Data usage and the impact of value-added services on customer satisfaction in Sub-Saharan Africa: consumer survey

08 March 2022 | Research

Survey report | PPTX and PDF (7 slides); Excel | Mobile Services

"The prevalence of value-added service bundles in Sub-Saharan Africa is rendering them less effective as a retention strategy for telecoms operators."


This report uses the results of our consumer survey to provide an analysis of the data usage of smartphone users in Sub-Saharan Africa (SSA) and the impact of value-added services (VAS) on customer satisfaction metrics.

Topics analysed

  • Mobile data usage patterns among respondents and how they are affected by data pricing
  • The role of bundling additional services in customer retention
  • Service-based pricing and its effect on KPIs

Survey data coverage

The survey was conducted in association with On Device Research between September and October 2021. 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 at least 750 respondents per country, and 2250 in the region.

Geographical coverage

  • Kenya
  • Nigeria
  • South Africa


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