Africa extends its smartphone growth streak, but 2025 projected to see moderate 3% growth  

Africa’s smartphone market kicked off 2025 on a high note as regional shipments grew for the eighth consecutive quarter. According to Canalys (now part of Omdia), shipments climbed 6% year on year in Q1 2025, reaching 19.4 million units. While other regions saw weaker demand for entry-level devices, Africa benefited from resilient offline retail activity and renewed vendor focus on broad-based market coverage. Q1 momentum was also supported by targeted policy moves in key markets, easing currency volatility and early-year product refreshes aimed at the value-conscious segment. 

Egypt remained North Africa’s top market, with shipments growing 34% year on year in Q1 2025. This surge was driven by IMEI whitelisting to tackle grey-market devices, greater macroeconomic stability and a renewed emphasis on local manufacturing. Algeria’s smartphone market witnessed 16% growth, supported by a mix of government policies, telecom advancements and growing consumer demand. The “DZ Mob Pay” launch in Q1 and earlier mobile payment initiatives are driving digital adoption. 

In Sub-Saharan Africa, South Africa led the way with 14% growth, driven by government efforts such as removing a 9% luxury excise tax on smartphones priced under ZAR2,500 (US$137) and phasing out 2G/3G networks to expand access to 4G and 5G. Conversely, Nigeria’s market contracted 7% amid ongoing economic pressures, which shifted consumer focus toward essentials. Nonetheless, the country’s large, youthful and tech-savvy population continues to represent long-term potential. Kenya saw modest 1% growth, but early signs are positive, driven by the steady adoption of flexible financing models. 

TRANSSION eases as Samsung and Xiaomi find fresh traction in Q1 2025 

Navigating complexity: Africa's smartphone market faces a delicate 2025 

“Africa’s smartphone market holds promise in 2025, but persistent economic challenges are keeping growth in check,” added Pravinkumar. “While vendors and telecom operators actively invest in long-term digital growth, short-term challenges persist. Consumers remain under pressure from rising living costs and bureaucratic inefficiencies in several African economies, which will dampen or delay critical investment plans. However, the market shows signs of resilience, with 4G devices accounting for 85% of shipments and the mid-tier segment (US$100 to US$199) commanding a 42% share in Q1 2025. But this reflects constrained purchasing power, limiting demand for higher-spec upgrades. The market’s dependence on financing partnerships, such as with OnPhone Mobile and LOOP in Kenya, EasyBuy in Nigeria, improves access but raises flags around consumer debt sustainability.” 

“Canalys (now part of Omdia) forecasts Africa’s smartphone market to grow by a modest 3% in 2025, amid persistent challenges such as sluggish infrastructure development, rising sovereign debt and macroeconomic instability,” stated Pravinkumar. “Global trade disruptions, driven by US-China tariff tensions, are expected to dampen consumer sentiment in major economies, with cascading effects on emerging markets. As investment flows tighten, Africa’s economically sensitive markets face increased volatility. While 4G and early-stage 5G deployments offer promise, they require high capital commitments. Urban youth, driven by digital aspirations, represent a strong demand base. Yet, limited disposable income and growing reliance on financing continue to constrain broader market stability.” 

For more information, please contact:

Manish Pravinkumar: manish_pravinkumar@canalys.com 

About Smartphone Analysis

Canalys’ worldwide Smartphone Analysis service provides a comprehensive country-level view of shipment estimates far in advance of our competitors. We provide quarterly market share data, timely historical data tracking, and detailed analysis of storage, processors, memory, cameras and many other specs. We combine detailed worldwide statistics for all categories with our unique data on shipments via tier-one and tier-two channels. The service also provides a unique view of end-user types. At the same time, we deliver regular analysis to give insights into the data, including the assumptions behind our forecast outlooks. 

About Canalys

Canalys, now part of Omdia, is a leading global technology market analyst firm with a distinct channel focus. We strive to guide clients on the future of the technology industry and to think beyond the business models of the past. We’ve delivered market analysis and custom solutions to technology vendors worldwide for over 25 years. Our research covers emerging, enterprise, mobile and smart technologies. Understanding channels is at the heart of everything we do. Our insightful reports, data and forecasts inform our clients’ strategies, while the Canalys Forums and Candefero online community give the channel feedback opportunities. We stake our reputation on the quality of our data, our innovative use of technology and our high level of customer service.

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