Mobile vendors have responded to the growing demand of smartphone users in Thailand by offering attractive promotions and benefits to consumers, such as free mobile packages covering a certain period when buying a new smartphone or major discounts. In recent years, Apple had the largest smartphone market share in Thailand, followed by Samsung. However, as of the second quarter of 2021, Realme, the offshoot of the Chinese smartphone brand Oppo, had the highest quarterly year-on-year growth among consumers in Thailand, overtaking competitors like Apple and Samsung.
Mobile network operators
The number of Thai mobile subscribers has been rising since 2011 and has amounted to almost 130 million mobile subscribers in recent years. In Thailand, the leading mobile operators are AIS, Dtac, and True. Among these operators, AIS held the largest share of mobile subscribers, accounting for almost half the market share compared to other mobile operators. Additionally, Thailand has recently adopted 5G wireless technology which further fuels the appeal of smartphone use due to its improved latency and convenience for conducting daily activities such as making online payments, making smartphones an essential tool for everyday use.
Smartphone apps and features
The wide variety of Thai-oriented applications and features integrated into smartphones allow users to manage their life activities on the go. These activities include conducting financial activities with local banks, checking real-time traffic, reserving a table in a popular local restaurant, or even studying on a personalized tutoring app. The majority of smartphone users in Thailand conducted their banking activities on their smartphones compared to other daily tasks. Additionally, a large portion of internet users in Thailand also reported that they used social networking apps like Facebook and Instagram on their smartphones.