Home ยป Samsung dominates market share in Thai smartphone market Q1 but faces increasing competition.

Samsung dominates market share in Thai smartphone market Q1 but faces increasing competition.

Counterpoint Research has released a report on the smartphone market share in Thailand for the first quarter of this year. Samsung still holds the largest market share at 18% (down from 21% YoY), while the competition between the 2nd to 5th spots is fierce with Apple at 15% (up from 11% YoY), Oppo at 15% (down from 20% YoY), Xiaomi at 14% (up from 11% YoY), and Vivo at 14% (down from 16% YoY).

Overall, the smartphone market has declined by 2% YoY in the first quarter, while the market share for 5G smartphones in the same period exceeded 50% for the first time, reaching 52%.

Counterpoint notes that although Samsung still dominates the market, their market share has decreased due to Chinese brands gaining share in the budget segment, particularly those focused on the mid-range market (around 10k-20k). This segment saw a 56% YoY growth, driven by models like the Galaxy A15 5G, Galaxy A25, and Galaxy A34.

Apple has seen success with the iPhone 15, capturing a 31% sales share in the first quarter, while Xiaomi has made significant strides in the mid-range market, growing by 157% with models like the Redmi Note 13 and Poco M6.

Source – Counterpoint Research

**TLDR:** Samsung remains the top player in the Thai smartphone market, but faces competition from Chinese brands in the budget segment. Apple and Xiaomi have shown strong performance in the first quarter.

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