Africa is quickly narrowing the digital divide, and in some cases leapfrogging the rest of the world in technology, according to research published last week by TNS International.
In its report 'Mobile life - global telecoms insight', TNS reveals how emerging markets, especially in Sub-Saharan African, are using mobile phones for far more purposes than in developed markets.
Social networks continue to drive the growth of mobile content and functionality worldwide, with the number of mobile Web users visiting social networking sites growing from 30% to 46% globally in the past year. But in emerging markets, the jump was from 26% to 50%.
“With mobiles increasingly becoming the primary device for Internet access and communication, particularly in emerging markets, entertainment and multimedia features are a key requirement for engaging with consumers,” said James Fergusson, MD of the Global Technology sector, TNS, following the global release of the study.
“Handset manufacturers need to ensure that entertainment offers, particularly mobile music, gaming, pictures, video and social networking, are available and easy to access. Many are missing a trick in not bring more smartphones to market in high-growth countries.” says the study.
The few mobile operators and manufacturers that have identified emerging markets' potential are starting to reap the fruits of providing cheaper smartphone handsets, with subscribers snapping up the offers.
Safaricom, Kenya's biggest mobile operator by subscriber base, recently partnered with Huawei to market the $100 Ideos smartphone, making it one of the cheapest smartphones in the world.
Such access to affordable smartphones is expected to drive further mobile Internet penetration, potentially leading to the development of mobile content in areas such as health and education, analysts say.
The Mobile Life study shows consumers in emerging markets want to upload content (49%), but more than half (55%) do not have the ability to do so.
In addition, demand for live TV is high in Asia, Latin America, the Middle East and North Africa, and Sub-Saharan Africa, at 70% upwards.
Kenya's own communication regulator, Communications Commission of Kenya (CCK), recently issued data in line with the findings of the Mobile Life study. It showed mobile Internet subscriptions accounting for 99% of total new subscriptions during the third quarter of 2010.
The TNS research also showed how mobile subscribers in emerging markets are now using their mobile phones for a wider range of activities, including making payments and receiving wages. By contrast, the global picture shows users primarily downloading content, social networking and organising personal finance.
Another distinction between East Africans and the rest of the world is that most smartphone users in Kenya, Uganda and Tanzania prefer qwerty keypad phones rather than the touch-screen smartphones, preferred globally.
“The research shows that Kenyans expect to pay less for smartphones compared to Uganda and Tanzania, in spite of Kenya's higher GDP. However, Kenyans are upgrading faster than the rest of East Africans,” said Bob Burgoyne, Associate Director, Knowledge and Insights, TNS, East Africa.
“There is demand for smartphones in the market as only 10% of Kenyans have smartphones,” added Burgoyne.
According to the findings, Sub-Saharan Africans prefer using their phones over laptops or PCs to access their bank account via the Internet, listen to digital music, play games, instant messaging, download content and access social networks.
Only when browsing the Internet do they prefer using a computer.
“Among mobile Web users in Kenya, 84% have accessed social network sites and 62% have in Tanzania,” said Burgoyne.
Based on the findings, TNS recommends attention to the different dynamics in diverse data regions.
“Some parts of the world are gorging on all you can eat data plans, and choosing what to do next from a range of devices. Other parts of the world are consuming all they can afford; living in an emerging market limits access to multiple devices, yet this only makes the one they have more important.”
The research, done between November 2010 and January 2011, interviewed 34 000 respondents in 43 countries in developed and emerging markets.
Among the countries in Africa in the survey were Nigeria, Benin, Kenya, SA, Tanzania, Uganda and Ghana. Selected countries in Asia, Europe, North and South America were also surveyed.
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