Thailand Premium Smartphone Market Grew 22% YoY in Q2 2022 Even as Overall Shipments Fell 17% YoY

  • Thailand’s smartphone shipments fell 17% YoY in Q2 2022 to 4.2 million units.
  • 5G volumes increased 20% YoY with OPPO and Samsung leading the segment.
  • Premium smartphone shipments (>$400) increased 22% YoY in Q2 2022.
  • Online channels made up 22% of shipments compared to 19% last year.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – August 19, 2022

Thailand’s smartphone shipments fell 17% YoY in Q2 2022 due to continued volatility in the macroeconomic situation, according to Counterpoint’s latest Monthly Thailand Smartphone Channel Share Tracker. The macroeconomic turbulence has impacted Thailand more than its neighbors like Indonesia and Philippines, which is evident from the reduced consumer demand over the last two quarters. The inflation rate rose to 7.66% in June, the highest in 14 years. However, premium smartphone shipments (>$400) managed to buck the trend and grew 22% YoY in Q2 2022.

Q2 2022 Thailand Smartphone Shipment

Source: Counterpoint Monthly Thailand Smartphone Channel Share Tracker, Q2 2022

Note: Figures may not add up to 100% due to rounding

Discussing the factors that affected the shipments in Q2 2022, Senior Analyst Glen Cardoza said, “Thailand has a decent share of consumers who can maintain a good financial standing during this economic slowdown. It is this type of consumer who looks to purchase at least a mid-tier smartphone even in such an economic scenario. With food and related categories being hit the hardest by inflation, consumers who would consider buying a low-tier smartphone are not taking that decision right now. This has resulted in a 23% YoY drop in shipments for smartphones priced less than $250.”

Growth in Thailand Premium Segment smartphones, Q2 2022 vs Q2 2021

While low-tier smartphones are facing the macroeconomic heat, the higher tiers are balancing the demand in Thailand. Smartphones priced more than $400 have increased their sales substantially in the country over the last two years. In Q2 2022 itself, premium models of brands like Samsung, OPPO, vivo and realme saw an increased demand with every new launch in this category. Apple is always sought after in Thailand, but it has mostly covered the ultra-premium segment. Top Chinese brands have branched out from low- and mid-tiers to the higher price brackets, providing consumers with a much-needed variety in the post-COVID-19 economy. Gaming is another aspect that these brands are promoting better than Apple.

On the operators’ side, 5G smartphones are increasingly finding a place in their packages. Despite a YoY decline in overall shipments in Q2 2022, 5G volumes increased 20% YoY. Samsung and OPPO led this increase with their 5G models.

Operators like Dtac are offering free SIM cards to tourists entering the country as part of unlimited package deals. Dtac has also started trade-ins and e-waste collection at its locations. AIS and others are building a better broadband system with AI-powered smart routers especially targeted at consumers who work and learn online, along with the growing number of gaming aficionados in the country. All these developments are boosting smartphone appeal despite the tumultuous economic situation.

While the Thai Baht is at its weakest, there are factors that are helping the smartphone market to rebound:

  • Improving tourism
  • Increasing domestic production
  • Growing exports
  • Government initiatives to control inflation

The country’s commerce ministry has warned that price pressures will move into Q3 2022. But it is quite possible that the smartphone market will start seeing a recovery towards the end of Q3 2022 itself. The coming months should see an uptick in pent-up demand. The online share of smartphone shipments saw a YoY rise of around 3% in Q2 2022 to 22%. The coming months will see this share increasing due to focused online marketing by e-commerce players and OEMs. Q4 is likely to be the key quarter in Thailand’s smartphone market revival in 2022.

Feel free to contact us at for questions regarding our latest research and insights.


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.

Analyst Contacts:

Glen Cardoza

Follow Counterpoint Research

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

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.