コネクテッド消費者調査：サハラ以南のアフリカ (SSA) におけるデジタルサービス

当レポートでは、サハラ以南のアフリカ (SSA) におけるスマートフォンユーザーの行動・選好・計画について調査分析し、デジタルサービスの利用に焦点を当てて、体系的な情報を提供しています。

調査対象国

• ケニア
• ナイジェリア
• 南アフリカ

調査内容

• エグゼクティブサマリー
• 調査結果・分析
• 調査手法・パネル情報
• 著者・ANALYSYS MASONについて

"Operators in Nigeria have the opportunity to develop convenient mobile services to attract consumers that still prefer to use cash or that lack access to credit or debit payment cards."

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 digital services. The survey was conducted in association with On Device Research.

This report:

• discusses the main ecommerce trends in Sub-Saharan Africa (SSA), including the type of devices that consumers use to purchase goods, the frequency of these payments and the main payment mechanisms for ecommerce as well as physical payments

• provides insight into the organisations that consumers in these regions are most willing to trust

• analyses consumer interest and ownership of various connected devices.

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

Table of Contents

• Executive summary
• Results and analysis
• Methodology and panel information
• About the author and Analysys Mason