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Connected Consumer Survey 2017: OTT and digital economy services in Sub-Saharan Africa

03 April 2018 | Research

Enrique Velasco-Castillo Giulio Sinibaldi

Survey report | PPTX and PDF (16 slides); Excel | Digital Economy Strategies| Future Comms


"Ecommerce adoption in Sub-Saharan Africa (SSA) is increasing rapidly. Operators have an opportunity to expand access to ecommerce through payment solutions, online marketplaces and identity-based initiatives."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Sub-Saharan Africa (SSA). In particular, it focuses on respondents' usage of over-the-top (OTT) communications and digital economy services.

This report:

  • identifies which communication apps are used most in Sub-Saharan Africa
  • discusses the ways in which consumers balance OTT communications with traditional services
  • discusses the main ecommerce trends in SSA, including the type of devices that consumers use to purchase goods, the kinds of products that they buy, and the main payment mechanisms for ecommerce
  • provides insight into the organisations that consumers in the region are most willing to trust
  • analyses the trends in operator-led mobile money usage in SSA.

Survey data coverage:

The research was conducted between August and October 2017. 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 3000 respondents in the region.

Geographical coverage:

  • Kenya
  • Nigeria
  • South Africa.

USD 4999

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