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The Connected Consumer Survey 2018: Mobile Services and Devices in Sub-Saharan Africa

  • ID: 4761756
  • Report
  • Region: Africa, Sub-Saharan Africa
  • 13 pages
  • Analysys Mason Group
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The Data Market in Sub-Saharan Africa is Growing, Which Will Result in Better Revenue Opportunities for Operators than in More-Mature Data Markets.

This report focuses on aspects of the Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Sub-Saharan Africa (SSA). In particular, it focuses on the handset channel dynamics, the usage of mobile services, spending and the level of awareness of 5G. 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 get 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 the potential of 5G use cases
  • an analysis of data utilisation levels for subscribers and the effects of differing approaches to overage.

Survey Data Coverage:

The research was conducted between August and October 2018. 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

Key Questions Answered in this Report:

  • How strongly do operators perform as smartphone sales channels, and how does their performance relate to consumers’ choice of tariffs?
  • What are the mobile data usage patterns among respondents and how does data pricing affect these patterns?
  • What impact does 4G have on mobile users’ spend and engagement with their smartphones?
  • What is the level of awareness of 5G and to what extent are consumers interested in the new use cases planned for 5G?
  • What are the data utilisation levels and what effects do differing approaches to overage have?

Who Should Read This Report

  • Operator-based strategy executives and marketing managers who are interested in understanding consumer market trends, the role of operators as smartphone distribution channels, and the impact of differing approaches to pricing in the market.
  • 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.
  • Equipment/device manufacturers and software providers that want to identify end-user trends in service and device usage and help their operator customers to improve their ability to address market opportunities.
Note: Product cover images may vary from those shown
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  1. Executive summary
  2. Handset channel dynamics
  3. Network technology adoption
  4. Data usage and monetisation
  5. Methodology and panel information
  6. About the author
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