Philippines Online Channels Blossom in 2020 as Smartphone Shipments Shrink

Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – April 8, 2021

The Philippine’s smartphone market struggled last year according to Counterpoint Research’s Q4 2020 Channel Share Tracker, with overall shipments falling 8% on an annual basis. Although the third quarter saw a strong YoY increase, it was not enough to bring a pandemic impacted 2020 even with the previous year, resulting in total shipments falling to 18.4mn units.

However, similar to regional peers in SE Asia, the Philippines enjoyed strong growth in online channels, which handled over 50% more units in 2020 than the previous year. By 4Q 2020, 17% of total shipments went to online.

Counterpoint Research Philippines Smartphone Shipments Share
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

Counterpoint Research Senior Analyst Glen Cardoza notes, “The Philippines reflects what we’re seeing in other markets across the region – consumers are going online by necessity. What will be interesting to see is if they stay for the convenience. At least for the short term, we expect online channel share to continue rising, especially through 1H with this second wave of infections bringing more lockdowns.”

Two-year old Realme was a bright spot, growing annual shipment share from single digits in 2019 to 18% last year. Mr. Cardoza highlights, “Realme has had a whirlwind two years since its launch, and momentum is gaining for the upstart. It had 68% YoY shipment growth in Q4 2020 to secure the number three spot for the year. Moving into 2021 it is in a great position, especially considering its strength in online.”

Counterpoint Research Philippines Smartphone Shipments Share Q4 2020
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

On consumer purchasing trends, Mr. Cardoza says, “Price has always been important in the Philippines and last year was no exception, with average retail prices of top-10 device shipments in the $120-$150 range. In terms of specs, we’re starting to get a better picture of the balance between what consumers are willing to pay and the must-have features they want.”

Counterpoint’s Channel Share Tracker provides visibility across a broad range of smartphone specs including price, camera setup, storage capacity, battery size, screen size and other key metrics. Mr. Cardoza adds, “It has been interesting to see what Filipino consumers are prioritizing beyond just price. Comparing 2019 and 2020, we’re seeing big movements in display size, storage, camera setups and most of all, battery capacity – the jump to 5000mAh-plus has been quick, driven in large part by requirements from bigger and better screens and more sophisticated camera setups. It also highlights the continuing role smartphones play in keeping Filipinos connected, especially during times of social distancing.”


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.


Charles Moon

Related Posts

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.