Samsung dominates Kenya’s smartphone market as Tecno slips
Tecno, long considered Samsung’s closest rival in Kenya, declined from 17.9 per cent to 15.02 per cent, though it retained the second position overall.
Kenya’s smartphone market is exhibiting clear signs of shifting consumer preferences, with Samsung strengthening its position as the leading mobile brand between April 2024 and April 2025, according to newly released data from StatCounter.
Samsung’s market share rose from 22.76 per cent to 27.57 per cent over the 12-month period—a significant increase that reinforces the South Korean brand’s dominance in the country.
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This growth is likely driven by a broad range of offerings across premium and mid-range segments, including the flagship Galaxy S24 series, the A series, the budget-friendly S24 FE, and foldables such as the Z Fold 6 and Z Flip 6, all of which were available locally.
Tecno, long considered Samsung’s closest rival in Kenya, declined from 17.9 per cent to 15.02 per cent, though it retained the second position overall.
The once-rising “Unknown” category—often reflecting unclassified brands or devices with privacy-blocked identifiers—also dropped, from 13.98 per cent to 10.68 per cent.
Chinese brands Infinix and Nokia also recorded notable decreases, from 8.98 per cent to 7.56 per cent and 9.03 per cent to 7.21 per cent, respectively.
Meanwhile, Oppo, Vivo, and Xiaomi (Redmi) showed upward momentum: Oppo rose from 6.67 per cent to 7.52 per cent, Vivo increased from 0.86 per cent to 1.85 per cent and Xiaomi grew from 4.17 per cent to 6.01 per cent.
These gains indicate rising consumer confidence in their mid-range and budget offerings.
One of the most surprising shifts came from Apple, whose market share rose from 3.41 per cent to 4.89 per cent in a market where iPhones are often viewed as luxury items. This increase may be attributed to improved access to second-hand and refurbished models, alongside growing interest in the iOS ecosystem, particularly among young professionals.
Other notable shifts:
Itel experienced a slight decline from 3.97 per cent to 3.63 per cent.
Huawei continued to lose ground, falling from 2.84 per cent to 2.37 per cent, likely due to ongoing import and support limitations.
Realme, not to be confused with Xiaomi (Redmi), gained traction, rising from 1.39 per cent to 2.12 per cent, suggesting promise in the budget segment.
Safaricom’s own-branded devices saw a sharp decline from 2.38 per cent to 1.03 per cent.
Emerging players:
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Vivo stood out by more than doubling its share from 0.86 per cent to 1.85 per cent, outperforming rivals Tecno and Infinix in growth rate.
Google Pixel devices rose from 0.15 per cent to 0.96 per cent, hinting at interest among tech-savvy early adopters.
OnePlus recorded a modest increase from 0.21 per cent to 0.32 per cent.
Other brands such as Lenovo, Sony, LG, HTC, and ZTE saw marginal improvements, while Wiko, Vodafone, and Alcatel registered declines. Hisense maintained a minimal market share of 0.01 per cent.
Kenya’s smartphone market remains vibrant and fiercely competitive. While Samsung continues to benefit from innovation and brand loyalty, Chinese brands remain strong contenders, and smaller players are gradually carving out niche segments.
Pricing, software support, and availability remain crucial factors influencing consumer choices.
As 2025 progresses, brands that prioritise local needs, competitive pricing, and standout features are poised for growth in East Africa’s dynamic digital space.
Though Samsung led overall from April 2024 to April 2025, the first quarter of 2025 (January to April) revealed new momentum: brands including Itel, Apple, Xiaomi, Realme, Vivo, Huawei, Google, Vodafone, OnePlus, Lenovo, Honor, HTC, and even the “Unknown” category all recorded gains. In contrast, most other brands saw declines, hinting at a potential market shake-up underway.
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