hand in the September quarter of 2022 as they captured a record 58 percent share, albeit with flat year-over-year growth with shipments of 25 million units.

“Multiple rounds of eTailer sales (The Big Billion Days on Flipkart and Amazon Great India Festival) have been supported by preferential platform prices, online exclusives, and offers and discounts. Amid all the action in online channels, offline shipments fell 20 percent YoY as they struggled to generate demand while competing with aggressive online games,” the report reads.

MediaTek-based smartphones rose to 47 percent of the total market, while Qualcomm’s fell to 25 percent, followed by UNISOC at 15 percent.

Xiaomi led the smartphone market in the quarter with a 21.2 percent share, while Apple led the premium category with a 63 percent share in this segment.

Xiaomi maintained its lead but with shipments down 18 percent YoY in the September quarter of 2022. More than 70 percent of shipments went to online channels, accounting for 27 percent share of online channel (including sub-brand Poco),” says the report.

Samsung regained second place with a share of 18.5 percent. Vivo follows with 14.6 percent market share, Realme 14.2 percent and Oppo 12.5 percent market share.

“The sub-US$300 (nearly Rs.24,350) segment underperformed as shipments fell 15 per cent year-on-year. The premium segment above USD 500 (nearly Rs. 40,600) remained the fastest growing price range, growing 64 per cent yoy and 8 per cent Apple led the way with a 63 per cent share, followed by Samsung at 22 per cent and OnePlus with them 9 percent,” says the report.

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