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consumerlab

BRIDGING THE
DIGITAL DIVIDE
How mobile phones are playing a key role
in connecting people in Sub-Saharan Africa
An Ericsson Consumer Insight Summary Report
November 2013
contents

Introduction

KEY FINDINGS	

3

SMARTPHONES VS. FEATURE PHONES	

4	

FACTORS DRIVING UPTAKE	

5

POWER TO THE CONSUMER	

6

WORLDWIDE CONNECTIONS	

7

MONEY ON THE MOVE	

8

TRUSTWORTHY MOBILE SERVICES	

9

A GROWING APP CULTURE	

10

CONCLUSION	

11

The mobile phone has transformed consumer behavior
across Sub-Saharan Africa. It exemplifies technology
convergence and is slowly becoming the central device
in the daily lives of most consumers in the region. Many
consumers believe that their mobile phone is an extension
of themselves and they would feel lost without it.
The following report highlights how mobile phones have
created and promoted connectivity in Sub-Saharan Africa
from a consumer perspective. The report will focus on
smartphones, the internet, financial services and applications.
In this report we refer to smartphones, basic phones and
feature phones. Smartphones allow access to internet
and data rich services, whereas basic phones only allow
calls and texts. Feature phones are between basic and
smartphones, and are typically characterized by one or more
stand-out features such as music or camera capability.

the voice of the consumer
Ericsson ConsumerLab has close to 20 years experience of studying
people’s behaviors and values, including the way they act and think
about ICT products and services. Ericsson ConsumerLab provides
unique insights on market and consumer trends.
Ericsson ConsumerLab gains its knowledge through a global consumer
research program based on interviews with 100,000 individuals
each year, in more than 40 countries and 15 megacities – statistically
representing the views of 1.1 billion people.

2  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE

Both quantitative and qualitative methods are used, and hundreds
of hours are spent with consumers from different cultures.
To be close to the market and consumers, Ericsson ConsumerLab has
analysts in all regions where Ericsson is present, which gives a thorough
global understanding of the ICT market and business models.
All ConsumerLab reports can be found at:
www.ericsson.com/consumerlab
PROVIDING
UNIVERSAL ACCESS
Access to Information and Communication
Technology (ICT) in Sub-Saharan Africa is both
inadequately and unequally distributed, giving
rise to what is referred to as the digital divide.
This is amplified by the economic inequality
between the different consumer segments in the
market. The access, use and knowledge of ICT in
the region is relatively unique for every individual,
household, business and geographical area.
The mobile phone, and more specifically
the smartphone, has the potential to bridge
this digital divide by providing universal
access and connectivity to all citizens,
regardless of location or economic status.

Key findings
>	Influential devices
	Mobile phones continue
to be an extremely
influential technology across
Sub-Saharan Africa, and
basic and feature phones
still dominate the mobile
handset market. Their low
cost, multi-functionality and
the region’s lack of fixed-line
infrastructure has propelled
the mobile phone’s status
as the leading device.
>	Smartphones on the rise
	 An increasing range of
low-cost smartphones are
entering the mobile handset
market. This will be key to
the trend of growing internet
usage across the region.
>	Popular services
	 The internet is becoming
an important medium for
communication and access
to information. The top three

communication services
used (other than voice)
are sending/receiving SMS
messages, social networking
and browsing the internet.
>	Aspiring users
	 Mobile phone users who
are currently not using
certain mobile services
such as taking photos and
video, listening to music
and emailing show the most
interest in using them in
the future.

transactions via mobile
phones has a promising
future, and consumers
could eventually use them
to pay for school fees, fast
food, groceries or fuel.
>	Evolving apps
	 Apps are likely to evolve
beyond entertainment and
communication. They have
the potential to fill service
gaps in many sectors such as
education and transport, and
consequently change lives.

>	A promising future
	 The success of financial
applications such as
Kenya’s M-Pesa has put
Sub-Saharan Africa on the
map. Today, mobile banking
is primarily used for buying
airtime, transferring money
and receiving bank/credit
card notifications. But the
trend of conducting financial

ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 3
SMARTPHONES VS.
FEATURE PHONES

Sub-Saharan Africa is one of the
fastest growing mobile markets in
the world. Across the region, the
smartphone has the potential to
drive the creation of a digital and
all-inclusive future. The entry of
low-cost smartphone handsets in
the market will allow people from
different social classes to all benefit
from an integrated ecosystem.
The smartphone will be key to
enabling internet use, which will
change the regional status quo.
It will be an essential device
in connecting personal and

professional lives, as well as
society at large.
In a market where consumers are
relatively price-sensitive due to
varying socioeconomic factors,
there is still a high dependency
on basic and feature phones,
despite the rise of the smartphone.
This is because smartphone
prices are relatively high for the
majority of users in the region.
However, this does not hinder the
strong possibility for growth in
smartphone uptake in the next
5 years and beyond, particularly

4  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE

with the anticipated introduction
of a smartphone in the
USD 50 price range.
Smartphone usage in the region
is primarily driven by young
consumers under 30 years of age.
Generally, these consumers work
full time or are still at school and
own a lower range smartphone,
typically costing less than
USD 150. South Africa, Nigeria
and Kenya are leading markets
in the region with regards to
smartphone ownership.
FACTORS
DRIVING UPTAKE
Figure 1: Mobile features used on a daily basis
60%
50%

Smartphone owners

56

55
48

40%
30%

37

Basic and feature
phone owners

46

41

35
24

23

11

13

Photos/
video

Games

20%
10%
0%

9
SMS

Music

9

Social
networking

Internet

6
Instant
messaging

21

20

19
12

8

4

Bluetooth

Emailing

Calendar
functionality

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone, basic and feature
phone owners in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)

In Sub-Saharan Africa, the mobile services used by
smartphone owners are very similar to those used
by basic and feature phone owners. But smartphone
owners’ usage levels are higher. Figure 1 shows that
smartphone, basic and feature phone owners use
SMS more than social networking on a daily basis.
Surprisingly, smartphone owners use SMS more than
basic and feature phone owners. This is potentially
because a larger portion of basic and feature phone
owners are part-time workers in comparison to
smartphone owners, which impacts on their ability to
spend money on ICT services such as buying airtime.

standalone features such as SMS or taking photos.
Reliable connections
The installation of submarine cables and country/city
fiber-optic networks across the continent enables the
potential for significantly increased connectivity and
supporting infrastructure for greater data consumption.
The cables and fiber-optic networks will promote the
maximization of international bandwidth, as well as
enable reliable, cheaper connections and usage of
communication services. Smartphone owners in the
region will drive internet use. They already show strong
interest in performing data-intensive mobile activities
such as video calling, watching live TV shows, and
streaming videos from channels such as YouTube.

There are a number of factors that could explain
why usage is similar between the two groups.
For example, there may be an assumption that
using mobile broadband on a smartphone is quite
expensive. A lack of knowledge of apps, or immediate
need for them, could also explain why smartphone
owner usage closely mirrors that of feature phone
owners. This could cause smartphone owners to
avoid data-consuming services, instead using their
smartphones like feature phones, e.g. just using

The digital age
Figure 2 shows that the main driver for smartphone
uptake in the region is consumers’ growing need
to access the internet. Additional factors highlight
the notion that consumers want to be involved
in today’s digital age. The smartphone is seen
as a device that will provide this experience.

Figure 2: Reasons consumers want smartphones

39%

44%

To surf the
internet

31%

To upgrade current
mobile phone

34%

To go on social
networking sites

To use the latest
features and services

29%

To access
entertainment features

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone intenders
in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)

ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 5
POWER TO THE
CONSUMER
44%

Figure 3: Top 10 mobile features
used weekly in Sub-Saharan Africa

61%

Take photos
or videos

44%

Listen
to music

Use social
networks

72%

43%

Send/
receive
SMS

Browse
the internet

26%

38%

Send/
receive
emails

Play
games

38%

34%
Use
calendar

Source: Ericsson ConsumerLab Analytical Platform 2013
Base: Mobile users in Sub-Saharan Africa (Nigeria, Ghana,
South Africa, Kenya, Senegal, Cameroon)

Changing everyday life
The mobile phone has put the internet in the
consumer’s hands. In fact, the device is already
the main point of internet access for Sub-Saharan
African mobile users. As mobile devices become
more sophisticated, the benefits of the internet will
be even greater. The average consumer will have
the ability to effectively and efficiently surf the net,
access a rich source of information, and change
their lives on both a personal and business level.
Figure 3 shows that current weekly communication
service consumption on mobile phones is
dominated by SMS. Social networking and
browsing the internet are also top activities
in mobile communication behavior.
Activities on social media sites are driven by a
desire to communicate with friends, and share
information and entertainment. Figure 4 shows
that young consumers aged 30 and under are the
primary drivers of daily internet browsing in the
region. They largely live in South Africa, Nigeria and
Kenya. Even consumers who are not currently using
these services have a strong interest in using social
networks on their mobile phone in the future.
6  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE

Use instant
messaging

35%
Use
bluetooth

The informed consumer
The benefits of using social networking platforms
are vastly increasing. They are expanding the
consumers’ world view on a variety of topics. For
example, social networkers in Sub-Saharan Africa
ask friends for advice or recommendations using
these platforms. An advertiser’s or business’ claim
on their product is no longer taken at face value,
as consumers actively seek out the viewpoints of
other social networkers before making decisions.
Figure 4: Percentage of mobile users per age group who
browse the internet on their mobile phone
30%
25%

28

20%

26
18

15%

15

10%
5%
0%

7
16-21

22-30

31-40

41-50

51-60

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile users in
Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)
WORLDWIDE
CONNECTIONS
The internet has created new communication value
points for businesses and society. This includes the
establishment of better relationships with business
partners, customers, government, celebrities, etc.
A global village
People across Sub-Saharan Africa, the wider continent
and the world are now able to connect and effectively
interact in today’s global village through the infinite
capabilities of the internet. Of consumers who are
currently not using the internet on their mobile phone,
56 percent show strong interest in doing so in future.
Mobile broadband will play an integral role in
ensuring the seamless execution of tasks for today’s
on-the-move mobile consumer. The additional support

of a fast, efficient and reliable network with wider
coverage will be vital in the creation of a high quality
consumer experience.
Taking an active role
The potential benefits of the internet on a
socioeconomic level are infinite, and a variety
of players will need to be involved in helping
Sub-Saharan Africa bridge the current digital
divide and promote connectivity. The role of
improving the current communication inequalities
in the region will fall to the government, regulators,
municipalities, mobile operators, service
providers and even society as a whole.

56% of consumers
who currently do not browse the internet on their mobile
phone are interested in doing so in the future

ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 7
MONEY ON
THE MOVE
Sometimes I send [money] to my
parents. With the mobile money it
goes right away to the person, but
through the bank I think that it takes
two or three days.”
Male, 25, Ghana*

An all-inclusive system
Even though mobile money in
Sub-Saharan Africa is showing
potential, the region is still
characterized as a cash economy.
This trend can be attributed to
the dominance of unbanked
consumers and the lack of
knowledge on how mobile money
services operate. Mobile money
represents an opportunity to
connect the formal and informal
economy in the creation of an
all-inclusive ecosystem.
Limitations on access to the
basic financial services that
enable consumers to save, borrow
or perform transactions have a
bearing on their ability to participate
in the region’s financial ecosystem.
With the increase in mobile
penetration in Sub-Saharan Africa,
mobile money platforms have
more room to grow and provide
consumers with basic financial
services. This will enable them
to be financially active and move
from the unbanked to the banked
bracket in the region’s economy.

*

Source: M-Commerce in Sub Saharan Africa, Ericsson Consumer Insight Summary Report, August 2012

Figure 5: Top three financial services used by mobile owners in Sub-Saharan Africa

14%

18%

Buy airtime
or phone credit

Use bank or credit
card notifications

10%

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile owners in
Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)

8  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE

Transfer money
to/from someone

Education is key
Figure 5 shows that current
mobile money usage in the
region is dominated by the use
of bank notifications, purchasing
airtime or phone credit, and the
transfer of money. Kenya has the
highest usage of money transfer
between people because of
innovations such as M-Pesa.
However, consumers are showing
an interest in trying more advanced
options such as managing their
bank account, and paying bills
for utilities and school fees using
their mobile phone. As financial
services become integrated into the
mobile ecosystem – encouraging
financial inclusion – educating
consumers on these mobile
money solutions will be key.
TRUSTWORTHY
MOBILE SERVICES
Figure 6: Drivers of mobile banking

61%

Figure 7: Barriers to mobile banking

42%

24%

17%

16%

No queues

Quick

37%

Secure

Not secure

Mobile phones
can be easily lost

Lack of
knowledge

Source: Ericsson ConsumerLab Analytical Platform 2013
Base: Those who use or are interested in mobile banking

Source: Ericsson ConsumerLab Analytical Platform 2013
Base: Those who do not use or are not interested in mobile banking

Figure 6 shows that mobile banking usage is driven by
speed, the elimination of queues and the belief that it is
a secure option.

This means transparency, education and trust are the
most important factors for consumer usage of mobile
finance. Bank/credit card notifications are a good
starting point in this regard as they enable consumers to
keep track of the movement of their funds in real time.

Figure 7 shows that some consumers still view security
issues as one of the biggest barriers preventing them
from using mobile money solutions. Other barriers
include the belief that mobile phones can be easily
lost, and a lack of knowledge on how to use the
mobile money service.

Figure 8 shows that although mobile finance is still
relatively basic in Sub-Saharan Africa, mobile users
are showing an interest in using it to pay for everyday
things such as groceries and receiving wages/salary.

Figure 8: Usage vs. interest in financial services in Sub-Saharan Africa
Currently use

25%

21

20

20%

19
17

15%

10%

5%

18

17
15

14

15

14

14

13

13

12

12

11

10

5

3

11

2

8

8

7

6

5

Interested in using

3

3
1

1

2

1

1

1

B
or uy
ph ing
Tr on ai
Tr
an e rti
an
sf cr me
sf
er ed
ba er
rin it
nk rin
g
ac g m
m
co o
on
ne
un
ey
ta yb
nd et
ph wee
on n
G
e
iv
Pa
in
yi
g
ng
in
ba s
nk tru bill
s
us cti
in on
g s
R
de ead SMS to
ta ing
ils a
Pa
on cc
Pa
yi
ng
o
yi
ng pho un
fo
ne t
rs
fo
rg
m
al
ro
ld
ce
ai
rie
Re
ly
s
pu
ce
Ba
rc
iv
nk
ha
in
g
se
or
w
s
ag
cr
Pa
ed
es
yi
it
/s
ng
ca
al
fo
ar
rd
rp
y
no
ub
tifi
lic
ca
tra
tio
ns
ns
Re
po
ce
rt
iv
tic
i
ke
go ng
ts
od pa
s ym
or e
Pa
se nts
Pa
yi
yi
ng rvic for
ng
e
fo
fo
rf s
rr
Pa
as
yi
tf
o es
oo
ai ng r or tau
d
rli fo
de ran
ne r l
rs t m
tic arg
at e
ke er
a
ts ex a b ls
or pe ar
el ns
ec es
tr
Pa on like
M
yi ics
po ana
ng
rtf gi
fo
ol ng
rf
io s
ue
/tr to
l
ad ck
in m
g
st ark
oc et
ks

0%

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile owners in
Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)

ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE  9
A GROWING
APP CULTURE
Figure 9: App ownership vs. future interest

82%

Entertainment

Communication

Productivity and utility

63%
Have

55%

52%

50%
38%
31%

34%

30%

23%

24%

24%

23%

24%

17%
23%

11%

Business

11%

Health

Weather

Education

16%

15%

Local search

23%

15%

Financial

12%

17%

Communication
e.g. email

General search
e.g. Google

News

14%

Sport

13%

15%
Maps/navigation

16%

Graphics
e.g. wallpapers

9%

Social
networking

10%

Video/
picture

Games

Would like
to have

Music

15%

21%

Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone owners who use apps

16–21
year olds

show the greatest enthusiasm for
mobile applications

Figure 9 shows that mobile apps are quickly
incorporating more utility and productivity features.
App culture in the region is led by younger consumers,
with those aged 16–21 expressing the greatest
enthusiasm in mobile applications. The trend shows
that in the future they will be at the forefront of app
usage. In the region, this is fuelled by word-of-mouth
and the most commonly downloaded apps are those
that don’t come with a price tag.
Social media apps are becoming very popular and
they too have evolved from being strictly text-based
platforms to include more interactive tools. Video and
TV are increasingly crossing over to social media.
For example, social networkers show a tendency to
stream content such as video, and also check up on
TV shows on social media platforms. Social networks
are fast becoming the most dominant means of
communication in the region besides SMS.
App culture is growing, and will play a key role in the
promotion and enhancement of connectivity.

10  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE
CONCLUSION

Transparency,
Trust and simplicity
will be the key factors for promoting ICT use

Reaching its potential
ICT has played an important role in increasing
connectivity in Sub-Saharan Africa. However, benefits
that can be derived from it have yet to reach larger
segments of society. With its growing youthful
population and information needs, the region will
potentially benefit greatly as internet usage spreads
across socioeconomic classes.
The major driving factors affecting smartphone
adoption are:
>	Affordability
>	Environment
>	Lack of awareness and interest
>	Lack of infrastructural support
Applying ICT
Institutions such as families, schools, governments,
regulators and service providers play an important
role in ICT use and adoption. They can serve as
drivers by providing an environment where individuals
are encouraged to learn and use the skills needed to
apply ICT to everyday life.

and emailing, are driving the need for anywhere,
anytime connectivity. Even though there are useful
mobile applications for areas such as education and
healthcare that attract consumers, the research data
suggests that the attraction of entertainment-centric
services is greater. This may serve as a precursor to
the adoption of more utility applications.
Youth drive change
The digital youth culture of Sub-Saharan Africa will
be the driver of change in the region and the primary
catalyst for the digitization of society. Digital youth
culture represents mobile communication and internet
usage behavior in a given age segment. The main
drivers of the digital youth culture are:
>	Willingness to share their social media usage
>	Instant gratification – they live for today
>	A need for having the latest technology products
Services targeting this segment should ideally
reinforce these drivers, providing mobile functionality
that extends their reach and augments existing
options, or at the very least, does not conflict with
their beliefs.

Communication-related services such as instant
messaging, social networking, browsing the internet
ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE  11
Ericsson is a world-leading provider of communications technology
and services. We are enabling the Networked Society with efficient
real-time solutions that allow us all to study, work and live our lives
more freely, in sustainable societies around the world.
Our offering comprises services, software and infrastructure within
Information and Communications Technology for telecom operators
and other industries. Today 40 percent of the world’s mobile traffic
goes through Ericsson networks and we support customers’
networks servicing more than 2.5 billion subscriptions.
We are more than 110,000 people working with customers in more
than 180 countries. Founded in 1876, Ericsson is headquartered
in Stockholm, Sweden. In 2012 the company’s net sales were SEK
227.8 billion (USD 33.8 billion). Ericsson is listed on NASDA Q OMX,
Stockholm and NASDAQ, New York stock exchanges.

The content of this document is subject to revision without
notice due to continued progress in methodology, design and
manufacturing. Ericsson shall have no liability for any error or
damage of any kind resulting from the use of this document.

Ericsson
SE-126 25 Stockholm, Sweden
Telephone +46 10 719 00 00
www.ericsson.com

EAB-13:064176 Uen
© Ericsson AB 2013

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Ericsson ConsumerLab: Bridging the Digital Divide

  • 1. consumerlab BRIDGING THE DIGITAL DIVIDE How mobile phones are playing a key role in connecting people in Sub-Saharan Africa An Ericsson Consumer Insight Summary Report November 2013
  • 2. contents Introduction KEY FINDINGS 3 SMARTPHONES VS. FEATURE PHONES 4 FACTORS DRIVING UPTAKE 5 POWER TO THE CONSUMER 6 WORLDWIDE CONNECTIONS 7 MONEY ON THE MOVE 8 TRUSTWORTHY MOBILE SERVICES 9 A GROWING APP CULTURE 10 CONCLUSION 11 The mobile phone has transformed consumer behavior across Sub-Saharan Africa. It exemplifies technology convergence and is slowly becoming the central device in the daily lives of most consumers in the region. Many consumers believe that their mobile phone is an extension of themselves and they would feel lost without it. The following report highlights how mobile phones have created and promoted connectivity in Sub-Saharan Africa from a consumer perspective. The report will focus on smartphones, the internet, financial services and applications. In this report we refer to smartphones, basic phones and feature phones. Smartphones allow access to internet and data rich services, whereas basic phones only allow calls and texts. Feature phones are between basic and smartphones, and are typically characterized by one or more stand-out features such as music or camera capability. the voice of the consumer Ericsson ConsumerLab has close to 20 years experience of studying people’s behaviors and values, including the way they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and consumer trends. Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries and 15 megacities – statistically representing the views of 1.1 billion people. 2  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures. To be close to the market and consumers, Ericsson ConsumerLab has analysts in all regions where Ericsson is present, which gives a thorough global understanding of the ICT market and business models. All ConsumerLab reports can be found at: www.ericsson.com/consumerlab
  • 3. PROVIDING UNIVERSAL ACCESS Access to Information and Communication Technology (ICT) in Sub-Saharan Africa is both inadequately and unequally distributed, giving rise to what is referred to as the digital divide. This is amplified by the economic inequality between the different consumer segments in the market. The access, use and knowledge of ICT in the region is relatively unique for every individual, household, business and geographical area. The mobile phone, and more specifically the smartphone, has the potential to bridge this digital divide by providing universal access and connectivity to all citizens, regardless of location or economic status. Key findings > Influential devices Mobile phones continue to be an extremely influential technology across Sub-Saharan Africa, and basic and feature phones still dominate the mobile handset market. Their low cost, multi-functionality and the region’s lack of fixed-line infrastructure has propelled the mobile phone’s status as the leading device. > Smartphones on the rise An increasing range of low-cost smartphones are entering the mobile handset market. This will be key to the trend of growing internet usage across the region. > Popular services The internet is becoming an important medium for communication and access to information. The top three communication services used (other than voice) are sending/receiving SMS messages, social networking and browsing the internet. > Aspiring users Mobile phone users who are currently not using certain mobile services such as taking photos and video, listening to music and emailing show the most interest in using them in the future. transactions via mobile phones has a promising future, and consumers could eventually use them to pay for school fees, fast food, groceries or fuel. > Evolving apps Apps are likely to evolve beyond entertainment and communication. They have the potential to fill service gaps in many sectors such as education and transport, and consequently change lives. > A promising future The success of financial applications such as Kenya’s M-Pesa has put Sub-Saharan Africa on the map. Today, mobile banking is primarily used for buying airtime, transferring money and receiving bank/credit card notifications. But the trend of conducting financial ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 3
  • 4. SMARTPHONES VS. FEATURE PHONES Sub-Saharan Africa is one of the fastest growing mobile markets in the world. Across the region, the smartphone has the potential to drive the creation of a digital and all-inclusive future. The entry of low-cost smartphone handsets in the market will allow people from different social classes to all benefit from an integrated ecosystem. The smartphone will be key to enabling internet use, which will change the regional status quo. It will be an essential device in connecting personal and professional lives, as well as society at large. In a market where consumers are relatively price-sensitive due to varying socioeconomic factors, there is still a high dependency on basic and feature phones, despite the rise of the smartphone. This is because smartphone prices are relatively high for the majority of users in the region. However, this does not hinder the strong possibility for growth in smartphone uptake in the next 5 years and beyond, particularly 4  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE with the anticipated introduction of a smartphone in the USD 50 price range. Smartphone usage in the region is primarily driven by young consumers under 30 years of age. Generally, these consumers work full time or are still at school and own a lower range smartphone, typically costing less than USD 150. South Africa, Nigeria and Kenya are leading markets in the region with regards to smartphone ownership.
  • 5. FACTORS DRIVING UPTAKE Figure 1: Mobile features used on a daily basis 60% 50% Smartphone owners 56 55 48 40% 30% 37 Basic and feature phone owners 46 41 35 24 23 11 13 Photos/ video Games 20% 10% 0% 9 SMS Music 9 Social networking Internet 6 Instant messaging 21 20 19 12 8 4 Bluetooth Emailing Calendar functionality Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone, basic and feature phone owners in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon) In Sub-Saharan Africa, the mobile services used by smartphone owners are very similar to those used by basic and feature phone owners. But smartphone owners’ usage levels are higher. Figure 1 shows that smartphone, basic and feature phone owners use SMS more than social networking on a daily basis. Surprisingly, smartphone owners use SMS more than basic and feature phone owners. This is potentially because a larger portion of basic and feature phone owners are part-time workers in comparison to smartphone owners, which impacts on their ability to spend money on ICT services such as buying airtime. standalone features such as SMS or taking photos. Reliable connections The installation of submarine cables and country/city fiber-optic networks across the continent enables the potential for significantly increased connectivity and supporting infrastructure for greater data consumption. The cables and fiber-optic networks will promote the maximization of international bandwidth, as well as enable reliable, cheaper connections and usage of communication services. Smartphone owners in the region will drive internet use. They already show strong interest in performing data-intensive mobile activities such as video calling, watching live TV shows, and streaming videos from channels such as YouTube. There are a number of factors that could explain why usage is similar between the two groups. For example, there may be an assumption that using mobile broadband on a smartphone is quite expensive. A lack of knowledge of apps, or immediate need for them, could also explain why smartphone owner usage closely mirrors that of feature phone owners. This could cause smartphone owners to avoid data-consuming services, instead using their smartphones like feature phones, e.g. just using The digital age Figure 2 shows that the main driver for smartphone uptake in the region is consumers’ growing need to access the internet. Additional factors highlight the notion that consumers want to be involved in today’s digital age. The smartphone is seen as a device that will provide this experience. Figure 2: Reasons consumers want smartphones 39% 44% To surf the internet 31% To upgrade current mobile phone 34% To go on social networking sites To use the latest features and services 29% To access entertainment features Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone intenders in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon) ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 5
  • 6. POWER TO THE CONSUMER 44% Figure 3: Top 10 mobile features used weekly in Sub-Saharan Africa 61% Take photos or videos 44% Listen to music Use social networks 72% 43% Send/ receive SMS Browse the internet 26% 38% Send/ receive emails Play games 38% 34% Use calendar Source: Ericsson ConsumerLab Analytical Platform 2013 Base: Mobile users in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon) Changing everyday life The mobile phone has put the internet in the consumer’s hands. In fact, the device is already the main point of internet access for Sub-Saharan African mobile users. As mobile devices become more sophisticated, the benefits of the internet will be even greater. The average consumer will have the ability to effectively and efficiently surf the net, access a rich source of information, and change their lives on both a personal and business level. Figure 3 shows that current weekly communication service consumption on mobile phones is dominated by SMS. Social networking and browsing the internet are also top activities in mobile communication behavior. Activities on social media sites are driven by a desire to communicate with friends, and share information and entertainment. Figure 4 shows that young consumers aged 30 and under are the primary drivers of daily internet browsing in the region. They largely live in South Africa, Nigeria and Kenya. Even consumers who are not currently using these services have a strong interest in using social networks on their mobile phone in the future. 6  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE Use instant messaging 35% Use bluetooth The informed consumer The benefits of using social networking platforms are vastly increasing. They are expanding the consumers’ world view on a variety of topics. For example, social networkers in Sub-Saharan Africa ask friends for advice or recommendations using these platforms. An advertiser’s or business’ claim on their product is no longer taken at face value, as consumers actively seek out the viewpoints of other social networkers before making decisions. Figure 4: Percentage of mobile users per age group who browse the internet on their mobile phone 30% 25% 28 20% 26 18 15% 15 10% 5% 0% 7 16-21 22-30 31-40 41-50 51-60 Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile users in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon)
  • 7. WORLDWIDE CONNECTIONS The internet has created new communication value points for businesses and society. This includes the establishment of better relationships with business partners, customers, government, celebrities, etc. A global village People across Sub-Saharan Africa, the wider continent and the world are now able to connect and effectively interact in today’s global village through the infinite capabilities of the internet. Of consumers who are currently not using the internet on their mobile phone, 56 percent show strong interest in doing so in future. Mobile broadband will play an integral role in ensuring the seamless execution of tasks for today’s on-the-move mobile consumer. The additional support of a fast, efficient and reliable network with wider coverage will be vital in the creation of a high quality consumer experience. Taking an active role The potential benefits of the internet on a socioeconomic level are infinite, and a variety of players will need to be involved in helping Sub-Saharan Africa bridge the current digital divide and promote connectivity. The role of improving the current communication inequalities in the region will fall to the government, regulators, municipalities, mobile operators, service providers and even society as a whole. 56% of consumers who currently do not browse the internet on their mobile phone are interested in doing so in the future ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE 7
  • 8. MONEY ON THE MOVE Sometimes I send [money] to my parents. With the mobile money it goes right away to the person, but through the bank I think that it takes two or three days.” Male, 25, Ghana* An all-inclusive system Even though mobile money in Sub-Saharan Africa is showing potential, the region is still characterized as a cash economy. This trend can be attributed to the dominance of unbanked consumers and the lack of knowledge on how mobile money services operate. Mobile money represents an opportunity to connect the formal and informal economy in the creation of an all-inclusive ecosystem. Limitations on access to the basic financial services that enable consumers to save, borrow or perform transactions have a bearing on their ability to participate in the region’s financial ecosystem. With the increase in mobile penetration in Sub-Saharan Africa, mobile money platforms have more room to grow and provide consumers with basic financial services. This will enable them to be financially active and move from the unbanked to the banked bracket in the region’s economy. * Source: M-Commerce in Sub Saharan Africa, Ericsson Consumer Insight Summary Report, August 2012 Figure 5: Top three financial services used by mobile owners in Sub-Saharan Africa 14% 18% Buy airtime or phone credit Use bank or credit card notifications 10% Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile owners in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon) 8  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE Transfer money to/from someone Education is key Figure 5 shows that current mobile money usage in the region is dominated by the use of bank notifications, purchasing airtime or phone credit, and the transfer of money. Kenya has the highest usage of money transfer between people because of innovations such as M-Pesa. However, consumers are showing an interest in trying more advanced options such as managing their bank account, and paying bills for utilities and school fees using their mobile phone. As financial services become integrated into the mobile ecosystem – encouraging financial inclusion – educating consumers on these mobile money solutions will be key.
  • 9. TRUSTWORTHY MOBILE SERVICES Figure 6: Drivers of mobile banking 61% Figure 7: Barriers to mobile banking 42% 24% 17% 16% No queues Quick 37% Secure Not secure Mobile phones can be easily lost Lack of knowledge Source: Ericsson ConsumerLab Analytical Platform 2013 Base: Those who use or are interested in mobile banking Source: Ericsson ConsumerLab Analytical Platform 2013 Base: Those who do not use or are not interested in mobile banking Figure 6 shows that mobile banking usage is driven by speed, the elimination of queues and the belief that it is a secure option. This means transparency, education and trust are the most important factors for consumer usage of mobile finance. Bank/credit card notifications are a good starting point in this regard as they enable consumers to keep track of the movement of their funds in real time. Figure 7 shows that some consumers still view security issues as one of the biggest barriers preventing them from using mobile money solutions. Other barriers include the belief that mobile phones can be easily lost, and a lack of knowledge on how to use the mobile money service. Figure 8 shows that although mobile finance is still relatively basic in Sub-Saharan Africa, mobile users are showing an interest in using it to pay for everyday things such as groceries and receiving wages/salary. Figure 8: Usage vs. interest in financial services in Sub-Saharan Africa Currently use 25% 21 20 20% 19 17 15% 10% 5% 18 17 15 14 15 14 14 13 13 12 12 11 10 5 3 11 2 8 8 7 6 5 Interested in using 3 3 1 1 2 1 1 1 B or uy ph ing Tr on ai Tr an e rti an sf cr me sf er ed ba er rin it nk rin g ac g m m co o on ne un ey ta yb nd et ph wee on n G e iv Pa in yi g ng in ba s nk tru bill s us cti in on g s R de ead SMS to ta ing ils a Pa on cc Pa yi ng o yi ng pho un fo ne t rs fo rg m al ro ld ce ai rie Re ly s pu ce Ba rc iv nk ha in g se or w s ag cr Pa ed es yi it /s ng ca al fo ar rd rp y no ub tifi lic ca tra tio ns ns Re po ce rt iv tic i ke go ng ts od pa s ym or e Pa se nts Pa yi yi ng rvic for ng e fo fo rf s rr Pa as yi tf o es oo ai ng r or tau d rli fo de ran ne r l rs t m tic arg at e ke er a ts ex a b ls or pe ar el ns ec es tr Pa on like M yi ics po ana ng rtf gi fo ol ng rf io s ue /tr to l ad ck in m g st ark oc et ks 0% Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Mobile owners in Sub-Saharan Africa (Nigeria, Ghana, South Africa, Kenya, Senegal, Cameroon) ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE  9
  • 10. A GROWING APP CULTURE Figure 9: App ownership vs. future interest 82% Entertainment Communication Productivity and utility 63% Have 55% 52% 50% 38% 31% 34% 30% 23% 24% 24% 23% 24% 17% 23% 11% Business 11% Health Weather Education 16% 15% Local search 23% 15% Financial 12% 17% Communication e.g. email General search e.g. Google News 14% Sport 13% 15% Maps/navigation 16% Graphics e.g. wallpapers 9% Social networking 10% Video/ picture Games Would like to have Music 15% 21% Source: Ericsson ConsumerLab Analytical Platform 2013. Base: Smartphone owners who use apps 16–21 year olds show the greatest enthusiasm for mobile applications Figure 9 shows that mobile apps are quickly incorporating more utility and productivity features. App culture in the region is led by younger consumers, with those aged 16–21 expressing the greatest enthusiasm in mobile applications. The trend shows that in the future they will be at the forefront of app usage. In the region, this is fuelled by word-of-mouth and the most commonly downloaded apps are those that don’t come with a price tag. Social media apps are becoming very popular and they too have evolved from being strictly text-based platforms to include more interactive tools. Video and TV are increasingly crossing over to social media. For example, social networkers show a tendency to stream content such as video, and also check up on TV shows on social media platforms. Social networks are fast becoming the most dominant means of communication in the region besides SMS. App culture is growing, and will play a key role in the promotion and enhancement of connectivity. 10  ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE
  • 11. CONCLUSION Transparency, Trust and simplicity will be the key factors for promoting ICT use Reaching its potential ICT has played an important role in increasing connectivity in Sub-Saharan Africa. However, benefits that can be derived from it have yet to reach larger segments of society. With its growing youthful population and information needs, the region will potentially benefit greatly as internet usage spreads across socioeconomic classes. The major driving factors affecting smartphone adoption are: > Affordability > Environment > Lack of awareness and interest > Lack of infrastructural support Applying ICT Institutions such as families, schools, governments, regulators and service providers play an important role in ICT use and adoption. They can serve as drivers by providing an environment where individuals are encouraged to learn and use the skills needed to apply ICT to everyday life. and emailing, are driving the need for anywhere, anytime connectivity. Even though there are useful mobile applications for areas such as education and healthcare that attract consumers, the research data suggests that the attraction of entertainment-centric services is greater. This may serve as a precursor to the adoption of more utility applications. Youth drive change The digital youth culture of Sub-Saharan Africa will be the driver of change in the region and the primary catalyst for the digitization of society. Digital youth culture represents mobile communication and internet usage behavior in a given age segment. The main drivers of the digital youth culture are: > Willingness to share their social media usage > Instant gratification – they live for today > A need for having the latest technology products Services targeting this segment should ideally reinforce these drivers, providing mobile functionality that extends their reach and augments existing options, or at the very least, does not conflict with their beliefs. Communication-related services such as instant messaging, social networking, browsing the internet ERICSSON CONSUMERLAB BRIDGING THE DIGITAL DIVIDE  11
  • 12. Ericsson is a world-leading provider of communications technology and services. We are enabling the Networked Society with efficient real-time solutions that allow us all to study, work and live our lives more freely, in sustainable societies around the world. Our offering comprises services, software and infrastructure within Information and Communications Technology for telecom operators and other industries. Today 40 percent of the world’s mobile traffic goes through Ericsson networks and we support customers’ networks servicing more than 2.5 billion subscriptions. We are more than 110,000 people working with customers in more than 180 countries. Founded in 1876, Ericsson is headquartered in Stockholm, Sweden. In 2012 the company’s net sales were SEK 227.8 billion (USD 33.8 billion). Ericsson is listed on NASDA Q OMX, Stockholm and NASDAQ, New York stock exchanges. The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document. Ericsson SE-126 25 Stockholm, Sweden Telephone +46 10 719 00 00 www.ericsson.com EAB-13:064176 Uen © Ericsson AB 2013