Smartphone market in Thailand - Statistics & Facts

The number of smartphone users in Thailand had been gradually increasing since 2017 and was expected to keep growing, reaching around 62 million users by 2025. With such a vast customer base, the smartphone market in Thailand is highly competitive. Among a variety of smartphones that customers can choose from, Chinese smartphones are gaining popularity with customers due to its wide price range and quality of features.

Smartphone retailing

Mobile vendors have responded to the growing demand of smartphone users in Thailand by offering its appealing promotions and advantages to Thai consumers, such as offering a free mobile package covering a certain period when buying a new smartphone, or major discounts. In 2020, Apple had the largest share of the smartphone market in Thailand, followed by Samsung. However, as of the first quarter of 2020, Realme, the offshoot Chinese smartphone brand from 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 had been rising since 2010 and amounted to almost 130 million mobile subscribers in 2019. In Thailand, the leading mobile operators are AIS, Dtac, and True Move. AIS held the largest share of mobile subscribers, accounting for almost half of the market share compared to other mobile operators. Thailand had also recently adopted 5G wireless technology and it was forecasted that there would be almost half a million 5G subscribers in 2020.

Smartphone apps and features

The wide variety of Thai-oriented applications and features integrated in smartphones allow users to manage their life activities on the go, such as conducting financial activities with local banks, checking the real-time traffic situation, reserving a table in a popular local restaurant, and even studying on a personalized tutoring app. In 2019, the majority of smartphone users in Thailand conducted their banking activities on their smartphone. In addition, 97 percent of internet users in Thailand also reported that they used social networking apps like Facebook and Instagram on their smartphones.

Interesting statistics

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Smartphone market in Thailand

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Important key figures

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Retail and trade

Major carrier

Smartphone user behavior


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