For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives. 63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK. This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.

1. Impact of Africa’s Mobile
Internet Revolution
Photo: Maureen Didde

2. Mobile internet is genuinely
improving the lives of people in Africa
A recent survey in Kenya, Nigeria, South Africa and the UK showed that access to the mobile
internet has a life changing impact on majority of respondents.
68%
Mobile internet has made a “great improvement” on my life
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014
62% 61%
41%
Kenya Nigeria South Africa UK

3. O
The importance of mobile (internet)
Step change vs incremental improvement – for many African’s
mobile is the way to access online services and resources. It is
impossible to overestimate the impact that mobile phones and the
mobile internet is having on the continent.
In comparison, for people in the UK mobile was just another way
to access info and services already available on their computers.

4. O
This report presents findings from research with 2,000 mobile
internet users in Kenya, Nigeria, South Africa and the UK. Key
aspect of the study was to compare the effects of mobile
internet between developing and developed markets.
The study was conducted by On Device Research, a mobile
research company, in October 2014 with a representative sample
of mobile internet users in each country.

5. On Device Research uses the mobile
internet to gain access to consumer
opinions at any time or place.
The company has conducted over 20 million
surveys in 75 countries, and has offices in
London, Dubai and Singapore.

6. UK
Population: 64 million
GPD per capita: $39,350
Nigeria
Population: 155 million
GDP per capita: $3,010
Kenya
Population: 44 million
GDP per capita: $994
South Africa
Population: 53 million
GDP per capita: $6,617

7. Kenya Nigeria South Africa
Popula'on
44 million 155 million 53 million
Internet
penetra'on
47% 38% 49%
Mobile penetra'on
70% 72% 133%
Smartphone
penetra'on
31% 29% 47%
Urban dwellers
25% 50% 62%
Sources: GSMA Intelligence, Internet World Stats, Strategy Analytics, World Bank

8. How exactly has mobile internet “greatly
improved” people’s lives in Africa?
Better access
to education
More connected
to the world
Easier to keep
in touch with
friends and
family
Better access
to entertainment
(music, games,
movies)
Easier to
pay bills
w
S
#
>
!
<
h
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

9. Brits, in comparison, named only 2 things
that have “greatly improved” their lives
n
Easier to find places
using maps
h
Easier to keep in touch
with friends and family
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

10. Africans rated 14 different attributes with an average of 4 or higher (on a 5-point scale)
while Brits rated only two as having such a great impact on their lives.
Africa UK
Better access to education 4.42 3.70
I feel more connected to the world 4.41 3.86
Easier to keep in touch with friends and family 4.40 4.01
Better access to entertainment (music, games, movies) 4.38 3.95
Payments to businesses / pay bills 4.36 3.52
Easier to follow news 4.34 3.92
Send money to someone 4.29 3.71
Easier to find places using maps on the phone 4.28 4.19
Meeting new people and making friends 4.20 3.81
Easier to find health related info 4.15 3.89
Find work related info 4.14 3.45
Send airtime to someone 4.03 2.48
New ways to do business 4.02 3.74
Check bank balance 3.99 3.77
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

11. Access to information provides a real
improvement to people’s lives
66%
% of people that stated these provided a “great improvement”
58% 57% 60%
55%
62%
68%
56%
50%
44%
33%
28%
Online learning / education Find work related info Use health & medical sites / apps
Kenya Nigeria South Africa UK
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

12. The introduction of the mobile internet in Africa
is far more transformative than most people in
modern countries realise. It’s not just a slight
improvement, it’s a step change.
Alistair Hill
CEO, On Device Research

13. Playing catch up
Data speeds, cost, and network coverage
combined with lower smartphone penetration
means that use of maps, video and other data
heavy and complex services, is significantly
lower than in the UK.
Maps available for some African countries
aren’t exactly great either and the impact on
usage is immediate. n

14. On average, only 25% use maps for
navigating in Africa (44% in the UK)
20%
18%
36%
44%
Kenya Nigeria South Africa UK
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

15. However, as people upgrade to smart-phones
the usage of maps jumps up!
28%
Maps usage by device type
42%
14% 12% 14%
48%
Kenya Nigeria South Africa
Feature phone Smartphone
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

16. Using search NO
47% 48%
32%
60%
45%
66%
14%
44%
Watching video clips
Feature phone Smartphone
Similar jump
is seen
in other
activities
as people
upgrade to
smartphones
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

17. H<
Biggest thing on
mobile in Africa?
Listening to music!

18. Most popular activities on mobile
36%
34%
30%
28%
27%
33%
38%
47%
46%
46%
45%
54%
52%
52%
67%
Download / listen to music
Social media
Search for information
Take photos
Send airtime
Play games
Instant messaging
Check email
Watch short video clips
Local and global news
Follow sports news
Listen to radio
Online learning
Find jobs
Send money
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

19. Older people
Listen
to
music
Search
Social
media
Take
photos
Send
air5me
Play
games
Instant
messaging
Email
News
Watch
video
Listen
to
radio
Online
learning
/
educa5on
Find
jobs
65%
60%
55%
50%
45%
19%
21%
23%
25%
27%
29%
%
Over
25
%
Female
Higher % of women
Size of the Bubble = Popularity
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

20. :
Mobile internet
beats TV…
Advertisers take note!

21. Mobile internet has become the largest
media channel in Africa
Q. How often do you use the following media channels?
79%
63%
49%
34%
24%
13%
17%
19%
16%
19%
7%
16%
26%
34% 44%
Mobile internet TV Radio Desktop internet Read newspaper
Daily Several times a week Less often Never
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

22. Usage of mobile banking or payment services
82%
75%
63%
58%
Kenya Nigeria South Africa UK
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

23. Mass adoption of mobile money
South Africa is lagging a bit but there’s still still significant adoption
56%
16%
49%
21%
11%
18%
51%
24%
16%
10%
13%
25%
35%
32%
14% 12%
9%
37%
7%
35%
17% 16%
10%
42%
Send airtime to
someone
Check bank balance Send money to
someone
Payments to
businesses / pay bills
Buy or sell things with
other people
None of these
Kenya Nigeria South Africa UK
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

24. w
Africa – who’s online
on their phone?

25. Nearly half of respondents only or mainly
go online using their phones
45% only or mostly
go online with their
phones
40%
15%
22%
23%
Daily
Several times a week
Infrequently
Mobile-only internet
users
Q. How often do you use internet on a computer?
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

26. 46% went online for the first time on
their phone in the past 2 years
Q. When did you first use your phone for online services?
29%
17%
24%
30%
During the last year
1-2 years ago
2-5 years ago
Over 5 years ago
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

27. Africa reflect the population
52%
Mobile internet users in
– they’re very young
38%
6% 4%
44% 45%
7%
4%
42%
38%
13%
7%
16-24 25-34 35-44 45+
Kenya Nigeria South Africa
Source: On Device Research, survey of mobile internet users
Countries: Kenya, Nigeria, South Africa, n=1500, October 2014

28. Find out more + request data in Excel
If you’d like to take a deeper look at the findings (including additional questions, data points and
gender splits), then get in touch!
Siim Teller, Head of Marketing
siim@ondeviceresearch.com
@teller
+44 20 7278 6627

29. Global Mobile Panels & Research
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