Africa’s smartphone market is resilient: 12% growth in Q3 2023 amid macro-volatility

Africa’s smartphone market is resilient: 12% growth in Q3 2023 amid macro-volatility

Despite macroeconomic challenges, import restrictions, and volatile currencies in key markets, the region experienced an impressive 12% year-on-year growth in shipments, totaling 17.9 million units.

TRANSSION maintained its leading position, and achieved 9% annual growth, securing a dominant 48% market share. The company is strategically expanding its footprint, especially in emerging markets, focusing on price bands below US$100. Samsung, hit by a 13% decline due to challenges in its mid-to-high-end devices, retained second position with 26% market share. Xiaomi and OPPO’s successful resurgence with impressive annual growth rates of 100% and 259%, respectively were fueled by significant investments, especially in the Egyptian market, which contributed to positive Q3 results. realme’s iconic Number series helped garner an impressive 11% growth. At its core is the C series which is hailed as the brand's ‘Hero range’ for its focus on innovative high-spec, low-cost pricing.

“The African market demonstrates strong resilience in demand and supply amid macroeconomic challenges,” said Canalys Senior Consultant, Manish Pravinkumar. “Despite rapid currency devaluation, South Africa's smartphone market exhibited a remarkable growth of 20%. This surge was fueled by the demand for entry-level devices, particularly catering to the extensive pre-paid segment. Additionally, mid-tier devices experienced heightened demand, the prevalence of load-shedding