Market News

By Chinenye Anuforo 

Nigeria’s smartphone sub-sector has shown strong signs of recovery, with shipments rising 29 per cent year-on-year in the third quarter of 2025 (Q3 2025), according to a new report by global technology market analyst Omdia.

Omdia’s data showed that Africa’s total smartphone shipments climbed 24 per cent year-on-year to 22.8 million units in Q3 2025, ending five consecutive quarters of decline continent-wide. Nigeria and Egypt each accounted for roughly 14 per cent of regional shipments, with Nigeria’s 29 per cent year-on-year growth one of the strongest among major markets.

Industry analysts attributed this recovery largely to improved macroeconomic stability in particular the relative steadiness of the Naira throughout 2025. After a period of sharp depreciation in 2024 triggered by foreign exchange reforms, the Naira stabilised in 2025, helping ease pricing pressures on imported devices and restore confidence among vendors and consumers.

According to the report, many vendors responded to the improved currency environment by accelerating imports and refreshing product portfolios, especially at affordable price points. The sub-$100 category saw the fastest growth, with shipments climbing 57 per cent year-on-year, a signal that demand among price-sensitive buyers is now strengthening.

this resurgence, particularly in the ultra-budget and entry tier segments. Vendors refreshed key models and expanded open-market distribution, tapping into Nigeria’s large, youthful, and increasingly connected population.

At the same time, global brands like Samsung and Apple maintained momentum in the premium tier, underscoring ongoing revenue opportunities for high-end device makers even amid economic headwinds. This trend aligns with broader global smartphone market patterns, where both low-end and high-end segments are often the fastest to grow. For example, recent global industry data show that overall smartphone shipments rose by roughly 3 per cent in Q3 2025, outpacing broader market stagnation earlier in the year.

Across Africa, most markets delivered double-digit year-on-year growth in Q3 2025. South Africa posted the highest growth among major markets at 31 per cent, while Egypt and Kenya also recorded notable increases in shipments. Algeria was a relative outlier with lower growth, highlighting variability across the region.

While Nigeria’s rebound has been impressive, industry experts caution that future growth may face headwinds. Omdia anticipates that Africa’s overall smartphone market could contract by around 6 per cent in 2026, driven by rising component costs, supply chain pressures, and persistent affordability challenges, particularly in low-end 4G segments where most demand is concentrated.

Analysts said Nigeria’s performance in Q3 2025 reinforces the strong link between currency stability and technology adoption in emerging markets. As smartphone ownership continues to rise, access to mobile internet and digital services is expected to grow, with broader implications for sectors such as fintech, e-commerce, and digital media. Continued vendor focus on flexible financing options and affordable device portfolios may further boost adoption across demographic segments.