Philippines Smartphone Shipments Decline 3% YoY in Q2 2022; Apple Fastest Growing Brand

  • The Philippines’ Q2 2022 smartphone shipments declined 3% YoY to 4.7 million units.
  • Apple, Infinix and TECNO were major YoY gainers in terms of shipments.
  • Chinese players except Xiaomi and realme saw a decline in their smartphone shipments.
  • 5G smartphone share in shipments increased from 7% in Q2 2021 to 34% in Q2 2022.
  • Online shipments increased 15% YoY with Lazada leading with a 46% share.

Jakarta, Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – Sept 9, 2022

The Philippines’ Q2 2022 smartphone shipments declined 3% YoY to 4.7 million units, according to Counterpoint’s latest Monthly Philippines Smartphone Channel Share Tracker. The figures show the country’s macroeconomic stability, low inflationary pressure and an increase in consumer spending due to its markets returning to normal.

Commodity-exporting economies in Southeast Asia like the Philippines are expected to outperform the commodity-importing ones because of improved terms of trade. The economic impact of the Ukraine-Russia war is gradually fading out from Southeast Asian countries even as COVID-19 weakens its grip, pushing up tourism. New launches, along with customer preference for premium models, also played a key role in the Q2 2022 smartphone shipments.

Q2 2022 Philippines Smartphone Shipment Share by Key OEM

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

In terms of market share, realme took the top spot with a 22% share driven by the launch of its reasonably priced smartphones, particularly the C series and 9 series, in Q2 2022. Samsung took the second spot with a 20% share driven by its newly launched Galaxy A series models and ongoing promotions. OPPO had a 15% share driven by its Reno A series while vivo had a 14% share driven by its V series and newly launched X series. Xiaomi took the fifth position with a market share of 10%.

Demand for 5G smartphones increased considerably during the quarter as their shipments increased to 34% share from 7% in the same period last year. To stay competitive, major telecom providers Globe Telecom, Dito and Smart have been actively extending 5G coverage. With the introduction of DITO Tele-community, telecommunication infrastructure investments have more than tripled. The primary factors driving growth in the telecom industry are increasing coverage, lower costs, better service, rising data demand, and smartphone adoption.

5G Smartphone Shipments growth

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

Apple, at 50% YoY, saw the biggest growth during the quarter with Filipinos preferring premium smartphones. Reduction in the iPhone 13 series prices contributed to the growth.

Chinese players Xiaomi and realme ran several promotional campaigns online, particularly on Shopee and Lazada, which helped with their shipments. On the other hand, shipments of other Chinese brands decreased in Q2 2022 as the brands faced inventory issues. The e-commerce industry is expanding quickly in the region. Around 18% of all shipments in Q2 2022 were made through the online channel, an increase of around 15% YoY. Apart from online channels, social commerce is gaining popularity, especially through TikTok. realme became the first brand to launch its official store in TikTok live shopping.

Commenting on mobile gaming, Senior Analyst Glen Cardoza said, “The Philippines is a key gaming market in Southeast Asia and is seeing rapid growth. Manufacturers are keeping up with the demand. High-end gaming smartphones like the Black Shark 4 Pro, Asus ROG Phone 5s and 5s Pro, and ZTE’s Nubia RedMagic 7 are doing well in the market. Major companies are following suit and joining forces with gaming leagues to serve as official sponsors. In May 2022, there was a gaming competition.”

Smartphone brands are also organizing e-sport tournaments, like vivo’s PUBG, OPPO’s Game on Cup, or Samsung’s MLBB All-star Showdown in partnership with Moonton.

In the coming months, the economic impact of the Ukraine-Russia war will gradually fade. Also, COVID-19 restrictions in Southeast Asian countries are likely to be relaxed, bringing back tourists and, in turn, increasing cash flow in the market and purchasing power. On the other hand, China, with its zero-Covid policy triggering partial or full lockdowns in various cities, and global inflation may impact smartphone shipments. The Philippines posted a GDP growth of 7.4% in Q2 2022 with recovering consumer sentiment. We expect the market to expand further. As a result, the smartphone shipments in Q3 2022 may increase a bit but the TAM will be on the flatter side.

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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.

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