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Brief Published: 18 Apr 2017

Africa Online: Sub-Saharan Connected Consumers

Nearly two-thirds (63%) of consumers across Kenya, Nigeria and South Africa are online

Nearly two-thirds (63%) of consumers across Kenya, Nigeria and South Africa are online, according to a study commissioned by Facebook IQ. More than one in four of the unconnected say they’re planning to get online in the next year.

The survey results, published in early April, are based on interviews with 6,089 people aged 18+ in Kenya, Nigeria and South Africa. Highlights include:

  • Millennials Maxing Data: Some 77% of connected consumers access the internet daily, and 96% do so monthly. Millennials are by far the most connected generation, accounting for 76% of connected people. Compared to Gen Xers and boomers, they are 1.27 times more likely to exhaust their mobile data daily, and 1.19 times more likely to top it up weekly.
  • Connectivity Compromises: Once connected, consumers are willing to go to great lengths to stay that way. Some 20% of the connected people surveyed said they’d give up the convenience of public transport to remain online, while 27% would stop eating out.
  • Unlocking Opportunities: Connectivity is about access – to people, information and vital services. Some 88% use the internet to find information, 87% to catch up with friends and family, and 70% to further their career opportunities. It’s also bringing new forms of entertainment and education to the fore – 89% watch online videos at least monthly, while 76% use the web to gain access to education and learning opportunities. 

See African Consumer Attitudes and Winning in Africa for further insight into some of the fastest-growing consumer markets in the world.