Samsung Regains Top Position in Philippines Smartphone Market in Q3 2021

Hong Kong, Beijing, Taipei, Seoul, New Delhi, London, Boston, Toronto – November 24, 2021

The Philippines smartphone market saw a 9% YoY decline in Q3 2021, with Samsung regaining its top position, according to Counterpoint Research’s Monthly Philippines Channel Share Tracker. Southeast Asia witnessed a fresh wave of COVID-19 during the quarter, causing supply chain constraints triggered by lockdowns and movement restrictions. This was also a major reason behind the decline of the overall Philippines smartphone market in Q3 2021.

Samsung stood first this quarter with a market share of 23%, followed by realme at 22%. The major growth catalyst in Samsung’s success was its mid-range series, which comes equipped with best-in-class specifications at an aggressive price point. The Galaxy A12 and Galaxy A21s were among the major contributors to Samsung’s growth trajectory. realme continued to strengthen its foothold in the e-commerce landscape while Vivo, driven by its Y series and huge discounts during the back-to-school promotions, secured the third position with a 17% market share. OPPO slipped to the fourth position with a 15% market share. Xiaomi retained its position among the top five with a market share of 13%.

Counterpoint Research Top OEMs’ Market Share in Philippines, Q3 2020 vs Q3 2021Research Analyst Tanvi Sharma said, “Businesses tried to increase the pace of their digital efforts to keep up with the continued expansion of cashless payments and e-commerce. Smartphone brands offered heavy discounts and exclusive schemes in the 9.9 Super Brand Day Sale. Besides, consumers were seen rapidly moving towards 5G-enabled smartphones.”

Sharma added, “E-commerce growth will continue and is expected to sustain a long-term adoption of online channels. Shopee and Lazada are among the top e-commerce platforms, grabbing most online sales.”

Online retail platforms are increasingly playing a significant role in the purchase of mobile phones and other smart gadgets due to the ease of home delivery and payments they offer.

In Q3 2021, the online channel contributed 16% to the overall smartphone shipments across the region, registering a 13% increase YoY. In online channel sales, Xiaomi emerged as the leader with a 31% market share, followed by realme and Samsung.

5G connectivity continues to spread across the Philippines. 5G-enabled smartphones captured a 19% market share with 666% YoY growth during the quarter. Mobile services provider Smart Communications is aggressively deploying 5G technology, making it accessible for everyone with the release of Signature Plans+. Globe, another big telecom operator in the region, has successfully conducted 5G SA (standalone) trials, getting close to offering the technology to consumers and enterprises.

Analyst Contacts:

Tanvi Sharma

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