Nigeria’s Mobile Revolution Continues with Record Smartphone Penetration

A new study by KPMG West Africa and Orange Group reveals that smartphone ownership in Nigeria has reached 75% in 2025, up from 64% in 2023. This marks a significant expansion of digital access across the country’s major cities.

The comprehensive report, which surveyed over 13,000 respondents in 12 urban centers, offers insights into how Nigerians use their mobile devices for finance, communication, commerce, and entertainment.

Key Findings:

• Android Dominance: 88% of smartphones used are Android devices
• Top Brands: Tecno leads with 30% market share, followed by Samsung (24%) and Xiaomi (17%)
• Fintech Leader: OPay is pre-installed on 69% of smartphones, surpassing PalmPay (29%) and Moniepoint (14%)
• Messaging Powerhouse: WhatsApp boasts 95% usage among smartphone owners
• Social Media Engagement: Facebook at 87%, TikTok at 70%

The study highlights a growing digital reliance across all demographics, with particular strength in the fintech sector where OPay has become virtually ubiquitous.

The Evolution of Mobile Understanding

Orange Group initiated this research in 2019 to better understand consumer behavior and identify opportunities for innovation. What began as a Lagos-focused study has expanded to encompass 12 major cities, providing a more comprehensive view of Nigeria’s mobile landscape.

“We want to meet consumers where they are most comfortable,” explained Adegboyega Ajayi, Head of Business Intelligence at Orange Group. “By understanding how people use their devices, we can develop products and services that truly add value to their daily lives.”

The research team employed face-to-face surveys and direct observations, carefully selecting respondents from diverse backgrounds across the 12 cities.