Home Technology Smartphone market share in Pakistan reaches 31% in 2015, GfK

Smartphone market share in Pakistan reaches 31% in 2015, GfK

SHARE
mobile penetration in Pakistan

3G/4G auction has not only created opportunities for the telecom operators but has paved new ways of growth for the smartphone manufacturers and distributors as well. The competition has reached its peak as many local and international brands have entered the market, offering wide variety of feature phones and smartphones.

According to GfK’s recent market analysis, with 600k units sold in January 2015, Smartphones segment is the main contribution Growth of the Telecom devices Market in Pakistan.

Smartphone penetration grew at a steady pace as it accounted 13% in January 2013, 23% in January 2014 and subsequently reached 31% by January 2015.  According to GfK’s recent market analysis, with 600k units sold in January 2015, Smartphones segment is the main  contribution growth of the Telecom devices Market in Pakistan. Various reasons have been mentioned in the report for the increase in smartphone penetration. Development of Low End Smartphones, Dual SIM feature, larger screens and high Camera Resolution are the main drivers of Consumer demand for switching from feature phones to smart phones. Despite the financial crisis, Pakistan has shown huge demand when it comes to technology. Major portion of Pakistani population comprises of youth which gives an extra edge to the growing number of people are embracing connected devices. The young segment of the population needs to stay connected 24/7 and this need is fulfilled through apps like Facebook, Twitter, Viber and WhatsApp but just being connected does not do the trick, playing online games watching videos or downloading files is just as important as using phone for calls and messaging. The awareness and appetite for newer technology has turned smartphones as the go-to devices for people.

Smartphones Segment picking up with >30% volume share in 2015

Smartphones Segment picking up with >30% volume share in 2015
(Source: GfK, PK, Smart Phones vs.Feature Phones,Volume Share,Sales Units %)

The demand for mobile internet and smartphone was on rise before but massive impact of NGSM services can specially be seen on smartphone penetration as more than 85% of smartphones in the market are now 3G/4G enabled devices. With 3G now available in the main cities, the offer of 3G Smartphones is developing through a wider Brands Portfolio and through a more affordable price. 3G Smartphones ASP has decreased from $230 to 140$ in the last 18 months.

3G Launch in Pakistan Supporting the growth of connected devices

GfK
(Source: GfK, PK, Smartphones, Generation Volume Share, Sales Units %)

Purchasing behavior of Pakistani consumers has changed over the time. The demand for smartphones has been growing for so years now mainly because of Wifi services. Android OS is the mostly widely used operating system and used in most of the low-end smartphones this is the reason why Android based handsets have captured the largest market share in the country. The Pakistani mobile market has become quite complex as many local and international brands are making their market in the market, making the competition stiffer.

Now that modern technology has become more affordable for the masses and 3G/4G coverage is becoming available in more and more cities, smartphone market is also expected to grow at the same pace.

Significant boost in smartphone market is expected in future now that Chinese brands are also penetrating the market and manufacturers are making low-end smartphones at affordable prices. Telecom operators are not only providing reasonable high speed internet but are also collaborating with local and international smartphone manufacturers to promote smartphone use in the country. Now that modern technology has become more affordable for the masses and 3G/4G coverage is becoming available in more and more cities, smartphone market is also expected to grow at the same pace.


About GfK

GfKGfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

Which mobile phones, smartphones and tablets are selling – where, at what rate and price, and why? What is the trend in mobile and broadband tariffs? How are consumers using their phones? Are you using the right tariff package, and offering the right features and design to reach your target customers?

GfK Telecom Retail Panel look at the full picture for the telecommunications sector, from market-wide trends, current brand performance and retail sales forecasts to the effectiveness of specific marketing activities for you and your competitors.

For more information:

gfkme.TEL@gfk.com

Mahwish Naim – Sr. Account Executive

Tel: +971 4 4296 716

Faisal Ali Shaikh – Manager Client Services

Tel: +92 21 34550680 – 82