We usually bring figures on the global smartphone market here regularly, but in Brazilian lands, as is well known, the situation is quite different from the world scenario. A survey recently released by IDC to Mobile Time it shows that, here, things sail in somewhat murky waters – even though people are spending more and more money on mobile devices.
The data from IDC, referring to the entire year of 2018, show that the Brazilian consumer bought fewer smartphones in total: throughout the year, 44.4 million units sold, one 7% drop compared to the previous year. Despite this, manufacturers’ sales grew by 6%, totaling R $ 58.1 billion last year.
The reasons for this are quite obvious – just enter an electronics store and realize that smartphones are becoming more expensive (also) in the national territory. In 2018, the average ticket (that is, average selling price) of smartphones in Brazil stood at R $ 1,307, a considerable jump from the R $ 1,150 registered in the previous year.
The table below shows this movement well: little by little, manufacturers are abandoning the entry segments of mobile telephony and offering only intermediate devices or tops of lines. It is enough to see that the two cheapest bands (up to R $ 700 and between R $ 700 and R $ 1,000) had decreases in sales, while other segments had high – with emphasis on the intermediate, between R $ 1,100 and R $ 2,000, which grew 73%.
It is also interesting to note that, even with considerable growth (22.2%) in sales of more expensive smartphones (above R $ 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 – 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 were 10.7 million units and represented a drop of 14.3% in relation to the same period of the previous year. And, according to IDC, the trend is downward: the company estimates that sales will have another retraction, of 4%, during 2019 – especially due to the end of the Law of Good and the uncertainties related to the Pension Reform.
Still, the forecast is that sales will continue to grow in 2019, up to 7% – this is because, as expected, smartphones will continue to increase.
Update Apr 24, 2019 at 17:50
As pointed out in the comments, the market share iOS overall in the Brazilian market is higher and – according to data from StatCounter, it is currently around 13.7%.
The 5% we mentioned earlier refer only to the share of sales in 2018 – it is known that many choose to buy iPhones on a trip, enjoy the trip of a friend / family abroad, etc.