Low consumer confidence and reduced penetration rate during the pandemic hinder the potential for growth in smartphones in 2021. Retail volume sales of smartphones are projected to continue their decline over 2021 due to maturity and long replacement cycles, compared with the early review period.
Feature phones continues to lose out strongly to smartphones, accounting for only a very small share of retail volume sales in Taiwan. The prevalence of the internet and high popularity of Facebook and Line prompt senior citizens, the main audience, towards the internet for browsing, shopping and online content sharing among friends and groups.
Telco-operated stores, tracked under electronics and appliance specialist retailers, is expected to remain the key distribution channel in 2021. These specialist retailers offer a variety of monthly bundled packages at all pricing levels to suit consumers.
Having overtaken Samsung Electronics Taiwan in 2020, Apple Asia LLC Taiwan Branch is expected to cement its leading position in smartphones, and mobile phones overall, in retail volume share terms in 2021. The company has benefited by expanding its hardcore fan base in Taiwan.
Owners of Chinese brands have started to invest in faster expansion strategies. For example, the Oppo brand was extended with the launch of its Reno 3 series in December 2019 and Fine X2 series in March 2020.
The growth of digital payment systems is predicted to contribute to a return to retail volume sales growth in smartphones in the forecast period. Over the review period, digital payment methods and services started to flourish.
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Understand the latest market trends and future growth opportunities for the Mobile Phones industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mobile Phones research and analysis database.
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