By now, everyone is familiar with the routine: a new phone is released, the specifications become more impressive, the cameras get flashier, and the marketing becomes increasingly desperate. However, in Nigeria, the key question isn’t “How many megapixels does it have?” Instead, it’s “How long will it last without NEPA?”
In Q1 2025, Canalys data showed that Nigerians continued to purchase more Transsion phones—namely Tecno, itel, and Infinix—than any other brand, commanding 56% of the market share. More notably, Xiaomi’s market share increased by 26% year-on-year, while Samsung and other brands lost ground.
This trend is more than just a sales statistic; it represents a significant insight into what the average Nigerian phone buyer truly values in 2025. And to everyone’s surprise, it’s not just about capturing the perfect selfie. Let’s delve into the details.
1. Battery Life Is Non-Negotiable
The first commandment of tech life in Nigeria is this: Thou shalt not buy a phone that dies before PHCN (Power Holding Company of Nigeria) returns. A flashy phone is useless if it dies by 4 p.m. This is why brands like Infinix and Xiaomi, which are known for their powerful batteries of 5000mAh or more, are rising in popularity.
For many Nigerians—students pulling all-nighters, Bolt drivers navigating multiple cities, and market women managing WhatsApp orders—the phone must have a long-lasting battery. There can be no compromise on this. Some buyers even skip all other specifications and ask one simple question at the store: “How many days does the battery last?”
2. Storage Over Status
16GB phones are obsolete, or at least they should be. By 2025, people are using their phones for much more than just calls and photos. A phone has become your bank, business manager, radio station, content studio, church livestream, and news source. Apps accumulate, files build up, and life continues to evolve.
That’s why phones priced under ₦150k with less than 128GB of storage are quickly becoming a red flag. If a phone can’t accommodate all your work, memes, and playlists for spiritual growth, it’s simply not worth your investment.
3. Processing Power: No More Hanging
This can be a hidden deal-breaker for many buyers. While they may not explicitly state, “I want 6GB of RAM and a MediaTek Helio G99 chip,” they definitely feel the frustration when their phone freezes during a video or crashes while editing on Canva.
A phone in 2025 should be capable of multitasking effortlessly. It needs to run WhatsApp, YouTube, Excel, and Snapchat without struggling, much like an old generator on its last legs. This is why Xiaomi’s Redmi Note series and the Infinix Zero/GT lines are gaining popularity. They provide smooth and responsive performance for content creators, business owners, gamers, and everyday multitaskers.
4. 5G, but Only If It Makes Sense
Let’s be honest—5G coverage is still inconsistent in many areas of Nigeria. However, that doesn’t mean people aren’t interested in future-ready phones. Young buyers, in particular, are increasingly asking, “Does this phone support 5G?” They’re not asking because they need it right now, but because they want a device that won’t feel outdated in 18 months. It’s not about pursuing technological trends; it’s about ensuring their investment is future-proof.
5. Side Hustle Readiness
Forget about “entertainment devices.” Nigerians want productive phones. A phone should be able to:
- Record videos without lag.
- Edit content on the go.
- Run business applications like Canva, Notion, Excel.
- Handle multiple WhatsApp Business accounts.
- Store files securely.
- Share documents quickly.
This is why Xiaomi’s Redmi Note series and Tecno’s Camon lineup are gaining popularity. They strike a balance between performance and price, making them essential tools for work rather than just luxury items.
6. Brand Trust (Yes, It Matters)
Even with all the impressive specifications, a brand’s reputation significantly influences the final decision. Nigerians trust Transsion brands not necessarily because they have the best features on paper, but because they have proven themselves in real-life situations.
These devices have withstood drops, heat, rain, power surges, and the chaotic traffic of Lagos. Spare parts for these brands are easy to find, and repairs are reasonably priced. Xiaomi’s rise demonstrates that a combination of specifications and consistent performance can foster loyalty among consumers. As for Samsung, it is still respected; however, the price-to-performance ratio is becoming increasingly difficult to justify.
7. Resale Value Is Quietly Important
In a challenging economy, the ability to resell your device is important. Smartphones have become an integral part of people’s financial planning. If a phone brand depreciates too quickly, consumers take notice. That’s why potential buyers often ask questions like:
- “How much will this phone be worth in a year?”
- “Will people still buy it if I want to trade it in next December?”
Models such as the Redmi Note 13 Pro+, Infinix GT series, and select Tecno Camon models are now recognised for their resale value.
Final Thoughts: The Nigerian Buyer Has Evolved
The Nigerian phone buyer in 2025 is savvy and discerning. They are thoughtful and clear about their needs, showing resilience in their purchasing decisions. Rather than buying phones for status, they seek devices that offer survival, productivity, value, and trust. If you are a brand aiming to succeed in this market, you need to present your best offering. Today’s buyer desires not just a phone, but a reliable companion that works as hard as they do.
