New Zealand’s smartphone market dipped 13.5 percent year-on-year (YoY) in Q3, according IDC. Despite this decline, a surge of 10.9 percent compared to the previous quarter hints at a market poised for a potential rebound.
This marked the fourth consecutive quarter of YoY declines, with 346,000 units shipped. However, the market’s downward trend seems to have found a potential turning point as vendors anticipated the end-of-year sales period, consequently stocking up on new models and igniting a resurgence in shipment numbers.
Throughout Q3, major smartphone players — Apple, Oppo and Samsung — launched premium smartphones. The Samsung Galaxy Z5 Series and Apple iPhone 15 series vied for dominance in the high-end and ultra-premium segments, while the Oppo Reno 10 Series carved its niche in the mid- to high-end range.
Oppo and Samsung’s introduction of low- to mid-priced 4G units captured the attention of price-conscious consumers. Additionally, an array of 4G and 5G mid-priced devices led to a 10.3 percent annual increase in average selling price. Oppo exceeded expectations, securing a 15.3% market share, a record high since its entry into the New Zealand market.
“Consumer spending remains cautious as the cost-of-living crisis continues, and the Reserve Bank of New Zealand continues to wage its war against inflation. Interest rates are still high, with several banks increasing their interest rates in October, a sign that the ceiling might not yet have been met in the third quarter as previously predicted. Although still high, prices appear to be increasing at a slower rate than previous quarters, a promising sign for vendors and consumers alike,” said Zachary Candy, Lead Analyst of Mobile Phones Research at IDC New Zealand.
Entelechy Asia 