Tecno, Infinix,Samsung lead the Nigerian smartphone market in 2023

Apple,Samsung maintain dominance in global market

Onome Amuge

The affordability and accessibility of smartphones have never been better in Nigeria, as the mobile landscape is shifting rapidly. The availability of dozens of smartphone brands, including Chinese manufacturers that offer affordable options, has made it easier than ever for consumers to purchase a smartphone, with market data showing Tecno, Infinix and Samsung as the top phone models in the Nigerian market. 

The affordability of these devices is helping to boost smartphone adoption in Nigeria, with many people opting for low-cost options that offer features comparable to more expensive models, according to JohnPhone’s, a website offering detailed reviews on the mobile market. 

The report, titled “The Most Popular Phone Brands in Every Country in 2023” shows that Tecno had the largest market share in the most populous African country  with 26.49 per cent of vendor market share, followed by Infinix with 20.80 per cent and Samsung with 11.11 per cent as of October 2023.

According to the report, while brands like Huawei, Xiaomi and Oppo have been making significant inroads into the smartphone market in recent years, the global smartphone landscape remains dominated by Apple and Samsung. This is reflected in the report, which found that the two companies accounted for a combined market share of 54.32 per cent  for the month of October. Apple was rated the top brand globally  having 29.64 per cent of vendor market share, while Samsung was close behind with 24.68 per cent of the market.

 The report highlights the continued global dominance of Apple and Samsung, but also points to the increasingly diverse smartphone landscape, with different brands finding success in different parts of the world. This is likely due to factors such as affordability, regional preferences and marketing strategies.

The report reveals that Apple had the largest market share in 29 out of 65 countries studied, including Australia (61.42%), Japan (70.23%), Iceland ( 56.47%),Russia(30.3%), the United Kingdom(53.10%), and the United States(56.64%). In contrast, Samsung had the largest market share in 26 countries, including Israel(49.35%), Mexico (23.85%), Poland (33.75%), and its home country of South Korea (67.72%). 

In the analysis of 65 countries, Xiaomi was the most popular brand in Greece, Spain and India. In Greece, its market share reached 35.29 per cent, indicating that more than one in three smartphones were made by the Chinese company. This success was similar to the one seen by Xiaomi in 2021, when a Canalys report showed that the brand had overtaken Apple as the second-largest smartphone vendor by shipments after Samsung. However, its market share has since dropped to 10.98 per cent globally, demonstrating the dynamic and competitive nature of the smartphone market.

Oppo’s popularity in Asia is apparent, with the company ranking as the top smartphone vendor in Indonesia (17.04%) and the Philippines (15.06%). This could be attributed to a variety of factors, including the affordability and reliability of their products, as well as their heavy investment in marketing and advertising in these countries. It is also worth noting that the “unknown” vendor listed as the market leader in China could potentially include Oppo and its subsidiaries Realme and OnePlus, given their strong presence in the Chinese market.

In Africa, Tecno Mobile is a major player, ranking as the top smartphone vendor in Uganda (26.22%) and the Democratic Republic of Congo (32.58%). It is also the largest in Nigeria, followed by its subsidiary Infinix. The strong presence of Tecno and Infinix in Africa could be attributed to the companies’ understanding of the needs and preferences of consumers in the region, as well as their focus on affordability and localised marketing strategies. The success of Transsion Holdings’ subsidiaries Tecno and Infinix highlights the company’s understanding of the African market and its ability to adapt to local needs.

According to the report, Apple and Samsung have been the two biggest smartphone brands globally over the past 12 months, with Apple leading with 28.4 per cent of the market and Samsung closely behind with 28.2 per cent. Xiaomi, Oppo, Huawei, Vivo, Realme and Motorola follow with market shares ranging from 12.7 per cent to 2.3 per cent. These figures indicate that, while Apple and Samsung are still the top two global smartphone brands, there is a growing number of competitors vying for market share. This shows that the smartphone market is becoming increasingly competitive and dynamic, with new players emerging and established brands expanding their product offerings.