In recent years, the Thai smartphone and tablet market has reported impressive growth, thanks to the introduction of commercial 3G network service amid the rising popularity of such devices here. In addition, their prices have declined substantially amid proliferation of manufacturers and distributors. However, smartphone and tablet sales declined during 2014 due to the slowing economy and domestic political strife, plus lofty household debt that forced many consumers, notably low income earners, to delay purchases of expensive items.
During 2015, we at KResearch are of the view that despite hefty household debt and subdued purchasing power, the smartphone market here will continue to grow, supported by the introduction of new models at various price levels by Thai and international merchants, along with aggressive marketing campaigns to bolster sales among consumers aged between 23-40 and tech-savvy medium-to-high income earners who are likely to buy new models.
KResearch expects that smartphone sales during 2015 will reach perhaps 15.6-15.9 million units, increasing 6.7-9.1 percent over the 14.6 million units reported for 2014, representing THB89.3-91.1 billion in turnover, likely rising 3.2-5.3 percent over the THB86.5 billion in 2014. Tablet sales during 2015 will total perhaps 2.4- 2.5 million units, declining 19.4-24.2 percent from the 3.1 million units reported for 2014. Their turnover in 2015 will reach THB16.7-17.5 billion, declining 32.1-35.1 percent from the THB25.8 billion reported in 2014.
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