Samsung is far and away the king of Android devices in 2024, with more than 1 billion Samsung phones and tablets currently in use worldwide—an installed base that’s roughly 6 times larger than its next closest competitor, according to a new analysis from Start.io.
For this analysis, Start.io studied an anonymized snapshot of more than 1.8 billion Android devices in use in 192 countries and territories worldwide in September 2024. This analysis was restricted to the 25 most-used Android devices in each country that Start.io served ads to recently.
We did not analyze countries where we don’t serve ads, or countries where the sample size was too small.
Roughly 6 out of 10 Android devices in use today globally were made by Samsung, followed by Xiaomi (9.65%), Huawei (5.7%), Oppo (5.4%), and Google (4.8%). The remaining 54 Android device manufacturers Start.io studied collectively make up 14.5% of global market share.
The most-used Android device worldwide in September 2024 was the Samsung Galaxy J7, a mid-range smartphone originally introduced in 2015 that has seen several upgrade cycles. The second most-used Android device worldwide is the Samsung Galaxy S7 Edge.
Eight out of the 10 most-used Android devices worldwide in September were made by Samsung. Just two other Android device manufacturers—Google and Huawei—appear in the top 10: 2019’s Google Pixel 3A, and 2017’s Huawei Mate 10 Lite.
The 10 most-used Android devices in use globally, as of September 2024:
- Samsung Galaxy J7
- Samsung Galaxy S7 Edge
- Google Pixel 3A
- Samsung Galaxy J5 Prime
- Samsung Galaxy A7
- Samsung Galaxy J5
- Samsung Galaxy A12
- Samsung Galaxy S22
- Huawei Mate 10 Lite
- Samsung Galaxy A5
Samsung is the leading Android device manufacturer in every region of the planet except one—South and Central Asia, where Xiaomi is king.
On a regional level, Samsung is strongest in North America, where it has a nearly 81% estimated market share among Android devices currently in use.
Samsung market share among Android devices currently in use, ranked by region, as of September 2024:
- North America: 80.8% market share
- Central America: 68.8% market share
- South America: 64% market share
- Europe and Eurasia: 59.1% market share
- The Caribbean: 45.7% market share
- Sub-Saharan Africa: 41.2% market share
- Near East (Middle East and North Africa): 39.8% market share
- East Asia and the Pacific: 28.2% market share
- South and Central Asia: 9.1% market share
On an individual country level, Samsung is the most-used Android device manufacturer in 125 of the 192 countries and territories Start.io studied for this analysis.
Map of the 125 countries and territories where Samsung is the most-used Android device manufacturer, as of September 2024
As of September 2024, the 125 countries and territories where Samsung is the most-used Android device manufacturer include:
- The Caribbean: Antigua and Barbuda, Bahamas, Barbados, Bermuda, Dominica, Grenada, Guadeloupe, Guyana, Jamaica, Martinique, Puerto Rico, Saint Kitts and Nevis, Saint Lucia, Saint Vincent and the Grenadines, Suriname, the Cayman Islands, the Dominican Republic, and Trinidad and Tobago
- Central America: Belize, Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and Panama
- East Asia and the Pacific: Australia, Fiji, French Polynesia, Guam, Hong Kong, Macau, Mongolia, New Caledonia, New Zealand, Papua New Guinea, Solomon Islands, South Korea, Taiwan, and Vietnam
- Europe and Eurasia: Albania, Armenia, Austria, Azerbaijan, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Denmark, Estonia, France, Georgia, Germany, Greenland, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Montenegro, Norway, Poland, Portugal, Republic of North Macedonia, Romania, Russia, Serbia, Slovakia, Slovenia, Sweden, the Netherlands, the United Kingdom
- Near East: Bahrain, Egypt, Iran, Israel, Jordan, Kuwait, Lebanon, Libya, Morocco, Qatar, Saudi Arabia, Syria, United Arab Emirates, and Yemen
- North America: Canada, Mexico, and the United States
- South America: Argentina, Bolivia, Brazil, Chile, Ecuador, French Guiana, Paraguay, Peru, and Uruguay
- South and Central Asia: Afghanistan, Kazakhstan, Sri Lanka, Tajikistan
- Sub-Saharan Africa: Botswana, Cabo Verde, Chad, Comoros, Djibouti, Eswatini, Ethiopia, Guinea, Guinea-Bissau, Lesotho, Malawi, Mauritania, Namibia, Réunion, Somalia, South Africa, the Gambia, the Sudan, and Senegal
Map of the 67 countries where Samsung is not the most-used Android device manufacturer, as of September 2024
As of September 2024, the 67 countries and territories where Samsung is not the most-used Android device manufacturer include:
- Xiaomi: Algeria, Andorra, Belarus, Colombia, Cuba, Czechia, Greece, India, Kyrgyzstan, Madagascar, Maldives, Myanmar, Nepal, Spain, the Republic of Moldova, Turkey, Turkmenistan, Ukraine, Uzbekistan, and Venezuela
- Tecno: Benin, Burkina Faso, Burundi, Cameroon, Central African Republic, Congo, Côte d’Ivoire, Equatorial Guinea, Gabon, Ghana, Liberia, Mali, Sierra Leone, the Democratic Republic of Congo, the Niger, Uganda, and Zambia
- Oppo: Brunei, Cambodia, Indonesia, Laos, Thailand, and Timor-Leste
- Google: Japan, Kenya, Malaysia, Singapore, Switzerland, and Tunisia
- Itel: Angola, Mozambique, Togo, and Zimbabwe
- Infinix: Eritrea, Nigeria, Pakistan, and Tanzania
- Vivo: Bangladesh and Bhutan
- Huawei: Iraq and Oman
- Asus: Finland
- BLU: American Samoa
- Mobiwire: Rwanda
- Motorola: Haiti
- Realme: Philippines
Samsung builds Android devices for virtually every price point.
Samsung’s flagship smartphone–the Samsung Galaxy S24 Ultra–retails for $1,300 to $1,600, and is a bestseller in South Korea, New Zealand, the United Kingdom, Germany, and other wealthy countries.
The same company sells smartphones that retail for $50 to $100 each in emerging markets.
Other Android device manufacturers, such as the Chinese brands Oppo, Tecno, Itel, and Infinix, largely specialize in building basic smartphones for consumers in Africa, Southeast Asia, and Latin America.
Just one manufacturer, Xiaomi, regularly challenges Samsung in markets globally.
