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Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa
Connected Consumer Survey
2020: 5G, data consumption
and monetisation in Africa
Karim Yaici
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa 2
About this report
This report focuses on aspects of Analysys Mason’s Connected G E O G RAPHICAL C O V ERAG E
Consumer Survey that relate to the behaviour, preferences and
Africa:
plans of smartphone users in Africa. In particular, it focuses on
▪ Egypt
respondents’ usage of mobile data and 5G.
▪ Kenya
The survey was conducted in association with On Device ▪ Nigeria
Research between August and September 2020. The survey ▪ South Africa
groups were chosen to be representative of the mobile-internet-
using population in the region. We set quotas on age, gender and
geographical spread to that effect. There were a minimum of
1000 respondents per country, and 4000 in the region.
K E Y Q U E S T I O N S A N S W ERE D I N T HI S R E P O RT W HO S H O UL D R E A D T HI S R E P O RT
▪ What are the mobile data usage patterns among respondents, and how ▪ Operator-based strategy executives and marketing managers who are
does data pricing affect these patterns? interested in understanding data usage and spending trends, the level
▪ What impact do 4G and 5G have on mobile users’ spending and of awareness and adoption of 5G and how it impacts customer
customer satisfaction metrics? satisfaction metrics.
▪ What is the level of awareness of 5G technology among respondents, ▪ Market intelligence and research executives in service providers that are
and to what extent are customers willing for pay for new 5G use cases? responsible for understanding end-user trends and supporting business
units in identifying and addressing new opportunities.
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa
The adoption of 4G and the interest in 5G have both increased in Africa since 2019;
respondents would consider paying extra for 5G to improve their experience
The self-reported adoption of 4G among mobile data users in Figure 3: Self-reported network technology, Africa, 2020 2
Africa ranges from 66% in Nigeria to 79% in Egypt.
The penetration of 4G in Africa (excluding Egypt) increased by 25
percentage points (pp) between 2019 and 2020 thanks to 4G
coverage improvements and the increasing affordability of
handsets and data plans.
Vodacom and MTN launched mobile 5G in South Africa in May
and July 2020, respectively. The relatively high percentage of
users that reported using 5G during our survey can be attributed
to the sample composition, which is skewed towards high-value
customers.1 Safaricom, Glo and MTN (in Nigeria) and Telkom
(South Africa) are preparing their infrastructure for 5G and plan to
launch the service in 2021.
Figure 4: Interest in, and willingness to pay for, 5G use cases,
83% of all respondents are either familiar with 5G or have heard Africa, 20202
about it but do not know what it is (up from 66% in 2019,
excluding Egypt). 35% are willing to pay extra for new 5G services.
This high level of interest in 5G may be due to the strong bias in
the panel towards high-value, tech-savvy users.
Respondents are most interested in using 5G for superfast
downloads, UHD video and as a fixed broadband (FBB) substitute.
This highlights consumers’ desire for faster speeds. Operators
should therefore continue to invest in their existing 4G network
infrastructure and should lobby the regulators for additional
spectrum to improve performance.
1 We estimate that there were fewer than 10 000 mobile 5G subscribers in South Africa at the end of 2020.
2 Please refer to the methodology and panel information section for the sample size and relevant survey questions.
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa
Contents Executive summary
Analysis
Methodology and panel information
About the author and Analysys Mason
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa 16
About the author
Karim Yaici (Senior Analyst) leads Analysys Mason’s The Middle East and Africa regional research programme. His primary areas of
specialisation include operators’ digital strategies, new telecoms opportunities such as IoT, and consumer trends in growth markets. Prior to
joining Analysys Mason, Karim was an associate analyst at Ovum, where he authored reports on mobile accessories and mobile applications.
Prior to that, he worked as a research engineer at the Institute for Communication Systems and Vodafone in the UK. Karim holds an MSc in
Information Systems Management from the University of Southampton and a PhD in human–computer interaction from the University of Surrey.
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa 17
Analysys Mason’s consulting and research are uniquely positioned
Analysys Mason’s consulting services and research portfolio Consulting
We deliver tangible benefits to clients across the telecoms
industry:
▪ communications and digital service providers, vendors,
financial and strategic investors, private equity and
infrastructure funds, governments, regulators, broadcasters
and service and content providers
Our sector specialists understand the distinct local challenges
facing clients, in addition to the wider effects of global forces.
We are future-focused and help clients understand the challenges
and opportunities new technology brings.
Research
Our dedicated team of analysts track and forecast the different
services accessed by consumers and enterprises.
We offer detailed insight into the software, infrastructure and
technology delivering those services.
Clients benefit from regular and timely intelligence, and direct
access to analysts.Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa 18 Research from Analysys Mason
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa 19 Consulting from Analysys Mason
Connected Consumer Survey 2020: 5G, data consumption and monetisation in Africa
PUBLISHED BY ANALYSYS MASON LIMITED IN MARCH 2021
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client-specific work within Analysys Mason Limited. The opinions expressed are those of the stated authors only.
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