Survey Methodology

The study was conducted in Portuguese using GeoPoll’s Mobile Web research platform. Mobile Web is a link-based survey mode that can be taken on a very basic mobile phone browser.

For this survey, GeoPoll randomly sampled members from the extensive GeoPoll database of mobile subscribers in each province in Mozambique. This approach is called simple random sampling and accesses the overall database each day. The sampling strategy was intended to gather data from a range of age groups, gender, and locations within Mozambique.

To bolster the survey’s reach throughout Mozambique, GeoPoll also deployed online advertising channels, leveraging a methodology tailored to the specific demographics and profiles of the intended respondents.

In total, 750 respondents participated in the survey. All 11 provinces in Mozambique were represented, with the largest segments from Maputo and Maputo City.

The distribution by gender was 77% male, 22% female, and 2% that specified “other.” Most respondents fell within the 25-34 age range at 61%, followed by the

16-24 age range at 23%, and the 35+ age range at 17%.

All 750 respondents included in the survey were required to own or otherwise have access to a smartphone.

Survey Findings

Key takeaways from the research include:

• Although 95% of respondents in this study personally own a smartphone and the remaining 5% have access to a smartphone owned by a spouse, family member, friend, etc., only 69% of respondents consider themselves the primary user of the smartphone (suggesting a significant number of shared devices).
• Slightly more men consider themselves the primary user (71%) compared to women (64%).
• Women are more likely than men to have just started using a smartphone within the past year (10% vs. 5%).
• Social media and messaging are by far the most widely installed and used smartphone apps across gender and age groups.
• Almost all respondents use Facebook (93%), and most use WhatsApp (81%) and SMS/text messaging (79%).
• Most smartphone users regardless of gender or age rely on mobile data as their primary means for accessing the internet (93%) and access the internet multiple times a day (88%).
• Most access social media multiple times a day (87%), primarily using their smartphone (79%), and spend at least 30 minutes each time they access it (72%).
• Data costs pose the biggest challenge to using social media and apps (69%), followed by internet connectivity (37%), and privacy concerns (31%).
• Perceptions of social media’s impact on local culture and society skew positive overall. A third of respondents believe the impact is very positive (32%), ranging from 39% for respondents ages 35+ to 24% for respondents ages 16-24.
• Most respondents across gender and age groups are using health-related apps or chats on their smartphone (84%), and almost all express at least some level of trust in the apps/chats they use.
• When asked which types of apps they would prioritize if they had limited time, money, or access to their phone, by far the largest segment of respondents said health apps (48%), rising to 52% for women.

Click here to download GeoPoll’s full written report on smartphone and social media usage in Mozambique.

About GeoPoll

GeoPoll provides full-service research solutions in more than 120 countries globally, focusing on low- and middle-income countries. Every year, GeoPoll completes over 5 million surveys via multiple mobile-based remote and in-person data collection modes, powered by a network of 10,000+ interviewers from 65 call centers, local teams, and direct partnerships with mobile network operators. Contact us to learn more about this study and our capabilities.

About Project Last Mile

If you can find an ice-cold Coca-Cola product almost anywhere in Africa, why not life-saving medicines? Project Last Mile is a global cross-sector partnership between donors, ministries of health, and the private sector that translates supply chain and marketing best practices from the Coca-Cola ecosystem into customized solutions for public health challenges. We focus on route-to- market, cold chain strengthening, and strategic marketing and communications. We aim to improve access, availability, and demand for life-saving medicines and health services down to the last mile in Africa. Since the first pilot in 2009, Project Last Mile has transformed into a leading public-private partnership for health. We have undertaken over 59 projects across 17 African countries, impacting the lives of more than 43 million people.

Find out more at www.projectlastmile.com.

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Mobile Penetration Rate in Ghana 

In 2024, mobile penetration in Ghana experienced significant growth. According to GSMA Intelligence, there were approximately 38.95 million mobile connections, representing 113% of the population. This suggests widespread use of multiple SIM cards, which is common in many African countries. 

Mobile Internet 

According to industry reports, mobile internet is playing a crucial role in connecting more Ghanaians to the digital world. By the beginning of 2024, around 70% of mobile connections in Ghana were broadband, ranging from 3G to 5G, up from 68% in the previous year. The number of mobile connections has consistently grown, reflecting an increasing adoption of mobile internet services. 

Nevertheless, like in other parts of the world, there are challenges. Many people within the reach of mobile broadband services do not use the internet. This highlights the need to focus on improving digital literacy and affordability to ensure that everyone in Ghana can benefit from connectivity. 

Mobile Money  

Since its introduction in 2009, mobile money has brought about a significant transformation in Ghana’s financial sector. Services like MTN Mobile Money, Vodafone Cash, and AirtelTigo Money have played a pivotal role in expanding financial inclusion and driving economic growth in the country.  

Notably, Ghana has emerged as a frontrunner in Africa with these platforms  empowering 23.4 millions of Ghanaians to access various financial services using just their mobile phones. From money transfers to bill payments, savings, and even obtaining loans, mobile money has revolutionized the way people manage their finances. This widespread adoption of mobile money has reduced dependency on cash, improved financial accessibility in rural areas, and provided small businesses with secure and hassle-free payment options. 

GeoPoll’s Mobile Research in Ghana 

GeoPoll’s robust database of survey respondents in Ghana is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Ghana allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. With over 7 million completed surveys and over 2 million respondents in Ghana, we run surveys via SMS, voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Ghana and beyond, contact us today. 

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Mobile Penetration Rate in Tanzania

In 2024, mobile penetration in Tanzania significantly increased. According to Datareportal, there were 67.72 million mobile connections, which accounted for 99% of the total population. This marked a significant rise from the previous year when there were 57.42 million mobile connections, amounting to 86.4% of the population.

However, accurately assessing mobile penetration remains challenging in many countries due to the prevalence of multiple-SIM usage, as highlighted in the Mobile Phone and App Usage in Africa Survey.

Mobile Internet

According to GSMA, mobile internet is a powerful tool that is connecting more people to the internet than ever before. By the end of 2022, the number of people using mobile internet increased to 4.6 billion people (57% of the global population). However, the growth rate at which people adopt mobile internet has slowed in the last year, and significant digital divides persist. Yet, the increasing accessibility of mobile internet is a beacon of hope in bridging these divides.

Despite the benefits of connectivity, 38% of the global population is living within mobile broadband coverage but is not using it—the usage gap. This is a significant issue that needs to be addressed urgently. Furthermore, 5% are still not covered by mobile broadband—the coverage gap. These gaps underscore the importance of continued efforts to improve connectivity.

Industry reports show that Tanzania has experienced a significant increase in mobile internet adoption in recent years. As of February 2024, approximately 81% of mobile connections in Tanzania were broadband, ranging from 3G to 5G. This represents an increase from 60% in the previous year, indicating a continuing upward trend. In 2017, 39% of all mobile connections in the country were broadband. Overall, the number of mobile connections has also grown in Tanzania.

Mobile banking

In recent years, Tanzania has experienced significant growth in mobile money usage, revolutionizing how people conduct transactions throughout the country. According to the FinScope Tanzania 2023 report, mobile money adoption increased from 60% in 2017 to 72% in 2023. Tanzania is still trailing behind its regional neighbors in adopting mobile money. According to statistics, Tanzania is lagging behind East African countries like Kenya and Uganda in the use of mobile money for airtime purchases despite its growth potential.

In 2021, Kenya’s FinAccess reported that 50.7% of adults claimed to have used mobile money in the past 12 months to buy airtime. This is a significant increase from 33.9% in 2019. Similarly, Uganda has seen remarkable success in promoting mobile money adoption, especially in purchasing airtime. This success dates back to 2018 when the Ugandan government closed the scratch card regulation and introduced innovative initiatives to drive widespread usage.

GeoPoll’s Mobile Research in Tanzania

GeoPoll’s robust database of survey respondents in Tanzania is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Tanzania allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. We run surveys in  Tanzania via SMS; voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Tanzania and beyond, contact us today.

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Mobile Penetration Rate in DRC Congo 

In the late 1980s one of the pioneers of cellular telephone technology in Africa, Joe Gatt set up the first mobile phone network (Telecel) in what many would have considered among the least likely countries: Zaire, now known as the Democratic Republic of Congo. Telecel began with about 500 phones in Zaire, marking a transformative journey’s inception. By 2024 mobile penetration had soared remarkably. 

According to Datareportal, the Democratic Republic of Congo (DRC) registered 53.36 million mobile connections in 2024, constituting 51.4% of the total population, reflecting a 5.5% increase from the previous year. However, accurate assessments of mobile penetration remain challenging across many nations, owing to multiple-SIM usage, as highlighted in the Mobile Phone and App Usage in Africa Survey. 

Mobile Internet 

According to GSMA, mobile internet is connecting more people to the internet than ever before. By the end of 2022, the number of people using mobile internet increased to 4.6 billion people (57% of the global population). However, the growth rate at which people adopt mobile internet has slowed in the last year, and significant digital divides persist.  

Despite the benefits of connectivity, 38% of the global population is living within mobile broadband coverage but is not using it—the usage gap. Furthermore, 5% are still not covered by mobile broadband—the coverage gap. 

Industry reports that the Democratic Republic of Congo (DRC) has seen a remarkable increase in mobile internet adoption over the past few years, reflecting broader trends across African nations. In 2013, the DRC had just 1.4 million mobile internet subscribers among its population of 75.6 million. 

Looking ahead, there were 28.31 million internet users in the Democratic Republic of the Congo (DRC) at the start of 2024, when internet penetration stood at 27.2% 

GeoPoll’s Mobile Research in Congo 

Back in 2010, GeoPoll’s very first mobile research project – and the largest-ever SMS survey ever – in the DRC targeting 4 million respondents and achieving over 1.2 million responses. Since then, GeoPoll has amassed unrivaled expertise in conducting mobile-based research in the DRC and across Africa with research via SMS, voice calls (CATI or IVR), in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. 

To learn more about our research capabilities in DRC Congo and beyond, contact us today. 

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One of the areas where mobile phones have had a significant impact is in the field of market research. Mobile phones have revolutionized the way market research is conducted and made it easier and more affordable to reach a large number of people quickly and efficiently.

Since GeoPoll sent its first SMS survey to 4 million people in the DRC in September 2010, we have been at the forefront of using mobile phones for research, growing to be the leading provider of mobile-based research in Africa, Asia, and Latin America. The company uses a range of mobile-based research methods, including SMS, mobile web, phone calls (CATI), WhatsApp, and CAPI, which enable our clients and us to reach a wide range of respondents quickly and cost-effectively, regardless of their location. GeoPoll has conducted research in over 120 countries in areas where traditional methods of data collection are not always feasible.

The impact of the mobile phone on research

Mobile phones have had a huge impact on how research is done. Gone are the days of sending teams with pen and paper into the field and deploying scores of data entry staff to capture the paper data into computers. Mobile phones have also made it possible to conduct research in areas where it would have been difficult or impossible in the past, such as rural areas or developing countries. Here are some of the positive impacts that the mobile phone has had on research:

Real-time, remote data collection: Mobile phones have made it easier and more affordable to reach a large number of people quickly and efficiently. In GeoPoll’s case, a choice or combination of multiple survey modes, including SMS, mobile web, phone calls (CATI), WhatsApp, and CAPI, enable us to collect data in real time, which is particularly useful for tracking consumer trends and preferences, as well as tracking events such as elections or natural disasters.

More accuracy: Mobile phones have made it possible to collect data in a way that is more engaging and interactive than traditional methods, such as face-to-face interviews or paper surveys. The result is a higher response rate, more accurate data, and enhanced quality.

High-quality data: Mobile-based research methods enable researchers to collect high-quality data in a structured and standardized format. Mobile phones also make it possible to collect data to minimize respondent error, as respondents can be guided through the survey process without human interference, reducing bias and human error.

Large sample sizes: Mobile phones make it possible to reach a large number of people quickly and efficiently. In many countries, mobile penetration rates have surpassed 100% of the population, with smartphone uptake averaging about half of that. This enables researchers to collect data from a large sample size, improving the statistical power of their analysis and increasing the accuracy of their results. GeoPoll has access to close to 300 million respondents across the world.

Wider data offering: With the rise of smartphones, researchers now have access to a wealth of data, including geolocation data, which can be used to gain insights into consumer behavior and preferences.

Flexibility: Mobile research gives researchers choices. For example at GeoPoll, we easily shift from mode to mode. If, for example, SMS hits a snag, we can easily move to WhatsApp or phone calls without significant impact on timelines and cost. That’s how flexible and customizable the modes are to fit the needs of different research projects. For example, researchers can use SMS surveys for quick polls, or mobile web surveys for more in-depth data collection.

The future of mobile research looks bright.

The future of mobile-based research looks promising, as the use of mobile phones for data collection continues to grow. Here are some references and trends that suggest why mobile-based research will play an important role in the future:

Increased Smartphone Penetration: According to a report by GSMA Intelligence, the number of unique mobile subscribers worldwide is expected to reach 5.9 billion by 2025, with smartphone penetration reaching 80% globally by the same year. This means that more people will have access to mobile phones, enabling researchers to reach a wider audience for data collection.

Rise of Mobile-First Generation: The younger generation is increasingly mobile-first, with a significant proportion of them using mobile devices as their primary means of accessing the internet. As this generation becomes the primary consumers and decision-makers, mobile-based research will be essential in understanding their preferences and behavior.

Advancements in Technology: Mobile technology is advancing rapidly, with innovations such as 5G networks and AI-powered chatbots becoming more widely available. These advancements will enable researchers to collect more data in real-time, more engagingly and interactively, and will open up new data analysis and interpretation opportunities.

Increased Use of Mobile-based Research in Emerging Countries: Developing countries have been slower to adopt traditional research methods, such as face-to-face interviews or paper surveys. However, the widespread availability of mobile phones in these countries means that mobile-based research methods are increasingly being used to collect data. This will lead to a more comprehensive understanding of consumer behavior and preferences in these countries.

Growing Importance of Data Privacy: With the introduction of data privacy laws, such as GDPR and CCPA, researchers must ensure that their data collection methods comply with these regulations. Mobile-based research methods, such as SMS surveys, are often more transparent and secure than traditional methods, which will make them increasingly popular in the future.

Mobile-based research will become essential for understanding consumer behavior and preferences as mobile phones continue to play an increasingly important role in people’s lives. It’s a revolution that will increasingly be hard to ignore.

The final word

The 50th anniversary of the first mobile phone call is a significant milestone highlighting the impact of mobile phones on the world. The use of mobile phones for market research has been a key part of this impact, and GeoPoll has been at the forefront of using mobile phones for research. As mobile phones continue to evolve, we can expect to see even more innovative uses of mobile-based research in the future.

To learn about GeoPoll’s mobile research capabilities, please contact us.

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Statistica reports that as of the fourth quarter of 2020, Kenya recorded the highest share of WhatsApp users, with 97% of the country’s digital population using the mobile messaging app monthly. South Africa (96%) and Nigeria (95%) followed, highlighting the significance of WhatsApp, especially in Africa.

Why it is so Popular

• Cost – For starters, WhatsApp is free to download and use. Then, WhatsApp uses data connectivity to exchange messages and phone calls, which is considerably cheaper than regular SMS and phone calls.
• Rich messaging – Unlike SMS, WhatsApp users can send messages of whatever length without counting words and leeway to send multimedia content such as images, videos, and audio.
• Ease of use – WhatsApp is so easy to use, people with most levels of literacy can use the app comfortably. All one needs is a smartphone and a phone number.
• Device accessibility – Being platform agnostic, WhatsApp can be on almost any device. The broad availability of the software is undoubtedly a significant factor in its popularity.
• Its own popularity – The fact that so many people use WhatsApp fuels its popularity even further as users will generally use Apps that the people they interact with as using.

Using WhatsApp to Conduct Surveys

Owing to the position WhatsApp holds in many people’s day-to-day lives worldwide, it presents a realistic means to conduct survey research. There are several reasons for this:

• Multimedia Questions – Provides the flexibility for administering complex surveys in rich multimedia such as audio, video, gifs, pictures, and animations. You can send pictures or videos for respondents to answer questions on and even get photos and recordings back from respondents.
• ­Low Costs – WhatsApp utilizes less data bandwidth making it cheaper for respondents to take surveys. The researcher also doesn’t incur direct mobile charges, making WhatsApp an affordable platform even for clients.
• ­Response Rates – Given that WhatsApp is one of the most widely used apps globally, WhatsApp surveys typically have higher engagement rates and are markedly faster to run.
• ­Flexible Question Types – WhatsApp works with multiple question types, such as matrix or grid questions with skip logic and randomization. ­WhatsApp also has no restrictions on question character limits and can utilize more extended question types.

­GeoPoll WhatsApp Surveys

GeoPoll uses WhatsApp to conduct surveys in two main ways:

• Mobile-Based Market Research Online Communities (MROCs) – Using WhatsApp Groups to gather valuable qualitative data to understand target audiences better. MROCs are focus groups where GeoPoll places respondents in moderated groups to discuss the topic under research.
• WhatsApp Survey Mode – Recently, GeoPoll fully integrated WhatsApp as a survey mode. We send automatic WhatsApp message prompts that are coded to allow for two-way interaction with the respondent. This way, GeoPoll can track progress remotely in real-time, providing more operational control over projects and ensuring high-quality data. We can send the surveys to the client’s database or GeoPoll’s own WhatsApp panel.

To learn more about our WhatsApp solutions and how they can be implemented with your project, please contact us.

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With information and communications technology (ICT) a core pillar of the goal, we look at the rising stature of the mobile phone in Uganda, focusing on coverage, mobile money, and mobile internet.

The State of Mobile Penetration in Uganda

In official government reports by the Uganda Communications Commission (UCC), for the first quarter of 2021, mobile subscriptions stood at almost seven SIM cards for every ten Ugandans (67%). According to AfterAccess, less than half (49%) of Ugandans have access to a mobile phone, with 71% of those connected using a basic phone. In 2021, the GSMA estimated that Uganda had a smartphone adoption of 16%, markedly lower than the 30% average for Sub-Saharan Africa.

Datareportal’s January 2021 report showed 60.3% mobile connections in relation to the country’s population, a 4% improvement from their similar report the previous year. GSMA’s latest Mobile Connectivity Index (2019) placed the figure at 61%.

Coverage is also growing. In Uganda, 2G networks now reach nearly the entire population, with mobile broadband networks (3G/4G) covering more than 80% of the country. For the majority of the population, mobile is their first and only platform to access digital services. The extensive area coverage of mobile networks provides a cost-effective option for connecting remote and sparsely populated communities and access to private and government services.

Mobile Money

Another positive contribution of the mobile phone in Uganda has been the adoption of mobile money, which is fast becoming a significant contributor to financial inclusion in the country. By March 2021, mobile money accounts had risen to 30.5 million with at least 66% active in the first quarter of the year – which is twice the continental average of 30%. At the height of the COVID-19 pandemic, most Ugandans turned to mobile money for their transactions spurred by fee waivers and movement limitations.

The role of mobile money is so profound that a Finscope survey in 2018 estimated that 56% of Ugandans were accessing mobile money services, which is way above commercial bank accounts (11%).

Mobile Internet

At a foundational level, mobile technology provides connectivity to essential communications services and the internet. The growth of mobile internet means that people can use feature-rich digital services on their mobile devices, reducing the impact of much lower penetration of personal computers and other data-enabled devices.

As in most countries in Africa, the mobile phone is, by far, the most used method of accessing the internet. GSMA estimates that, overall, 46% of the population (unique) accesses the internet on mobile. Stat Counter estimates that over 70% of internet connections in Uganda were made on mobile in 2020. For perspective, 90.8% of Facebook users access Facebook through mobile phones only.

This growing reliance on the internet is not without challenges in Uganda. The country introduced daily social media and internet taxes targeting online services, including Facebook, Instagram, Twitter, and WhatsApp. Given that social media sites are the main drivers of Internet uptake across Africa as they are an effective substitute for costly voice and text services, experts say that the social media tax may have negatively impacted mobile penetration and social networking use. Uganda is also one of the most censored countries in Africa online, with internet shutdowns effected during elections.

Conducting Research Surveys via Mobile in Uganda

The mobile penetration in Uganda presents the most plausible way to reach many Ugandans to collect any data. Using modes such as SMS, Mobile Web, Mobile Apps, and voice calls, researchers can reach varied audiences in Uganda to collect vital data for consumer insights and international development. GeoPoll has run close to 7 million mobile surveys in Uganda alone and can help you with your next research project. Please contact us to learn more about our coverage, available modes and experience in Uganda and across Africa, Asia, and Latin America.

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Supported by a population of about 103 million, Egypt has one of the largest economies in Africa. The country serves as a bridge between Africa and other parts of the world, particularly the Middle East, making it a key player in the MENA markets. It is this unique position and ongoing reforms that have helped Egypt grow consistently economically. One of Egypt’s growth drivers is an ongoing digital transformation, which we will touch on in this article.

Mobile Penetration Rate in Egypt

Mobile phone services were first introduced in Egypt in 1996. By 2000, about 1.98% of the population were subscribed to mobile phone services. Since then, mobile penetration has grown in leaps and bounds. For the year 2020, the Egypt Ministry of Communications and Information Technology announced that 98.8% of Egyptian households and 95% of individuals owned mobile phones.

According to Datareportal, there were 95.75 million mobile connections in Egypt in January 2021, equivalent to 92.7% of the total population and a 2.9% increase compared to the previous year.

However, we must note that mobile penetration is essentially a grey area in most countries due to a lack of data on unique mobile subscribers. A recent GeoPoll survey on mobile phone usage in multiple countries in Africa and Asia showed that 92% of the recipients owned multiple-SIM phones.

Mobile Internet

Access to the internet is fast becoming an indispensable basic need for most people in the world. With fixed internet connections very low, especially in developing nations, mobile internet has risen to bridge the gap. Over half the world’s population now use mobile internet, with three-quarters of all mobile internet users living in low- and middle-income countries, according to the GSMA.

In Egypt, too, mobile internet usage has been increasing in relevance. Data reports from the government show a steady rise in mobile internet usage in Egypt between 2019 and 2020, increasing from 39 million in the last quarter of 2019 to 52.4 million in the same period in 2020. As COVID-19 affected Egyptians’ day-to-day lives in 2020, the government subsidized mobile internet costs and offered free access to students.

This reliance on mobile internet has, naturally, pushed up the penetration of smartphones in Egypt. International Data Corporation’s Worldwide Quarterly Mobile Phone Tracker reports that the smartphone market grew 10.6% year-on-year in 2020.

GeoPoll’s Mobile Research in Egypt

GeoPoll has the capabilities to conduct research projects via mobile phones in Egypt. Our platform and partnerships with mobile network operators in Egypt allow us to run surveys via SMS, voice calls (CATI or IVR), in-person (CAPI), mobile web, mobile application, and mobile-based focus groups.

To learn more about our research capabilities in Egypt and beyond, contact us today.

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SIM Card Penetration Rate

SIM card penetration is the total number of SIM card connections in a country as a percentage of the total population. Looking at the statistics from DataReportal, there are 187.9 million mobile or SIM connections in Nigeria in January 2021. These mobile connections are spread across the four major mobile service providers in the country.

Comparing these figures with the number of mobile connections in January 2020, we find there has been a 10% increase in mobile connections in the past year, with a 17 million additional mobile connections being added from January 2020 to January 2021.  Another statistic from The Nigeria Communications Commission (NCC) shows that there are over 198 million mobile (GSM) active lines in Nigeria in July 2020.

However, gauging mobile phone ownership in Nigeria by using mobile or SIM connections is often not very accurate. This is because many mobile phone users in Nigeria use dual SIM phones which allow them to use multiple SIM cards or mobile connections within one mobile device. A report by OpenSignal shows that 66% of phones in Nigeria’s mobile market are dual SIM phones. The same report ranks Nigeria as the country with the highest numbers of dual SIM phone users—closely followed by Bangladesh and Tanzania.

Dual SIM phones are high in demand in Nigeria’s mobile market because they allow users to juggle between two network providers on the same mobile phone. Users can easily switch their connection to get the best rates for voice calls, text, and data without having to carry two mobile phones. Because one person may own multiple SIM cards, using mobile connections or SIM connections as a metric can artificially inflate the actual penetration rate of mobile phones within a population.

Unique Subscriber Penetration Rate

Unique subscribers refer to the number of individuals who own a phone in a country. While Nigeria’s mobile penetration rate is lower than developed markets, it is higher than the average across sub-Saharan Africa, standing at around 50% as of 2018, and estimated to rise to 130 million or about 60%-65% of the total population by 2025. Additionally, a 2017 study by Pew Research found that 80% of adults in Nigeria owned some type of mobile phone, though the most common phone type was a basic mobile phone.

Mobile Internet Penetration in Nigeria

Aside from the basic mobile features like SMS and voice calls, it’s important to take a close look at mobile internet penetration and smartphone usage in Nigeria as well. According to Pew Research Center, only 32% in Nigeria use smartphones, below some sub-Saharan countries like South African (51%), Ghana (35%), and Senegal (34%) when it comes to smartphone usage. However, it is estimated that smartphone and mobile internet usage in Nigeria will continue to grow over the coming years, and GSMA found that mobile internet penetration had doubled in Nigeria from 2014, growing to 32% by 2019.

It is also important to note that when Nigerians connect to the internet, the vast majority do so from a mobile phone. A study Data Reportal shows that 92.4% of the total internet users in Nigeria are from smartphones, demonstrating the importance of the continued growth of mobile internet connectivity in the country.

These figures are partly driven by an increasingly low price point for Android phones in Nigeria’s mobile market. Thanks to Asian brands like Techno and Infinix making smartphones targeted to Nigeria’s mobile market, the average price of smartphones, which was $216 in 2014, dipped to $95 in 2018, and some basic internet-enabled phones can be bought for as low as $20.

Barriers of Mobile Internet Penetration in Nigeria

Although mobile internet penetration is growing, there are several barriers to access in Nigeria. Affordability is one major barrier for many internet mobile users in Nigeria. Internet cost is still at the high end even after The Nigerian Communications Commission(NCC) lifted data floor price limits in 2015 and gave service providers the liberty to drop their data tariffs as it suits them. The lifted data floor resulted in a drop in data prices, but data costs are still high, especially for those living in poverty.

A report by Research ICT Africa shows that the price of 1GB of data in Nigeria fell from $11.18 in Q3 of 2014 to $2.78 by the end last quarter of 2019. However, looking at the high volatility of Naira, Nigeria’s official currency, the cost of data for 1GB in the third quarter 2014 was $11.18 and six years later, it was $2.78. Although Nigeria has the largest economy on the continent, 40.1% of its population lives in poverty, earning 137.4 thousand Naira (roughly $361) per year, so mobile and internet access is still out of reach for large portions of the population.

Another major barrier to mobile internet access is poor quality service from mobile operators. Oftentimes, there are frequent interruptions of services. Inadequate power supply, heavy taxation of network providers, and infrastructure deficit are some of the major reasons for epileptic network services in Nigeria.

Conclusion

While Nigeria still has a ways to go until all of its population has access to mobile phones, the benefits of the growth in mobile penetration in the country are clear. The availability of mobile services has encouraged digital inclusion in Nigeria and has made the exchange of information very easy for business and social advancement. Mobile usage has also helped in the reduction of transportation especially in the agricultural sector, since communication can be done on mobile phones.

Businesses in Nigeria are also leveraging SMS, mobile apps, and websites to reach new business prospects, and the mobile advertising market in Nigeria is also booming. As mobile and mobile internet penetration rates continue to grow in the country, even more services will be tailored for mobile.

GeoPoll leverages the power and reach of mobile to conduct research in Nigeria via voice calls, SMS, mobile-optimized web links, and other modes. To learn more about our research services or get a quote for an upcoming project, please contact us.

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Unique Subscriber Penetration Rate

Based on statistics drawn from Worldometer and Statista, in 2019 South Africa had a population of 58.56 million and 101.9 million mobile subscribers spread across five main mobile network operators. Using these two numbers, the unique subscriber penetration rate comes out to 170%, meaning that there were more mobile subscriptions than people living in South Africa in 2019; however, this rate can be deceiving. In actuality, people may have a few mobile subscriptions across the various networks and this can artificially inflate the penetration rate. The reason why people have multiple subscriptions varies on a case-by-case basis but can be due to attempts to save money and connectivity issues. A recent GeoPoll Application study confirmed this, finding that over 40% of South African respondents reported using multiple SIM cards.

Mobile Access Penetration in South Africa

Mobile access penetration is defined as the number of unique individuals who have regular access to a mobile phone, even if they do not personally own one, as a percent of the population. A study conducted by Pew Research Center identified that 8% of South African adults do not own a phone themselves but share a phone with someone else, while only 5% of South African adults do not own a phone or share a phone. These statistics show that mobile access penetration in South Africa as of 2018 was 95%.

The group of respondents in the study that do not own or use a mobile phone were also asked about if they would want a mobile phone in the future and 65% indicated that they would. This leads us to investigate some barriers to mobile phone ownership and access in South Africa.

Barriers to Mobile Phone Access and Usage in South Africa

Out of the 5% of South Africans that do not own a phone and do not share a phone, 65% indicated that they would like to get a phone in the future. Some of the key reasons that this population indicated as deterrents for phone use were: “worries about theft” (52%), “device cost” (49%), “devices too complicated” (46%), and lack of sufficient literacy for mobile phone use (29%).

Eight percent of Africans who do not own phones of their own but use phones by sharing with a friend or family member reported financial limitations, fear of device theft, and a lack of reliable connectivity as the top reasons for sharing phones rather than owning their own devices.

Phone owners in South Africa reported similar financial and connectivity issues as phone sharers during the same study. Specifically, phone owners indicated that they avoid using their mobile phones due to high data costs: 28% indicated that this happens frequently while 22% indicated it happens occasionally. Data costs in South Africa are notoriously high when compared to other emerging markets, with one report finding that South African data costs are about six times as high as in other emerging economies. Additionally, 19% of the same respondents indicated that they have trouble getting a reliable mobile connection frequently and 25% reported connectivity issues occasionally.

GeoPoll’s Mobile Research in South Africa

GeoPoll’s robust database of survey respondents in South Africa is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in South Africa not only allows us to send mobile-based surveys that are free for respondents to participate, but also immediately provide respondents with the earned incentive the moment a questionnaire is completed. We run surveys in South Africa via SMS, voice calls (CATI or IVR), in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in South Africa and beyond, contact us today.

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