Omdia: Southeast Asia Smartphone Shipments Fell 23% in Q2 2026 as ASP Rose 31%

Omdia said Southeast Asia smartphone shipments fell 23% year on year to 19.3 million units in the second quarter of 2026, the lowest quarterly level since 2014, while market value held up better at $6.6 billion and average selling price rose 31% to $342, according to Jiemian News. The report said Samsung gained share after raising prices on the Galaxy A07 and A17, lifting its share in the $200-$299 segment from 18% in the second quarter of 2025 to 32% in the second quarter of 2026. Xiaomi posted the second-highest ASP increase among the top five vendors, up 43.5%, even as shipments fell 21%; Transsion's sub-$100 shipments dropped 47%; OPPO's sub-$100 shipments plunged 96%; and vivo's sub-$100 shipments fell 88%. Omdia said most of the decline came from the sub-$100 segment, as more devices moved into higher price bands after repricing and weaker discounting. The $100-$199 segment accounted for 39% of total shipments, up from 32% a year earlier, while shipments above $100 still fell 2% overall. Omdia research manager Le Xuan Chiew said the region is heading for its steepest annual contraction in at least seven years, forecasting a 25% drop in 2026 shipments to 75.3 million units. He added that Indonesia and the Philippines, where entry-level devices and open-market retail channels have a larger share, are likely to see sharper declines, and that memory cost pressure will intensify in the second half as lower-cost inventory is exhausted.