Worldwide, smartphone shipments are declining, and Thailand is no exception. As a result of macroeconomic volatility, the country’s smartphone shipments fell 17% YoY in Q2 2022. Consumer demand in Thailand has decreased over the last two quarters. On the other hand, premium smartphone shipments have soared in the country.
According to a report by Counterpoint Research, smartphone shipments in Thailand have declined. During Q2 2022, smartphone shipments decreased by 17% in the country. The deteriorating economic conditions are to blame for the downfall. Due to inflation, the rate climbed to 7.66% in June, which is the highest in 14 years.
Nevertheless, premium smartphone shipments (over ₱22,000) are booming. As a result of the overall market decline, there has been a 22% increase YoY in Q2 2022.
During the economic slowdown, Thailand has a decent share of consumers who can maintain an excellent financial standing, said Senior Analyst Glen Cardoza. Even in such an economic environment, this consumer purchases a mid-tier smartphone. Because inflation impacts food and related categories the most, consumers are not buying low-tier smartphones now. Consequently, shipments of smartphones priced less than $250 have declined 23% YoY.”
With each new launch in the category, Samsung, OPPO, Vivo, and Realme have seen their demand increase. Thailand’s ultra-premium market has always been a strong market for Apple. After COVID-19, top Chinese brands have expanded from low- to mid-tier price ranges, providing consumers with much-needed variety. In addition to gaming, these companies perform better than Apple in this area.
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