Overall, consumers in the region purchased an estimated 329 million smartphones –97 million fewer than in 2019.
According to the latest GfK Point of Sale tracking from the APAC smartphone sector, Taiwan is the only market still generating marginal growth (1%). Meanwhile 15 other markets reported broad declines in market value, from a single market. The digit rates are seen in Indonesia (-4%) and Thailand (-7%) to the higher double-digit declines reported in India and Singapore, both -42%.
As the first market to be hit by the pandemic, the Chinese smartphone market has managed to recover more quickly than other major markets in the region. Its overall sales value in January to July recorded the smallest impact, namely -15% compared to Korea (-17%), and Japan (-33%) and India (-42%).
“The smartphone market in the region was hit the hardest in the second quarter when many countries here entered lockdown mode. This is also when we begin to observe new emerging trends and appropriate changes in consumer demand for durable goods, “said Alexander Dehmel, APAC Market Insights Lead at GfK, in an accepted written statement. SINDOnews.
It further said, based on the various categories that GfK tracked, consumers started buying more products that supported the requirements @home (work, cooking, entertainment). “Stay away from mobility-related gadgets like smartphone and wearables, ”said Dehmel.
The rise of the pandemic and its negative impact on the economy do not seem to dampen consumer enthusiasm for smartphone 5G, particularly in China and Korea.
GfK’s latest report reflects the strong month-over-month volume penetration of the smartphone 5G to reach 51% and 40% in China and Korea in July respectively. Another market in Asia Pacific that recorded strong absorption was Hong Kong where more than one in four (29%) smartphone which sold in July has enabled 5G.