Connected Consumer Survey 2019: digital services in Sub-Saharan Africa

28 April 2020 | Research

Survey report | PPTX and PDF (9 slides); Excel | Mobile Services


"In Sub-Saharan Africa, both the penetration and the frequency of mobile wallet use in physical commerce are the highest in Kenya."

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 including e-commerce, payments and connected devices.

This report:

  • discusses the main e-commerce trends in SSA, including the types of devices that consumers use to purchase goods, the frequency of these payments and the main payment mechanisms for e-commerce and physical commerce
  • provides insight into the organisations that consumers in this region are the most willing to trust
  • analyses consumer interest and ownership of various connected devices.

Survey data coverage

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

Geographical coverage

  • Kenya
  • Nigeria
  • South Africa

USD1499

Log in

Log in to check if this content is included in your content subscription.

connected consumer services

Consumer survey

Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans

Read more