A report prepared by Vanessa Aurelia, research analyst at IDC, has revealed the latest smartphone buying trends in Indonesia.
The size of the smartphone market in Indonesia in 2024 has reached nearly 40 million units, registering growth of 15.5 percent. The first half of 2024 saw strong growth after multiple quarters of decline in previous years.
In the fourth quarter, Indonesia’s smartphone market grew 9.6 percent but remained stagnant quarter-over-quarter at -0.2 percent due to consumer apprehension about economic conditions. The ultra low-end segment (<$100) was the main driver of growth, led by Transsion.
The mid-range segment ($200-$600) in Indonesia’s smartphone market grew by 24.9 percent, with OPPO leading the category. Premium smartphones ($600+) declined by 9.2 percent, mainly due to the iPhone 16 ban in Q4 2024.
The average selling price (ASP) in Indonesia’s smartphone market declined slightly by 0.5 percent to $195 in 2024.
5G smartphone share in Indonesia increased to 25.8 percent in 2024, up from 17.1 percent in 2023, driven by new model releases and lower prices. Samsung remained the leader in the 5G segment, but OPPO narrowed the gap by the end of the year.
The ASP for 5G smartphones in Indonesia dropped 20.4 percent, reaching $441 in 2024.
In 2024, Transsion became the top smartphone vendor in Indonesia with an 18.3 percent market share, up from 13.1 percent in 2023.
OPPO ranked second with a 17.8 percent share, a decline from 19.1 percent the previous year.
Samsung fell to third place, dropping from 20.0 percent in 2023 to 17.2 percent in 2024. Xiaomi gained market share, increasing from 14.8 percent to 16.5 percent, securing the fourth position. Vivo also saw a slight decline, moving from 16.2 percent in 2023 to 15.3 percent in 2024. Other brands collectively held 14.8 percent of the market, down from 16.7 percent the year before. The data reflects Transsion’s strong growth, while OPPO and Samsung experienced declines in market share.
Despite the overall market recovery, consumer demand remains weak, and growth in 2025 is expected to be in the lower single digits in the smartphone market Indonesia.
