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Smartphone’s camera quality is not the most important thing


What did the Indonesia smartphone market and competition look like?

  • Indonesia was the brightest spot in Asia Pacific’s smartphone market, with shipments reaching a record high of 38 million in 2018, up 17% in 2017. The market grew consistently throughout 2018 and, despite a slowing momentum toward the end of the year due to the Rupiah’s weakening against the US dollar, performed much better than other countries in the region. In Q4 2018, total smartphone shipments reached 9.5 million units, with a year-on-year growth of 8.6%.
  • Pew Research Center reported from a survey conducted in 2018 that 42% of Indonesians own smartphones, while 28% own feature phones and 29% don’t own any cellphone.
  • Indonesia’s smartphone market is dominated by low-end brands. According to Canalys, Samsung still lad the market with a 25% market share in 2018 and YoY growth 21%. Xiaomi, Oppo, Vivo, Advan are the other brands sitting in the top 5. Apple belongs to a niche market with market share is still below 5%.


What did consumers say about the smartphone?

  • A joint study by Google and Canalys in 2018 found several things that consumers consider in purchasing a smartphone: they did research prior to purchase online, then made the purchase at an offline store (70%). However, 30% of consumers who purchase online is a growing number and can’t be ignored. Smartphone purchase through the online platform has doubled from 2017 to 2019. This growth is encouraged by flash sales conducted by brand in collaboration with e-commerce platforms.
  • When purchasing a smartphone, the most important attribute for Indonesians are speed performance, battery life and storage memory; far more important than a camera and phone exterior design.

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