Digital Life, one of the largest studies of the global digital consumer, has recently released a report on the activities of digital consumers in Africa. Focusing on Nigeria, Tanzania, Kenya and South Africa, the report combines Clickstream data with survey information and “unique ways of mapping consumer needs” to create a comprehensive map of consumer behavior.
Some facts aren’t a surprise. Nigeria, as one of Africa’s most populous countries boasts the largest Internet population with almost 44 million people online. Similar to African Americans in the states, Africans are accessing the web more using mobile devices than computers. South Africa boasted a 60.2 percent mobile usage while Kenya was a close second with 52 percent. Tanzania followed with 29.9 percent and Nigeria clocked in with 29.9 percent.
Kenyans, South Africans and Nigerians listed social networking as being of high importance while Tanzanians listed Knowledge and Planning as a top priority. In terms of actual Internet penetration, Nigeria ranked the highest with 28.9 percent. South Africa and Kenya followed with 10.9 and 10 percent with Tanzania bringing up the rear with 1.9 percent.
The most interesting part of the study, however, was found in the digital lifestyle section. Broken down into six distinct personalities, digital lifestyles describes how each person uses the Internet whether its to grow influence, create an online personal space or an arena for self-expression. Tanzanian and Nigerian Internet users were described as Aspirers with 87 and 86 percent respectively while South Africans and Kenyans fell under the Communicator label with 22 and 21 percent.
The report gives a tantalizing view into how the Internet is affecting African nations and how they in turn are influencing it. An invaluable tool for marketers and entrepreneurs seeking to break in to the African marketplace, it is a must see.
To check out the full report, click here.Category: Africa 2.0, Featured | Tags: Digital Life, kenya, marketing, nigeria, south africa, Tanzania