We regularly bring here numbers about the global smartphone market, but in Brazilian landsAs is well known, the situation is quite different from the world scenario. A survey recently released by IDC to Mobile time It shows that things sail in somewhat murky waters, even though people are increasingly spending money on mobile devices.
IDC data for the full year 2018 show that the Brazilian consumer has purchased fewer smartphones in total: throughout the year, 44.4 million of units sold, a 7% drop compared to the previous year. Despite this, manufacturers' revenues grew by 6%, totaling $ 58 billion last year.
The reasons for this are quite obvious just go to an electronics store and realize that smartphones are becoming more expensive (also) in the national territory. In 2018, the average ticket (ie average selling price) of smartphones in Brazil was R $ 1,307This is a considerable jump from the R $ 1,150 registered in the previous year.
The table below shows this movement well: manufacturers are gradually abandoning the mobile telephony entry segments and offering only mid-range or top-of-the-line handsets. Just see that the two cheapest bands (up to $ 700 and between $ 700 and $ 1,000) had declines in sales, while other segments had high highlighting the intermediate, between $ 1,100 and $ 2,000, which grew 73%.
Interestingly, even with a considerable growth (22.2%) in sales of more expensive smartphones (over $ 3,000) the iPhone remains a mere footnote in the Brazilian market: according to IDC, the iOS had 5% of share in the national scenario in 2018, against 95% of Android It is a much smaller number than that seen in other emerging countries.
The uncertain scenario of the smartphone segment in Brazil was reflected in the last quarter of 2018, when sales stood at 10.7 million units and represented a 14.3% drop over the same period last year. And according to IDC, the downward trend: The company estimates that sales will have another 4% retraction over 2019, especially due to the end of the Good Law and the uncertainties related to the Pension Reform.
Still, revenue is projected to continue to grow in 2019, by up to 7% because, as expected, smartphones will continue to increase.
Update 4/24/2019 5:50 PM
As pointed out in the comments, the market share iOS market share in the largest Brazilian market and according to StatCounter data is currently at about 13.7%.
The 5% we mentioned earlier refer only to sales share in 2018, knowing that many choose to buy iPhones on a trip, enjoy the trip of a friend / family abroad, etc.