note: seize the potential market is one of the main elements of business success. For the mobile phone industry, Africa and other developing countries is undoubtedly enormous potential market. The countries of Africa mobile penetration how? This article take you about the recent situation of African mobile phone industry, research without groups demand for mobile phone function differences.
just a few short years, the rapid expansion of mobile phone network makes sub-saharan Africa way of communications has a qualitative leap, let them over the cable communication stage, to the digital age.
nowadays, mobile phones have spread in the region. In 2002, Tanzania, Uganda, Kenya and Ghana and other countries of the mobile phone usage is only 1/10 of the total population. In the subsequent years, however, mobile phone users exponentially. Today, South Africa and Nigeria’s mobile phone users have been enough to match with the United States. But the smartphone penetration needs to be improved, even use 34% for the highest percentage of South Africa.
different people have different demand for mobile phone function, but text messages, photos and the function of photography is undoubtedly the most popular. In countries such as Kenya, Uganda, Tanzania, mobile payment is relatively common. But read the current politics news, on social networking sites, for health and consumer information, job functions such as utilization rate is low.
recently, a pew research center in seven sub-saharan African countries were studied. The study lasts from April 11, 2014 to June 5, from Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania and Uganda and other countries of 7052 people conducted face-to-face survey, and the survey results are compared with those of the data in the United States in 2014.
phone popularity in Africa
the seven countries of survey data show that around two-thirds of those polled holding a mobile phone. In South Africa and Nigeria, holding rate of almost 90%.
since 2002, mobile phone holding rate of rapid growth in these countries. In 2002, only 8% of the ghanaian has a mobile phone, and today the proportion is 83%, almost increased by 10 times. Investigation of other African countries tend to this growth. Mobile phone users in the United States, by contrast, only 64% in 2002 from increased to 89% in December 2014.
of mobile phone users in Africa, only 34% of south africans and holding a smartphone, 27% of ghanaians penetration rate is lower in other countries, even in Tanzania and Uganda is a digit ratio. In the United States, by December 2014 at least 64% of americans hold a smartphone.
survey data also showed that the subjects of the higher level of education the more likely the use of mobile phones. For example, 93% of cell phone use have received secondary education ugandans, and by the person with low education level is only 61%. In South Africa, the two groups of mobile phone use proportion were 57% and 13% respectively.
in addition, the use of mobile phones, is associated with the English ability of people. Have basic English ability of africans are more likely to use a mobile phone or smartphone. Understand English three-fourths of the Uganda people use mobile phones, while only 48% of people who don’t understand English use. And this group of comparative data is more obvious in Nigeria, a third and 2% respectively.
in terms of age, cell phone also popular among young and older group. In African countries surveyed (except Tanzania), 18 to 34 and 35 of older cell phone usage. But the use of smartphones have obvious age differentiation, such as South Africa’s people aged 18 to 34 cell phone usage is 41%, and the people over the age of 35 is only 27%.
the influence factors of mobile phone usage also includes gender. In six of the seven countries surveyed countries present a phenomenon of male cell phone usage than women. 77% of Uganda, for example, men have a cell phone, while only 54% of women. Other countries surveyed also presents the trend, only men and women use in South Africa. In Nigeria, Ghana, Senegal and Uganda, in the four countries use of smart phones, also presents the trend of men more than women.
all countries surveyed, on average, about 17% of the population without mobile phones. But that doesn’t mean they don’t use mobile phones, many of them choose to share with others a cell phone. In the spring of 2013, the pew researchers have investigated the Kenyan without cell phone people, of which 58% of people who share a cell phone with others. And the country’s mobile phone has 21% of the population say they share of mobile phone. In fact, education degree is low, and do not have basic English ability of women is the least cell phone use.
text messages, photos, and photography is one of the hottest mobile phone function
for Africa’s mobile phone users, the message is a function of their favourite. Countries have an average of 80% of cell phone users surveyed are commonly used this feature, and South Africa and Tanzania the proportion is 95% and 95%, the data of other countries are also more than half.
the second hot function is photographed and photography. Last year’s survey, about 53% of the users to use this feature, and in South Africa and Nigeria to use even reached 60% and 60%.
overall, mobile payment function is not as popular as text and pictures. But in Kenya, 61% of mobile phone users to use mobile phone transfer function, and use this feature in neighboring Uganda and Tanzania proportion were 42% and 39% respectively. Due to the high utilization of mobile payment function in these countries is one of the reasons for the rise of mobile payment service, such as m-pesa in Kenya and Tanzania and Uganda MTN mobile payment service. Mobile phone bank in the rest of Africa, by contrast, the utilization rate is not high.
in addition to individual exceptions, the other mobile phone function relatively unpopular in Africa. Only 21% of mobile phone users say they read the current politics news, 19% on social networking sites, 17% for medical and health information, mobile phones are used to cover 14%, 14% use their phones to get prices and consumer information such as product supply.
browse social networking sites in Nigeria and South Africa relatively popular, the use ratio of 35% and 31% respectively. Since the function on the basis of smartphones, both higher smartphone usage may be the cause of this feature popular than any other region. In other respects, the 28% of mobile phone users reading political news; 28% of users read news in Kenya, browse social networking sites, 28% 26% using a mobile phone to apply for a job.
all in all, highly educated young people are basic English or more generally use the mobile phone function. In 18 to 34, Ghana, for instance, 65% of users said they often send text messages, and only 34% of over 35 users use SMS function. Similarly, 62% of young smartphone users use pictures and video functions, while older users utilization rate is only 33%.
the differences, however, not all features are present, in terms of mobile payment, young group (18 to 34 years old) and elderly group (35) utilization.
almost no one use fixed phone
with the mobile phone network quickly covered in sub-saharan Africa, fixed telephone usage in of the seven countries surveyed close to zero. About 2% of the respondents were installed in the home have a landline, 97% is not installed. In contrast, as much as 60% of all American families with fixed phone.