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Connected Consumer Survey 2018: mobile services and devices in Sub-Saharan Africa

08 April 2019 | Research

Karim Yaici

Survey report | PPTX and PDF (13 slides); Excel | Mobile Services| Mobile Devices

"The data market in Sub-Saharan Africa is growing, which will result in better revenue opportunities for operators than in more-mature data markets."

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 the handset channel dynamics, the usage of mobile services, spending and the level of awareness of 5G. The survey was conducted in association with On Device Research.


  • insight into operators performance as smartphone sales channels, and how their performance relates to consumers’ choice of tariffs
  • an analysis of mobile data usage patterns among respondents and how they get affected by data pricing
  • an assessment of the impact of 4G on mobile users’ spend and engagement with their smartphones
  • insight into subscribers’ awareness of 5G and the potential of 5G use cases
  • an analysis of data utilisation levels for subscribers and the effects of differing approaches to overage.


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.


  • Kenya
  • Nigeria
  • South Africa

USD 4999

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