On March 5, Canalys, a well-known data research agency, officially released the 2023 annual and Q4 African smartphone market report.
According to the report, the overall shipment volume of the African market in 2023 will be 68.7 million units, a year-on-year increase of 6%. Overall shipments in 2023Q4 reached 19.2 million units, a year-on-year increase of 24%, which shows that the African smartphone market has recovered, and the number one brand in this market is the domestic mobile phone that we are not familiar with - Transsion.
Let's first look at the ranking of the African smartphone market in 2023Q4:
Champion: Transsion, with shipments of 9.8 million units and a market share of 51%, a year-on-year increase of 23%;
Runner-up: Samsung, with shipments of 4.3 million units and a market share of 22%, down 5% year-on-year;
Third place: Xiaomi, with shipments of 1.8 million units and a market share of 10%, a year-on-year increase of 88%;
Fourth: OPPO, with shipments of 900,000 units and a market share of 5%, a year-on-year increase of 156%;
Fifth: realme, ** with a volume of 700,000 units, a market share of 4%, a year-on-year increase of 105%.
See? Four of the top five brands in the African market are domestic brands, and the only overseas brand is Samsung, but all four domestic brands are growing year-on-year, and only Samsung is declining year-on-year.
Let's take a look at the performance of the African market for the whole year of 2023.
Champion: Transsion, with a volume of 34.5 million units, a market share of 50%, a year-on-year increase of 8%;
Runner-up: Samsung, with shipments of 17.7 million units and a market share of 26%, down 12% year-on-year;
Third place: Xiaomi, with shipments of 6.1 million units and a market share of 9%, a year-on-year increase of 45%;
Fourth: OPPO, with shipments of 2.8 million units and a market share of 4%, a year-on-year increase of 50%;
Fifth: realme, with shipments of 2 million units and a market share of 3%, a year-on-year increase of 44%.
The situation for the whole year is similar to that of Q4, only Samsung is declining year-on-year, and all four domestic brands are growing. It should be noted here that Transsion is definitely the "King of Africa", because its share of both Q4 and the whole year exceeds 50%, in other words, on average every two smartphones sold in this market, one of them is Transsion.