Top

MEA Smartphone Shipments Surge 30% YoY in Q4 2023; TECNO Surpasses Samsung for First Time

  • MEA smartphone shipments increased 30% YoY and 9% QoQ in Q4 2023.
  • 2023 shipments increased 11% YoY, reflecting growing market demand and improving consumer sentiment.
  • 5G shipments during the quarter grew 60% YoY, driven by Samsung and Apple.
  • TECNO grew 77% YoY in Q4, surpassing Samsung to lead the market for the first time.
  • Xiaomi and HONOR were the biggest YoY gainers in Q4 2023 due to multiple new launches at different price points.

London, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, New Delhi, Seoul – February 26, 2024

Smartphone shipments in the Middle East and Africa (MEA) region increased 30% YoY and 9% QoQ in Q4 2023, according to the latest research from Counterpoint’s Market Monitor Service. Globally, MEA was the region showing the highest YoY growth during the quarter, driven by improving economic conditions and rebounding consumer demand.

For the full year of 2023, the shipments grew 11% YoY as consumer sentiment steadily improved through the year with decreasing inflation and stabilizing local currencies. Vendors, which were sitting on high levels of inventory, returned to a more manageable footing after successfully executing multiple sales events and hefty discounts during the year.

Commenting on the market’s dynamics, Senior Analyst Yang Wang said, “MEA experienced remarkable growth, outpacing other regions due to the strong momentum since Q2 2023, as economies steadily recovered. The popularity of smartphones, proliferation of digital services like mobile money and social media, big infrastructure projects, and the expansion of services sectors also proved to be key catalysts, disproportionately benefitting lower-income groups.”

Notably, 5G smartphone penetration has been rapidly increasing over the past few years. In the MEA region, 5G shipments grew 60% YoY in Q4 2023, largely due to broader availability and declining component prices, narrowing the price gap between 4G and 5G chipsets. Many OEMs aggressively introduced 5G technology in lower-price tiers, recognizing this as a significant growth opportunity and enabling consumers to access future-ready devices at more affordable prices.

MEA Smartphone Market Shipments Share by Key OEM, Q4 2023 vs Q4 2022

During the quarter, TECNO saw 77% YoY growth, overtaking Samsung to secure the number-one spot in the MEA market for the very first time. This lead was mainly driven by the <$150 price band, which grew by 68% YoY for TECNO, with models like the TECNO Pop 7 and Camon 20 Pro receiving good response from consumers.

Apple further solidified its position in the top five, growing 26% YoY. This success was mainly due to the popularity of its latest iPhone 15 series in addition to its older series, driven by promotional offers and increased financing options. Moreover, Apple has begun establishing distribution channels in key markets like South Africa, Nigeria and Kenya, forging partnerships with operators and key distributors to expand its reach.

Commenting on the premiumization trend in the MEA region, Wang further added, “Premiumization has significantly favored OEMs such as Apple and Samsung. Being an aspirational brand for many in the region, iPhone has become a status symbol across MEA countries. Samsung also enjoyed notable success in Q4 2023 with the launch of the Galaxy Z Flip 5 and Z Fold 5, resulting in a 51% YoY jump in its sales in the >$600 range.”

MEA Smartphone Market Shipment Share by Key OEM, 2023 vs 2022

Transsion Group solidified its status as the region’s dominant OEM, capturing over 36% share in Q4 2023 and 32% during the entire year. Strong marketing campaigns and higher specifications in the affordable segment extended the company’s lead in the region.

Xiaomi grew 49% YoY mainly due to widening product availability and geographic reach. The Redmi 12 series has been particularly successful. HONOR and Motorola grew 426% YoY and 68% YoY, respectively, in the region, driven by their product portfolios’ expansion to cover various price points, particularly in the sub-$200 range.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Follow Counterpoint Research

press(at)counterpointresearch.com

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited

Registration

In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.