The document summarizes research on technology usage among Algerian consumers: 1) The research polled over 9 million urban Algerian consumers between ages 15-59 on their views and usage of technology. 2) Algerian consumers view technology as enabling modernization and a means to access information, facilitate work-life balance, and feel part of modern society. 3) There is strong interest in mobile commerce services like money transfers, banking, and purchases, and ease of use is expected to boost adoption further.

1. 61%
Research methodology
Our research represents more than 9 million consumers
in urban Algeria, 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: Algiers, Blida,
Constantine, Oran, Ouargla and Sétif.
Technology is viewed as a key enabler
of societal modernization
> Algerian 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
There is widespread interest in
mobile commerce services
> People show great interest in mobile
money transfer, mobile banking and
mobile purchases. Improving ease of
use is expected to boost adoption
Penetration of mobile data services
is set to double within a year
> Use of mobile data services such as web browsing
and social networking will increase twice over in the
coming 12 months, driven by smartphone uptake
Smartphones are driving uptake of
mobile internet services and apps
> 6 out of 10 new phone purchases in the next
12 months are expected to be smartphones
Electronic public services are expected
to have tangible benefits
> Algerian consumers believe that these
services will offer better convenience,
accuracy and customer service
Key findings
Algerian consumers have a positive
attitude towards technology. It
empowers them, allowing them
to feel part of a modern and
forward-thinking society. They
aspire to leverage the benefits
of technology for education and
knowledge, and to allow them to
stay up-to-date with information.
Figure 1: Drivers of technology uptake
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All users, Algeria
Seeking
advanced
technology
Ability to
increase
knowledge
Staying
up-to-date with
information
48% 52%
Sense of
belonging to
modern society
Flexibility
in work and
personal life
47% 47%
Internet goes mobile
Algeria Highlights

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With consumer attitudes towards
technology becoming more open
and progressive, the collective
appetite for mobile data services
is growing rapidly in Algeria, with
penetration poised to double
over the next 12 months. Web
browsing is expected to remain
the most popular activity.
Figure 2: Adoption of mobile data services
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Mobile phone users, Algeria
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: Smartphone users, Algeria
Smartphones are primarily
responsible for driving the
penetration of mobile data services
in Algeria.They are used most
frequently for web browsing, social
media and instant messaging.
At the time of the survey,
26 percent of all mobile phone users
in Algeria owned smartphones.
This number is expected to grow
considerably over the coming years.
Figure 3: Mobile internet services used on smartphones
Source: Ericsson ConsumerLab Analytical Platform 2015, Internet goes mobile, Maghreb
Base: All users, Algeria
As well as adopting mobile internet
services for personal use, Algerian
consumers are interested in the
future potential of electronic
public services such as e-health,
electronic certificate management
and online learning.They look
forward to the expected benefits of
electronic public services, such as
no standing in queues, improved
customer service, and moving
away from a paper-based system.
Figure 4: Interest in electronic
public services
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Browse the
internet
Social networking
Emails
Instant
messaging
Online music
streaming
Watch short
clips
40%Watch short
videos
40%
emails
57%Browse the
internet
48%Social
networking
46%Instant
messaging
40%Online music
streaming
39% 37% 36%
E-HEALTH
Filing certificate
requests
Online
learning
36% 35%
Electronic
identity
Property
registration
Currently use Planning to
increase in future
Start using in the
next 12 months