Despite economic hurdles, Africa’s smartphone market experienced a notable 17.9% year-on-year (YoY) growth in the first quarter of 2024, according to a report from the International Data Corporation (IDC). Smartphone shipments reached 20.2 million units, surpassing feature phone shipments, which declined by 15.9% to 18.8 million units. This trend highlights a significant shift towards smartphone adoption across the continent.
South Africa saw healthy YoY growth driven by the popularity of competitively priced Chinese brands with advanced features. Nigeria also experienced robust growth, particularly in the entry-level segment, thanks to the success of Transsion brands (Tecno, Itel, and Infinix) and Xiaomi, significantly boosting shipments. Kenya, maintaining its position as the third-largest smartphone market in Africa, benefitted from innovative financing models like Mkopa, which fueled sales growth.
Transsion brands dominated the market share in Q1 2024 due to their appealing entry-level devices tailored for the African market. However, Samsung and Xiaomi gained ground with their mid-range models priced between $200 and $400. This reflects a growing consumer preference for feature-rich smartphones, as shipments of devices priced below $100 declined.
In Q1 2023, Africa’s smartphone market saw a 3.4% quarter-on-quarter (QoQ) decline to 17 million units, the lowest since the start of the COVID-19 pandemic. Rising inflation and local currency depreciations against the U.S. dollar negatively impacted demand, causing a decline in both smartphone and feature phone shipments. However, by Q4 2023, the market rebounded with a 12.5% YoY growth to 19.8 million units, and Q1 2024 saw an even more substantial increase.
Looking ahead, IDC forecasts a 5.7% YoY increase in smartphone shipments across Africa for the remainder of 2024, with sustained growth projected over the next five years. While the region still has a significant proportion of feature phones, a gradual decline is anticipated as smartphone adoption increases. Despite potential short-term fluctuations due to inflationary pressures and macroeconomic uncertainties, the long-term shift towards smartphones is expected to continue.
Globally, smartphone shipments also showed impressive growth, with 289.4 million units shipped in Q1 2024, marking a 7.8% YoY increase and the third consecutive quarterly growth. Despite ongoing macroeconomic challenges, the global smartphone market appears to be on a recovery trajectory.
