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Connected Consumer Survey 2020: mobile devices and distribution channels in Africa

08 March 2021 | Research

Karim Yaici

Survey report | PPTX and PDF (4 slides); Excel | Smart Devices

"The growing interest in smart devices in Africa offers operators an opportunity to expand their device portfolios by offering financing facilities."


This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Africa. In particular, it focuses on the adoption of mobile devices and distribution channels. The survey was conducted in association with On Device Research.

This report provides:

  • insight into operators’ performance as smartphone sales channels, and how their performance relates to consumers’ choice of tariffs
  • an analysis of consumers’ choice of, and spend, on handsets
  • an assessment of the adoption of smart devices in Africa and the opportunities for operators to generate new revenue sources.

Survey data coverage

The research was conducted between August and September 2020. 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 4000 respondents in the region.

Geographical coverage

  • Egypt
  • Kenya
  • Nigeria
  • South Africa


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connected consumer services

Connected Consumer Survey

Analysys Mason's Connected Consumer Survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans.

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