Indonesia’s smartphone market drops 1.2%YoY to 34.6M units in 2023

Indonesia’s smartphone market dropped 1.2% Year-on-Year (YoY) to 34.6 million units in 2023, marking a second consecutive drop according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. In 2023, there was less supply side pressure, but weak demand continued to affect the market, particularly in 1H23. In 4Q23, the market grew 6.1% YoY and 1.3% quarter-on-quarter (QoQ), reaching 9 million units. Vendors were able to capitalize on year-end festivities by refreshing lower-end models to drive volume, while other vendors released flagship devices to drive value.

In 2023, the Indonesian smartphone market witnessed a notable trend: Higher-priced smartphone segment (>US$600) was the only one to grow in 2023, with a 78% YoY growth, dominated by Apple and Samsung. In contrast, the mid-range segment (US$200<US$600) declined 14.9% YoY after growing 3.9% YoY last year, still led by OPPO. The lower-end segment (<US$200) remained relatively flat, as it declined 0.3% after declining 19.9% YoY last year. The improved performance was primarily driven by Transsion’s recovery in 2023, while vivo still led the overall segment. These dynamics drove the Average Selling Price (ASP) to grow 8.3% YoY, reaching US$204 in 2023.

In 2023, Indonesia’s 5G smartphone segment grew 31.5% YoY, capturing a 17.1% market share, led by Samsung. This growth, primarily driven by vendors expanding the range of 5G models, is expected to accelerate once these devices become more affordable and competitive compared to 4G models. However, the limited availability of 5G networks across Indonesia, due to infrastructure constraints and high operational costs, poses a significant barrier to faster adoption. This scarcity of 5G networks may deter potential consumers from investing in higher-priced 5G devices, considering the lack of tangible benefits when access to and utilization of the network remains limited.

IDC