Canalys: Southeast Asia's smartphone market to grow 11% in 2024

Southeast Asia’s smartphone market rebounds in 2024 with shipments of 96.7 million units, up 11% year-on-year after two consecutive years of decline, according to the latest research from Canalys.

OPPO led the market for the first time, with 16.9 million units shipped, accounting for 18% of the market share, with an annual growth rate of 14%. Samsung followed closely behind, ranking second with 16.6 million units sold and a market share of 17%. Transsion and Xiaomi tied for third, each accounting for 16% of the market share. Vivo ranked among the top five with a market share of 13%.

In the fourth quarter of 2024, Southeast Asian smartphone shipments increased by 3% year-on-year to 24.4 million units. Transsion's new products in Indonesia and the Philippines performed strongly and took the market lead for the first time, with record shipments of 4.1 million units and a market share of 17%. OPPO (excluding OnePlus) ranked second with 3.9 million units shipped and a market share of 16%. Xiaomi, which ranked third, narrowed the gap with 3.8 million units and a market share of 16%. Due to its emphasis on value rather than volume, Samsung ranked fourth with 3.6 million units sold and a market share of 15%. Vivo had its best quarter since 2022 with 3.5 million units shipped and a market share of 14%, thanks to its Y19 outperforming its predecessor.

Canalys analyst Le Xuan Chiew said: "The Southeast Asian smartphone market rebounded strongly in 2024, outperforming the global growth rate of 7%. OPPO's strong performance in 2024 reflects its success in product calibration and high-end investment. The A18 was the best-selling model this year, while the renamed A3x pushed up channel shipments. But contrary to the global trend, the average selling price in Southeast Asia has declined due to the region's growing price sensitivity. Transsion took the top spot in the fourth quarter with its entry-level Hot and Smart series and expanded dealer distribution. For Transsion, brand quantity is a top priority as it hopes to gain more consumer awareness in second-tier cities. Although Samsung's overall shipments in Southeast Asia declined, its average selling price rose against the trend by 14%, from US$285 in the fourth quarter of 2023 to US$326 in the fourth quarter of 2024. The Galaxy A55 and Galaxy Strong growth in more expensive models such as the S series has made up for the sharp decline in sales of mass-market models such as the A1x and A2x. Whether Samsung can convert Southeast Asia's large low-end Android user base into the high-priced market will be a key factor in its future success. Samsung Electronics hopes to expand its products through the S25 series to promote AI innovation and ecosystem advancement to drive upgraders and expand the high-end market."