CHART: Feature phones accounted for 55% of all mobile phone shipments in Africa in Q3 2024
Sub-$100 smartphones grew 35%, showing demand for affordable options.
- Africa’s smartphone market grew only 3% in Q3 2024 amid tough economic conditions.
- TRANSSION dominates with a 50% market share
- Egypt led with 34% growth, Nigeria grew only 1%, while other major markets – South Africa, Kenya and Morocco – saw declines.
Africa’s smartphone market is proving resilient, growing by 3% in Q3 2024, reaching 18.4 million units shipped despite inflation, energy price volatility, and sluggish consumer demand. But beneath this growth lies a striking reality: feature phones still account for 55% of total mobile shipments.
Amid the enduring popularity of simpler, cheaper feature phones and the demand for affordable options, smartphone manufacturers are adapting with affordable options.
Brands like TRANSSION (Infinix, TECNO, iTel) dominate with budget-friendly devices, while Xiaomi, OPPO, and HONOR are gaining ground by offering more value-packed choices. These strategies highlight affordability as the key to unlocking demand across the continent.
Looking at regional performance, Egypt emerged as a bright spot with an astounding 34% growth in smartphone shipments for three consecutive quarters. The secret? Localized production. By making more smartphones at home, Egypt has cut its reliance on imports by 99% since 2021. This move has slashed costs and helped the country adapt to economic pressures better than its neighbours.
In contrast, other key markets have struggled. Nigeria, Africa’s second-largest smartphone market, barely grew by 1% as its currency depreciated sharply, while South Africa saw a 10% decline due to economic uncertainties. Kenya and Morocco faced even steeper drops (10% and 24% respectively), grappling with high fuel costs, production challenges, and tax hikes.
While feature phones highlight key challenges in Africa’s digital transformation, success stories like Egypt’s show immense promise. With localized production, growing 4G networks, and ambitious plans for 5G, the country provides a blueprint for what’s possible across Africa—how to turn challenges into opportunities.
