The Most Popular Smartphones in Nigeria vs. South Africa: What Do Users Prefer?

The smartphone market in Africa, particularly in Nigeria and South Africa, has witnessed tremendous growth over the years. Phone users in these countries prioritize different aspects when choosing a smartphone, such as affordability, brand reputation, camera quality, and software support.

With an increasing demand for affordable and high-performance devices, leading brands such as Samsung, Apple, Tecno, Infinix, and Xiaomi have tailored their offerings to suit the diverse needs of consumers.

This article provides an extensive analysis of the best-selling smartphones in Nigeria and South Africa, their key features, why they are popular, and what factors contribute to their high sales figures.

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Best-Selling Smartphones in Nigeria

Nigeria is one of the largest smartphone markets in Africa, with millions of people relying on mobile devices for communication, business, entertainment, and social networking.

Over the years, several smartphone brands have dominated the market, offering budget-friendly, mid-range, and premium devices.

Below are the best-selling smartphone brands in Nigeria, highlighting their strengths, market presence, and what makes them popular among Nigerians.

#1. TECNO

TECNO is arguably the most popular smartphone brand in Nigeria. A subsidiary of Transsion Holdings, TECNO has established itself as the go-to brand for affordable and durable smartphones.

This brand is widely recognized for its budget-friendly devices that come with decent specifications, long battery life, and good camera quality. The Camon and Spark series are among the most popular, offering impressive cameras and long battery life.

TECNO phones are particularly used by students, young professionals, and small business owners who need reliable phones at an affordable prices.

Why TECNO is Popular in Nigeria:

Affordability: TECNO offers entry-level and mid-range devices at competitive prices.
Good Battery Life: Many TECNO models come with large batteries, ensuring extended usage.
Local Market Focus: TECNO understands the Nigerian market and tailors its products to suit local needs.

#2. Infinix

Infinix, another brand under Transsion Holdings, is a household name in Nigeria. It competes closely with TECNO, offering stylish designs, strong battery life, and advanced camera systems.

The latest Infinix smartphones are particularly popular among young people who want high-performing devices without breaking the bank.

Why Infinix is Popular in Nigeria:

Stylish Designs: Infinix phones often have sleek and modern aesthetics.
Good Performance: With powerful processors and ample RAM, Infinix devices handle multitasking well.
Long-Lasting Battery: Many models come with large battery capacities and fast charging.
Affordable Pricing: Infinix balances performance and cost, making its devices accessible to many Nigerians.

#3. Samsung

Samsung is one of the most reputable smartphone brands globally, and it enjoys a strong presence in Nigeria. While Samsung phones are generally more expensive than TECNO and Infinix, they are known for their superior quality, excellent performance, and advanced technology.

The Samsung Galaxy A32, for instance, remains a popular choice due to its Super AMOLED screen, strong battery life, and sleek design. Samsung caters to all market segments, from budget-friendly Galaxy A-series to flagship Galaxy S and Z-series.

Why Samsung is Popular in Nigeria:

Brand Trust: Samsung has built a strong reputation for quality and durability.
High-End Features: Samsung’s premium devices offer the latest innovations in display, cameras, and processors.
Diverse Product Line: From budget to flagship models, Samsung provides options for different income groups.
Software Support: Samsung offers regular software updates and security patches, ensuring longevity.

#4. Apple (iPhone)

Apple’s iPhone is the ultimate status symbol in Nigeria. Despite being among the most expensive smartphones in the market, the latest iPhone models are widely sought after by business professionals, celebrities, and tech enthusiasts.

The iOS ecosystem, security features, and camera quality make iPhones a preferred choice for many Nigerians who can afford them.

Why iPhone is Popular in Nigeria:

Prestige and Status: Owning an iPhone is often associated with affluence and success.
Smooth Performance: Apple’s iOS is optimized for efficiency, speed, and security.
Camera Excellence: iPhones have some of the best smartphone cameras, ideal for photography and content creation.
Resale Value: iPhones retain their value longer than many other smartphone brands, making them a worthwhile investment.

#5. Xiaomi (Redmi & Poco)

Xiaomi has gained significant traction in Nigeria due to its aggressive pricing and impressive hardware. The company’s sub-brands, Redmi and Poco, offer feature-rich smartphones at relatively low prices.

Xiaomi phones often come with powerful processors, large batteries, and high-refresh-rate displays, making them appealing to gamers and tech enthusiasts.

Why Xiaomi is Popular in Nigeria:

Affordable Flagship Features: Xiaomi provides high-end features at budget prices.
Strong Battery Life: Many Xiaomi models have 5000mAh+ batteries with fast charging.
Customizable UI: MIUI offers extensive customization options for users.
Regular Updates: Xiaomi provides consistent software updates and new features.

#6. Itel

Itel, also under Transsion Holdings, is primarily known for producing ultra-budget smartphones. These devices are among the cheapest androids in Nigeria, making them accessible to low-income earners, students, and first-time smartphone users. The brand focuses on durability, simplicity, and long battery life rather than high-end specifications.

Why Itel is Popular in Nigeria:

Extremely Affordable: Itel phones are some of the cheapest on the market.
Durability: Built to withstand rough handling, making them ideal for everyday use.
Simple and User-Friendly: Perfect for people who need basic smartphone functions.
Strong Battery Performance: Many models have batteries that last all day.

#7. Oppo

Oppo is known for its innovative camera technology and stylish smartphone designs. The brand has been making waves in the Nigerian market, especially among young people who love photography and sleek devices.

Oppo phones compete with Samsung and Xiaomi in terms of performance and features.

Why Oppo is Popular in Nigeria:

Excellent Camera Features: Oppo is a leader in smartphone photography.
Sleek and Modern Design: Devices are attractive and feel premium.
Fast Charging: Oppo’s VOOC fast charging is among the fastest in the industry.
Reliable Performance: Strong processors and optimized software for smooth performance.

#8. Vivo

Vivo, another brand under BBK Electronics (which also owns Oppo and OnePlus), is gaining ground in Nigeria. Their smartphones combine affordability, great design, and solid camera features.

There are some Vivo phones you will fall in love with, which are even very affordable. The brand appeals to users who want stylish, high-performing devices at reasonable prices.

Why Vivo is Popular in Nigeria:

High-Quality Cameras: Great for photography and social media content.
Stylish Designs: Slim and elegant builds that attract younger users.
Good Battery Life: Many models come with large batteries and power-saving features.
Competitive Pricing: Offers great value for money in the mid-range segment.

#9. Huawei

Huawei was once a dominant player in Nigeria but has faced challenges due to trade restrictions affecting its ability to use Google services. Despite this, the brand remains relevant, especially with its strong hardware, excellent cameras, and powerful processors. Huawei is still a favorite for those who prioritize performance and innovation.

Why Huawei is Popular in Nigeria:

Premium Build Quality: Huawei devices are well-built and durable.
Powerful Hardware: Great for gaming and heavy multitasking.
Advanced Cameras: Some of the best smartphone cameras available.
Long-Lasting Battery: Optimized for efficiency and extended use.

#10. OnePlus

OnePlus is a premium brand that has found a niche audience in Nigeria. Known for its flagship-level performance at a relatively lower cost, OnePlus smartphones offer high refresh rate displays, fast processors, and smooth software experiences. Tech-savvy Nigerians appreciate the brand’s focus on speed and efficiency.

Why OnePlus is Popular in Nigeria:

Fast and Smooth Performance: Optimized for gaming and multitasking.
Premium Build: Feels like a high-end flagship without the extreme price.
OxygenOS Experience: Clean, fast, and customizable software.
Fast Charging: One of the fastest charging technologies available.

Best-Selling Smartphones in South Africa

South Africa’s smartphone market is slightly different from Nigeria’s, as consumers have a higher purchasing power and prefer a mix of premium and mid-range devices.

South Africa has one of the most advanced mobile phone markets in Africa. With a strong mobile network infrastructure and a high number of smartphone users, several brands dominate the South African smartphone industry. These brands are popular because they offer good value, great features, and solid performance.

Below are the ten best-selling smartphone brands in South Africa, along with detailed explanations of why they are so successful in the country.

#1. Samsung

Samsung is one of the most dominant smartphone brands in South Africa. The South Korean company has a strong reputation for producing high-quality devices, ranging from budget-friendly options to premium flagship smartphones.

South Africans appreciate Samsung’s durability, strong battery life, and impressive camera quality. The brand’s flagship models, such as the Galaxy S and Galaxy Note series, are particularly popular among business professionals and tech enthusiasts. For instance, the Samsung Galaxy S24 Ultra is for big men who can afford it.

#2. Apple

Apple’s iPhones are among the most desired smartphones in South Africa. Despite being premium devices with high price tags, many South Africans prefer Apple’s iOS ecosystem for its security, smooth user experience, and regular software updates.

The iPhone is seen as a status symbol in South Africa, and many consumers purchase the latest models to stay updated with technology trends. Apple’s presence in South Africa is also strengthened by official resellers and service centers that provide customer support and repairs.

#3. Huawei

Huawei has been a strong competitor in the South African smartphone market for years. The Chinese brand is known for offering feature-packed devices with powerful cameras, long battery life, and good processing power at competitive prices.

Huawei’s P and Mate series have been well-received in the country. Infact, Huawei just released a New Pura 70 Series Phones in South Africa. Even with trade restrictions affecting its access to Google services, Huawei have bolstered its resilience by offering alternatives like its HarmonyOS system and AppGallery store.

#4. Xiaomi

Xiaomi is rapidly gaining popularity in South Africa due to its budget-friendly yet powerful smartphones. The Chinese brand is well-known for offering high-performance devices at lower prices compared to competitors.

Xiaomi’s Redmi and Mi series smartphones are particularly favored by students, young professionals, and budget-conscious buyers. The brand’s competitive pricing, strong battery life, and high-quality cameras make it one of the best-selling smartphone brands in the country.

#5. Oppo

Oppo has made significant strides in South Africa, appealing to users who want stylish, camera-focused smartphones. The brand’s Reno and A-series devices have gained traction due to their impressive photography capabilities, fast-charging technology, and sleek designs.

Oppo also focuses on delivering high-quality displays and user-friendly interfaces, making its smartphones a favorite among younger consumers and social media enthusiasts.

#6. Vivo

Another Chinese smartphone brand that is making waves in South Africa is Vivo. Known for its innovative camera technology and high-quality displays, it offers smartphones that cater to both mid-range and high-end users.

The brand’s devices often feature pop-up cameras, in-display fingerprint sensors, and AI-powered photography features, making them attractive to tech-savvy South Africans. Vivo’s aggressive marketing and affordable pricing have contributed to its growing success in the country.

#7. Nokia

Nokia, once a household name in the mobile phone industry, has managed to regain some of its market share in South Africa. The brand is known for producing durable smartphones with clean Android experiences.

Many South Africans appreciate Nokia’s software update policy, which ensures that their devices receive security patches and new Android versions regularly. Nokia smartphones are particularly popular among older users and those looking for reliable and affordable devices.

#8. Tecno

Tecno is one of the leading smartphone brands in Africa and has a massive following in South Africa. The brand focuses on providing affordable smartphones with good performance, large batteries, and decent cameras.

Tecno’s Spark, Camon, and Phantom series cater to different segments, from entry-level users to those looking for more advanced features. The brand is particularly strong in urban and rural areas where price sensitivity is high.

#9. Hisense

Hisense, a brand well-known for its televisions and home appliances, has also established itself in the smartphone market. The company offers affordable and durable smartphones that cater to budget-conscious consumers in South Africa. Hisense phones provide solid performance, long battery life, and good build quality, making them a practical choice for many users.

#10. Itel

Itel is another budget-friendly smartphone brand that performs well in South Africa. Their smartphones are designed for entry-level users who need basic smartphones at the lowest possible prices.

The brand is popular in rural areas and among first-time smartphone buyers who need devices for essential tasks like calling, messaging, and light internet browsing. Itel’s affordability and long battery life make it a preferred choice for many South Africans looking for a reliable phone on a tight budget.

Key Differences in User Preferences

Nigeria: Price and Battery Life Matter More

Nigerians prioritize affordability, battery life, and camera performance. The dominance of Tecno, Infinix, and Xiaomi reflects the market’s preference for value-for-money devices. Many users need long battery life due to inconsistent power supply, making brands like itel and Tecno attractive.

South Africa: Brand Loyalty and Software Support

South African consumers tend to stick with well-established brands like Samsung and Apple due to their reliability and software support. The ability to receive software updates for years, trade-in options, and after-sales services play a crucial role in purchasing decisions.

The Future of Smartphone Markets in Nigeria and South Africa

While budget smartphones dominate the Nigerian market, there is increasing demand for mid-range and flagship devices. As incomes grow and financing options improve, brands like Samsung and Xiaomi are expected to expand their market share.

In South Africa, Samsung will likely maintain its dominance, but brands like Xiaomi and Oppo could grow by targeting mid-range consumers with affordable yet high-performing devices. Apple will also remain a key player in the premium segment, but Huawei’s presence is expected to decline further.

FAQs

What is the top-selling phone in Africa?

Statista asked South African consumers about the “most popular smartphone brands” and found that Samsung takes the top spot, while Nokia is at the other end of the ranking. These results are based on a representative online survey conducted in 2024 among 1,984 consumers in South Africa.

Which phone do Nigerians use the most?

In 2024, Tecno was the market leader among mobile device vendors in Nigeria, with a market share of over 25 percent. Infinix ranked second with around 21 percent, followed by Samsung with an 11 percent share.

Which country uses phones the most in Africa?

Nigeria currently leads other African countries with a mobile phone penetration rate of 85%. According to the National Bureau of Statistics (NBS), the total number of active mobile subscriptions in Nigeria stood at 219.3 million as of Q1, 2024.

What percentage of Nigerians use iPhones?

Google’s Android dominates the Nigerian mobile operating system market, with a market share of 88.08 percent as of November 2024. Apple’s iOS is Android’s only major competitor, with a share of 9.26 percent.

What percentage of South Africans use iPhones?

Google’s Android dominates the mobile operating system market in South Africa. As of November 2024, Android had a market share of over 83 percent, with Apple’s iOS claiming around 15.87 percent.

Conclusion

The smartphone markets in Nigeria and South Africa differ significantly in user preferences. Nigerians prefer affordable, long-lasting devices, making brands like Tecno, Infinix, and Xiaomi the most popular. Meanwhile, South Africans prioritize software support, brand reliability, and premium experiences, leading to Samsung and Apple’s dominance.

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References

Kashgain.net – 10 Nigeria’s Best-Selling Smartphone Brands
Thecable.ng – The top five phones in Nigeria
Statista.com – Most popular smartphone brands in South Africa
Mybroadband.co.za – Most popular smartphone brands in South Africa
Businesstech.co.za – Most popular smartphone brands in South Africa – Apple vs Samsung vs Huawei and more