The Chinese smartphone market was led by domestic smartphone manufacturers like Huawei, Oppo, and Vivo, who had a total market share of over two thirds. In contrast to China, and despite the availability of a few local brands like HTC and Asus, smartphone market in Taiwan is more internationally oriented, with Apple and Samsung leading the market with a share of over 50 percent at the beginning of 2020. In particular, Taiwanese have been loyal customers to Apples iPhone, which has held the leading position in the market in the last few years with a share of over 35 percent.
HTC was one of the major players in the global smartphone field at the beginning of last decade. The sales volume of HTC smartphones peaked at 12.63 million units in Taiwan and export volume exceeded 146 million units in 2011. However, the good times did not last long for HTC. The brand’s sales volume in Taiwan already dropped to almost half in the year after, which was followed by further decline. From 2011 to 2018, both sales volume in Taiwan and export volume of HTC shrank over ten times to less than 16 million units altogether currently. After multiple years of net loss, HTC sold most of its smartphone division to Google and announced to focus on virtual reality (VR) technology from then onwards.
In terms of usage, Taiwan is a highly tech-savvy country with over 98 percent of population owning smartphones as of 2019, the remote islands have the highest rate of smartphone ownership and southern Taiwan has the lowest rate in comparison. Almost 60 percent of Taiwanese paid between 200 to 799 New Taiwan dollars per month for their mobile expenses, and 27.6 percent of the population agreed that they were addicted to internet or phones as of 2019.