The affordable premium smartphone segment strengthened its dominance as smartphone sales hit a record in the third quarter amid a festive shopping spree.
Phones priced below $200 (Rs 15,000) accounted for 84% of the 54.3 million smartphones sold in the July-September period – the highest share in 10 quarters – compared with 76% in the March quarter.
The share of the mid-range price category of $200-$500 declined to 14% from 19% on-year in the third quarter, but the premium band of phones priced above $500 doubled market share to 2% as companies offered the widest portfolio of premium products backed by discounts and offers.
The premium segment recorded the strongest growth, doubling its market share. Analysts said premium buyers are largely immune to the Covid-19 slowdown and are high on what is called ‘revenge buying.’
“The plethora of attractive offerings in the affordable premium smartphone segment, from the likes of OnePlus, OPPO and others, along with compelling new offerings from Apple and Samsung in the super- and uber-premium smartphone segment, are fuelling growth,” said Prabhu Ram, head-industry intelligence group at CyberMedia Research.
Apple’s quarterly shipments were the highest in Q3, at close to 700,000, with iPhone 11 and iPhone SE devices accounting for 91% of the total.
“While Q4 is generally muted, we anticipate premium smartphone shipments to post a strong growth on the back of attractive festive offers,” Ram added.