Nigeria Sees Significant Growth in Smartphone Ownership and App Engagement
A new study by KPMG West Africa in partnership with Orange Group reveals that smartphone penetration in Nigeria has reached 75% in 2025, a substantial increase from 64% in 2023. The comprehensive report, based on surveys of over 13,000 respondents across 12 major cities, offers insights into how Nigerians are using mobile devices for various aspects of their digital lives.
Key Findings:
- Android Dominance: Android operating systems account for an impressive 88% of smartphones in use
- Top Brands: Tecno leads with a 30% market share, followed by Samsung (25%), and others competing for the remaining 45%
- Fintech Powerhouse: OPay is installed on 69% of smartphones, making it the most popular fintech app, ahead of PalmPay (29%) and Moniepoint (14%)
- Communication Leaders: WhatsApp remains the undisputed leader with 95% usage, followed by Facebook (87%), and TikTok (70%)
The study also examined usage patterns across various categories including e-commerce, transportation, entertainment, education, gaming, and emerging technologies like cryptocurrency and AI.
Why This Matters:
This growth underscores the increasing reliance on smartphones for daily activities in Nigeria. The insights are particularly valuable for businesses seeking to understand consumer behavior and tailor their offerings to meet evolving digital needs. With 85% of users aged 18-45, and a significant portion from lower socio-economic backgrounds (95% falling within C2-DE categories), this research provides a nuanced view of the Nigerian digital economy.
Orange Group initiated the study in 2019 to explore how consumers and merchants interact with mobile devices. “We’re curious about whether we can innovate and introduce products that truly meet consumers at their point of convenience,” explained Adegboyega Ajayi, Head of Business Intelligence at Orange Group.