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Nigeria’s smartphone market rose to 81% in 2021 – Research

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ANNUAL smartphone sales in Nigeria grew 81 per cent in 2021.

  A Counterpoint Research’s global monthly handset sales tracker said Nigeria’s smartphone market entered that a slowdown in early 2020 amid pandemic restrictions recorded rising demand in 2021.

According the research, the rise was driven by improving economic conditions, pent-up demand, and entry of new Chinese OEMs, besides increasing digital adoption due to the pandemic, expansion of social media, entertainment, and mobile money and drop in data costs also drove customer demand.

Talking about the network penetration in Nigeria, Research Associate Anam Padha said, “sales share of LTE smartphones in Nigeria grew to 72 per cent in 2021, while that of 3G smartphones dropped. The expansion of 4G networks by operators will keep data costs low even as better connection quality and improved internet experience fuel further growth. 5G smartphone sales penetration grew from 0.3 per cent in 2020 to 3 per cent in 2021.”

Also explaining the trend, another Research Associate Ravyansh Yadav, said “the ASP of smartphones sold in Nigeria grew 9 per cent in 2021 driven by demand for devices capable of handling heavy internet use. Nearly 90 per cent of smartphone sales in 2021 were in the less than $200 price band, where Transsion brands Infinix, itel and TECNO captured 63 per cent share. Transition brands are expected to maintain their price competitiveness for the foreseeable future.”

But observers worry that with inflation likely to remain high, smartphone ASP is expected to increase further in 2022 in Nigeria.

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