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India smartphone market decline since Q3 2019 for Apple Samsung Oneplus premium segment for 2022

India’s smartphone market is down 10 percent year-on-year, with 43 million units shipped in the third quarter (Q3) (July-September) of 2022, according to a new report. According to the International Data Corporation (IDC) quarterly global mobile phone tracker report, this was the lowest shipment in the third quarter since 2019 despite the early start to Diwali festivities, thanks to weak demand and increased device prices that negatively affected festive buying.

The $500+ premium segment continued to be the top price range growing 64 percent year-over-year and 8 percent in share. Apple topped the premium segment with a 63 percent share of that space, followed by Samsung and OnePlus with 22 percent and 9 percent share, respectively.

According to market share, the top three smartphone companies were Xiaomi with 21.2 percent share, followed by Samsung and Vivo with 18.5 percent and 14.6 percent share, respectively. The sub-$300 segment underperformed, with shipments down 15 percent year-over-year.

Online sales channels, however, posted a record 58 percent growth, despite steady year-over-year growth in shipments of 25 million units. Multiple rounds of e-merchant sales (The Big Billion Days on Flipkart, Amazon Great India Festival) have been supported by preferential platform pricing and exclusive online deals and offers.

Amid all the action in online channels, offline shipments were down 20 percent year-over-year as it struggled to generate demand while competing with strong online plays. High channel stock continued to be a concern even as smartphone operators’ efforts at channel charts and price corrections continued to liquidate stock. Overall, the average selling price (ASP) reached a record high of $226, growing 15 percent year-over-year and 6 percent quarter-over-quarter.

“ASP has been growing consistently for the past eight quarters in a row due to increasing costs and growing 5G shipments at premium mid-price points,” Upasana Joshi, Director of Research, Customer Devices, IDC India, said in a statement.

Chipset maker MediaTek overtook Qualcomm as MediaTek-based smartphones increased to 47 percent of the total market, while Qualcomm’s share fell to 25 percent with Unisock following at 15 percent.