The document summarizes research on consumer technology use in Tunisia based on interviews with over 4 million urban Tunisians between ages 15-59 in July-August 2014. It finds that Tunisians view technology as enabling modernization and expect electronic public services like e-health and e-learning to offer convenience. 72% consider accessing the internet anywhere important, and over half would use more apps and services if mobile internet was faster. There is strong potential for increased mobile commerce as well.

1. Research methodology
Our research represents more than 4 million consumers
in urban Tunisia, across all socioeconomic clusters,
with an age range of 15–59. Fieldwork was carried out
between July and August 2014, using face-to-face
interviews. The cities covered include: Grand Tunis,
Jendouba, Nabeul, Sfax and Sousse.
Technology is viewed as a key enabler
of societal modernization
> Tunisian consumers look to technology as a
means of obtaining information, facilitating
a more flexible work/life balance and creating
a sense of belonging within modern society
Electronic public services are expected
to have tangible benefits
> The greatest amount of interest is shown for
services such as e-health, e-learning, electronic
identification and filing certificate requests.
Tunisian consumers believe they will
offer more convenience and better
accuracy and customer service
Secure, reliable, anywhere internet
is widely expected
> 72 percent of Tunisian users consider
it important to be able to access the
internet from wherever they are
Network performance is a key driver of
satisfaction with mobile services and app usage
> More than half of smartphone users say they would
use more apps and internet services if their mobile
data connection was faster and more reliable
Strong potential for mobile commerce uptake
> Consumers look forward to the wide availability of
mobile money transfer and payment services, with
enhanced security expected to boost adoption
Key findings
Mobile networks are increasingly
used in the country to access
the internet, nearing levels of
fixed broadband. 44 percent
of Tunisian internet users now
access the web through a mobile
modem, with penetration of mobile
data services on phones set to
double within the next year.
Figure 1: Internet usage and access
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Internet users, Tunisia
28%
Mobile broadband
on phone
44%
Mobile broadband
modem
Wi-Fi
14%
fixed broadband
53%
Internet goes mobile
TUNISIA Highlights

2. 4 out of 5Tunisian smartphone
owners use apps, with Facebook,
Viber andYouTube being the
most popular. More than half said
they would be likely to increase
their app and service usage as
mobile networks get faster.
Figure 2: App usage in Tunisia
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Mobile phone users, Tunisia
Network performance is the
primary driver of satisfaction
with mobile networks, followed
by accurate billing and customer
support for data services.
Users also show an
interest in personalization
and loyalty programs.
Figure 3: Drivers of satisfaction
with mobile operators
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All users, Tunisia
As well as adopting mobile services
for personal use,Tunisian consumers
are interested in the future potential
of electronic public services.Their
effective implementation will allow
them to access information faster,
and receive a higher level of customer
service. Consumers show a particular
interest in e-health and e-learning
services, allowing them to move
away from a paper-based system
and save both time and money.
Figure 4: Expected benefits of
electronic public services
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© Ericsson AB 2015
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Facebook 91%
Viber 83%
Youtube 68%
Whatsapp 63%
Skype 39%
Twitter 29%
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Smartphone application users, Tunisia
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