THE Philippines’ smartphone market saw a 6.1 percent year-over-year (YoY) growth in 2024, reaching nearly 18 million units, according to IDC’s Quarterly Mobile Phone Tracker.
Despite challenges like a weakening peso and weather disruptions, steady economic growth and the availability of affordable smartphones fueled the increase.
Over 50 percent of shipments were priced under $100 (P5,790), with Transsion (Infinix, Tecno, and Itel) leading the segment, selling over 4.8 million units. This pushed the average selling price (ASP) down from $192 (P11,120) in 2023 to $179 (P10,366) in 2024.
Although 4Q24 shipments declined 11.8 percent YoY due to early product launches, the holiday season still drove nearly 5 million units, making it the strongest quarter of the year.
Thailand’s rebound
Thailand’s smartphone market rebounded strongly in 2024, growing 17.1 percent year over year (YoY) to 16.9 million units, according to IDC. Growth was driven by entry-level models, financing programs, and aggressive vendor strategies.
Shipments surged 27 percent YoY in 4Q24 to 4.7 million units, fueled by mass-market, budget-friendly smartphones.
The entry-level segment ($200) rose to 56.9 percent of the market, while the premium segment ($1,000+) dropped to 9 percent. The average selling price fell 7.5 percent to $336.
5G adoption increased to 45.6 percent, supported by lower prices and wider availability of budget 5G models. IDC expects vendors to capitalize on growth opportunities despite economic and political uncertainty.
Ultra-low-end in Indonesia
Indonesia’s smartphone market saw a 15.5 percent year-over-year (YoY) growth in 2024, reaching nearly 40 million units, according to IDC. The recovery was fueled by ultra-low-end models ($100) and affordable 5G devices.
In 4Q24, shipments rose 9.6 percent YoY, though quarter-over-quarter growth was flat at -0.2 percent, as economic concerns slowed demand.
The mid-range segment ($200–$600) grew 24.9 percent YoY, led by OPPO, while premium smartphones ($600+) declined 9.2 percent, impacted by the iPhone 16 ban.
5G adoption surged to 25.8 percent, up from 17.1 percent in 2023, with Samsung leading the market and OPPO closing in. The average selling price (ASP) remained stable at $195, while 5G ASP dropped 20.4 percent to $441.
