Vivo beats Samsung in India’s smartphone market in 1Q24: IDC

The size of India’s smartphone market rose 11.5 percent to 34 million in 1Q24, making it the third consecutive quarter of growth in shipments, IDC report said.
Top 10 smartphone brands in India Q1 2024 IDC report
The above chart indicates the share of top 10 smartphone suppliers in India during the first quarter of 2024.

Vivo has emerged as the top brand, replacing Samsung, as it continued to build its portfolio across price segments/channels and support offline partners.

Vivo (16.2 percent), Samsung (15.6 percent), Xiaomi (12.8 percent), Oppo (10.2 percent), Realme (9.8 percent), Apple (7.3 percent), Poco (5.9 percent), OnePlus (5.1 percent), Motorola (4.6 percent) and Tecno (2.9 percent), others (9.6 percent) are the leading smartphone suppliers in India.

“Several launches across multiple price segments happened, coupled with promotional activities. Brands focused on microfinancing schemes to drive affordability. eTailers organized sales events and offered discounts on models nearing their end-of-life (EOL),” said Upasana Joshi, Senior Research Manager, Client Devices, IDC India.

Key Highlights for 1Q24:

Smartphone ASPs (average selling price) remained flat YoY and QoQ at US$263, ending the streak of strong ASP rise for the last several quarters.

The entry level (sub-US$100) segment declined by 14 percent to 15 percent share, down from 20 percent a year ago. Xiaomi continued to lead this space, followed by Poco (2nd) and itel (3rd).

Shipments to the mass budget (US$100<US$200) segment grew by 22 percent, reaching 48 percent from 44 percent a year ago. The top 3 brands were vivo, Xiaomi and Samsung, making up 53 percent share in this segment.

The share of entry-premium (US$200<US$400) segment reached 23 percent, up from 20 percent growing by 25 percent. OPPO and realme gained a significant share, making up almost 30 percent of this segment.

The mid-premium segment (US$400<US$600) segment declined by 46 percent in unit terms to a 3 percent share, down from 6 percent a year ago. OnePlus led with a 38 percent share, followed by vivo and OPPO.

The premium segment (US$600<US$800) held a 2 percent share and declined by 21 percent in unit terms. Key models were the iPhone 13, Galaxy S23FE/S23, iPhone 12 and OnePlus12. Apple’s share declined YoY to 45 percent, while Samsung was a close second with a 44 percent share, up from 16 percent a year ago.

The super-premium segment (US$800+) grew the highest with 44 percent growth, with its share up from 7 percent to 9 percent. The iPhone14/15/14 Plus/15 Plus together accounted for 64 percent of shipments, followed by the Galaxy S24/S24 Ultra/S23/S24+ with 25 percent share. Overall, Apple led the segment with a share of 69 percent, followed by Samsung at 31 percent.

23 million 5G smartphones were shipped in the quarter. The share of 5G smartphone shipments increased to 69 percent, up from 46 percent in 1Q23, while 5G smartphone ASPs dropped to US$337, a decline of 21 percent YoY in 1Q24. Within 5G, shipments of the mass budget (US$100<US200) segment grew three times to reach 46 percent share. Xiaomi’s Redmi 13C, vivo’s T2x, Samsung’s Galaxy A15, vivo’s Y28 and Apple’s iPhone14, were the highest shipped 5G models in 1Q24.

Shipments to online channels grew by 16 percent, and its share increased to 51 percent in 1Q24 compared to 49 percent in 1Q23. Poco, vivo and Motorola registered more than 65 percent YoY shipment growth in the online channel.

Amongst the top 10 brands, Motorola registered the highest growth, led by affordable launches; Samsung – despite the new lineup – witnessed declining shipments.

Apple, with an ASP of US$953, had a record first-quarter shipment, growing by 19 percent. Price discounts, special deals on eTailer platforms, and attractive financing options led to this consistent growth for Apple beyond the festive season. iPhone 14/15 made up 56 percent of shipments for Apple.