Daniel Slotta
Research expert covering Greater China
Smartphone market in Malaysia - statistics and facts
In an increasingly interconnected world, smartphones have become a necessity for tech-savvy Malaysians. Many of them would not hesitate to queue up and be the first to own the latest model from well-known smartphone brands. As of the third quarter of 2024, the smartphone user penetration in Malaysia was estimated to reach more than 99 percent. This was higher compared to the overall smartphone adoption rate in the Asia-Pacific region, which was at 81 percent in the same year.
As the smartphone penetration rate in Malaysia continues to grow, so does the usage of mobile internet and mobile apps. More than 98 percent of Malaysian consumers are connected through the internet via their handheld phones. Meanwhile, in 2023 alone, Malaysians downloaded more than 1.2 billion mobile apps. Some of the more popular apps include messenger apps like Whatsapp or social media apps like Instagram and TikTok.
With Malaysian consumers becoming more inseparable from smartphones and new innovations and models that can continue to satisfy their demands, the smartphone market in the country is expected to thrive.
Leading smartphone brands
Given the popularity of iPhones in the country, especially with the release of the new iPhone 16 model at the end of September 2024, it is not a surprise that Apple dominated the Malaysian smartphone market share. Samsung was the second most popular smartphone brand, with more than 14 percent of the market share. The South Korean brand’s latest innovation with flip smartphones could be one of the reasons why Samsung could compete with Apple in the Malaysian market. Other brands that were also popular in Malaysia include those from Chinese manufacturers, namely Oppo, Xiaomi, and Huawei. Despite the iPhone’s popularity among Malaysian consumers, Android was still the most common mobile operating system in 2025.Smartphone ownership and usage
The number of smartphone users in Malaysia was projected to grow to more than 35 million people by 2029. The majority of smartphone consumers in the country were Millennials and Gen Z users, with both generations having the highest percentage of smartphone ownership compared to other age groups. Nevertheless, even the elderly population in Malaysia has started to adapt to the current technology, with nearly 80 percent smartphone ownership.As the smartphone penetration rate in Malaysia continues to grow, so does the usage of mobile internet and mobile apps. More than 98 percent of Malaysian consumers are connected through the internet via their handheld phones. Meanwhile, in 2023 alone, Malaysians downloaded more than 1.2 billion mobile apps. Some of the more popular apps include messenger apps like Whatsapp or social media apps like Instagram and TikTok.
With Malaysian consumers becoming more inseparable from smartphones and new innovations and models that can continue to satisfy their demands, the smartphone market in the country is expected to thrive.
