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trendwatching.com's AFRICONNECTION

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The Africanization of social platforms, virtual connections & peer-to-peer services.

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trendwatching.com's AFRICONNECTION

  1. 1. september 2014 Africa trend bulletin AFRICONNECTION The Africanization of social platforms, virtual connections & peer-to-peer services.
  2. 2. INTRODUCTION Connection... Africans, like everyone else crave interaction with others. Yet, as the West promotes individualism and the ‘unique identity’ as the mantra du jour, many Africans continue to perceive their identities in the context of a tribe or community. This sense of community – be it for profitable, practical, or even social purposes has long been heralded as a pinnacle of African culture. Or maybe we can even call this quintessentially African, thriving desire for togetherness and connection with others, an analogue precursor to the now global and digitalized P2P/ sharing economy. Could there be a more basic need? www.trendwatching.com/trends/africonnection ACFIROCEINNTON 2
  3. 3. INTRODUCTION Cue the ‘Africanization’ of online social and peer-to-peer platforms. Mobile connectivity and the online world has expanded both the scope and scale of Africans’ networks across the continent and beyond, making it easier to connect with friends, strangers and brands, in both the real and virtual realms. These connections may be old news in the West in 2014, but the constant, timely, relevant, social, practical and personal interactions are still in their infancy in Africa, and their potential to solve African problems is undeniable. Collaborative consumption and the digital manifestation of connected Africans is in overdrive, and showing no signs of slowing down. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 3
  4. 4. 10,000,000,000 Yookos (You Own Your Kosmos) is a Nigerian social networking site founded in 2011 by Pastor Chris Oyakhilome of ‘Christ Embassy’, a Christian ministry that pulls up to 1.2 million attendees in a single event. The site now boasts over 10 million ‘believers’, who can share prayer points and fellowship with other Christians in over 160 countries worldwide. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 4
  5. 5. AFRICONNECTION is sweeping across the continent. 3 strands of AFRICONNECTION looked at here: 1. ME-2-WE Connecting peers around shared interests and niche concerns. 2. TOGETHER WE STAND(ARDS) Connecting people to serve community needs. 3. BY-PRODUCT PRACTICES Leveraging existing connections, platforms and services for alternative purposes. These connections are niche, community-focused and often leverage existing networks. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 5
  6. 6. We obviously offer much more than monthly Trend Bulletins... Our Premium Service Your complete trend and innovation solution. Find out more 2015 Trend Report 1 Trend Framework Innovation Database 2 3 Industry Updates Apply Toolkit 4 5 Monthly Updates 1-page Trend Handouts 6 7
  7. 7. 1. ME-2-WE Connecting peers around shared interests and niche concerns. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 7
  8. 8. Power in numbers In Africa, mainstream global social platforms are being adopted A plethora of Africans can’t get enough of platforms that segment, fragment and highlight very specific concerns and interests. at a significant rate, proving that like everyone else, Africans enjoy connecting with others. Yet unlike in other parts of the world, where social networks are frequently used to address niche issues*, niche topics within Africa have often been forgotten. 1. ME-2-WE * Note how the now viral ‘ice bucket challenge’ used Facebook as a podium to raise awareness about the previously unknown ALS disease. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 8
  9. 9. 1. ME-2-WE Niche is the new black Now, African consumers are demanding more than a one-size-fits-all approach: they’re looking for social platforms that address their niche interests and concerns. Meanwhile, African brands are realizing that facilitating ME-2-WE connections between these often fragmented, overlooked consumers can generate rewarding and lasting benefits (both within the group and beyond). www.trendwatching.com/trends/africonnection ACFIROCEINNTON 9
  10. 10. ME-2-WE: FEATURED INNOVATIONS Sokkaa Online community for East African English Premier Football League fans www.trendwatching.com/trends/africonnection ACFIROCEINNTON 10
  11. 11. ME-2-WE: FEATURED INNOVATIONS Samsung Mobile app connects Tunisian Alzheimer’s patients with family and friends www.trendwatching.com/trends/africonnection ACFIROCEINNTON 11
  12. 12. ME-2-WE: FEATURED INNOVATIONS Asuqu Online hub brings together creatives in Africa www.trendwatching.com/trends/africonnection ACFIROCEINNTON 12
  13. 13. NEXT Serve the niche Chances are, if you’re aiming to connect an underserved niche market in Africa, that they’re probably also under-served in many other areas, too. Take the above examples: Asuqu provides industry-specific job listings, while Samsung provides useful health information to doctors based on patients’ app usage patterns. What additional services can you provide for your following/fans/network? www.trendwatching.com/trends/africonnection ACFIROCEINNTON 13
  14. 14. 2. TOGETHER WE STAND(ARDS) Connecting people to serve community needs. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 14
  15. 15. 2. TOGETHER WE STAND(ARDS) It takes a village to raise a child... The global ‘sharing economy’ taps into this quintessential African ethos. Connecting with others to share resources and responsibilities is an idea embedded deep in African culture. What’s more, the resilience of communities, whether in the form of tribes, regions or demographics, demonstrates that Africans are not as easily seduced by ‘individualism’ as their Western counterparts. One way this is evolving in 2014? The intrinsically African zeal to support and share with the community is synchronising with emerging, tech-fueled collaborative consumption models and platforms. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 15
  16. 16. 2. TOGETHER WE STAND(ARDS) Share and share alike Community-focused platforms, schemes and tools are seamlessly updating the manner in which Africans share resources. With converging macro-economic, political and technological forces at play in 2014, there’s no stopping the deluge of these TOGETHER WE STAND(ARDS) innovations overtaking the continent. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 16
  17. 17. After surveying 5,000 respondents across Nigeria, Ethiopia, Uganda, Kenya, Tanzania, Zambia and the Democratic Republic of Congo, ‘family-oriented’ is named a key characteristic in 5 out of the 7 new consumer segments identified. NIELSEN EMERGING MARKETS INSIGHT SURVEY, 2014 www.trendwatching.com/trends/africonnection ACFIROCEINNTON 17
  18. 18. TOGETHER WE STAND(ARDS): FEATURED INNOVATIONS National Health Insurance Scheme First ever Nigerian community-based insurance scheme launched in Akwa Ibom www.trendwatching.com/trends/africonnection ACFIROCEINNTON 18
  19. 19. TOGETHER WE STAND(ARDS): FEATURED INNOVATIONS OurHood South African startup launches neighbourhood social network www.trendwatching.com/trends/africonnection ACFIROCEINNTON 19
  20. 20. TOGETHER WE STAND(ARDS): FEATURED INNOVATIONS MGCubed Ghanaian community scheme provides interactive distance learning for rural schools www.trendwatching.com/trends/africonnection ACFIROCEINNTON 20
  21. 21. NEXT Consider the haves and the have-nots Africa’s wealth disparity is still extremely disproportionate. Follow suit with MGCubed’s project by thinking about how you can connect two completely different communities to benefit them both. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 21
  22. 22. Do you want to be featured in the next Africa Bulletin? We’re doing something different for October’s Bulletin and featuring the region’s best innovations with local insights, directly from our Happy Spotting network. These examples and insights will be read by thousands of our subscribers around the world…and could feature you! Interested? Sign up to our Happy Spotting network and we’ll be in touch with more information. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 22
  23. 23. 3. BY-PRODUCT PRACTICES Leveraging existing connections for alternative purposes. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 23
  24. 24. 3. BY-PRODUCT PRACTICES 2014’s Africa is ‘GLOCALIZED’ And its connections are equally as paradoxical: global and local, universal and niche at the same time. There’s no doubt that many (mainly young) Africans today, are enjoying a variety of options that allow them to directly connect with brands and other people. And despite the growing number of new, more local/niche innovations on offer, the ubiquity, reliability and network effect of mainstream and global online platforms (WhatsApp, Instagram, Airbnb, etc), means that rather than one type replacing the other, most consumers will engage different platforms for different purposes. This phenomenon has implications for brands that want to tap into AFRICONNECTION without necessarily reinventing the wheel. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 24
  25. 25. 68% 50million GLOBAL: South Africa had the highest proportion of active Facebook users globally in Q2 2013: 68%. LOCAL: While South Africa’s social network Mxit boasted 50 million users, growing at up to 50,000 users per day. GLOBALWEBINDE X, Q2 2014 / AFRODIGIT.COM, AUGUST 2014 www.trendwatching.com/trends/africonnection ACFIROCEINNTON 25
  26. 26. LOCAL: While South Africa’s social network Mxit boasted 50 million users, growing at up to 50,000 users per day. AFRODIGIT.COM, AUGUST 2014 www.trendwatching.com/trends/africonnection ACFIROCEINNTON 26
  27. 27. 3. BY-PRODUCT PRACTICES Facilitating connections is not the only way... Maximising, repurposing and piggybacking off pre-established connections works too! Successful African BY-PRODUCT PRACTICES will be those that leverage existing platforms and services to serve often completely different (but welcome) purposes. www.trendwatching.com/trends/africonnection ACFIROCEINNTON 27
  28. 28. BY-PRODUCT PRACTICES: FEATURED INNOVATIONS Uber Transport app offers frozen yoghurt on-demand delivery service in South Africa www.trendwatching.com/trends/africonnection ACFIROCEINNTON 28
  29. 29. BY-PRODUCT PRACTICES: FEATURED INNOVATIONS AiiSSEEE! Game show and interactive platform for couples tackles health issues in East Africa www.trendwatching.com/trends/africonnection ACFIROCEINNTON 29
  30. 30. BY-PRODUCT PRACTICES: FEATURED INNOVATIONS Kenya Tourist Board #WhyILoveKenya social media campaign aims to revitalize Kenyan tourism industry www.trendwatching.com/trends/africonnection ACFIROCEINNTON 30
  31. 31. NEXT Which connection or platform to leverage? That’s up to you! When you think about it, even the most mundane transactions / customer interactions are opportunities for novel, unpredictable and surprising connections. So what are you waiting for? Get going with new BY-PRODUCT PRACTICES! www.trendwatching.com/trends/africonnection ACFIROCEINNTON 31
  32. 32. Want to apply these trends? Use our free CONSUMER TREND CANVAS! This free tool will help you and your team unpack a trend, adapt it for your own context and apply it. But remember, Africanizing the many social and peer-to- peer platforms and services is what AFRICONNECTION is all about! www.trendwatching.com/trends/africonnection ACFIROCEINNTON 32
  33. 33. GOOD LUCK! www.trendwatching.com/trends/africonnection ACFIROCEINNTON 33
  34. 34. Join us at Social Media Week Johannesburg? As part of SMW Joburg (September 22-26), we’ll be hosting a multi-format trends event on September 25. Including a keynote from our Africa Regional Director Lola Pedro, an interactive trends master class, a panel discussion with some of South Africa’s most prominent voices in the creative industries, and an exclusive fireside chat with disruptor Uber SA’s country manager. Hope to see you there! www.trendwatching.com/trends/africonnection ACFIROCEINNTON 34
  35. 35. MORE... If you have any comments, suggestions or questions then please do let us know. Just email: PAUL BACKMAN Chief Client Officer paul@trendwatching.com Want more? About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries. More at www.trendwatching.com Free Publications Premium Service LIVE: Keynotes & Workshops

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