Connected Consumer Survey 2019: OTT communication services in Sub-Saharan Africa

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 over-the-top (OTT) communication services.

This report:

• identifies which communications apps are used the most in Sub-Saharan Africa
• highlights the pockets of growth that remain in the OTT communication market
• identifies which features are used the most on communication apps
• discusses the ways in which consumers balance their use of OTT communications with that of traditional services
• identifies consumers’ preferred channels for communicating with brands.

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 Sub-Saharan Africa. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 1000 respondents per country.

Geographical coverage

• Kenya
• Nigeria
• South Africa