If you’ve been putting off upgrading your phone, you’re not alone. A new report has shown a decline in the Australian smartphone market — but while the general market was down, some smartphone brands saw an increase of sales year-on-year.
The International Data Corporation (IDC), which provides data insights on a range of sectors including telecommunications and consumer technology, has tracked the Australian smartphone market and found that sales have declined by 7.6% in the first quarter of 2023, compared to Quarter 1 of 2022. 1.6 million units were shipped in Q1 of 2023; in comparison, 1.7 million shipped during the same period 12 months prior, and 2.1 million in Q4 of 2022.
While the drop in demand for new smartphones could be attributed to cost-of-living pressures and higher inflation, it wasn’t all bad news for smartphone brands. The premium smartphone market (phones costing upwards of $1,000 USD, or around $1,500 AUD), saw a growth in sales: this was mostly driven by the Samsung Galaxy S23 series and iPhone 14 series, with a 15% year-on-year (YOY) increase and an average selling price of $1,222 AUD.
Apple’s iPhone still dominate the Australian market
When it comes to which phone brands come out on top, it might not be a surprise to many that both Apple and Samsung take out number one and number two respectively for market share. Apple saw a small 0.6% increase year-on-year (claiming 44.2% of the market in Q1 2023), while Samsung experienced a drop of 13.2% (with 35.1% in 2023’s first quarter).
Apple’s small growth was attributed to the success of the iPhone 14 Pro and 14 Pro Max, along with a restock of the popular iPhone 11. Samsung’s Galaxy S23 series (which includes the Galaxy S23, Galaxy S23+ and Galaxy S23 Ultra) performed well; however, the Galaxy S22 series was still widely available, and at a slightly cheaper price, also proved to be a popular device lineup.
Hot on their tails is OPPO as Australia’s third largest smartphone brand. While it saw a slight drop of market share from 5.7% to 5.4%, the brand remained strong thanks to the better-than-expected performance of the OPPO Find N2 Flip, and a solid ongoing performance from its more budget-friendly A series.
Despite a tough couple of years, Michael Tran, OPPO Australia Managing Director, believes that offering better value for money is key for the smartphone market.
“It’s no secret that the industry has struggled over the past few years, but we’ve started to turn the corner despite the rising cost of living here in Australia,” Mr Tran said. “Consumers are demanding more for their money and rightly so. This challenges us and the wider market to innovate, which is only ever a good thing for consumers.
“Our approach has and always will be to offer pound-for-pound the best smartphone experience for any budget, whether that’s through our flagship Find X Series, our mid-range Reno or the more pocket friendly A-series. It’s about offering premium options without the premium price tag.”
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Nokia beats out Google as Australia’s fourth most popular smartphone brand
Tech giant Google recorded a pretty decent market share jump, from 1.9% in Q1 2022, to 2.9% in Q1 2023. However, despite a strong performance with the releases of the Pixel 7 and Pixel 7 Pro — thanks to improved supply chain and discounts on the devices — Google is still trailing Nokia, and comes in at fifth for market share.
Nokia saw a growth in its market share from 2.8% in Q1 2022, up to 3.2% in Q1 2023, which could be attributed to its wider range of devices at different price points. Some of Nokia’s most recent phones include the budget-friendly Nokia C32; then there’s the more mid range Nokia G60 5G, and up to the pricier end of the spectrum with the Nokia XR21, proving there’s something for everyone.
“While there’s no doubt Google produces high-quality phones that have become popular with Australian buyers, Nokia’s wider range and lower-cost options remain key selling points. Customers looking for value, durability, and reliability are still keeping Nokia on their smartphone shortlists, with the brand’s reputation for tough and long-lasting devices staying strong,” Canstar Blue Utilities Editor, Tara Donnelly said.
“While Google does acknowledge the mid-range market with its lower-priced Pixel A series, it seems the company is still more focused on competing with Apple and Samsung in the premium handset space. This puts Nokia at an advantage when it comes to buyers with tighter budgets, or customers looking for specific features such as big battery life.”
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| Phone | Features | Storage Size | Price | |
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Compare SIM-only phone plans
Looking for a new smartphone? You’ll need to pair your device with a SIM-only phone plan. The below tables compare a range of prepaid and postpaid plans. You can use our free SIM-only plan with our free SIM-only phone plan comparison tool.
Here is a selection of postpaid plans from Canstar Blue’s database with a minimum of 20GB of data, listed in order of standard cost, lowest to highest, then by data allowance, largest to smallest. Try using our mobile phone plan comparison tool to see a wide range of plans from other providers. This table includes products with links to referral partners.
Here is a selection of prepaid plans from Canstar Blue’s database with a minimum of 10GB of data each month, listed in order of standard cost, lowest to highest, then by data allowance, largest to smallest. If you want to compare a larger range of offers from other providers, use our phone plan comparison tool. This table includes products with links to referral partners.
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