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The Smartphones in Sub-Saharan Africa: trends and forecasts 2015–2020

The Smartphones in Sub-Saharan Africa: trends and forecasts 2015–2020

Smartphone sales in Sub-Saharan Africa (SSA) will grow at a CAGR of 10.8% between 2015 and 2020, from 63&nbsp;million units to 105&nbsp;million units.&nbsp;<span>This report provides forecasts and analysis of the trends that affect smartphone sales in the region.


Executive summary
Executive summary: Low-income users will drive smartphone unit sales in Sub-Saharan Africa
Worldwide trends
Worldwide: Smartphone markets are saturating – operators and vendors must reassess their priorities
Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia–Pacific
Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 5
Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
Worldwide: Operator bundles are in demand and play a role in
prepaid-to-postpaid migration
Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
Worldwide: iOS’s market share of unit sales will remain stable at around until 0
Regional trends
Sub-Saharan Africa: Low-cost models are still critical to smartphone adoption, but structural challenges remain
Sub-Saharan Africa : Key regional trends
Sub-Saharan Africa: The increasing level of social media engagement and demand for data connectivity will spur smartphone adoption
Country-level trends
Ghana: Strong demand for affordable handsets is bolstering
the informal supply chain
Kenya: Price competition and operators expanding their distribution channels are driving smartphone adoption
Nigeria: The smartphone adoption rate will continue to rise
despite a difficult economic outlook
South Africa: Handset subsidies will drive smartphone
adoption in the high-end segment
Forecast methodology and assumptions
Forecast methodology and assumptions
About the authors and Analysys Mason
About the authors
About Analysys Mason
List of figures
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Sub-Saharan Africa, 0
Figure Mobile handset unit sales by type, and smartphones’ share of unit sales, worldwide, 0
Figure Smartphone unit sales by region, and 0
Figure Percentage of respondents who bought their most recent handset from an operator, countries, and averages for and 5
Figure Device bundling and financing plans by type
Figure Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up
Figure Choice of next mobile tariff  by type among those who plan to change their tariffs, by current tariff type, European countries, US and South Korea
Figure Choice of next mobile tariff  by type among those who plan to change their tariffs, by current tariff type, countries in MEA and emerging APAC
Figure Smartphone unit sales by manufacturer, worldwide, 0
Figure Smartphone unit sales by operating system, worldwide, 0
Figure Mobile handset connections by type, and smartphones’ share of connections, Sub-Saharan Africa, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Sub-Saharan Africa, 0
Figure Key regional trends in handset markets, Middle East and North Africa
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Ghana, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Kenya, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, Nigeria, 0
Figure Smartphone unit sales and smartphones’ share of mobile handset unit sales, South Africa, 0
Figure Main enablers and constraints for our smartphone forecasts

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