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In 3Q17, Ovum commissioned a survey to assess Africa's consumer attitudes in Kenya, Nigeria, and South Africa, and found that 70% of respondents pay to access internet on their phones, but a large percentage rely on free Wi-Fi for their mobile data.


  • About 70% of respondents pay to access internet on their phones, but a significant percentage who do not pay rely instead on free Wi-Fi to fulfill their mobile data needs, bypassing operator data charges.
  • Unsurprisingly, the new digital consumer in Africa expects and demands better mobile data service from their operators. It is of considerable concern that only 64% of respondents are satisfied with their mobile data service, with South African consumers being the most demanding.
  • Consumers in each of the countries surveyed are highly engaged with their social networking and over-the-top (OTT) messaging apps. Making traditional voice calls, however, still ranks high for Nigerian and Kenyan consumers.

Features and Benefits

  • This report assesses Africa's consumers' device purchase intentions and reasons for changing or keeping their device.
  • The report also assesses Africa's consumers' digital service consumption by provider, including their plans and reasons for changing or keeping digital service subscriptions.

Key questions answered

  • Which factors determine Africa's consumers' device purchase intentions?
  • What determines Africa's consumers' choice of digital services, and what are the reasons for changing or keeping their digital service subscriptions?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2017: Africa Analysis

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