LATAM smartphone shipments grew 14.2% YoY in Q4 2024 but decreased 1.7% QoQ. Shipments declined sequentially as some brands, like Samsung and OPPO, started shipping their holiday season inventory earlier than usual. Consumer demand for 4G smartphones still drives shipment growth. Looking forward, shipments will continue to grow in single-digit percentages in 2025, estimated to reach 144.2 million units. There will likely be some upside opportunities, mainly in Brazil and Argentina.
This report analyzes which brands are winning and which are losing in this growing market. How smartphone price segments have evolved and the technology driving it. Brazil and Mexico are the most important markets in the region. This report takes a closer look at them. Brazil's smartphone shipments increased by 5.6% YoY in 2024. However, Mexico’s sales value grew 9% YoY, driven by rising premiumization in the country that has favored mostly Apple.
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Tina Lu
Tina has extensive consulting and analysis experience across a number of industry sectors including more than 14 years in the technology industry. Before Counterpoint, Tina spent more than 9 years in Nokia working in multiple roles and geographic regions. Tina also worked in brand and product marketing for Bestfoods-Unilever and BGH. Tina holds an MBA degree from the Thunderbird School of Global Management.
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