Smartphone Market in New Zealand Sees 13.5% Decline in 3Q23: IDC

New Zealand’s smartphone market recorded a 13.5 percent year-on-year decline in 3Q 2023, shipping 346,000 units. Despite this, there was a notable 10.9 percent growth compared to the previous quarter, indicating signs of recovery, IDC said.
New Zealand Smartphone Shipments in Q3 2023
Samsung has lost considerable share in New Zealand’s smartphone market. Samsung’s share dropped to 43.2 percent from 47.3 percent.

Apple has enhanced its share to 34 percent from 32.8 percent in New Zealand’s smartphone market.

Oppo has significantly increased its share to 15.3 percent from 6.6 percent in New Zealand’s smartphone market.

One NZ has also lost share in New Zealand’s smartphone market to 3.3 percent from 7.5 percent.

HMD (Nokia) has lost share to 1.9 percent from 2.2 percent in New Zealand’s smartphone market.

Key insights

Market Dynamics: New Zealand’s smartphone market witnessed its fourth consecutive quarter of YoY declines but showed signs of progress in 3Q23. Vendors anticipated end-of-year sales, leading to increased stock, and channels began stocking new models, contributing to this quarter’s growth, International Data Corporation’s (IDC) Worldwide Quarterly Mobile Phone Tracker reveals.

Vendor Launches: Major players like Apple, OPPO, and Samsung introduced new smartphone products during the quarter, with premium offerings well-received by consumers. The Samsung Galaxy Z5 Series and Apple iPhone 15 Series vied for market share in the high-end and ultra-premium segments, while OPPO’s Reno 10 Series found success in the mid- to high-end segment.

“The upcoming fourth quarter will witness intense competition among major players, as their premium flagship series and entry-level 4G and 5G devices compete across various price bands. This competitive landscape will drive sales momentum,” Zachary Candy, Lead Analyst for Mobile Phones Research at IDC New Zealand, said.

Consumer spending remains cautious due to the ongoing cost-of-living crisis and efforts by the Reserve Bank of New Zealand to combat inflation. While interest rates continue to remain high, there are signs of a potential slowdown in price hikes compared to previous quarters.

The introduction of low- to mid-priced 4G units by OPPO and Samsung garnered attention from price-conscious consumers. Additionally, a wider array of 4G and 5G mid-priced devices contributed to a 10.3 percent annual increase in Average Selling Price (ASP). While the Top 5 rankings remained unchanged, OPPO outperformed expectations, reaching a record high market share of 15.3 percent since its inception in the New Zealand market.

Candy highlighted the flourishing competition in the premium and foldable segment, with Samsung’s Galaxy Z5 Series performing well across channels. OPPO’s recent launch of the Find N3 Fold further intensified this segment’s growth, with its availability across major telcos and retail channels, prompting curiosity about potential new competitors in this space.