Digital device ownership in Brazil 2024

A 2024 survey conducted in Brazil revealed that about 99.1 percent of respondents owned a smartphone, while around 57.7 percent of them claimed to have a laptop or a desktop computer. By contrast, only 16.1 percent of respondents said to have a smart home device — an increase from the previous year, when it summed up to only 13.3 percent. 

Brazil has among the highest smartphone penetration

The smartphone is the most popular consumer electronics device in Brazil, with around 37 million smartphones sold in 2023 in the Latin American country and a smartphone penetration rate of over 72 percent recorded in the same year. Despite the many players active in the Brazilian smartphone market, Samsung is by far the market leader, holding its leading position since 2013. In 2023, Samsung occupied nearly 40 percent of the smartphone market, with Motorola and Apple following, holding 22.5 and 14.5 percent, respectively.

Tablet market in Brazil to grow in coming years

With Apple’s iPad introduction, tablet devices quickly became popular around the globe, including Brazil. In the Latin American country, the tablet market revenue amounted to roughly 1.3 billion U.S. dollars and is forecast to increase in the near future. As for smartphones, Samsung is the Brazilian tablet market leader, having overtaken Apple in 2022, who has held the leading position for almost a decade. On the operating system’s front, Android is the most popular tablet OS in Brazil, accounting for over 75 percent of the market, with iPad OS following with around 24 percent.