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A survey conducted in the second quarter of 2025 found that nearly ** percent of Brazilian internet users owned a smartphone. Smart TVs were the second most popular digital device, with **** percent of respondents reporting having one at home.

Brazil has a high 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 ** 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 ** percent of the smartphone market, with Motorola and Apple following, holding **** and **** percent, respectively.

Tablet market in Brazil to grow in upcoming 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 *** 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 ** percent of the market, with iPad OS following with around ** percent.