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Connected Consumer Survey 2018: digital services in Sub-Saharan Africa

Inigo Barker Analyst

"Operators in Nigeria have the opportunity to develop convenient mobile services to attract consumers that still prefer to use cash or that lack access to credit or debit payment cards."

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 digital services. The survey was conducted in association with On Device Research.

This report:

  • discusses the main ecommerce trends in Sub–Saharan Africa (SSA), including the type of devices that consumers use to purchase goods, the frequency of these payments and the main payment mechanisms for ecommerce as well as physical payments
  • provides insight into the organisations that consumers in these regions are most willing to trust
  • analyses consumer interest and ownership of various connected devices.

Survey data coverage:

The research was conducted between August and October 2018. 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 was a minimum of 1000 respondents per country, and 3000 respondents in the region.

Geographical coverage:

  • Kenya
  • Nigeria
  • South Africa