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The East African Mobile Market

The East African Mobile Market . bob.burgoyne @tnsglobal.com www.discovermobilelife.com. Contents. Overview Mobile Ad Channels Apps Mobile What??. Overview. Kenyans expect more for less – and quickly!. Mean price paid.

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The East African Mobile Market

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  1. The East African Mobile Market bob.burgoyne@tnsglobal.com www.discovermobilelife.com

  2. Contents • Overview • Mobile Ad Channels • Apps • Mobile What??

  3. Overview

  4. Kenyans expect more for less – and quickly! Mean price paid Despite having higher GDP / capita, Kenyans expect to pay less for their next phone as compared to Tanzanians. However, they also replace their handsets more quickly and do a lot with them. In summary, in Kenya, upgrades happen quicker and although the price point is lower, phones have better capabilities (higher smartphone penetration).

  5. Chinese Invasion? Nokia still dominates the mobile handset market in East Africa, but, while the brand remains aspirational there are quite a few fakes around. In Uganda, ZTE now has significant share, demonstrating that value for money Chinese brands are increasingly making inroads in East Africa. ...also connecting people Nokia % share

  6. Despite the hype, tablets aren’t widely desired Only 1% own a tablet vs. …and only 5% plan on getting one

  7. Currently SMS is a channel that touches everyone…. With mobile web and applications for niche audiences Less than 25% use mobile web Around 90% uses SMS <10% use apps

  8. Time of day matters We looked at what time of day consumers tend to use their phones for different things and interesting differences emerged. For example, in Kenya, commuting time see peak mobile music usage – due to the traffic!

  9. Kenyans consume more music in the mornings than in Uganda – probably due to traffic jams on way to work… Most popular usage occasions (amongst users of each feature) Uganda % choosing occasion Kenya A30a: Time of day analysis Bases: All music users

  10. Mobile web is still social and search For mobile web users, the obsessions with Social Networking continues – 84% us in Kenya. Search is the other key activity abcde hijkl

  11. Apps

  12. What are smartphone users up to? Kenya smartphone users are very social (81% have an SN app), regularly accessing Facebook via dedicated apps or via mobile web. They are also music-lovers (86% have a music app), downloading and using music based apps regularly.

  13. Source of applications Sharing from PC or phone is prevalent in East Africa – twice as popular as actually downloading from an official source!

  14. East Africans like to share…. Source of application downloads - % TANZANIA KENYA B4: Source of application downloads

  15. What Kenyans want from applications? Finance Local Search News Business

  16. Mobile what...?

  17. Mobile is also the primary communications channel – fixed internet is old news (or was never news) Share of messages sent by channel • 52% • 86% • 91% • 88% Mobile • 48% • 14% • 9% • 12% PC Global I5: Split of work messages / I6: Split of personal messages Bases: All who send work messages COUNTRY. All who send personal messages COUNTRY

  18. Mobile everything Due to income constraints in East Africa, the mobile has become the lead device for numerous activities. In contrast to the global picture, consumers prefer mobile for social networking, finance and downloading content. For Social networking 50% of Kenyans prefer mobile. Only 27% prefer PC / laptop

  19. World beating mobile finance Mobile finance has taken off hugely in Kenya, following the groundbreaking lead of Mpesa. In Tanzania too, the sector is growing, but in Uganda, usage is still limited. Used for bill payment, receiving wages and paying for services, mobile financial services are genuinely replacing banking services for a proportion of the population.

  20. Banks = obsolete? A high proportion of consumers in East Africa in fact believe that mobile finance can eventually replace traditional banks. Convenience / ease of use is the main driver of this opinion, while those who are not so sure believe that banks win out on security. % believing mobile finance can replace banks

  21. bob.burgoyne@tnsglobal.com www.discovermobilelife.com

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