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Connected Consumer Survey 2016: OTT and Digital Economy Services in Sub-Saharan Africa

  • ID: 4047284
  • Report
  • Region: Africa, Sub-Saharan Africa
  • 28 pages
  • Analysys Mason Group
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Operators with Successful Mobile Money Initiatives Enjoy Greater Levels of Trust from Consumers

Rapid smartphone adoption and increasing familiarity with digital payments are key drivers for ecommerce in Sub-Saharan Africa (SSA). According to our survey, 43% of respondents in SSA make online purchases. Operators in SSA have a role to play in this nascent industry by offering payment services, advertising, and other digital enablement services.

This report:

  • identifies which communication apps are used most in SSA
  • discusses the ways in which consumers balance OTT communications with traditional services
  • highlights the main payment mechanisms for ecommerce in SSA
  • provides insight into the organisations that consumers in the region are most willing to trust
  • analyses the trends in operator-led mobile money usage in SSA.

Survey data coverage:

The research was conducted in August and September 2016. The survey groups were chosen to be representative of the mobile-Internet population in the region. We set quotas on age, gender, employment, and regional demographics to that effect. There was a minimum of 1000 respondents per country, and 4000 respondents in the region.

Who Should Read This Report

  • Operator-based strategy executives and marketing managers who are  interested in understanding consumer market trends, and the changing role of operators as communications and digital service providers.

  • Market intelligence and research executives in service providers that are responsible for understanding end-user trends and supporting business units in identifying and addressing new opportunities in mobile communications, ecommerce, payments, and identity management.

  • Equipment/device manufacturers and software providers that want to identify end-user trends in service and device usage and help their  operator customers to better address market opportunities in mobile  services and services related to ecommerce and payments.

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Executive Summary

OTT Communications and Media

Payments and E-Commerce

Methodology and Panel Information

About the Authors

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  • Ghana
  • Kenya
  • Nigeria
  • South Africa
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