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 customer satisfaction, churn and retention-related aspects of mobile services. The survey was conducted in association with On Device Research.

This report provides: 

• insight into the main drivers of mobile customer experience and how they vary by country and by operator
• analysis of the key factors that influence consumers' intention to churn
• Net Promoter Scores (NPSs) and customer satisfaction metrics of operators in SSA
• an assessment of why some operators have better NPSs than others
• analysis of the role of bundling additional services in customer retention and how new service-based pricing models affect KPIs
• insight into the role of digitalising customer services and its impact on KPIs.

SURVEY DATA COVERAGE:

The survey was conducted in association with On Device Research between August and September 2019. 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 3000 in the region.

Geographical coverage:

• Kenya
• Nigeria
• South Africa