The study takes a look at the how the market has democratised mobile internet use, the consumer behaviors driving increased smartphone adoption and the role of mobile brands, mobile operators and m-commerce in creating a synergy of an enhanced customer experience
Jumia Nigeria has presented the 2017 edition of the African Mobile Trends Paper. This is the third white paper presentation from Jumia looking into mobile trends across Africa and specifically Nigeria. The study takes a look at the how the market has democratised mobile internet use, the consumer behaviors driving increased smartphone adoption and the role of mobile brands, mobile operators and m-commerce in creating a synergy of an enhanced customer experience.This year’s Mobile Africa Study was carried out in 15 African countries which generate more than 80 per cent of Africa’s GDP - Algeria, Nigeria, Morocco, Tunisia, Egypt, Mozambique, Ghana, Ivory Coast, Cameroon, Rwanda, Uganda, Tanzania, Kenya and Senegal. Some of the key findings are as follows.
There are 960mn mobile subscriptions across Africa - an 80 per cent penetration rate among the continent’s population. Internet penetration is at 18 per cent with 216mn internet users.
As predicted in 2016, Nigeria continues its trajectory down the increasingly widening highway that is the mobile internet. With a current internet penetration rate of 53 per cent (97.2mn users) Nigeria has a much higher penetration rate than across Africa (18 per cent).
About 71 per cent of website visitors on Jumia use their mobile phones. This is in comparison to 53 per cent of Jumia African customers. As predicted in the 2016 report, smartphone adoption continues to rise in Nigeria.
The average price for a smartphone on Jumia is US$117, down from US$216 in 2014. Correlating with this is a drop in the share of sales of basic feature phones from 6 per cent in 2015 to 4 per cent in 2016, even as the share of smartphones on the website increased.
In 2016 Chinese mobile brands held dominance and played a major role in introducing smartphones with lower price points. Infinix, Innjoo, Tecno, Samsung and Yezz are the top 5 smartphone brands in terms of sales on Jumia. Infinix continues to be Africa’s top smartphone brand across Jumia’s 15 markets. One of their entry level smartphones, the Infinix Hot4Lite was one of the best-selling phones across several African markets including Nigeria.
For the full and more detailed report, please visit the website here.
