馬來西亞智能手機(jī)行業(yè)市場前景及投資研究報告-外文版培訓(xùn)課件蘋果小米vivo

DIGITAL

&

TRENDSSmartphonemarketinMalaysiaCHAPTER

01OverviewShareofmobilephoneownershipintheAsia-Pacificregionin3rdquarterof2023,bycountryorterritoryandtypeShareofmobilephoneownershipAPACQ32023,bycountryandtypeAnymobilephoneSmartphoneFeaturephone120%100%80%60%40%20%0%IndonesiaPhilippines

Malaysia

ThailandSouthKoreaIndiaVietnam

AustraliaNewZealandChinaJapan

HongKong

Singapore

Taiwan3Description:Accordingtoasurveyfromthirdquarterof2023,99.3percentofrespondentsinIndonesiaownedsmartphones.RateofsmartphoneownershipamongtherespondentsinthePhilippineswas99.2percent,where10.2percentofthepeoplealsoownedafeaturephone.ReadmoreNote(s):Asia,APAC;Q32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialAdoptionrateofsmartphonesintheAsia-Pacificregionfrom2019to2022,withaforecastfor2030SmartphoneadoptionrateAPAC2019-2030100%90%80%70%94%76%74%68%64%60%50%40%30%20%10%0%20192020202120222030*4Description:In2022,thesmartphoneadoptionrateacrosstheAsia-Pacificregionreached76percent,markinganincreasefrom64percentin2019.By2030,smartphoneadoptioninAPACwasprojectedtoreachover90percent.

ReadmoreNote(s):Asia,APAC;2019to2022;*Forecast.DataexcludesChina,HongKong,Macao,andTaiwan.ReadmoreSource(s):GSMAShareofadultpopulationwhoownsmartphonesinMalaysiafrom3rdquater2019to3rdquarter2023ShareofpopulationthatownssmartphonesinMalaysia2019-2023Shareofpopulation50%

60%0%10%20%30%40%70%80%90%100%97%110%2019202020212022202399.2%98.9%97.6%98.4%5Description:Accordingtoasurveyondeviceownership,asofthethirdquarterof2023,approximately98.4percentoftheMalaysianpopulationownedsmartphones.Thiswasaslightincreasecomparedtoaround97.6percentofsmartphoneownershipinthecountryasofthethirdquarterof2022.ReadmoreNote(s):Malaysia;Q32019toQ32023;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofindividualsusinginternetinMalaysiain2022,bytypeofportabledeviceShareofindividualsusinginternetinMalaysia2022,bydeviceShareofindividuals0%10%20%30%40%50%60%70%80%90%100%110%MobilephonePortablecomputerTablet98.8%38.4%26.2%Otherportabledevices13.1%6Description:AccordingtoasurveyoninternetusageinMalaysiain2022,nearlyeveryindividualinthecountryusedtheinternetwiththeirmobilephone,meanwhilearound38percentoftherespondentssaidtheyusedtheinternetfromtheirportablecomputer.Around13percentoftherespondentssaidtheyusedotherportabledevices.ReadmoreNote(s):Malaysia;SeptembertoNovember2022;34,142respondents;15yearsandolder;thesamplesizerepresentsbothurbanandruralareasinallstatesinMalaysiaSource(s):StatisticsMalaysiaMarketshareofmobileoperatingsystemsinMalaysiafromJanuary2022toMay2024MonthlymarketshareofmobileoperatingsystemsMalaysia2022-2024MarketshareSamsung60%AndroidiOSUnknownOther80%0%20%40%100%120%Jan'22Feb'22Mar'22Apr'22May'22Jun'22Jul'22Aug'22Sep'22Oct'22Nov'22Dec'227Description:AsofMay2024,Androidheldashareof70.26percentofthemobileoperatingsystemmarketinMalaysia.Bycomparison,iOSoperatingsystemhadamarketshareof28.66percent.However,asofMay2023,Applewastheleadingmobilebrandacrossthecountry,followedbySamsung.ReadmoreNote(s):Malaysia;January2021toMay2024Source(s):StatCounterCHAPTER

02RetailandtradeMarketshareofleadingmobilevendorsacrossMalaysiain2023MarketshareofmobilevendorsinMalaysia2023Marketshare0%5%10%15%20%25%30%35%AppleSamsungOppo31.36%15.73%12.21%11.09%XiaomiVivo9.68%8.83%HuaweiRealmeUnknownHonor4.27%3.16%1.59%0.39%1.68%OnePlusOther9Description:ApartfromApple,moreandmoreAndroidbasedsmartphoneswereabletoincreasetheirmarketshareoverthepastfewyears.ThereasonfortheirsuccessisnotonlytheirstrongperformancebutalsoSamsung’sdecliningmarketshare.TheAndroidmarkethasbecomemoreopenandthetrustinwellestablishedbrandshasshrunk.Inaddition,lesser-knownsmartphonebrandslikeOppohaveconqueredthemarketwithlow-pricedsmartphonestomeetthedemandofpeoplewith[...]

ReadmoreNote(s):Malaysia;2023Source(s):StatCounterShareofsmartphoneshipmentsvaluetoMalaysiaasofFebruary2024,bybrandShareofsmartphoneshipmentsvaluetoMalaysia2024,bybrandShareofshipment20%0%5%10%15%25%30%35%40%39%45%AppleSamsungXiaomiVivo22%9%8%Honor7%Others15%10Description:AsofFebruary2024,ApplehadthelargestvalueshareofsmartphoneshipmentstoMalaysia,with39percent.ThiswasfollowedbySamsung,with22percentofthetotalshipmentvaluetothecountry.AppleandSamsungaretwooftheleadingsmartphonebrandsglobally.ReadmoreNote(s):MalaysiaSource(s):CanalysShareofsmartphoneshipmentsvolumetoMalaysiaasofFebruary2024,bybrandShareofsmartphoneshipmentsvolumetoMalaysia2024,bybrandShareofshipment10%0%2%4%6%8%12%14%16%18%20%XiaomiApple19%13%13%VivoSamsungTranssionHonor12%12%11%Oppo8%RealmeOthers7%5%11Description:AsofFebruary2024,XiaomihadthelargestvolumeofsmartphoneshipmentstoMalaysia,with19percentshareofthetotalshipmentsvolume.ThiswasfollowedbyAppleandVivo,with13percentshareofshipmentseach.XiaomiisaChinesemanufacturerofsmartphonesandotherconsumerelectronics.ReadmoreNote(s):MalaysiaSource(s):CanalysShareofadultpopulationthatcurrentlyownsdigitaldevicesinMalaysiaasofQ32022,bydeviceShareofpopulationthatcurrentlyownsdigitaldevicesinMalaysia2022bydeviceShareofadultpopulation0%10%20%30%40%50%60%70%80%90%100%97.6%97.6%110%MobilephoneSmartphoneLaptopordesktopcomputerTabletdevice68.6%35.5%SmartwatchorwristbandGameconsole31.5%18.1%TVstreamingdeviceSmarthomedeviceFeaturephone12.3%10.5%7.4%4.8%Virtualrealitydevice12/statistics/803601/digital-device-usage-among-adults-by-device-malaysiaAccordingtoasurveyondeviceownership,asofthethirdquarterof2022,morethan97percentofthepopulationaged16to64inMalaysiawereusersofmobilephones.Bycomparison,around7.4percentoftherespondentsownedfeaturephones.ReadmoreNote(s):Malaysia;Q32022;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03NetworkinfrastructurePopulationcoverageof4GLTEmobilenetworkinMalaysiafrom2016to20234GLTEpopulationcoverageinMalaysia2016-2023120%96.9%97.1%100%95.4%93.5%82.2%79.7%77.2%80%60%40%20%0%63.9%2016201720182019202020212022202314Description:Asof2023,about97.1percentofthepopulationhadaccesstothe4GLTEmobilenetworkinMalaysia.Bycomparisonabout95.3percenthadaccesstotheformer3Gnetworkin2020.

ReadmoreNote(s):Malaysia;2016to2023Source(s):MalaysianCommunicationsandMultimediaCommission;StatisticsMalaysiaAvailabilityof5GnetworkinMalaysiaasofAugust2023,byproviderAvailabilityof5GnetworkinMalaysia2023,byproviderProportionoftime0%5%10%15%20%25%30%35%UMobileYes31.9%24.7%Unifi23.9%CelcomDigi16%14.9%15Description:AsofAugust2023,UMobile,amobilenetworkoperatorinMalaysia,hadthebest5Gavailabilitywithusersbeingabletoconnecttothe5Gnetwork31.9percentofthetime.ThiswasfollowedbyYes,anetworkoperatorownedbyYTLCommunicationsSdnBhd,witha5Gavailabilityof24.7percent.ReadmoreNote(s):Malaysia;June1toAugust29,2023Source(s):OpenSignalAveragedownloadspeedofthe5GmobilenetworkinMalaysiaasofAugust2023,byprovider(inMbps)Averagedownloadspeedof5GmobilenetworkinMalaysia2023,byproviderNetworkspeedinMbps050100150200250300350400450UMobileUnifi410.5409.4407.8DigiCelcomYes301.2242.116Description:AsofAugust2023,UMobileprovidedthebestaverage5GdownloadspeedinMalaysia,with410.5Mbps.ThiswasfollowedbyUnifiwith5Gaveragedownloadspeedof409.4Mbps.AttheendofFebruary2023,DigiTelecommmunicationsSdnBhdconcludedamergerwithCelcomBhdandnowoperatingunderCelcomDigiBhd.ReadmoreNote(s):Malaysia;June1toAugust29,2023Source(s):OpenSignalAverageuploadspeedofthe5GmobilenetworkinMalaysiaasofAugust2023,byprovider(inMbps)Averageuploadspeedof5GmobilenetworkinMalaysia2023,byproviderNetworkspeedinMbps25

30051015203540455055CelcomUMobileUnifi48.345.744.4Digi43.4Yes3317Description:AsofAugust2023,Celcomprovidedthebestaverage5GuploadspeedinMalaysia,with48.3Mbps.ThiswasfollowedcloselybyUMobile,withanaverage5Guploadspeedof45.7Mbps.AttheendofFebruary2023,DigiTelecommmunicationsSdnBhdconcludedamergerwithCelcomBhdandnowoperatingunderCelcomDigiBhd.ReadmoreNote(s):Malaysia;June1toAugust29,2023Source(s):OpenSignalCHAPTER

04MobilesubscriptionNumberofmobileinternetusersinMalaysia2014-2029(inmillions)NumberofmobileinternetusersinMalaysia2014-20294034.5834.2733.9533.63353025201510533.332.9632.4731.1129.728.2427.8627.4723.0719.6415.6110.162014020152016201720182019202020212022202320242025202620272028202919Description:ThenumberofsmartphoneusersinMalaysiawasforecasttocontinuouslyincreasebetween2024and2029byintotal1.6millionusers(+4.85percent).Afterthefifteenthconsecutiveincreasingyear,thesmartphoneuserbaseisestimatedtoreach34.58millionusersandthereforeanewpeakin2029.Notably,thenumberofsmartphoneuserswascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Malaysia;2014to2029Source(s):DigitalMarketInsightsNumberofmobilebroadbandsubscriptionsinMalaysiaasofthefourthquarterof2022,bystate(inmillion)NumberofmobilebroadbandsubscriptionsMalaysia2022,bystateNumberofsubscriptionsinmillion012345678910SelangorJohor8.785.66WilayahPersekutuan*Sabah4.523.453.223.14SarawakPerakPulauPinangKedah2.882.48Kelantan2.081.981.78PahangNegeriSembilanTerengganuMelaka1.381.24Perlis0.3120Description:Asofthefourthquarterof2022,thenumberofmobilebroadbandsubscriptionsinSelangoramountedtoovereightmillionsubscriptions,makingitthestatewiththehighestnumberofmobilebroadbandsubscriptions.Meanwhile,thenumberofmobilebroadbandsubscriptionsinWilayahPersekutuan,whichincludesthecapitalKualaLumpur,reachedmorethanfourmillionsubscriptionsinthesameyear.ReadmoreNote(s):Malaysia;Q42022;*WilayahPersekutuan(WP)includesWPKualaLumpur,WPLabuan,andWPPutrajaya.ReadmoreSource(s):MalaysianCommunicationsandMultimediaCommissionNumberofmobileprepaidsubscribersinMalaysiafrom2015to2023(inmillions)NumberofmobileprepaidsubscribersinMalaysia2015-20234035.435.3134.333.66353025201510533.0232.131.2630.830.15020152016201720182019202020212022202321Description:In2023,thenumberofmobileprepaidsubscribersinMalaysiaamountedtoaround35.31million,anincreasecomparedtoaround33.66millionprepaidsubscribersinthepreviousyear.Thenumberofactiveprepaidcardsubscribersinthecountryhasbeenincreasinginthepastfewyears.ReadmoreNote(s):Malaysia;2015to2023Source(s):MalaysianCommunicationsandMultimediaCommissionNumberofpostpaidmobilesubscriptionsinMalaysiafrom2014to2023(inmillions)NumberofpostpaidmobilesubscriptionsMalaysia2014-202316141214.8314.2914.1813.5713.3411.610.21089.28.78.16420201420152016201720182019202020212022202322Description:In2023,thenumberofpostpaidmobilesubscriptionsinMalaysiaamountedtoaround14.83million,aslightincreasecomparedtoaround14.29millionsubscribersinthepreviousyear.Thenumberofpostpaidmobilesubscriptionsinthecountryhasbeenincreasingsteadilyduringtheobservedperiod.ReadmoreNote(s):Malaysia;2014to2023Source(s):MalaysianCommunicationsandMultimediaCommissionNumberofmobilebroadbandsubscriptionswith5GtechnologyinMalaysiafrom2ndquarter2022to4thquarter2023(in1,000s)Numberof5GmobilebroadbandsubscriptionsinMalaysiaQ22022-Q420239,0008,0007,0006,0005,0004,0008,276.73,051.43,0002,0001,398.81,030.11,0000404.3146106.5Q22022Q32022Q42022Q12023Q22023Q32023Q4202323Description:Asofthefourthquarterof2023,therewerearound8.2millionmobilebroadbandsubscriptionswith5GtechnologyinMalaysia,anincreasefromaroundthreemillionsubscriptionsinthepreviousquarter.Thenumberof5Gmobilebroadbandsubscriptionsinthecountryincreasedsignificantlyinthepastyear.ReadmoreNote(s):MalaysiaSource(s):MalaysianCommunicationsandMultimediaCommissionCHAPTER

05MobileapplicationsTotalconsumerspendingonmobileappsinMalaysiafrom2020to2023(inmillionU.S.dollars)ConsumerexpenditureonmobileappsinMalaysia2020-2023800700600677656.7639.95105004003002001000202020212022202325Description:In2023,consumersinMalaysiaspentnearly640millionU.S.dollarsonmobileappsandin-apppurchases,aslightdecreasecomparedtoaround656millionU.S.dollarsinthepreviousyear.Consumers'expenditureonmobileappsinthecountrysawasignificantincreasein2021.ReadmoreNote(s):Malaysia;2020to2023Source(s):Data.ai;DataReportal;GWI;Meltwater;WeAreSocialTotalnumberofmobileappdownloadsinMalaysiafrom2020to2023(inbillion)NumberofmobileappsdownloadedinMalaysia2020-20231.41.331.261.251.211.21.00.80.60.40.20.0202020212022202326Description:In2022,peopleinMalaysiadownloadedatotalofapproximately1.26billionofmobileapps,aslightincreasecomparedtothepreviousyear.Inthesameyear,consumersinMalaysiaspentaround639.9millionU.S.dollarsonmobileappsandin-apppurchases.ReadmoreNote(s):Malaysia;2020to2023Source(s):Data.ai;DataReportal;GWI;Meltwater;WeAreSocialLeadingmessengerappsbasedondownloadsinMalaysiain2022(inmillion)MessengerappswiththemostdownloadsinMalaysia2022Numberofdownloadsinmillion01234567TelegramWhatsAppMessengerMessenger6.15.242.9WhatsAppBusinessWeChat2.371.311.31SnapchatMiChat-Chat,MakeFriendsLINE1.040.55MessengerDuoforWhatsappNicegram:AIChatforTelegram0.250.2327/statistics/1398246/malaysia-leading-messenger-apps-based-on-downloadsIn2022,TelegramwasthemostdownloadedmessengerappinMalaysia,witharound6.1milliondownloadsintotal.WhatsAppMessengerwasthesecondleadingmessengerappinthenumberofdownloads,withapproximately5.24milliondownloads.ReadmoreNote(s):Malaysia;2022Source(s):AppMagicLeadingshoppingappsbasedondownloadsinMalaysiain2023(in1,000downloads)ShoppingappswiththemostdownloadsinMalaysia2023Numberofdownloadsinthousands05001,0001,5002,0002,5003,0003,5004,0004,5004,436.155,000ShopeeLazada2,775.222,731.24SHEINMudah.myUNIQLOMYShopBackACarouselleco-shopMYNike1,233.931,143.631,019.62975.72847.5807.23750.7928/statistics/1398792/malaysia-leading-shopping-apps-based-on-downloadsIn2023,ShopeewasthemostpopularshoppingappinMalaysia,withthehighestnumberofdownloadsthatreachedmorethan4.4million.Lazadaapphadthesecondhighestnumberofdownloadsinthecountry,witharound2.78milliondownloads.ReadmoreNote(s):Malaysia;2023Source(s):AppMagicCHAPTER

06UserbehaviorAveragedailytimespentusingtheinternetonmobilephonesinMalaysiafrom3rdquarter2021to3rdquarter2023(inhoursandminutes)AveragedailytimespentusinginternetonsmartphoneinMalaysiaQ32021-Q320235.04.494.374.54.03.53.02.52.01.51.00.50.04.28Q32021Q32022Q3202330Description:Asofthethirdquarterof2023,peopleinMalaysiaspentonaveragefourhoursand37minutesdailybrowsingtheinternetontheirmobilephones.Thiswasaslightincreasecomparedtotheaveragedailytimespentonmobilephone'sinternetinthepreviousyear,whichwasaroundfourhoursand28minutes.ReadmoreNote(s):Malaysia;Q32021toQ32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareoftimespentonsmartphoneamongconsumersinMalaysiain2023,byappcategoryShareoftimespentonsmartphoneinMalaysia2023,byappShareoftime20%0%5%10%15%25%30%35%40%39.8%45%EntertainmentappsSocialmediaapps26.7%Mobilegames(allgenres)Utilityandproductivity*Otherapps14.9%10.7%6.1%Shoppingapps1.8%31Description:In2023,consumersinMalaysiaspent39.8percentoftheirtimeonsmartphonestouseentertainmentapps.Thiswasfollowedbysocialmediaapps,with26.7percentoftimespenttobrowse