2. Data collection methods have greatly evolved from the past’s
primitive ways. Traditional methods such as paper-based
surveys had their own share of challenges. Not only were they
expensive and time consuming but also prone to human error
during data acquisition and entry. Nevertheless these methods
are still in use to date by different individuals and organizations.
Advancement in technology has helped alleviate these
challenges by introducing cheaper, faster and even more
accurate ways of data collection. Online panel research
has by far proved to contain these attributes. The
internet, one of man’s greatest inventions, has played a
major role in this.
2020
1940
1950
1960
1970
1980
1990
2000
2010
3. Internet Access
More and more people are getting connected - previously unreached markets are now easily accessible. Looking into some of the
major markets in Africa, internet penetration and usage has sky-rocketed.
In the year 2000, only about 200,000 people, in both Kenya and Nigeria, had internet access, while in South Africa this stood at 2.4
million people. An aggregate of 2.8 million for all three markets.
In June 2016, the continental average usage rate was 28.6%, representing over 330 million users. Countries like Kenya led with
69.60%, Nigeria in ninth position with 51.10% and South Africa eleventh with 49%. These three markets represented 46% of the
continents total internet users.
69.60%Kenya
Nigeria
South Africa
51.10%
49.00%
Internet Users As % Of Population As Of June 2016. (Source: Internet World Statistics)
4. These proportions also cut across age,
gender and social economic groupings within
the markets.
45,925,301
200,000
31,985,048
54,777,809
2,400,000
26,841,126
181,562,056
Current Population
Internet Users (yr.2000)
Internet Users (yr.2016)
200,000
92,699,924
A Comparison Of Internet Users Between Year 2000 And 2016. (Source: Internet World Statistics)
5. Interestingly, these major markets also have a large proportion of smartphone users across various demographic spheres.
These populations are consumers of various goods and services ranging from FMCG’s to durable goods; plus services such as health
care, education, banking and insurance, travel and tourism.
Kenya
Age
18-34 y.o.
35+ y.o.
Education
Income
26% 28% 37%Nigeria South Africa
34%
14%
Less
More
10%
49%
Lower
Higher
13%
Age
18-34 y.o.
35+ y.o.
Education
Income
39%
13%
Less
More
6%
Lower
Higher
20%
Age
18-34 y.o.
35+ y.o.
Education
Income
46%
30%
Less
More
21%
Lower
Higher
18%
37% 36%
38% 54%
50%
% Of Mobile Phone Users With Smartphones (Source: Pew Research Center, 2015)
6. Internet Speeds
Panelist Recruitment
Though internet access is available far and wide across different areas in Africa, internet
speeds are varied. We have experienced slow connectivity in some markets – Nigeria being
the most affected. In contrast, other markets like Kenya and South Africa have some internet
service providers offering 4G speeds.
Although recruitment of an online panel is through a number of methods, online campaigns
form a great portion of this, almost 90%. Therefore, online panels are largely representative of
a typical online population.
7. Culture
Education
Cultural norms manifest themselves in the online demographic skews. For example, in Nigeria
males are the predominant breadwinners. As many work in offices, they tend to have more
access to the internet. The VoicesAfrica panel is therefore skewed towards young
economically active men. On the other hand, in South Africa women highly subscribe to
various online platforms, including social media, compared to their male counterparts.
Internet access is fairly even across all learned levels. Accessibility is common from places of
learning, work stations or through mobile gadgets.
8. Social Economic Groups
Currently panels skew towards SEC C1, C2, D and E classes in South Africa, Kenya and Nigeria, this perhaps being attributed to AB’s
having busier schedules.
With further advances in technology more and more people across all African markets are getting connected. This cuts across all
demographics spectrums as internet access is becoming cheaper by day as more ISPs come into play.
Studies have indicated that the number of mobile internet users will in the near future outnumber desktop users. This calls for even
more tailored solutions that collect data in real-time. Data collection methods and survey designs will have to incorporate
respondent preferences. Non-conformity will pose risk to the quality of data collected resulting in unreliable insights.
