Africa’s smartphone market share has surged past feature phone shipments for the first time ever in Q1 2024. According to the latest insights from International Data Corporation (IDC), smartphone shipments soared by 17.9% year-on-year (YoY), reaching a remarkable 20.2 million units. Meanwhile, feature phone shipments saw a significant decline of 15.9%, totaling just 18.8 million units over the same period.
Despite economic hurdles and currency fluctuations plaguing the region, this development showcases a growing appetite for advanced mobile technology in Africa.
So, what’s fueling this smartphone frenzy? According to IDC analyst Arnold Ponela, South Africa’s growth is attributed to the popularity of affordable yet feature-packed Chinese brands. “South Africa experienced healthy YoY growth in Q1 2024, driven by the rising popularity and availability of competitively priced Chinese brands with advanced features,” he explained. “Nigeria saw robust growth fueled by the success of Transsion brands and Xiaomi, particularly in the entry-level segment, which significantly boosted shipments. Kenya further strengthened its position as the third-largest smartphone market in Africa, with innovative financing models like Mkopa driving sales growth.”
Transsion brands—Tecno, Itel, and Infinix—have maintained their dominant market share, thanks to their appealing range of entry-level devices specifically designed for the African market. However, Samsung and Xiaomi are making significant inroads, gaining market share from the previous quarter. This is largely due to the popularity of their mid-range models priced between $200 and $400. Interestingly, shipments of smartphones in this price range have increased, while those of sub-$100 devices have declined, indicating a growing consumer preference for more feature-rich models.
Looking ahead, IDC forecasts a 5.7% YoY increase in smartphone shipments for Africa throughout 2024, with a sustained upward trajectory expected over the next five years. Akash Balachandran, a research manager at IDC, emphasized the long-term potential despite short-term economic hurdles. “Africa remains a market with a high share of feature phones, although they are expected to gradually decline as the transition to smartphones gains momentum,” he noted. “This shift, coupled with rising demand, will be the key driver of overall growth in the smartphone market. Persistent inflationary pressures and escalating macroeconomic uncertainties may cause short-term fluctuations but will not impede the long-term transition.”
The move towards smartphones in Africa represents more than just a technological upgrade; it’s a leap towards enhanced connectivity, access to information, and a bridge to the digital economy. As the continent continues to embrace this shift, the impact on its socio-economic landscape is likely to be profound, ushering in a new era of digital inclusivity and opportunity.
