Shipments of smartphones to Nigeria was 5.3 percent in Q4, 2019, as demand for lower brands priced below $100 rose, owing to the weakened disposable income of many Nigerians.
The International Data Corporation (IDC), which observed this, noted that while the overall African mobile phone market grew 3.8 percent year-on-year (YoY) in Q4 2019, Nigeria’s smartphone market expanded by 5.3 percent to total 2.9 million units in the last quarter.
According to IDC, brands including Tecno, Infinix, Itel, and Samsung continued to dominate the Nigerian market, launching various models and promotions with network operators to attract customers.
IDC, the global market intelligence firm, noted that in terms of price bands, devices priced below $200 accounted for 83.2 percent of smartphone shipments to Africa in Q4 2019, whereas the share of smartphones priced below $100 bands increased from 46.8 percent in Q4 2018 to 51.2 percent in Q4 2019 in Nigeria, South Africa, Egypt, Kenya, and others, while the share of devices priced $100 to $200 declined.
On the South African market, IDC said the smartphone market grew 2.2 percent YoY in the period under review to total of 6.5 million units.
According to Research Analyst at IDC, Arnold Ponela, said: “The increase can be attributed to seasonal factors, with Q4 traditionally being the strongest quarter of the year when demand is stirred by Black Friday and the Christmas season.”
Ponela said leading smartphone brands such as Samsung, Huawei, and Mobicel are offering feature-rich entry-level smartphone models. Network operators further enhanced this by providing discounted bundles and tariff plans to consumers.
Similarly, IDC said the Egyptian smartphone market grew 6.4 percent QoQ as vendors offered devices with more competitive prices, larger screens, and improved features. The vendor landscape in Egypt is changing, with Oppo overtaking Samsung, the longtime dominant brand in the country.