Africa's Smartphone Market Records Strong Growth in Q4 2023

Contact

• Sheila Manek (smanek)  Email: smanek@idc.com  Phone number: +971 4 391 2741

Nairobi – Newly released data from IDC's Worldwide Quarterly Mobile Phone Tracker shows that Africa's smartphone market saw shipments grow 12.5% year on year (YoY) in Q4 2023 to total 19.8 million units. Smartphone markets across Africa performed well due to the focus of Chinese brands on the region amid a period of high inflation, local currency devaluations, and forex shortages. In contrast, Africa's feature phone market saw shipments decrease 7.8% over the same period to total 20.9 million units.

"Kenya recorded the region's highest YoY growth rate in terms of smartphone shipments in Q4 2023, coming from a low base when the market's dominant brands reduced their shipments in Q4 2022 in an effort to manage high inventory levels," says George Mbuthia, a senior research analyst at IDC. "Local assembly initiatives for low-end smartphones (below $200) also contributed to the strong growth seen in Kenya. In addition, mobile phone financing schemes have enabled consumers to acquire new smartphones by enabling payment installments over a long time period."

Nigeria overcame market volatility and a significant currency devaluation to record Africa's second-highest growth rate thanks to a strong push by Chinese brands. South Africa recorded a YoY decline due to the challenging economic environment and partly due to delays in shipments at the country's ports.

Transsion brands (Tecno, Itel, Infinix) continued to dominate Africa's smartphone market with their ultra-low-end devices (below $100), which were most marketable to a consumer base challenged by low purchasing power due to reduced income and the growing dollar rate. Samsung and Xiaomi followed the Transsion brands in second and third place, respectively.

Shipments of ultra-low-end smartphones (below $100) to the region were up 5.2% YoY in Q4 2023, while shipments of low-end ($100<$200) and midrange ($200<$400) devices increased 18.9% and 16.6%, respectively, indicating strong demand for budget-friendly smartphones.

Looking ahead, IDC forecasts YoY growth in smartphone shipments of 2.8% for 2024. "Handset renewal cycles have slowed as smartphones carry better features, increasing their longevity, and are more durable," says Ramazan Yavuz, a senior research manager at IDC. "However, in Africa, the transition from feature phones will support smartphone growth in the short and medium term, while AI phones and 5G adoption will fuel Africa's smartphones growth in the long term."

For more information, please contact Sheila Manek at smanek@idc.com  or on +971 4 446 3154.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,300 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world's leading tech media, data, and marketing services company. To learn more about IDC, please visit www.idc.com. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights.

IDC in the Middle East, Türkiye, and Africa

For the Middle East, Türkiye, and Africa region, IDC retains a coordinated network of offices in Riyadh, Nairobi, Lagos, Johannesburg, Cairo, and Istanbul, with a regional center in Dubai. Our coverage couples local insights with international perspectives to provide a comprehensive understanding of markets in these dynamic regions. Our market intelligence services are unparalleled in depth, consistency, scope, and accuracy. IDC MEA currently fields over 130 analysts, consultants, and conference associates across the region. To learn more about IDC MEA, please visit www.idc.com/mea. You can follow IDC MEA on Twitter at @IDCMEA.

Coverage