Omdia: Southeast Asia smartphone market shipments decline 9% in 1Q26, as vendors prioritize profitability over share
Latest research from Omdia shows that Southeast Asia’s smartphone market declined 9% year-on-year in 1Q26, with shipments totaling 21.6 million units. However, the standout metric was average selling price (ASP) rather than volume: the ASP reached a record high of $349 in 1Q26, up 19% year-on-year, as memory cost inflation reset device pricing across the region. The divergence between volume and value is a clear signal that the region’s vendor landscape is undergoing a structural repricing: brands are prioritizing ASP growth and margin protection over unit shipment growth, with several accepting significant volume losses in exchange for healthier per-device economics. As DRAM and NAND costs continue to rise into 2026, the region’s structurally price-sensitive consumer demand base is facing growing affordability pressure, with more than 60% of SEA smartphones priced below $200.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260518564646/en/ Southeast Asia smartphone market shipment, 1Q22 to 1Q26
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