Nigeria’s smartphone ownership has climbed to 75%, up from 64% in 2023, according to the Nigeria Smartphone Study: A Nationwide Analysis of Smartphone Ownership and Digital Application Usage, conducted by KPMG in partnership with Orange Group Nigeria. This growth reflects a rapid transition from feature phones to internet-enabled devices, driving increased reliance on mobile platforms for communication, financial transactions, entertainment, and productivity. Lawrence Amadi, partner & head of Technology, Media & Telecommunications at KPMG Africa, emphasized that the study aims to provide businesses and investors with insights into consumer behavior, enabling informed decision-making in Nigeria’s evolving digital economy.
The research revealed that Android devices dominate the market, accounting for 96% of smartphones, with Tecno leading as the top brand at 30% market share. Social media and messaging apps are deeply embedded in daily usage, with WhatsApp installed on 95% of devices, followed by Facebook (87%) and TikTok (70%). Fintech applications like OPay and PalmPay also show strong penetration, with 69% and 29% of smartphone users, respectively. Additionally, file-sharing platforms such as Xender (77% penetration) and cloud services like Google Drive (31%) highlight the expanding role of smartphones beyond communication, while AI tools like ChatGPT and Google Assistant signal a shift toward digital productivity.
Ernest Ezenna, Business Development director at Orange Group Nigeria, attributed the digital transformation to Nigeria’s youthful population, improved internet connectivity, and declining smartphone costs. Adetola Adesanoye, Research Lead at Orange Group Nigeria, noted the study’s rigorous verification process, ensuring respondents’ app installations were confirmed rather than self-reported. The first edition of the study, launched in 2019, is planned as a biennial report across multiple cities to track evolving trends. Amadi cited Temu’s targeted marketing strategy in Nigeria as an example of how data-driven insights can shape market entry, leveraging consumer feedback from platforms like social media to refine strategies.
As smartphone adoption accelerates, businesses must adapt to shifting consumer preferences and application usage patterns to capitalize on Nigeria’s mobile-first economy. The study underscores the need for tailored digital services that align with affordability, accessibility, and evolving user demands. With the digital ecosystem expanding, stakeholders are urged to leverage data-driven strategies to foster sustainable growth in a market where mobile technology is increasingly central to economic and social life.