中國(guó)臺(tái)灣智能手機(jī)市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

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TRENDSSmartphonemarketinTaiwanCHAPTER

01OverviewSmartphoneshipmentsworldwidefrom4thquarter2009to3rdquarter2023(inmillionunits)Globalsmartphoneshipmentsbyquarter2009-20235004504003503002502001501005003Description:Smartphoneshipmentsslightlyincreasedfromthethirdquarterof2022tothethirdquarterof2023.Atabout303millionunits,therewerearound900thousandfewersmartphoneshipmentsinthethirdquarterof2023thanduringthecorrespondingquarterof2023.ReadmoreNote(s):Worldwide;4thquarter2009to3rdquarter2023Source(s):IDCSmartphoneshipmentsbyvendorworldwidefrom4thquarter2009to2ndquarter2023(inmillionunits)Globalsmartphoneshipmentsbyvendor2009-2023AppleSamsungXiaomiOPPOvivoZTE*Nokia**Huawei*LG*Sony*RIM*HTCLenovo*TranssionOthers5004504003503002502001501005004Description:Inthesecondquarterof2023,Samsungwastheleadingsmartphonevendorworldwide,shippingaround53.5millionunits,whileApple'stollreachedcloseto42.5millionunits.Totalshipmentsinthesecondquarterof2023werearound20millionunitslowerthanthoseofthesamequarterof2022.ReadmoreNote(s):Worldwide;4thquarter2009to2ndquarter2023;*Thesourcedoesnotprovideinformationforeveryquarter.**ThefiguresforQ32012toQ32013weretakenfromNokia'sinterimreports.

ReadmoreSource(s):IDCNumberofmobilephonesubscribersinTaiwanfrom2012to2022(in1,000s)NumberofmobilephonesubscribersinTaiwan2012-202235,00030,14729,70129,58029,44929,36929,28929,22029,20828,92930,00025,00020,00015,00010,0005,000028,65626,535201220132014201520162017201820192020202120225Description:In2022,thenumberofmobilephonesubscribersinTaiwanamountedtomorethan30million.Itmeantthatonaverageeveryinhabitanthadatleastonesubscription.ReadmoreNote(s):Taiwan;2012to2022Source(s):NationalBureauofStatisticsofChina;TaiwanNationalStatisticsNumberofmobilecellularsubscriptionsper100inhabitantsinTaiwanfrom2000to2022Mobile-cellularsubscriptionsper100inhabitantsinTaiwan2000-2022140129.61126.78

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20216Description:Thenumberofmobilecellularsubscriptionsper100inhabitantsinTaiwangrewunevenlysince2000,finallyreachingapeakatnearly130in2014.Inrecentyears,thenumberhasstabilizedaround123,reachingapproximately124.4in2021.Thereisnodatafor2022.ReadmoreNote(s):Taiwan;2000to2022Source(s):ITUMonthlysmartphonesalesvolumeinTaiwanfromJanuary2019toJanuary2023(in1,000units)SmartphonemonthlysalesvolumeinTaiwan2019-20238006726347006005004003002001000639639641620552609550600576513555552489535538469404

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3724093933623437Description:InJanuary2023,thesalesvolumeofsmartphonesinTaiwanamountedto458thousandunits.Apple'siPhonesaccountedforthehighestshareofsoldphonesaccountingfor46%ofallsales.

ReadmoreNote(s):Taiwan;January2019toJanuary2023Source(s):Website(.tw)CHAPTER

02BrandsMarketshareofleadingsmartphonebrandsinTaiwanasofAugust2023MarketshareofleadingsmartphonebrandsinTaiwan2023Marketshare0%5%10%15%20%25%30%35%SamsungAppleOPPOVivo33.2%25.2%14.1%8.5%REDMIRealmeSony6.9%2.9%2.5%GoogleASUS1.6%1.6%HTC1.2%9Description:AsofAugust2023,Appleaccountedforabout25percentofsmartphonesalesinTaiwanexcludingonlinesalesfromofficialwebsites,trailingthemarketleaderSamsungbyeightpercentagepoints.ReadmoreNote(s):Taiwan;August2023Source(s):Website(.tw)MonthlyshareofAppleinthemobilemarketinTaiwanfromDecember2017toJuly2023Apple'sshareintheTaiwanmobilemarket2017-202360%55%50%45%40%35%30%Dec

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'2310Description:InJulyof2023,themarketshareofAppleinTaiwanamountedtoalmost57percent.Applewasthedominatingsmartphonebrandintheregion,leadingitsclosestcompetitorSamsungbyaround35percentagepoints.

ReadmoreNote(s):Taiwan;December2017toJuly2023Source(s):StatCounterMonthlyshareofSamsunginthemobilemarketinTaiwanfromDecember2017toJuly2023Samsung'sshareintheTaiwanmobilemarket2017-202326.5%24.5%22.5%20.5%18.5%16.5%14.5%Dec

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'2311Description:InJuly2023,themarketshareofSamsungsmartphonesinTaiwanwas21.7percent.Atthesametime,thecompany'smaincompetitorApplehadamarketshareofalmost57percent.Inthepastyear,theChinesebrands,OppoandXiaomi,wereabletotakesolidifytheirmarketpositioninTaiwan.ReadmoreNote(s):Taiwan;December2017toJuly2023Source(s):StatCounterMonthlyshareofOppointhesmartphonemarketinTaiwanfromDecember2017toJuly2023Oppo'sshareintheTaiwansmartphonemarket2017-202312.0%11.0%10.0%9.0%8.0%7.0%6.0%5.0%Dec

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'2312Description:InJulyof2023,theChinesesmartphonemanufacturerOppohadamarketshareofmorethansevenpercentinTaiwan.ItwasthethirdmostpopularsmartphonebrandintheregionafterAppleandSamsung.

ReadmoreNote(s):Taiwan;December2017toJuly2023Source(s):StatCounterMonthlyshareofXiaomiinthesmartphonemarketinTaiwanfromDecember2017toJuly2023Xiaomi'sshareintheTaiwansmartphonemarket2017-20235.5%5.0%4.5%4.0%3.5%3.0%2.5%2.0%Dec

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'2313Description:InJuly2022,themarketshareofXiaomiinTaiwanwas3.3percent.ThesmartphonemarketintheregionwasdominatedbyApple,Samsung,andOppo.Outsideofthosebrands,ahandfulofcompaniesfightformarketshareinthesingledigits.ThesebrandsincludeAsus,Sony,andHTC.ReadmoreNote(s):Taiwan;December2017toJuly2023Source(s):StatCounterMonthlyshareofHuaweiinthesmartphonemarketinTaiwanfromJanuary2019toJuly2023Huawei'sshareintheTaiwansmartphonemarket2019-20233.0%2.5%2.0%1.5%1.0%0.5%Jan

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'2314Description:InJuly2023,Huaweiaccountedforabout0.75percentshareoftheTaiwansmartphonemarket.ThemarketshareofHuaweiinTaiwanhasbeendecreasinggraduallyoverthelastmonths.

ReadmoreNote(s):Taiwan;January2019toJuly2023Source(s):StatCounterCHAPTER

03TradeImportvalueofmobilephonesinTaiwanfrom2011toAugust2022(inmillionU.S.dollars)AnnualimportvalueofmobilephonesinTaiwan2011-20224,0003,5003,402.943,314.123,298.823,190.662,917.592,908.762,871.392,873.573,0002,5002,0001,5001,0005002,753.872,483.772,098.241,375.49020112012201320142015201620172018201920202021202216Description:TheimportvalueofmobilephonesinTaiwanuntil2022reachedaround3.2billionU.S.dollars.Withinthelastdecade,theregionhaddevelopedfromamobilephoneexportertoamobilephoneimporter.ApplesmartphoneswerethemostpopularbrandinTaiwan.ReadmoreNote(s):Taiwan;2011to2022Source(s):BOFT(Taiwan)ExportvalueofmobilephonesinTaiwanfrom2011to2022(inmillionU.S.dollars)AnnualexportvalueofmobilephonesinTaiwan2011-202212,00010,602.6510,0008,0006,065.255,753.556,0004,0002,00003,717.472,793.3620151,879.8620161,647.272017437.432018121.272019164.842020121.842021162.062022201120122013201417Description:TheexportvalueofmobilephonesinTaiwanuntil2022amountedto162millionU.S.dollars.Withinthepastdecade,theexportvalueofmobilephoneshaddecreasedfromover10billionU.S.dollarsin2011.OnthebackgroundofincreasingcompetitionfrommainlandChinesebrands,Taiwanesemanufacturerswereforcedtofindtheirpositioninthesmartphonemarket.ReadmoreNote(s):Taiwan;2011to2022Source(s):BOFT(Taiwan)ImportvalueofsmartphonesinTaiwaninOctober2023,byorigincountry(inmillionU.S.dollars)ValueofimportedsmartphonesinTaiwan2023,byorigincountry1,6001,443.721,4001,2001,000800600400165.12200011.050.360.040.01ChinaVietnamThailandSouthKoreaJapanIndonesia18Description:Inthefirst10monthsof2023,TaiwanimportedthelargestshareofsmartphonesfrommainlandChina.Intotal,theimportvaluefrommainlandChinaamountedto1.6billionU.S.dollars.MainlandChinawasthelargestmanufacturerofmobilephonesglobally.ReadmoreNote(s):Taiwan;JanuarytoOctober2023Source(s):MOEA(Taiwan);Varioussources(CustomsAdministrationTaiwan)ExportvalueofsmartphonesinTaiwaninOctober2023,bydestination(inmillionU.S.dollars)ValueofexportedsmartphonesinTaiwan2023,bydestination3528.723025201510510.662.852.540.870.450.420.190.130.090.080.070.06019Description:Inthefirst10monthsof2023,TaiwanexportedthelargestshareofmobilephonestoHongKong.TheexportvaluetoHongKongamountedto29millionU.S.dollars.EventhoughTaiwanishometolargesmartphonebrandssuchasHTCandAsus,itdoesnotproduceasignificantamountofsmartphonesdomesticallyandinsteadimportsthemfrommainlandChina.ReadmoreNote(s):Taiwan;JanuarytoOctober2023Source(s):MOEA(Taiwan);Varioussources(CustomsAdministrationTaiwan)CHAPTER

04SmartphoneusageNumberofsmartphoneusersinTaiwan2017-2028(inmillions)NumberofsmartphoneusersinTaiwan2017-20282519717.4617.2216.9716.7916.7216.516.4816.3215.7915.46020172018201920202021202220232024202520262027202821Description:ThenumberofsmartphoneusersinTaiwanwasforecasttocontinuouslyincreasebetween2024and2028byintotal1.2millionusers(+7.28percent).Accordingtothisforecastin2028,thesmartphoneuserbasewillhaveincreasedforthesixthconsecutiveyearto17.7millionusers.ReadmoreNote(s):Taiwan;2017to2028;Individualsofanyagewhoownatleastonesmartphoneandusethesmartphone(s)atleastoncepermonth.Source(s):DigitalMarketInsightsSmartphonepenetrationrateinTaiwanfrom2018to2022withaforecastuntil2027SmartphonepenetrationrateinTaiwan2018-2027100%90%92.9%93.4%93.7%92.1%91%89.3%86.8%82.2%77.2%80%70%60%50%40%30%20%10%0%67.3%201820192020202120222023*2024*2025*2026*2027*22/statistics/1258288/taiwan-smartphone-penetration-rateThisstatisticdisplaysthesmartphonepenetrationrateinTaiwanfrom2018to2022withprojectionsupto2027.In2022,thesmartphonepenetrationrateinTaiwanwasaround89.3percentandthesharewasexpectedtogrowupto93.7percentby2027.ReadmoreNote(s):Taiwan;2018to2022;*Forecast.Shareofindividualsofanyagewhouseasmartphoneatleastoncepermonth.ReadmoreSource(s):LeadingapppublishersinTaiwaninJuly2023,bynumberofdownloads(inmillions)LeadingapppublishersinTaiwan2023,bynumberofdownloadsAppdownloadsinmillions0200,000400,000600,000800,0001,000,000

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1,800,0001,584,854GoogleLLC(U.S.)Instagram(U.S.)854,014EnvoyInteractiveEntertainmentCo.Ltd.(Taiwan)ThePokemonCompany(U.S)AZURGames(cyprus)555,436516,799514,304CoupangCorp(SouthKorea)SayGames(cyprus)486,724453,643MicrosoftCorporation(U.S.)GarenaInternationalI(Singapore)ArtsPlanet(Japan)423,423398,380360,54923Description:InJuly2023,GooglewastheleadingapppublishersinTaiwanwiththehighestnumberofdownloadsfromitsmobileappsatnearly1.6millioninstallations.Inthatmonth,fouroutofthetoptenmostdownloadedapppublisherswerefromtheUnitedStates.ReadmoreNote(s):Taiwan;July2023;AppleAppStoreincludesiPhoneandiPaddevicesSource(s):AppMagicPopularsocialmediaplatformsamonginternetusersinTaiwanasofMay2023SocialmediauseinTaiwan2023,byplatformShareofrespondents20%

25%0%5%10%15%30%35%40%45%50%47.27%FacebookInstagramTikTok17.61%2.41%0.83%2.17%0.43%0.4%PTTTwitterDcardOtherDonotuse13.11%24Description:AdultsinTaiwanarestillusingFacebookmorethananyothersocialnetworkplatforms.A2023surveyreportedaround47percentofsurveyedTaiwaneseinternetuserswereusingFacebook.Instagramfollowedwithahugediscrepancy.Theshareofrespondentswasbelow20percent.ReadmoreNote(s):Taiwan;May2to20,2023;2,153respondents;18yearsandolder;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICTopsocialmediaandmessagingappsfornewsinTaiwanasofFebruary2023TopsocialmediaandmessagingplatformsfornewsinTaiwan2023Shareofrespondents20%

25%0%5%10%15%30%35%40%45%50%LINEYouTube47%44%Facebook41%Instagram10%PTT(bulletinboard)FacebookMessenger7%6%25Description:AccordingtoanannualsurveyconductedbetweenJanuaryandFebruary2023,almostahalfofrespondentsinTaiwansaidtheyaccessednewsviathemessengerappLINE.FacebookandYouTubewereanothertwopopularsocialmediaplatformswelcomedbythenewreadersinTaiwan.ReadmoreNote(s):Taiwan;JanuarytoFebruary2023;2,037respondentsSource(s):ReutersInstitutefortheStudyofJournalism;UniversityofOxford;YouGovCHAPTER

05Mobileinternetand5GShareofmobiledataplansinTaiwaninMarchandApril2022,bytypeDistributionofmobileinternetsubscriptionsinTaiwan2022,bytypeShareofdataplan0%10%20%30%40%50%60%70%FlatrateFlatrate(speedlimitnotspecified)Flatrate(withaspeedlimit)57.3%12.3%9.8%Idon'tknow6.7%5.7%1GBto5GB(5Gnoticluded)5GBto10GB(5Gnoticluded)Limiteddata(datalimitnotspecified)10GBto20GB(5Gnoticluded)20GBto30GB(5Gnoticluded)Morethan30GB(andmore,5Gnotincluded)500MBto1GB(5Gnoticluded)Below500GB2.1%1.9%1.7%1%0.7%0.5%0.2%27Description:In2022,aflatratewastheleadingdataplanamongTaiwanesemobileinternetusersaccountingforaround57percentofsubscriptions.However,approximately10percentofusershadaflatratewithaspeedlimitwhichreducestheinternetspeedoncethemobiledataconsumptionexceedsacertainlevel.ReadmoreNote(s):Taiwan;March2022toApril2022;1,106respondents;16yearsandolderSource(s):NationalCommunicationsCommissionofTaiwanInternetusers'willingnesstochangefrom4Gservicesto5GservicesinTaiwanin2023People'sattitudetowardsupgradingto5GinternetinTaiwan2023Shareofrespondents20%0%5%10%15%25%30%35%40%45%NowillingatallNotverywillingWilling29.71%40.76%19.89%VerywillingDonotknow3.82%5.19%28Description:Accordingtoa2023survey,over23percentofTaiwanesewhowereusing4Ginternetstatedthattheywerewillingtoupgradetheirdataplanto5Ginthecomingyear.Atthesametime,Over70percentofuserswereunwillingtochangefrom4Gservicesto5Gservices.ReadmoreNote(s):Taiwan;May2to20,2023;1,304respondents;18yearsandolder;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICLatencyof5GmobilenetworkinTaiwanduringthesecondhalfof2022,byserviceprovider(inmilliseconds)5GmobileinternetlatencyinTaiwanH22022,byproviderLatencyinms802461012141618ChunghwaTelecomTaiwanMobileGT13141515FarEasToneTSTAR1617Medianlatency29Description:Inthesecondhalfof2022,ChunghwaTelecomprovidedthesmoothest5GmobileinternettoitsusersamongallserviceoperatorsinTaiwan,withadesirablemedianlatencyofonly13milliseconds.Overall,themedianrespondingtimeofthe5Gmobilenetworkontheislandrangedat15millisecondsinthetestedperiod.ReadmoreNote(s):Taiwan;H22022Source(s):OoklaUploadspeedof5GmobilenetworkinTaiwanduringthesecondhalfof2022,byserviceprovider(inMbps)5GmobilenetworkuploadspeedinTaiwanH22022,byproviderUploadspeedinMbps15

2005102530354038.04ChunghwaTelecomFarEasTone34.21MedianuploadspeedTaiwanMobileGT31.2729.2522.56TSTAR19.8730Description:Inthesecondhalfof2022,ChunghwaTelecomprovidedthefastest5GmobilenetworktoitsusersinTaiwan,withamedianuploadspeedreachingalmost38Mbps.Overall,themedianuploadspeedofthe5Gmobilenetworkontheislandsurpassed31Mbpsinthetestedperiod.ReadmoreNote(s):Taiwan;H22022Source(s):OoklaDownloadspeedof5GmobilenetworkinTaiwanduringthesecondhalfof2022,byserviceprovider(inMbps)5GmobilenetworkdownloadspeedinTaiwanH22022,byproviderDownloadspeedinMbps150

200050100250300350400401.95450ChunghwaTelecomFarEasTone305.82TaiwanMobileGT249.23222.74TSTAR122.35Mediandownloadspeed291.6731Description:Inthesecondhalfof2022,ChunghwaTelecomprovidedthefastest5GmobilenetworktoitsusersinTaiwan,withamediandownloadspeedreachingabout401Mbps.Overall,themediandownloadspeedofthe5Gmobilenetworkontheislandsurpassed291Mbpsinthetestedperiod.ReadmoreNote(s):Taiwan;H22022Source(s):OoklaCHAPTER

06MobilepaymentsMobilepaymentpenetrationrateinTaiwanfrom2017to2023TotalmobilepaymentusageinTaiwan2017-202340%36.58%34.27%35%30%25%20%15%10%5%25.8%25%16.3%14.2%20170%2018201920202022202333/statistics/1198299/taiwan-mobile-payment-penetration-rateAccordingtoasurveyconductedinMay2023oninternetusageinTaiwan,around36.6percentofrespondentssaidthattheyusedmobilepayments.Thetotalmobilepaymentpenetrationratehasseengrowthforfiveconsecutiveyearssince2017.

ReadmoreNote(s):Taiwan;May2to20,2023;1,084respondents;18yearsandolder;in6municipalitiesand16cities/countiesinTaiwanSource(s):TWNICMobilepaymentpenetrationinTaiwanasofMay2023,byagegroupMobilepaymentusageinTaiwan2023,byagegroupShareofrespondents0%10%20%30%40%50%49.26%60%70%18-29years30-39years64.35%40-49year