Samsung dominates SA smartphone, tablet market

2015-08-26 11:29 - Duncan Alfreds
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Samsung is charging at rivals with the S6 pair. (Duncan Alfreds, Fin24)


Cape Town - Samsung rules the South African smartphone and tablet market, new research has found.

According to research firm the International Data Corporation (IDC), the South Korean brand has consolidated its position at the top of the local market in the second quarter of 2015.

Samsung's smartphone market share increased from 40.9% in 2014 to 45.2% this year, well ahead of second place Microsoft which jumped from 0.6% to 7.9%, IDC data shows. Microsoft's jump is thanks to the company having previously bought the Nokia brand.

Surprisingly, Chinese brand Huawei dropped from 21% to just 6.1%, drawing level with ZTE. In turn, ZTE saw an increase from 3.1%.

Apple, meanwhile, rounded out the top five with a slight decline from 5.6% to 5%.

"I expect Samsung to continue its dominance in South Africa, purely because Samsung is one of the trusted brands and resonates with the end-user," Joseph Hlongwane, an IDC SA research analyst told Fin24.


Samsung also led the tablet market, followed by Lenovo which has seen strong growth in the last year.

Apple dropped from second to third, followed by Mecer and Huawei.

Samsung's success in SA is thanks to its large portfolio of devices, according Hlongwane.

"Samsung is also affordable and accessible to the large portion of the population due to its huge portfolio when compared to other brands," said Hlongwane.

The IDC revised downward its growth forecast for the global smartphone market from 11.3% to 10.4% as a slowdown in China impacts sales of smartphones.

However, handsets priced in the $100 and $200 bracket saw healthy growth and Hlongwane said this trend is likely to continue.

"I also think that the weak economy and the shrinking disposal income, low priced brands will grow going forward as the end-user shop around for devices that are affordable and fit their budget."

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