African smartphone Q1 shipment ranking: Transsion first, Xiaomi third

On June 12, market agency Canalys disclosed the latest data that in the first quarter of 2024, smartphone shipments in Africa surged 24% year-on-year to 18.2 million units. This is mainly due to new product launches from major suppliers and easing inflation in most markets.

1. Manish Pravinkumar, senior analyst at Canalys in Dubai, said: "The ultra-low-end market (sub-US$100) is expected to grow by 13% in 2024 as mass-market manufacturers strengthen product offerings."

2. By country/ From a regional perspective, the smartphone market in sub-Saharan Africa is growing rapidly, with Nigeria performing well, with a year-on-year growth of 42%; the South African market has grown by 19%. In comparison, smartphone shipments in Kenya fell 7% due to higher import duties and value-added tax.

   

   In North Africa, Egypt leads the way with 39% growth, supported by the stable Egyptian pound and Gulf Cooperation Council (GCC) funding. Algeria grew by 16% driven by strong consumption and investment, while Morocco saw the market decline by 17% due to higher tariffs.

Manufacturer Performance

In the first quarter of 2024, Transsion maintained strong growth momentum driven by entry-level models and consumer upgrades from low-average selling price African markets. Its smartphone shipments were 9.5 million units, a year-on-year increase of 36%, and it ranked first with a 52% market share.

1. Samsung ranked second with 3.8 million units shipped and 21% market share, down 14% year-on-year.

2. Xiaomi achieved 333% growth in the ultra-low-end market, which was largely attributed to the hot sales of its Redmi digital series and A series models.
3. realme re-entered the entry-level market with the launch of the new Note series and a "value for money" strategy, shipping 600,000 units and achieving a market share of 4%.
4. OPPO shipments fell slightly by 1% and are expected to return to pre-2022 levels by strengthening the entry-level product portfolio.

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