The global market felt the health crisis’ impacts last year. Even the smartphone industry was badly hit.

A study conducted by Counterpoint Research reveals that the Philippines’ overall shipments fell by 8% on an annual basis. That’s despite the bounce-back in Q3 2020, which was still not enough to save the numbers. The local market only shipped 18.4 million units last year.

On the upside, more Filipinos are adopting e-commerce over the past year. Like most neighboring countries, smartphone sales from online channels grew by 50% compared to the previous year. By the last quarter of 2020, 17% of all smartphone shipments came from online purchases.


As per analyst Glen Candoza of Counterpoint Research, consumers are now “going online by necessity.”. But we have to know if the market would keep on using online transactions due to its convenience. But that’s something we’re yet to see, as lockdowns have been reinstated in many areas in the Philippines.

In Q4 2020, Vivo took the top spot by owning 21% of the total smartphone units shipped. It’s followed by sister company OPPO with 20%.


The main highlight here, Realme, was at number three with 19%. As per Cardoza, this two-year-old brand is still enjoying the momentum it gained from when it started. The newcomer managed to pull an impressive 68% year-on-year growth in Q4 2020.

As Huawei fell, Xiaomi managed to take the fifth spot with 7%. Sadly, prominent brand Samsung only managed to take 19% of the pie — settling at the fourth spot.

As per purchasing trends, the analyst said that Filipinos’ top consideration is still the price as the average SRP of the top 10 most shipped devices are in the USD120-150 range (around Php5,000-7,000).

More than that, consumers also want the best smartphone they can get for the price. The main considerations include larger screens, storage capacity, capable cameras, and battery.

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