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Impact of the mobile internet in Africa vs UK

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For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives.

63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK.

This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.

Published in: Mobile, Internet
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Impact of the mobile internet in Africa vs UK

  1. Impact of Africa’s Mobile Internet Revolution Photo: Maureen Didde
  2. Mobile internet is genuinely improving the lives of people in Africa A recent survey in Kenya, Nigeria, South Africa and the UK showed that access to the mobile internet has a life changing impact on majority of respondents. 68% Mobile internet has made a “great improvement” on my life Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014 62% 61% 41% Kenya Nigeria South Africa UK
  3. O The importance of mobile (internet) Step change vs incremental improvement – for many African’s mobile is the way to access online services and resources. It is impossible to overestimate the impact that mobile phones and the mobile internet is having on the continent. In comparison, for people in the UK mobile was just another way to access info and services already available on their computers.
  4. O This report presents findings from research with 2,000 mobile internet users in Kenya, Nigeria, South Africa and the UK. Key aspect of the study was to compare the effects of mobile internet between developing and developed markets. The study was conducted by On Device Research, a mobile research company, in October 2014 with a representative sample of mobile internet users in each country.
  5. On Device Research uses the mobile internet to gain access to consumer opinions at any time or place. The company has conducted over 20 million surveys in 75 countries, and has offices in London, Dubai and Singapore.
  6. UK Population: 64 million GPD per capita: $39,350 Nigeria Population: 155 million GDP per capita: $3,010 Kenya Population: 44 million GDP per capita: $994 South Africa Population: 53 million GDP per capita: $6,617
  7. Kenya Nigeria South Africa Popula'on 44 million 155 million 53 million Internet penetra'on 47% 38% 49% Mobile penetra'on 70% 72% 133% Smartphone penetra'on 31% 29% 47% Urban dwellers 25% 50% 62% Sources: GSMA Intelligence, Internet World Stats, Strategy Analytics, World Bank
  8. How exactly has mobile internet “greatly improved” people’s lives in Africa? Better access to education More connected to the world Easier to keep in touch with friends and family Better access to entertainment (music, games, movies) Easier to pay bills w S # > ! < h Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  9. Brits, in comparison, named only 2 things that have “greatly improved” their lives n Easier to find places using maps h Easier to keep in touch with friends and family Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  10. Africans rated 14 different attributes with an average of 4 or higher (on a 5-point scale) while Brits rated only two as having such a great impact on their lives. Africa UK Better access to education 4.42 3.70 I feel more connected to the world 4.41 3.86 Easier to keep in touch with friends and family 4.40 4.01 Better access to entertainment (music, games, movies) 4.38 3.95 Payments to businesses / pay bills 4.36 3.52 Easier to follow news 4.34 3.92 Send money to someone 4.29 3.71 Easier to find places using maps on the phone 4.28 4.19 Meeting new people and making friends 4.20 3.81 Easier to find health related info 4.15 3.89 Find work related info 4.14 3.45 Send airtime to someone 4.03 2.48 New ways to do business 4.02 3.74 Check bank balance 3.99 3.77 Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  11. Access to information provides a real improvement to people’s lives 66% % of people that stated these provided a “great improvement” 58% 57% 60% 55% 62% 68% 56% 50% 44% 33% 28% Online learning / education Find work related info Use health & medical sites / apps Kenya Nigeria South Africa UK Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  12. The introduction of the mobile internet in Africa is far more transformative than most people in modern countries realise. It’s not just a slight improvement, it’s a step change. Alistair Hill CEO, On Device Research
  13. Playing catch up Data speeds, cost, and network coverage combined with lower smartphone penetration means that use of maps, video and other data heavy and complex services, is significantly lower than in the UK. Maps available for some African countries aren’t exactly great either and the impact on usage is immediate. n
  14. On average, only 25% use maps for navigating in Africa (44% in the UK) 20% 18% 36% 44% Kenya Nigeria South Africa UK Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  15. However, as people upgrade to smart-phones the usage of maps jumps up! 28% Maps usage by device type 42% 14% 12% 14% 48% Kenya Nigeria South Africa Feature phone Smartphone Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  16. Using search NO 47% 48% 32% 60% 45% 66% 14% 44% Watching video clips Feature phone Smartphone Similar jump is seen in other activities as people upgrade to smartphones Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  17. H< Biggest thing on mobile in Africa? Listening to music!
  18. Most popular activities on mobile 36% 34% 30% 28% 27% 33% 38% 47% 46% 46% 45% 54% 52% 52% 67% Download / listen to music Social media Search for information Take photos Send airtime Play games Instant messaging Check email Watch short video clips Local and global news Follow sports news Listen to radio Online learning Find jobs Send money Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  19. Older people Listen to music Search Social media Take photos Send air5me Play games Instant messaging Email News Watch video Listen to radio Online learning / educa5on Find jobs 65% 60% 55% 50% 45% 19% 21% 23% 25% 27% 29% % Over 25 % Female Higher % of women Size of the Bubble = Popularity Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  20. : Mobile internet beats TV… Advertisers take note!
  21. Mobile internet has become the largest media channel in Africa Q. How often do you use the following media channels? 79% 63% 49% 34% 24% 13% 17% 19% 16% 19% 7% 16% 26% 34% 44% Mobile internet TV Radio Desktop internet Read newspaper Daily Several times a week Less often Never Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  22. Usage of mobile banking or payment services 82% 75% 63% 58% Kenya Nigeria South Africa UK Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  23. Mass adoption of mobile money South Africa is lagging a bit but there’s still still significant adoption 56% 16% 49% 21% 11% 18% 51% 24% 16% 10% 13% 25% 35% 32% 14% 12% 9% 37% 7% 35% 17% 16% 10% 42% Send airtime to someone Check bank balance Send money to someone Payments to businesses / pay bills Buy or sell things with other people None of these Kenya Nigeria South Africa UK Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  24. w Africa – who’s online on their phone?
  25. Nearly half of respondents only or mainly go online using their phones 45% only or mostly go online with their phones 40% 15% 22% 23% Daily Several times a week Infrequently Mobile-only internet users Q. How often do you use internet on a computer? Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  26. 46% went online for the first time on their phone in the past 2 years Q. When did you first use your phone for online services? 29% 17% 24% 30% During the last year 1-2 years ago 2-5 years ago Over 5 years ago Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  27. Africa reflect the population 52% Mobile internet users in – they’re very young 38% 6% 4% 44% 45% 7% 4% 42% 38% 13% 7% 16-24 25-34 35-44 45+ Kenya Nigeria South Africa Source: On Device Research, survey of mobile internet users Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
  28. Find out more + request data in Excel If you’d like to take a deeper look at the findings (including additional questions, data points and gender splits), then get in touch! Siim Teller, Head of Marketing siim@ondeviceresearch.com @teller +44 20 7278 6627
  29. Global Mobile Panels & Research SPEED ACCURACY REACH

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