16.3 billion smartphones have been shipped globally in the past 13 years

In 1994, the IBM Simon Personal Communicator, paved the way for a digital revolution. Fast forward to 2017, when smartphone shipments peaked at 1.57 billion units. However, the subsequent six-year period witnessed a 25% decline in shipments.

Source:

Counterpoint Research

Period:

2011 - 2023
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Samsung leads Ghana’s smartphone market with 26.4% share, followed by Tecno (17.7%) and Apple (17.4%)
  • Samsung dominates with 26.42% of Ghana’s smartphone market, making it the clear leader.
  • Tecno (17.7%) and Apple (17.4%) are in a tight race for second place, separated by just 0.3 percentage points.
  • Infinix (10.5%) and Itel (5.2%) highlight the strong presence of Transsion Holdings brands in Ghana.
  • Global giants like Huawei (6.8%) and Xiaomi (2.5%) lag behind, showing Ghana’s preference for budget-friendly African-focused brands.
Samsung commands over half of South Africa’s smartphone market at 51.5% as of July 2025
  • Samsung controls more than half of the South African smartphone market, more than all other brands combined.
  • Apple holds 17.61%, less than half of Samsung’s share, but remains the clear premium alternative.
  • Despite global challenges, Huawei captures 10.03%, placing third in the market.
  • Honor, Xiaomi, and Oppo collectively hold approximately 11.6%, while smaller brands like Tecno, Itel, and Nokia struggle below 2% each.
The total global monthly cellular data usage across all mobile app categories reached 146.92 EB in January 2025
  • Video apps consumed 75.86% of the total global mobile data, making them by far the largest data users.
  • Social networking apps accounted for 7.84% of the total data usage, translating to 11.52 exabytes.
  • The "Others" category, which includes smaller app groups, made up 10.48% of global mobile data usage.
  • Software updates consumed 2.73% of the global mobile data volume, equivalent to 4.01 exabytes.
  • Web browsing took up 1.42% of mobile data use globally, accounting for 2.09 exabytes.
  • Audio apps like streaming music services accounted for 1.20% of the total mobile data usage.
  • File sharing applications consumed just 0.47% of the mobile data globally, indicating a relatively small share compared to other categories.
The number of smartphone handsets globally has increased by 4.43B in the last 10 years
  • From 2.99B in 2015 to 7.42B in January 2025, the world has added more than 4.4 billion smartphone devices in a decade.
  • Annual growth dropped from a high of 23.1% in 2016 to 3.6% in 2025, a clear sign of global market saturation.
  • During 2016-2018, the world added nearly 2 billion new smartphones.
  • Since 2020, annual growth has been under 6%.
  • Most of the future growth will come from device upgrades or multiple device ownership, not necessarily new smartphone users.
Tecno has the highest share among phone brands in Nigeria at 23.55% as of February 2025
Key takeaways:
  • Tecno (23.55%) and Infinix (21.73%) lead the Nigerian mobile market, making up a combined 45.28% of the market share.
  • Samsung (12.36%) is the leading non-Chinese brand, with Apple (9.43%) following closely behind.
  • Xiaomi (7.15%) and Huawei (4.34%) are emerging as significant players in Nigeria's mobile sector.
  • Premium brands such as Samsung (12.36%) and Apple (9.43%) have considerable but smaller market shares compared to their Chinese counterparts.
  • Chinese manufacturers collectively dominate over 60% of the mobile market in Nigeria.
In February 2025, Samsung (29.80%) achieved the largest mobile market share to usage across Africa
Key takeaways:
  • In February 2025, Samsung and Apple dominate the mobile market in Africa.
  • Samsung leads with a 29.80% share of the continent's mobile market based on usage.
  • Apple ranks second with a 13.27% share, demonstrating resilience in markets sensitive to pricing.
  • Collectively, Chinese manufacturers hold more than 45% of the mobile market in Africa.
  • Brands under Transsion Holdings (Tecno, Infinix, Itel) together represent nearly 25% of the total market share based on usage.
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