Mid-Range Smartphones Dominated the Mexican Market in 2024

In 2024, 68.8% of Mexican smartphone users opted for mid-range devices, according to data from The Competitive Intelligence Unit (CIU). This segment, with prices below MX$15,000 (US$736), far exceeds the high-end, which only represents 11.4% of the market. Brands such as Motorola, Xiaomi, and Oppo have consolidated their position in the country by offering advanced technology at affordable costs.

"The preference for mid-range reflects a pragmatic demand: consumers are looking for balance between functionality and price, without sacrificing innovation," says Eduardo García, Analyst, CIU. This behavior is attributed to the ability of brands to integrate premium features, such as high-resolution cameras, AI support, and AMOLED screens, into devices with an average cost of MX$8,000 (US$392) to MX$12,000 (US$588).

Mid-range is no longer synonymous with compromise or mere satisfaction, as devices such as the OnePlus 13R or the Nothing Phone (3a) offer premium experiences at less than half the price of a flagship, says Sofia Pacheco, Analyst, Compras Smartphone.

While manufacturers such as Samsung and Apple focus their efforts on premium segments that reach prices between MX$20,000 (US$980) and MX$60,000 per device (US$2,944), most Mexican users are opting for lower-cost models. Factors such as inflation, which hit 4.21% in 2024, according to INEGI, and lower purchasing power have driven this trend.

In addition, the saturation of incremental innovations in the high-end, such as foldable screens, water resistance, wireless charging or 200MP cameras, has reduced their value perception among non-specialized consumers. In contrast, the mid-range has selectively adopted proven technologies, such as fast charging (present in 92% of the models analyzed by CIU) and 7nm processors, which offer adequate performance without significant price increases.

Manufacturer Strategies

Xiaomi and Oppo have consolidated their leadership in the mid-range segment through strategic alliances with semiconductor suppliers such as MediaTek and Qualcomm. These collaborations allow them to integrate high-performance chipsets, such as the Snapdragon 7 Gen 3 or the Dimensity 6300, in devices priced between US$392 and US$588, maintaining a balance between cost and technical capabilities.

On the other hand, Samsung, whose share in the premium segment fell to 18% in the third quarter of 2024, has responded with the launch of the Galaxy A56 5G, a MX$9,999 (US$490) model that incorporates AI features previously exclusive to its high-end, such as the "Best Face" photo optimization system.

Nothing, meanwhile, has adopted a differentiating strategy with its Phone (3a), which comes at MX$7,799 (US$382). Unlike its competitors, the brand has focused its efforts on premium user experience, visual differentiation, and strategic specifications, such as its Snapdragon 7s Gen 2 processor and AMOLED display.

Projections

The CIU projects that, by 2026, the mid-range will represent 72% of the Mexican smartphone market, driven by three key factors. First, the democratization of technologies such as 120Hz refresh rate screens, which improve the multimedia experience without substantially increasing costs.

Secondly, the possible investment in local smartphone manufacturing. For example, Apple could move its manufacturing capabilities closer to home to minimize logistical expenses, reports the Bank of America. Finally, alliances with operators, such as the 30% discounts on mid-range equipment plans offered by platforms such as Amazon, will facilitate access to these devices through flexible financing models.