Market share of mobile device vendors in Brazil 2010-2023

In 2023, Samsung had the largest share of the market for mobile devices in Brazil, just under 40 percent. It was followed by Motorola, with almost 20 percent and Apple, with over 18 percent. The market has evolved significantly compared to the previous decade. In 2010, Nokia sold mobile devices to over half of Brazil's market, but gradually lost significance over time. 

Major smartphone market players

Apple and Samsung not only play a leading role in the Brazilian smartphone market but are among the main vendors in most countries and worldwide. Particularly, the leadership is always disputed between Apple and Samsung, two tech giants that have created entire device ecosystems. In the first quarter of 2023 Samsung shipped roughly 60 million smartphones, while Apple recorded around 50 million smartphone shipments. Smartphone vendors like Xiaomi and Oppo still manage to make it to the top five, but their market shares are significantly lower than those of Apple and Samsung.

Smartphone penetration in Brazil is on the rise

Nowadays, smartphones are used to perform all kinds of activities, from calling and messaging, to watching videos and playing games. Therefore, the number of smartphone users and smartphone penetration has dramatically increased in the past decades, with the latter forecast to reach 97 percent in 2029. Moreover, smartphones are the most frequently owned digital devices in the Latin American country in 2023, followed by PCs.