KPMG: Nigeria’s Smartphone Penetration Climbs To 75% As Economy Becomes Mobile-First

The report, whose survey covered 13,251 respondents, also revealed that 88 per cent of smartphone users in Nigeria had Android apps.

It stated that “Android’s 88 per cent market share makes it the de facto platform for Nigeria’s digital economy, reinforcing the need for Android-first product and app strategies.

“Findings show that Android remains the dominant mobile operating system in Nigeria, accounting for the vast majority of smartphones in use.

“Android’s market share increased slightly between the previous study in 2023 and 2025, reflecting the continued popularity of affordable Android devices manufactured by a wide range of global and regional smartphone brands.

“In contrast, Apple’s iOS continues to maintain a relatively smaller share of the Nigerian market.

“While iPhones remain highly regarded for their premium design and performance, their higher price points limit widespread adoption compared to Android devices, which offer a broader range of affordable options suited for Nigeria’s price-sensitive market.”

The report showed that social media and communication apps top the list of app categories used in Nigeria.

According to the report, a small group of digital utilities dominates Nigerian smartphones, with WhatsApp, Facebook and Xender commanding 95, 87 and 77 per cents respectively.

The report attributed their dominance to their wide utility and frequent pre-installation on smartphones.

It highlighted WhatsApp for communication, Facebook for social connectivity and Xender for offline file sharing.

It said that almost every respondent interviewed for this project had one or more social media apps on their phone.

“This is followed by banking and fintech applications with adoption level reaching as high as 88 per cent among respondents.

“This reflects Nigeria’s rapid shift toward digital financial services as consumers increasingly rely on mobile applications for payments, transfers and financial management.”

According to the report, the widespread use of fintech platforms highlights the growing demand for convenient, accessible financial services across Nigeria.

It said: “Mobile banking apps, digital wallets and fintech platforms have significantly improved financial inclusion by providing consumers with alternatives to traditional banking infrastructure.

“For financial institutions and technology companies, this trend signals continued opportunities for innovation within Nigeria’s fintech ecosystem.

“As smartphone adoption grows and digital literacy improves, the demand for secure, user-friendly financial applications is expected to expand even further.”

The report also stated that affordable Chinese brands dominated Nigeria’s device market, with Tecno, Infinix and Itel controlling 25, 24 and 10 per cents of the market respectively.