India’s smartphone shipments fall for third straight quarter, Xiaomi retains lead: IDC

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Smartphone shipments in India fell for the third straight quarter, according to a report, with a 5 percent year-on-year decline in the first quarter of 2022. While Xiaomi maintained its market leadership, all top five vendors except Realme saw declines in the quarter their deliveries. The main reasons for the decline are believed to be the impact of the third wave of COVID-19, supply shortages, especially in the lower price segments, and rising inflation, which increases the cost of ownership of phones in all price segments.

Smartphone shipments in the country fell to 37 million units in the first quarter, according to the latest data report from the market research company International Data Corporation (IDC).

Xiaomi continued to lead the market, although both its share and shipments fell in the quarter from the same quarter last year. According to IDC, the company’s shipments fell 18 percent year-on-year in the first quarter of 2022. However, Xiaomi continued to dominate the online channel with a 32 percent share (including Poco).

According to IDC, Xiaomi came second in the 5G segment. The Mi 11i and Redmi Note 11T were some of the main volume drivers for the Chinese company.

After Xiaomi, Samsung is still in second place, albeit with a minus of five percent compared to the previous year in the first quarter. The South Korean giant managed to increase demand for its Galaxy S22 series. It also led the 5G segment with a 29 percent share. According to IDC, the key models in this segment were the Galaxy M32 5G and the Galaxy A22 5G.

Realme – one of the youngest brands of Guangzhou-based BBK Electronics – became the third largest player in the market. It recorded growth of 46 percent over the previous year. The company also had the lowest average selling price of $142 (about Rs 11,000).

In addition, Realme maintained its second position in the online space after Xiaomi with a 23 percent share in the first quarter, according to IDC.

Unlike all other leading players in the market, Realme managed to post a 46.3 percent year-on-year growth in the first quarter, the report reveals.

Vivo, the brother of Realme and another BBK Electronics brand, took fourth place with shipments down 17 percent year-on-year. The Chinese company led the offline channel with a 24 percent share in the first quarter, although it is also likely to see some growth in its online shipments with the launch of its new T Series and iQoo phones.

Oppo — the largest subsidiary of BBK Electronics and once the parent company of Realme — fell 25 percent in the first quarter, according to the IDC report.

Smartphone shipments of the top 5 players in the market according to IDC

company 1Q22 market share 1Q21 shipping volume 1Q21 shipping volume 1Q21 market share Annual unit change (1Q22 vs. 1Q21)
xiaomi 8.5 million 23.3 percent 10.4 million 27.2 percent -18.2 percent
Samsung 7.0 million 19.0 percent 7.3 million 19.0 percent -4.7 percent
Rich 6.0 million 16.4 percent 4.1 million 10.7 percent 46.3 percent
live 5.5 million 15.0 percent 6.6 million 17.3 percent -17.0 percent
oppo 3.5 million 9.6 percent 4.6 million 12.2 percent -24.9 percent
Other 6.1 million 16.7 percent 5.2 million 13.6 percent 16.8 percent
In total 37 million 100 percent 38 million 100 percent -4.8 percent

Aside from the vendor-related shipments, IDC mentioned some other interesting insights in its report. The pandemic-driven surge in e-commerce stocks over the past two years has petered out, with a modest decline to 49 percent in the first quarter. Nonetheless, online channel shipments continued to grow 7 percent year-on-year, while offline channel shipments declined 13 percent year-on-year.

The average selling price of smartphones in the country also continued to rise for the fourth straight quarter, reaching US$211 (around Rs.16,300). While MediaTek-based models command a 51 percent share at an average retail price of $174 (approx.

The company also reported that the mid-range, premium smartphone segment — between $300 and $500 (about Rs grew , with a market share of five percent. The latter was dominated by Apple, which had 60 percent of total shipments in this segment. Meanwhile, the sub-$200 (about Rs.15,500) fell 16 percent, while the mid-$200-$300 segment rose to 18 percent from 14 percent in the first quarter.

Upasana Joshi, Researcher Manager for Client Devices at IDC India, said 5G accounted for 31 percent of shipments last quarter with an average retail price of US$375 (around Rs.29,000).

“IDC estimates that shipments above $300 will be fully 5G by the end of 2022,” the researcher said.

In terms of future performance, Navkendar Singh, Research Director for Client Devices and Imaging, Printing and Document Solutions (IPDS) at IDC India, said the outlook for 2022 remains cautious from the consumer demand side.

“Due to rising inflation and the lengthening of the smartphone refresh cycle, IDC expects the second quarter of 2022 to remain subdued as smartphone shipments gradually return to normal, resulting in a slower first half of 2022 compared to 72 million shipments in the first Half of 21 leads,” he said.

Last month, a report by Counterpoint showed that smartphone shipments in India in the quarter ended March were down 1 percent year-on-year. Strategy Analytics also showed a three percent year-on-year decline in smartphone shipments in the country in its report released late last month.

In addition to the Indian market, global shipments also fell for the third consecutive quarter in the last quarter, according to the latest reports from Strategy Analytics and Counterpoint.

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