Smartphone shipments are declining worldwide and the condition is no different in Thailand. The country’s smartphone shipments fell 17% YoY in Q2 2022 due to volatility in the macroeconomic situation, according to a report. Thailand is having reduced consumer demand over the last two quarters. But it’s not all bad news, the country saw a huge rise in premium smartphone shipments.

According to a report by Counterpoint Research, Smartphone shipments have continued to decline in Thailand. In Q2 2022, the country witnessed a 17% decline in overall smartphone shipments. The culprit behind the downfall is said to be the deteriorating economic conditions in the country. The inflation rate rose to 7.66% in June, which is the highest in 14 years.

Thailand-Smartphone-Shipment-Share

However, premium smartphone (>$400) shipments are booming in the country. There has been a 22% increase YoY in Q2 2022 despite the overall market decline.

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.”

With each new launch in the category, premium models from brands such as Samsung, OPPO, Vivo, and Realme saw an increase in demand. Apple is always in demand in Thailand, but it has mostly focused on the ultra-premium market. Top Chinese brands have expanded from the low- and mid-tiers to the higher price ranges, giving consumers much-needed variety in the post-COVID-19 economy. Gaming is another area where these companies outperform Apple.

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