Vivo Overtakes Samsung as Leading Smartphone Maker in India: IDC

Vivo has overtaken Samsung as the leading smartphone maker in India during the second quarter of 2023, according to the International Data Corporation (IDC).
Vivo vs Samsung in Q2 2023 in India

Vivo has achieved smartphone market share of 16 percent in Q2 2023 from 14.5 percent in Q2 2022. Samsung, on the other hands, lost its dominant share to 15.7 percent in Q2 2023 from 16.3 percent, IDC chart indicated.

Realme (12.6 percent), OPPO (11 percent), Xiaomi (11 percent). OnePlus (7.2 percent), Apple (5.5 percent), Poco (5 percent), Tecno (3.8 percent) and Infinix (3.5 percent) are the other leading smartphone sellers in India.
Vivo smartphone share in India Q2 2023
IDC’s Worldwide Quarterly Mobile Phone Tracker said the India smartphone market experienced a drop of 10 percent in the first half of 2023, shipping 64 million units. However, in the second quarter of 2023, there was a positive growth of 10 percent compared to the previous quarter, but still, a decline of 3 percent with 34 million units shipped.

The decline in the market was partly attributed to vendors and channels focusing on clearing inventory before the start of the festive season in the second half of the year. They achieved this by offering discounts, special schemes, and price drops.

Despite the overall market decline, the premium segment (smartphones priced at US$600 and above) saw significant growth, increasing by 75 percent in 2Q23 and reaching a 9 percent market share. The mid-to-high-end segment (priced between US$400 and US$600) also performed well, growing by 34 percent and holding a 5 percent share of the market.

On the other hand, the sub-US$200 segment declined in share from 70 percent a year ago to 65 percent in 2Q23, representing an 11 percent dip. The mid-range segment (US$200 to US$400) remained flat with a 22 percent share of the market.

The Average Selling Price (ASP) of smartphones declined by 8 percent QoQ but grew by 13 percent YoY, reaching US$241 in 2Q23. This growth in ASP was likely influenced by the increasing preference for premium smartphones, driven by affordable financing options.

Regarding 5G smartphones, 17 million units were shipped in 2Q23, with an ASP of US$366, marking a 3 percent YoY decline in price. Samsung, vivo, and OnePlus were the leaders in the 5G segment, holding a combined share of 54 percent. The highest shipped 5G models in 2Q23 were Apple’s iPhone 13 and OnePlus’ Nord CE3 Lite.

The IDC India Research Manager, Upasana Joshi, expressed expectations of continued growth momentum in the upcoming months of 2023, fueled by the consumer preference for premium offerings and accessible financing options.