Connected Consumer Survey 2020: digital services in Africa

Author - Inigo Barker

"Consumer trust in operators was higher in all countries surveyed in 2020 than in 2019, which suggests that operators have done well to serve their customers needs for connectivity and digital financial services."

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This report focuses on aspects of Analysys Masons Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Africa. In particular, it focuses on respondents use of digital services such as e-commerce and mobile payments.

This report:

  • discusses the main e-commerce trends in Africa, including the types of devices that consumers use to purchase goods online and the barriers to further m-commerce use
  • discusses the payment mechanisms favoured by consumers for e-commerce and in-store commerce, and analyses how often consumers use mobile wallets (m-wallets) for in-store commerce
  • identifies the most popular m-wallet solutions in the region
  • provides insight into the organisations that consumers in the region are most willing to trust.

Survey data coverage

The research was conducted between August and September 2020. 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 4000 respondents in the region.

Geographical coverage

  • Egypt
  • Kenya
  • Nigeria
  • South Africa


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