The Latin American smartphone market is showing signs of recovery, with consumer demand shaping purchasing trends around affordability, trusted brands, and targeted mid-range offerings. According to Canalys, part of Omdia, smartphone shipments in Latin America grew 2 percent year on year in Q2 2025, reaching 34.3 million units.
Samsung Retains Trust with Affordable Galaxy A-Series
Samsung strengthened its leadership with 11 million shipments and a 32 percent share, rising from 10.2 million units (30 percent) a year earlier.
Consumer demand was heavily concentrated on the Galaxy A06 and A16 models, which accounted for more than 60 percent of its shipments. This reflects the continued importance of budget-friendly smartphones for Latin American buyers seeking value and reliability, Miguel Perez, Senior Analyst at Canalys, part of Omdia, said.
Xiaomi and HONOR Win Consumers with Entry-Level and Mid-Range Options
Xiaomi maintained second place, shipping 6.7 million units for a 20 percent share, compared to 6.2 million units (19 percent) in Q2 2024.
Consumers in Argentina, Colombia, and Central America drove growth for Xiaomi, choosing affordable 4G versions of the Redmi A5 and 14C. Xiaomi’s balance of low-cost devices with strong features continues to appeal to budget-conscious buyers.
HONOR recorded the strongest growth, almost doubling its share to 8 percent with 2.9 million units, up from 5 percent with 1.7 million units in Q2 2024.
HONOR’s smartphone consumers embraced its X-series smartphones and Lite editions of the Magic7 and 400 series. Interestingly, HONOR’s core base shifted to Central America, which overtook Mexico as its largest market in the region in early 2025.
Motorola and TRANSSION Face Declines Amid Competitive Pressures
Motorola slipped, with shipments down to 5.1 million (15 percent) from 5.7 million (17 percent) last year, suggesting that consumer preferences shifted toward competitors offering fresher entry-level and mid-range lineups.
TRANSSION declined sharply, falling to 2.4 million units (7 percent) from 3.2 million units (9 percent) a year earlier, underscoring the pressure on brands that cannot sustain momentum in affordability and distribution.
Regional Differences Shape Consumer Demand
Latin America’s largest smartphone market, Brazil, declined 3 percent year on year as consumer demand stabilized after years of strong competition. Mexico also dropped 10 percent due to sluggish spending. However, Central America, Colombia, and Argentina saw double-digit growth, signaling strong consumer recovery in markets adjusting after prolonged socioeconomic challenges.
Affordability vs. Long-Term Value for Consumers
While entry-level smartphones remain the driving force behind sales, experts warn that over-reliance on this segment may limit consumer choice in the future. For buyers, the preference today is affordability, but vendors are beginning to invest in mid-to-high-end devices and connected ecosystems to ensure that consumers can access better features and long-term value as their spending capacity grows.
Key Takeaway for Smartphone Buyers
The Q2 2025 data highlights that Latin American smartphone consumers prioritize affordability, trust, and practical features over premium pricing. Samsung’s Galaxy A-series, Xiaomi’s Redmi lineup, and HONOR’s growing X-series are leading the way in meeting these preferences, while brands unable to deliver compelling value are losing ground.
Baburajan Kizhakedath