Indonesia’s smartphone shipments declined 7.6% YoY in Q1’23, driven by a 25.8% drop in mid-range to premium smartphones. However, the entry-level segment grew 2.7% YoY.
According to Counterpoint, Ramadan festivities helped limit the decline, with increased shipments in March. Smartphone OEMs launched new models, accounting for 10% of shipments. Samsung and Infinix contributed to entry-level growth, while Apple led the high-end segment. Offline stores saw increased footfall, but online channels were crucial for new product introductions. Consumers preferred affordable smartphones with promotions. 5G smartphones accounted for 17% of shipments, growing in both entry-level and mid-range segments.