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Connected Consumer Survey 2019: mobile services and devices in Sub-Saharan Africa

06 April 2020 | Research

Karim Yaici

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

"Operators in Sub-Saharan Africa could do more to facilitate the acquisition of 4G-enabled devices and drive the migration to 4G services."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Sub-Saharan Africa (SSA). In particular, it focuses on respondents’ usage of mobile services and devices. 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 mobile data usage patterns among respondents and how they are 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 their willingness to pay for 5G use cases.

Survey data coverage

The survey was conducted in association with On Device Research 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 were a minimum of 1000 respondents per country, and 3000 in the region.

Geographical coverage

  • 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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