86% of Respondents Highlight Indian Festive Season Smartphone Buyers Going Online, Amazon Top Preference: Survey

  • Of those planning to purchase a smartphone this festive season, 31% mention upgrading to the latest technology as the key reason for the purchase.
  • 40% prefer to purchase smartphones online, whereas 46% are comfortable taking either of the two routes.
  • Amazon is the top preferred online channel for 48% of those planning to make online purchases (86% of the total respondents).
  • Samsung, Apple, Xiaomi and OnePlus are the most preferred brands this festive season.
  • 42% of the respondents plan to purchase a premium smartphone (INR 30,000 or ~$360 and above).
  • 5G, latest processor and RAM are the top specifications that the respondents will consider when making the purchase.

New Delhi, Buenos Aires, Denver, London, Hong Kong, Beijing, Seoul – October 5, 2023

Of Indian consumers planning to purchase a smartphone this festive season, 31% mention upgrading to the latest technology as the key reason for the purchase according to a survey conducted by Counterpoint Research.

For 18% of respondents, 5G is the top specification to consider, followed by the latest processor (14%) and RAM (9%).  In terms of budget, 42% plan to purchase a premium smartphone (INR 30,000 or ~$360 and above). And with respect to channel preference, up to 86% could purchase via online, with Amazon as the top preferred platform.

Conducted in October among consumers in India planning to buy a smartphone this festive season, the survey covers topics like key reasons for making the purchase, brand preference, preferred price point, desired specifications and offers. Further, future preferences combined with the current smartphone purchase journey provide insights into consumers’ switching pattern or loyalty towards brands and purchase channels.

Key Takeaways from India Pre-festive Season Smartphone Consumer Survey

An infographic highlighting the takeaways from India pre-festive season smartphone consumer survey.
Source: India Pre-festive Season Smartphone Consumer Survey, October 2023

Commenting on the festive season smartphone demand, Senior Analyst Arushi Chawla said, “Many people time their purchases with the festive season keeping in mind the auspiciousness of the occasion and also the competitive offers during the period. With the smartphone becoming the most important electronic gadget, consumers are cautious about its quality and features. That is why they consult multiple sources before making the purchase while increasingly opting for premium smartphones.”

When asked about the top preferred smartphone brand, Samsung was at the top with 33%, followed by Apple (18%), Xiaomi (11%) and OnePlus (10%). In terms of purchase channel preference, 40% prefer to purchase smartphones online, whereas 46% are comfortable taking either of the two routes. Among these 86% of respondents considering the online route, Amazon is the top preferred online channel for 48%, followed by Flipkart with 41%. The top five reasons for people to prefer Amazon are attractive offers, availability of top brands, availability of latest devices, delivery speed and reliable delivery.

Commenting on smartphone purchase preferences, Research Director Tarun Pathak said, “Consumers want the latest technology not only to experience it but also to meet their increasing requirements. This is reflected in our survey where 5G emerged as the top specification desired by consumers. 5G will continue to push smartphone demand in the coming years. Its presence has now reached lower price bands (<INR 10,000 or ~$120). Further, it is interesting to see that 20% of the respondents prefer switching to online platforms from offline modes, with the top reason for 43% of this segment being the availability of the latest devices. During the festive season, the OEMs and platforms aim to attract buyers with competitive offers. We expect this festive season to be better than the last year.”

The survey also finds that 22% of the respondents consider cashbacks/rewards as their top preferred offer when making the smartphone purchase. This is followed by bank offers (21%) and no-cost EMI (16%). And when it comes to the most preferred no-cost EMI tenure, six months is preferred by one-third of the respondents.


This survey was commissioned by Amazon India to understand people’s smartphone purchase preferences this festive season. Counterpoint Research conducted this survey in Tier 1, Tier 2 and Tier 3 cities to capture a sample size of more than 1,200 respondents. An online survey was performed to collect quantitative insights from those respondents in the 18-35 age group who plan to purchase a smartphone this festive season. We expect the results to have a statistical precision of +/- 4%.


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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India Premium Smartphone Segment Grows 112% YoY in Q2 2023; India Now Among Apple’s Top 5 Markets

  • India’s premium smartphone segment now contributes a record 17% to its overall shipments.
  • With an 18% share, Samsung led India’s smartphone market for the third consecutive quarter.
  • Samsung also surpassed Apple to become the top premium segment (>INR 30,000 or ~ $366) brand.
  • Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share.
  • vivo maintained its second position. It was the only brand among the top five to experience YoY growth.
  • OnePlus was the fastest-growing brand in India’s smartphone market in Q2 with 68% YoY growth.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – July 28, 2023

India’s smartphone shipments declined 3% YoY in Q2 2023 (April-June), according to the latest research from Counterpoint’s Monthly India Smartphone Tracker. Though this decline was the fourth consecutive quarterly decline, its magnitude reduced significantly, from 19% in Q1 to 3% in Q2. Base effect, pent-up demand and improving macroeconomic conditions helped the market close at less than the expected decline. However, the premium smartphone segment presented a different picture, growing 112% YoY in Q2 to contribute a record 17% to the overall shipments.

Commenting on the market dynamics, Senior Research Analyst Shilpi Jain said, “In Q2 2023, OEMs saw improvement in the inventory and demand situation ahead of the coming festive season. Aggressive measures were implemented by OEMs as well as channels during the quarter to clear existing inventory through multiple sales and promotions. At the consumers’ end, falling inflation and better growth prospects facilitated demand recovery. 5G upgrades also played a major role as OEMs kept launching 5G devices in the INR 10,000-INR 15,000 (~$122-$244) segment for a wider reach. We believe brands will be coming up with interesting launches and offers to lure consumers during the festive season and 5G will be a big growth driver here.”

India smartphone market share, Q2 2023

Source: Counterpoint Research Market Monitor

Notes: Xiaomi includes POCO; OPPO excludes OnePlus; vivo includes iQOO; Figures not exact due to rounding

Commenting on the competitive landscape and brand-level analysis, Research Analyst Shubham Singh said, “Samsung remained at the top position for the third consecutive quarter with an 18% market share. The brand also surpassed Apple to regain its top position in the premium smartphone segment (>INR 30,000, ~$366) after one year with a 34% share. Aggressive offers on the Z Flip3 and S21 FE, Samsung Finance+ and high demand for the latest premium A-series and F-series devices drove this growth. However, Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a 59% share. India is now among Apple’s top-five markets.”

“vivo maintained its second spot in the overall market and was the only brand among the top five to experience YoY growth. Strong offline presence, growth of sub-brand iQOO in online, and multiple launches across price tiers facilitated this growth. OPPO has been consistently expanding its shipments in the higher-tier segments, with a particular focus on the upper mid-tier range (INR 20,000-INR 30,000 or ~$244-$366), showcasing its strategy to cater to diverse consumer needs. OPPO emerged as the top brand in this segment with a 21% market share. OnePlus was the fastest growing brand in India’s smartphone market in Q2 with 68% YoY growth.”

Other key insights

  • 5G smartphone growth: In Q2 2023, 5G smartphone shipments in India crossed the 100-million cumulative mark as 5G upgrades picked up pace driven by the expansion of 5G networks and availability of affordable devices. 5G smartphone shipments grew 59% YoY during the quarter.
  • Premiumization trend: The premiumization trend gained momentum as the segment grew at a faster rate of 112% YoY. Rise of a value-based incentive system for retailers, aggressive promotions, availability of credit through various financing schemes, and OEMs’ focussed approach are driving premiumization in India.
  • Channel dynamics: Offline channel share has been growing and is expected to rise to 54% in 2023. Online-heavy brands like Xiaomi, realme and OnePlus are now emphasizing offline expansion to enhance customer engagement and ecosystem development. Samsung and Apple are also increasing their offline presence to cater to diverse consumer preferences. This shift reflects a more comprehensive approach, leveraging both online and offline channels to create a seamless and personalized customer experience.
  • 4G feature phone growth: 4G feature phone share in the overall feature phone shipments increased to 10% in Q2 2023 driven by the JioBharat and itel Guru series’ launch. We believe this share will increase to 18% by the end of 2023. Growing demand for UPI, multiple launches from OEMs and Reliance push will help the segment grow further.
  • Inventory levels: The market was able to exit Q2 2023 with eight weeks of inventory as Xiaomi and realme managed to clear most of their inventory through multiple sales and promotions.
  • Other notable brands which grew during Q2 2023 were Apple (56% YoY), Transsion (34%), Lava (53% YoY) and Nokia (6% YoY).

The comprehensive and in-depth ‘Q2 2023 Market Monitor’ is available for subscribing clients. 

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

The Market Monitor research relies on sell-in (shipments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can also visit our Data Section (updated quarterly) to view the smartphone market shares for World, USChina and India.


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

Shilpi Jain

Shubham Nimkar

Tarun Pathak

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Podcast #64: 2023 China Smartphone Outlook – Reading Between the Top Lines (Mandarin Edition)

As China is opening its borders and quickly getting back to business after over three years of COVID-19 lockdowns and other curbs, we recently conducted an offline customer-sharing meeting in Shenzhen. It was great to see everyone after a long time and share our insights. The developing trends and China’s premium smartphone market outlook were the most discussed topics.

The country’s smartphone market has become quite saturated. While Chinese OEMs are releasing models with newer technologies, the consumer demand for smartphone upgrades is not as strong as before. Moreover, macroeconomics is another important factor affecting consumers’ purchasing power and confidence. With such a scenario, OEMs are shifting their focus to premium devices to increase their ASPs (average selling prices).

In the latest Mandarin episode of The Counterpoint Podcast, host Rick Cui is joined by Research Analysts Archie Zhang and Shenghao Bai. In this podcast, we touch upon several topics, such as Counterpoint’s prediction for the Chinese smartphone market in 2023, the growing interest of OEMs in releasing foldable smartphones, and more. We also talk about how smartphone makers are focusing on self-developed chips and artificial intelligence (AI) among other areas of differentiation.

Click to listen to the podcast

 You can read the Chinese transcript here and the English transcript here.

Podcast Chapter Markers

01:14: Archie on Counterpoint’s prediction for China’s smartphone market.

02:49: Shenghao on the China smartphone outlook for 2023.

06:24: Archie on the rising ASPs and why OEMs are focusing on premium devices.

08:32: Archie further talks about OEMs’ growing interest in foldable smartphones.

10:40: Shenghao on Counterpoint’s China and global forecasts for foldable smartphones for 2023.

12:16: Archie weighs in on the current innovations in folding smartphones and the room for improvement in the coming generations.

16:35: Shenghao highlights some future development trends for foldable smartphones.

19:42: Almost all flagship smartphones focus big on imaging, but are there other areas for differentiation for OEMs? Shenghao answers.

22:00: Lastly, Archie also shares some insights on self-developed chips, AI, and other developments that smartphone OEMs are focusing on.

Also available for listening/download on:


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China Premium Smartphone Market Outlook: Bright Future Ahead

  • China’s smartphone average selling price (wholesale) has continuously increased since 2014, reaching $385 in 2022.
  • The share of high-end smartphones ($500 wholesale price) in China’s smartphone market increased to more than 26% in 2022. Though the figure still lagged behind that in developed countries, Chinese consumers’ appetite for premium smartphones will continue to grow.
  • Chinese smartphone OEMs are committed to bringing consumers a better experience. Smartphones have also been improving and changing in terms of features like form factor, computing performance, display and imaging.
  • Counterpoint expects that the share of the $500 segment will reach 40% by 2035.

China’s smartphone shipments fell 16% YoY in 2022 to less than 280 million units, the lowest in nearly a decade, according to Counterpoint Research’s data. But still, the Chinese market made up 22.6% of global shipments, much higher than second-placed India’s 12.4%.

Benefitting from the popularity of mobile broadband networks, the booming mobile internet content and application ecosystem, and fast economic growth, China’s smartphone market entered the 2010s with fast growth in shipments and revenues and reached its peak in 2016 with more than 470 million units in shipments. This was also the period when vivo, OPPO, Huawei and Xiaomi developed into major homegrown smartphone OEMs.

However, after the boom ended, smartphone shipments started to decline every year. The market also embraced more intense competition and OEMs increased their focus on product differentiation. Over the past three years, both supply and demand in the market have been further hit by the COVID-19 pandemic.

More and more people have now started questioning the potential of China’s smartphone market. However, we think the market downturn has been exaggerated due to COVID-19, which impacted consumer sentiment and behavior. With China dropping pandemic-related curbs and announcing a 5% GDP growth target for 2023, the economy and consumer confidence should gradually recover. China’s smartphone market is expected to see its first positive growth in 2023 after 2016.

China Smartphone Shipments and Average Selling Price (Wholesale), 2012-2022

China Smartphone Sales - Counterpoint Research
Source: Counterpoint Market Monitor Service

China’s smartphone sales revenue in 2022 only fell 11.7% from 2016, though the shipments were down 41.5% in the same period. China’s smartphone ASP has been increasing every year since 2014.

4G and 5G technologies and continuously improving core elements such as processors, imaging and displays have increased the manufacturing cost of smartphones. Major OEMs have also started seeking quality and sustainable development in the face of increasing competition. They are focusing more and more on product innovation and differentiation and investing in long-term technological competitiveness, such as operating systems, AI algorithms, computational photography and self-designed chips. These initiatives are strengthening their R&D capabilities.

Chinese OEMs are also actively practicing social responsibility, such as developing customized features for the visually impaired, hearing impaired and other disadvantaged groups. More environment-friendly materials are being used in smartphone products to promote sustainable development and consumer awareness of environmental protection. These efforts will also help domestic brands grow in the mid-end and high-end markets while offering higher-quality products and services to customers.

The ≥$500 (nearly RMB 4,000 retail price) segment accounted for more than 26% of total sales in China in 2022, up from 11% in 2016 when the market recorded its highest shipments.

With over 1 billion smartphone users, China has become the second-largest high-end smartphone market in the world (nearly 70 million smartphones sold at above RMB 4,000 in 2022). However, compared with other leading high-end markets, China is still well behind in terms of both high-end segment share and individual incomes.

China’s government has announced that the disposable income of its citizens will increase to a new level in 2035, while the proportion of middle-income groups will also increase significantly. Regardless of whether China’s GDP per capita will cross $20,000 (the conventional threshold for a developed country) in 2035, the ASP of smartphones, as well as the premium smartphone share, should continue to grow amid long-term economic growth and steady consumption upgrade..

Share of $500 Segment in Major Regional Premium Markets and GDP Per Capita, 2022

Counterpoint Research
Source: Counterpoint Research

For a long time to come, the smartphone will remain the most important carrier for people’s entertainment, consumption and social interaction, with its lite productivity functions becoming ever stronger. The smartphone itself continues to improve. For example, the popularity of foldable-screen technology adds a new form factor and offers differentiated applications, content and user experience. A larger screen not only steps up the immersive experience for gaming and video but also becomes the optimal production tool for the mobile office with accessories such as stylus and mouse, and fast-developing productivity applications.

Premium Smartphones Will Continue to Improve

Counterpoint Research
Source: Counterpoint Research

Other key elements of the premium smartphone will also improve over time, including processor performance, AI computing power, imaging capability and mobile bandwidth.

First, the latest 3nm-based chipset will go into mass production in 2023. The next-generation 2nm technology is also under progress and TSMC plans to realize mass production in 2025. At the same time, chip design houses will develop higher-performance, higher-efficiency micro-architectures or even new instruction sets for processors. This should significantly improve the comprehensive performance of the flagship SoC platform. The computing power of premium smartphones is expected to approach that of PC.

Second, major Android smartphone brands can offer more differentiated features in their premium products with self-developed hardware and algorithm. Taking photography as an example, multi-lens fusion and computational photography have become mainstream. Also, the resolution of the main camera has reached 200 million, which undoubtedly puts forward higher requirements for related AI capabilities and algorithms. Counterpoint believes that OEMs with self-developed chips can better deal with the challenge.

Finally, wireless technology will continue to improve. With large bandwidth and lower latency, smartphones have become the center of content consumption and production. With the advent of computing networks, smartphones will become the super-entrance to cloud applications, cloud games, cloud enterprises and other cloud-based services. In addition, smartphones are becoming more closely integrated into the smart home, smart transportation and smart city. This also means that in the future, smartphones will become more indispensable for us.

In a word, Counterpoint is always long on the potential of China’s premium smartphone market. In 2023, China’s smartphone shipments will recover to more than 280 million units. The high-end segment is expected to outperform the overall market, realizing a YoY growth of nearly 5%. By 2035, both smartphone ASP and premium smartphone share (≥$500) will be up another notch. Premium smartphones will make up nearly 40% of the total market.

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Indonesia Premium Smartphone Shipments Grow 21.2% YoY in 2022

  • The ≥$600 price band grew 21.2% YoY. Apple and Samsung took 68.1% combined share in the band.
  • Samsung was dominant in the high-end segment ($400-$599) in 2022.
  • Indonesia’s 2022 smartphone shipments fell 12.2% YoY. The <$200 price band contributed most to the decline.
  • The $200-$399 price band saw the highest growth of 5G smartphones at 76.3% YoY.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 24,2023

Indonesia’s smartphone shipments declined 12.2% YoY in 2022 on a 23.8% decline in the entry-level segment (<$200 price band), according to Counterpoint’s Monthly Indonesia Smartphone Channel Share Tracker. On the other hand, mid-range to premium smartphones experienced high growth in 2022. The premium segment (≥$600 price band) shipments grew 21.2% YoY, higher than the growth of the mid-range (18.8%) and high-end (18.2%) segments. Further, 54.5% of the premium smartphone shipments were that of newly launched models, a growth of 45.8% YoY in such shipments.

Indonesia Smartphone Shipments YoY Growth by Price Band, 2022

Counterpoint Indonesia smartphone shipment 2022 YoY

Source: Counterpoint Monthly Indonesia Channel Share Tracker, 2022

Entry-level smartphone shipments declined due to lower consumer demand against the backdrop of macroeconomic headwinds. At the same time, the consumer’s need to upgrade to higher categories could have also contributed to the decline in the entry-level segment.

The demand for an upgrade to a more reliable smartphone shot up during the COVID-19 restrictions when offices and schools were attended online. This led to an increase in the shipments of mid-range and above smartphones in Indonesia. Though the pandemic has almost ended, the trend persists. Mobile gaming is another segment that is growing and pushing the demand for smartphones from the >$200 price band.

OEMs too have been bringing various promotions and bundled offers during shopping seasons like Id al-Fitr, Harbolnas, 11.11, 12.12, holidays and year-end.

In the premium segment (≥$600), Samsung and Apple grabbed a 68.1% combined share. Also, thanks to some newly launched models, POCO, Asus, realme, Xiaomi and vivo saw a bigger presence in this category in 2022.

Apple’s iPhone 14 series was one of the most anticipated smartphone series in the country in 2022. Erajaya group and Blibli stores offered trade-ins and installment offers to attract consumers. The high demand for the iPhone 14 Pro and Pro Max 512GB and 1TB caused a temporary shortage of these models at the pre-order stage.

In the high-end segment ($400-$599), Samsung and OPPO were the top two OEMs. OPPO was supported by the Reno 7 5G and Reno 8 5G series. The 5G capability proved to be a good addition to OPPO’s strong marketing and constant promotion of camera capabilities and differentiation. Samsung was largely supported by the Galaxy A53 5G series. The launch of the Galaxy A53 5G following the Galaxy S22 launch could have presented a cheaper alternative to the S22 series for some.

Commenting on the emergence of competition in high-end to premium smartphones, Senior Analyst Febriman Abdillah said, “The ≥$400 price segment is expected to continue to grow given newer technology trends and consumers’ need to own a more reliable device with a friendlier user interface to carry out increased digital activities, like finance-related transactions. Mobile gaming has grown a lot in the last year as well. In this case, the features that consumers focus on include a long-lasting battery with fast charging, storage, camera, connectivity modes such as 4G and 5G, hotspot, Bluetooth, NFC and Wi-Fi. As competition increases, pull factors can help brands stay in the market. After-sales service and brand image can be these factors as they provide a sense of security and relevance to the consumer.”

Improved connectivity is a necessity as network technology advances. While 5G technology focuses on the industrial sector, consumers also see 5G as a technology trend that will reach them sooner or later. Push from retailers and smartphone OEMs has also helped in shaping consumer perception of future 5G needs. Therefore, 5G smartphones are expected to grow faster after the necessary infrastructure is in place. In 2022, Indonesia’s 5G smartphone shipments grew 62.2% YoY. 5G smartphones in the $200-$399 price band grew higher than other price bands at 76.3%.


In 2023, Indonesia has the potential to show more resilience compared to other countries in the SEA region. Its population and current growth trajectory will ensure a quick revival of the smartphone market. Q2 2023 onwards, there should be signs of better growth in smartphone sales, if other economic factors do not get worse.

Seeing the progress of digital transformation in this country, more demand for reliable smartphones can be expected. Abdillah said, “As the country is continuing its digital transformation, smartphones are being increasingly used as a point of connection among consumers and businesses. One reason could be the widespread use of applications as entry points for activities in the digital world. This can lead to smartphone upgrades or multi-device use.”

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.

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Febriman Abdillah


Entry-level Smartphone Shipments Bounce Back in Key SEA Countries, Up 28% QoQ in Q4 2022

  • 2022 saw a 13% YoY decline in smartphone shipments in key Southeast Asian countries*.
  • All countries witnessed a YoY drop in shipments through 2022 with the gap widening to -17% in Q4.
  • Samsung and Apple sustained volumes through the year, while Infinix grew the most.
  • High-end smartphone ($400-$600) shipments increased 8% YoY in 2022.
  • The premium segment (>$600) witnessed a 23% YoY growth.

Hong Kong, Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – February 23, 2023

Key Southeast Asia (SEA) smartphone markets* saw a somewhat consistent YoY drop in shipments throughout 2022. Inventory was still high in countries like Indonesia, Philippines and Thailand, which led to a 17% YoY drop in shipments in Q4 2022, according to the Market Monitor Smartphone Quarterly Report.

More notably, the end of the year signaled a much-awaited increase in demand for entry-level smartphones, resulting in a 28% QoQ increase in such shipments. New launches and pent-up demand played major roles in this. In the premium segment, consumers kept the demand alive due to which there was a 22% QoQ increase in premium shipments.

Southeast Asia Smartphone Retail Prices, Q3 2022 vs Q4 2022

Source: Counterpoint Research Southeast Asia Smartphone Tracker, February 2023

While the region’s smartphone shipments declined, countries like Vietnam and Philippines showed more resilience to economic factors than others. Consumer demand seemed to have been less affected by macro effects. Smaller markets like Cambodia, Myanmar and even Malaysia declined relatively more. While they represent a small part of the region, their populations include a higher share of economically disadvantaged consumers. The decline in entry-level smartphone shipments affected these countries more than the rest.

Mature markets like Thailand and Singapore concentrated more on 5G penetration and further stages of industrial 5G applications. Singapore’s operator partnership with Ericsson and 5G utilization in healthcare planning are just a few examples. In Thailand, smart factory technology is being developed, private networks are increasingly used, and operators like AIS are helping out on automation through 5G.

Apart from an uptick in premium smartphone sales in these countries, there was also an increased focus on sustainability in the form of trade-ins, refurbished smartphone demand and corporate ESG initiatives.

Southeast Asia Smartphone Shipments by Key Countries

Source: Counterpoint Market Monitor Smartphone Report, February 2023

The IT and e-commerce sectors saw job cuts in SEA which did not project a healthy H2 2022. Even the online smartphone channels contributed relatively less in seasonal campaigns like 11.11 and December sales. At the same time, OEMs, operators and retailers have been increasing offline networks across geographies. As the economies are struggling to come back to normal, a surge in tourism in this region contributed to the rebound.

Chinese brands like vivo, realme and Xiaomi consistently struggled with inventory levels and low shipments during Q3 and Q4 2022. OPPO improved with demand due to its Reno series.

As premium demand surged, Samsung’s S series and Apple’s iPhone 13 and 14 series contributed to these brands’ volumes. Vietnam showed some surprising success with Apple shipments. Apart from newer models, even older ones like the iPhone 11 series were being sold well in the country.

The biggest gainer of 2022 is clearly Infinix. The Transsion brand steadily grew in this region in 2022. Infinix’s focus on basic specs, practical pricing, channel offers and gaming all helped it gain momentum. The brand is especially doing well in the Philippines, Indonesia and Thailand.

Southeast Asia Smartphone Shipments by Brand

Source: Counterpoint Market Monitor Smartphone Report, February 2023

Commenting on the SEA economies in 2023, Senior Analyst Glen Cardoza said, “Southeast Asia suffered on multiple fronts in 2022. Countries continue to increase interest rates, inflation is still a factor and trade volumes are dependent on the partner country’s demands. Any macro-level improvements in tourism, government relief and financial management will take time to positively impact the common consumer. In the absence of further adverse macro effects, the region is on a path to recovery. OEMs are however pessimistic about the recovery at this point and it is visible in their shipment levels. Improving entry-level smartphone shipments is a much-needed boon at this point. H1 2023 is likely to suffer the effects of low shipments, but we are likely to see a steady increase in shipments starting Q2 2023.”

Industrial and consumer 5G use cases will be visible in countries like Singapore and Thailand, while Indonesia and Philippines will concentrate on 5G penetration more than others.

What is China’s loss is working out to be Southeast Asia’s gain in part. Manufacturing centers like Vietnam stand to benefit from increased investments from companies looking to diversify from China.

The silver lining lies in the role of smartphones in digital transformation across this region. It also lies in the increase of foreign direct investment. All macro factors remaining constant, H2 2023 has the potential to make up for H1’s losses.

* Key Southeast Asia countries/markets include Indonesia, Thailand, Philippines, Vietnam, Malaysia, Singapore, Myanmar and Cambodia.


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


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Weak Q4 2022 for MediaTek; Revenues to Further Decline in Q1 2023

  • MediaTek’s revenue was down 25% YoY and 26% QoQ in Q4 2022.
  • The mobile phone segment’s revenue declined 25% YoY and 30% QoQ.
  • MediaTek has downgraded Q1 2023 revenues to $3.0-$3.4 billion, a decline of 35-40% YoY and 3-12% QoQ.
  • The company has guided the inventory levels to normalize by the end of H1 2023.

MediaTek has reported $3.4 billion in revenue for Q4 2022, down 25% YoY and 26% QoQ. For the full year of 2022, the revenue was $18.7 billion, up 6% YoY. MediaTek delivered a strong H1 2022 driven by 5G SoCs but a weak H2 2022 due to macroeconomic headwinds and customer inventory adjustments. The QoQ decline was due to the slow China market, weak consumer demand and inventory correction by smartphone OEMs. The mobile phone segment’s revenue declined 25% YoY and 30% QoQ due to aggressive inventory adjustments by customers. The segment contributed 52% of MediaTek’s Q4 2022 revenue.

MediaTek Q4 Earning



  • The smart edge segment, which contributed 42% to the company’s revenue in the fourth quarter, declined 18% sequentially due to order cuts from telecommunication operators for inventory adjustment. Revenues from enterprise ASIC and automotive products increased due to growing popularity in the US and Europe regions.
  • The power IC segment accounted for 6% of MediaTek’s revenue, declining 37% QoQ in Q4 owing to weak demand from consumer devices such as smartphones. But the demand for power ICs from automotive and industrial applications increased in Q4.
  • Changing view from the previous quarter’s guidance, MediaTek downgraded Q1 2023 revenues to the range of $3.0-$3.4 billion, a decline of 35-40% YoY and 3-12% QoQ. Gross margins in Q1 2023 are expected to be around 47.5% and the operating expense ratio around 33%. Most smartphone OEMs will follow a conservative approach to maintaining their inventory. Smart TV and Wi-Fi will see a slight increase in demand in the first quarter.
  • MediaTek also launched satellite-based connectivity solutions with Bullitt group, to be available in Q1 2023. MediaTek is the third player after Apple and Qualcomm to offer satellite-based connectivity solutions.
  • MediaTek guided the inventory levels to normalize by the end of H1 2023. This is in line with our view. In H2 2023, MediaTek expects to see growth in revenues. Currently, Chinese smartphone OEMs have 3-3.5 months of smartphone inventory levels, which will come down to 2-2.5 months by the end of Q1 2023.
  • According to Counterpoint Research’s Smartphone AP/SoC Shipment Tracker, MediaTek shipments have declined due to ongoing inventory adjustments, global macroeconomic situation, and a weak China market. LTE SoCs declined more than 5G SoCs in Q4 2022.
  • Overall, weak guidance from MediaTek for Q1 2023. The first half of 2023 is going to be tough due to inventory correction and macroeconomic uncertainties. We forecast the market to bounce back and inventory levels to come back to normal in the second half. We expect the overall smartphone shipments to be flat in 2023. Therefore, despite the growth in the second half, we forecast smartphone AP SoC shipments to contract in 2023.

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Premium Smartphone Shipments Grow 29% YoY in Q3 2022 in Key SEA Markets

  • Premium smartphone (>$400) shipments grew 29% YoY while the <$200 price band shipments fell 24%.
  • Overall Southeast Asia smartphone shipments dropped 10% YoY.
  • Apple’s iPhone shipments grew 63% YoY in Q3 2022.
  • 5G made up 32% of total shipments in the key countries, 5G smartphone shipments grew 56% YoY in Q3 2022.
  • The $200-$400 5G smartphone band saw a 73% YoY growth.

Hong Kong, Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 17, 2022

Premium smartphone (priced more than $400) shipments in the key Southeast Asian markets* increased 29% YoY in Q3 2022, according to Counterpoint Research’s Southeast Asia Monthly Smartphone Channel Share Tracker. On the other hand, total smartphone shipments declined 10% YoY during the quarter. Southeast Asia is still facing macroeconomic headwinds. This has resulted in weak business and consumer sentiments. Investments have slowed down too, including FDI volumes for some countries. All this has led to key smartphone OEMs collecting more than the required inventory before Q4 2022. The massive YoY increase in premium smartphone shipments reflects the resilience of this segment’s customers during difficult times.

Key SEA Smartphone Markets Shipments by Price Band Q3 2022

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, November 2022

September was supposed to see an increase in shipments across the region. But in 2022, this seasonal behaviour has been limited due to consistently low consumer sentiment. The lower economic strata are reeling under economic uncertainty, which shows in lower shipments and higher inventories overall. The Q4 festive season is expected to bring some relief.

There were some brand-level hits and misses too in Q3 2022. While Samsung shipments fell 13% YoY, Apple’s shipments were up 63% YoY across all the key countries. Vietnam seemed to be grabbing iPhones at a faster rate than its neighbours.

5G smartphone demand has seen slow progress in some countries like Indonesia and Vietnam while it is much faster in Thailand and Philippines, where the network is better and a large number of consumers are quite tech-savvy. Operators are still giving good package value to consumers even as it affects margins.

Specifications like processor, RAM, internal storage, battery capacity and charging speed remain a priority. Even if consumers in Indonesia and Vietnam do not actively consider 5G as a purchase factor, they tend to count it as a feature needed for the future.

Operators like Globe in the Philippines are keen on expanding their 5G infrastructure beyond the metro areas, whereas in Indonesia, 5G use cases have started showing for industries like mining. The $200-$400 5G smartphone price band saw a 73% YoY growth, which means that 5G is being made a staple feature by most OEMs.

5G Smartphone Shipments and Penetration by Price Band Q3 2022

Source: Counterpoint Research Southeast Asia Monthly Smartphone Channel Share Tracker, November 2022

Commenting on the economy, Senior Analyst Glen Cardoza said, “Most Southeast Asian countries like Indonesia, Thailand and Philippines raised interest rates in Q3 2022 to ease the blow of rising prices on the common consumer. Inflation during the quarter was an average 5% in most SEA countries, which is not alarming but did take its toll on consumers. Prices for fuel, overall logistics and staple items went up, causing consumers to hold on to their wallets and defer big expenses like smartphones. The majority of such consumers are blue-collar workers or from economically weaker sections. While a country like Thailand is struggling to regain pre-COVID volumes due to depleted tourism levels, Vietnam has shown a 13% GDP growth in Q3. The effect of the same is reflected in the smartphone shipments in the last few months.”

OEMs still have more than the required inventory of older models which they might try to sell using all possible marketing tools across offline and online channels. New models launched since August will continue to fill the market with mostly 5G devices. Offline retail players are likely to propagate experiential outlets, increased payment convenience, trade-in offers and better after-sales support. Models like Samsung’s Galaxy A04s and vivo’s Y02s might lead the charge in increasing low-range smartphone shipments again. This is necessary for the market to portray normalcy.

* Key Southeast Asia countries include Indonesia Thailand Philippines and Vietnam

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.

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MediaTek Weather’s Macroeconomic Headwinds With 9% YoY Revenue Growth

MediaTek‘s revenues fell 8.7% sequentially but increased 8.5% YoY to NT$142.1 billion. On a USD basis, revenues were comparatively flat due to FX weakness. Global macro headwinds, inventory correction, slow China market and weak consumer demand led to the revenue decline and weak outlook. Declining 8% QoQ, the smartphone segment contributed to 55%  (NT$ 78.2 in Q3 2022) of MediaTek’s total revenue in Q3 2022. Smartphone segment demand was affected by customers’ inventory adjustments, especially in the 5G mid-range SoCs. Demand for LTE SoCs was strong in QoQ terms.

MediaTek Earning 2022 Q3


  • The company has expanded its portfolio for the flagship and mid-range segments by launching Dimensity 9000+ and Dimensity 1050, respectively. The newly launched premium SoC has been adopted by top-end gaming smartphones. Also, MediaTek will launch a next-generation flagship SoC in Q4 2022. This will add to its premium segment revenue.
  • The Smart Edge segment, which contributed 38% to the company’s revenue in the third quarter, declined 9% QoQ as telecommunication operators cut back on orders, negatively impacting the company’s Wi-Fi and wired businesses. Also, the consumer market weakness affected the tablet, Chromebook and monitor businesses.
  • The power IC segment, which accounted for 7% of MediaTek’s revenue in Q3 2022, declined 17% QoQ due to weak demand for power ICs in consumer devices such as smartphones and PCs. But demand for power ICs for automotive and industrial applications remained robust in Q3 2022.
  • MediaTek guided Q4 2022 revenues in the range of NT$108 billion to NT$119.4 billion ($3.4 billion to $3.8 billion), a decline of 16%-24% QoQ and a decline of 7%-16% YoY. The gross margin is expected to be around 48.5% and the operating expense ratio is expected to be 31%. LTE SoCs will decline more severely than 5G SOCs in Q4 2022. Wi-Fi, broadband and routers will also be impacted as some of the Wi-Fi operators will slow down their fourth-quarter buy-in. The company also projected a sequential increase in revenues in Q1 2023.
  • The inventory level came down in Q3 2022 compared to the previous quarter. For both 4G and 5G, SoC inventory will come down in Q4 2022. Inventory corrections will be normalized in H1 2023.
  • According to Counterpoint Research’s Smartphone AP/SoC Shipment Tracker, MediaTek dominated the smartphone AP/SoC market in Q3 2022 with a share of 36.5%, followed by Qualcomm. MediaTek shipments have declined due to order cuts from major Chinese OEMs. MediaTek’s relatively greater dependence on the mid-end and low-end smartphone segments, which are likely to be more affected by the current macroeconomic situation as well as excess channel inventory, will lead to a weaker fourth quarter.

Overall, weak market outlook for Q4 2022 from MediaTek echoes increasingly cautious views from the foundry and IC packaging makers, which are seeing a slowdown in smartphone IC orders in early 2023. We expect 2023 to be challenging with inventory correction going on till H1 2023 and coming down to a normal level (80-90 days) by the end of 2023. The demand outlook for 2023 also looks challenging after inventory corrections due to macroeconomic uncertainty and weak China market. From the technology migration point of view, 5G SoCs are going to be a growth opportunity for the company. MediaTek will focus on maintaining gross margin, following price discipline at a time of uncertainty in the global semiconductor industry.

High-end Smartphones in Colombia: Q2 2022 Overview

Colombia is not a target market for flagship and premium smartphones considering its characteristics. The wholesale price segment of >$500 (or >2,217.920 million Colombian Pesos*), which typically has devices with a NAND capacity higher than 64 gigabytes, RAM capacity higher than 2 gigabytes, and 4G and 5G connectivity, represented 4.4% of the sales during Q2 2022, significantly higher than the 2.2% share in Q1 2022. This means that despite the seasonality effect, more Colombian customers bought high-end smartphones. This blog discusses the leading brands’ flagship models on offer in Colombia. The open channel here is any technology retail store, and the operator channel is any operator store.

Counterpoint Research

Source: Counterpoint Market Monitor


The American brand shines with every new model launched; the iPhone 13 series is no exception. The sell-out price for these models starts at $1,950 (8,651.960 million Colombian Pesos*) for the Pro version. All iPhone models are available in the country. Apple suffered in the second quarter due to a local court’s preliminary order that bans the import and sale of all 5G devices that infringe on Ericsson’s 5G patent.


The South Korean brand has a broad high-end portfolio with the Galaxy S22 series and Z foldable series. The open channel and proprietary brick-and-mortar stores present a wider variety of models, while the operators are more constrained. Only Movistar from Telefonica sells all the above-mentioned series’ models. Sell-out prices range from $834 (3,699.900 million Colombian Pesos*) to almost $1,386 (6,149.900 million Colombian Pesos*). 


The Chinese brand has different models in the price segment. On any channel, one will find three model families — Xiaomi 11T, Xiaomi 11T Pro and the new Xiaomi 12. The only difference among channels is in the open market. One can find the POCO sub-brand only in the open market. Prices for Xiaomi’s phones in the segment range between $541 (2,399.000 million Colombian Pesos*) and $902 (3,999.000 million Colombian Pesos*).


The smallest portfolio for the segment is from Motorola. A few models are available in the Moto Edge series. However, this brand enjoys an advantage over its competitors because the new Moto Edge 30 Pro is promoted everywhere as part of a bundle with Moto Buds, which is a unique strategy in this price segment. The open market and mobile operators follow similar pricing and marketing strategies, which is also not common. Sell-out prices are $676 (2,999.900 million Colombian Pesos*) for the Edge 20 Pro and almost $744 (3,299.900 million Colombian Pesos*) for the new Moto Edge 30 Pro.

Current macroeconomic indicators like inflation and currency depreciation point to a smaller share of this price segment going forward. At the same time, other brands might enter the market and drive-up competition, bringing price benefits to the customers along with an expanded portfolio of options.

*Exchange rates may cause prices to vary

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