Nothing registers an ownership share growth of 300 percent: Smartphone Buyer Insights Survey 2025
We at 91mobiles just concluded our yearly Smartphone Buyer Insights Survey, in which we got to understand smartphone ownership patterns, buyer preferences, their behaviour, usage experience, and more. One brand in particular showcased high growth numbers – Nothing (founded in 2018), which has been active in launching phones and audio devices across price ranges. With over 15,000+ participants, this survey report sheds light on some interesting insights into Nothing’s performance over the past year. Check it out:
Table of Contents
Nothing sees an increase in ownership share of 300 percent
- Per 91mobiles‘ survey report, Nothing’s ownership share among the survey respondents went up from 0.8 percent to 3.2 percent in the last 12 months, which indicates a 300 percent growth.
- The company launched several smartphones under Rs 30,000 in 2024, such as Nothing Phone (2a), Phone (2a) Plus, and CMF Phone 1, which may have significantly contributed to its ownership growth.
Nothing could grow by 2.6 percent when users upgrade next
- Upon asking the respondents about their preferred smartphone brand, Nothing was the top pick of 5.8 percent of the survey takers, indicating a 2.6 percent growth from last year.
- This makes Nothing the fourth-highest preferred brand, behind Samsung, Apple, and iQOO.
- The rising preference for Nothing smartphones could be greatly attributed towards the increased interest in Nothing OS, which is clean and intuitive. The growth can also be attributed to the standout phone designs from the brand.
- Speaking of preference, the CMF Phone 2 Pro by Nothing was launched on April 28th, and it’s already the ninth most searched smartphone on 91mobiles for April in the Rs 10,000 to Rs 20,000 range.
Nothing was the fastest-growing brand in Q1 2025
- As per Counterpoint Research’s Q1 2025 report, Nothing recorded a year-on-year (YoY) growth rate of 156 percent, making it the fastest-growing smartphone brand in the first quarter of 2025.
- Similarly, the smartphone market share report for 2024, released by Counterpoint Research in January 2025, indicated a 577 percent year-on-year (YoY) growth for Nothing, courtesy of the Phone (2a) series and CMF Phone 1.
The product portfolio of Nothing could consist of several devices in 2025
- Nothing has already released a bunch of phones and audio products till now in 2025, including the Phone (3a) and Phone (3a) Pro – the first set of phones from Nothing to sport telephoto and periscope cameras, respectively, the CMF Phone 2 Pro under Rs 20,000 with triple rear cameras including a telephoto with 2x optical zoom, CMF Buds 2a, CMF Buds 2, and CMF Buds 2 Plus.
- After not launching a successor to its current flagship in 2024, the Phone (2), the company’s CEO, Carl Pei has confirmed that the Nothing Phone (3) will be launched by Q3 2025, i.e. between July and September. It will be priced around 800 pounds (approx. to Rs 90,000) and pack ‘premium materials‘ while boasting ‘major performance upgrades‘.
- Apart from the flagship Phone (3), we could see more product launches from Nothing’s sub-brand, CMF, this year. On the software front, Nothing users and enthusiasts may be eagerly awaiting the release of Nothing OS 4.
