According to the International Data Corp o ration ’s (IDC) Quarte r ly Mobile Phone Tracker, India's smartphone market shipped 152.5 million units in 2019, with a modest 8.0% year-over-year (YoY) growth. India also became the second largest smartphone market in 2019 after China but was still ahead of the USA. The overall mobile phone market, with annual shipments of 282.9 million units, declined by (-12.3%) YoY in 2019 due to fewer 4G feature phones.
2019 also witnessed longer inventory cycles in the offline channel as online exclusive models held back offline sales, resulting in a meagre 1.6% annual growth in 2019 in the offline channel. “The online growth momentum continued through the year with a record share of 41.7% in 2019, growing by 18.4% YoY annually due to deep discounts, cashback offers, buyback/exchange schemes, and complete protection offers clubbed with attractive financing schemes like No Cost EMIs across major model line ups and brands,” says Upa s ana Joshi, Associate Research Manager, Client Devices, IDC India.