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Connected Consumer Survey 2016: mobile services and devices in Sub-Saharan Africa

Aris Xylouris Senior Analyst, Research

This report focuses on aspects of Analysys Mason’s Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Sub-Saharan Africa (SSA) region. In particular, it focuses on respondents’ usage of mobile services and devices.

This report answers the following questions.

  • How strongly do operators perform as smartphone sales channels, and how does their performance relate to consumers’ choice of tariffs?
  • What is the average consumer spend on handsets and how can operators capture a larger share of this spend?
  • What impact does 4G have on mobile users’ spend and engagement with their smartphones?
  • What is the effect of 4G on customer satisfaction in terms of data speed and data allowances

Survey data coverage

The research was conducted in August and September 2016. The survey groups were chosen to be representative of the mobile-Internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 1000 respondents per country, and 4000 respondents in the region.

Geographical coverage

  • Ghana
  • Kenya
  • Nigeria
  • South Africa