Muria
JF-Expert Member
- Feb 17, 2016
- 285
- 186
JUMIA is pleased to present its second white paper on African Mobile Trends 2016.By and large, the mobile industry in Africa continues to pave the way for innovation, providing ground breaking developments for the rest of the world. This paper addresses the evolution of the mobile industry in Africa for the next five years: the connection of the continent through mobile subscription, the growing smartphone adoption and mobile broadband as well as the full digitization of the economy through m-commerce.
Most of our research focuses on our 5 biggest markets in the region: Nigeria, Morocco, Egypt, Kenya and Ivory Coast
Key Take outs:
A CONNECTED CONTINENT
AFRICA IS ON A CALL: GROWING MOBILE SUBSCRIPTION
Nigeria (7th) Egypt (11th) South Africa (14th) Kenya (30th) are ranked in the top 30 of the top countries in the world for the number of mobile subscriptions.
SMARTPHONE ADOPTION IS GAINING MOMENTUM
The results found when researching the average price of a smartphone sold on Jumia in 2013, compared to the average price of a smartphone sold in early 2016 are enlightening. We observed a drastic decrease of the average retail price of a smartphone in our 3 main markets: In Nigeria, Egypt and Kenya the prices tumbled down from $280 (Nigeria) and $200 (Egypt, Kenya) for a smartphone in 2013 to $100 for Nigeria and Kenya and $85 for Egypt.
As such, smartphone sales have soared in Africa. Nigeria seems to be at the forefront of this trend with a boom in smartphone sales of 349% from 2013 to 2014 on Jumia and of 366% from 2014 to 2015.
MOBILE INTERNET IS KING
Nigeria is one of the most, if not the most mobile connected countries with 76% of its Internet traffic happening on mobile, overtaking India (65%), South Africa and Indonesia. Egypt is in the top 15 but far behind, with only 19% of its internet traffic going through mobile while Kenya comes as the 21st most connected country worldwide.
The number of internet/data users in Kenya has also grown by double digits to stand at 35.5 million which in turn means 83 percent of the total population is online. Notably, personal connectivity via mobile devices maintain lead at 23.7 million subscriptions a trend easily attributable to the affordability of data bundles as network providers compete for a bigger share of the market.
Mobile thus remains the key device in Africa to bring Internet access. Part of that success can also be attributed to prohibitively expensive broadband services and limited fixed line infrastructure.
THE AFRICAN SHOPPER IS ONLINE
39% of e-commerce transactions happen today through mobile and the figure may well explode for Africa as Internet penetration is led by mobile broadband connections.
Analyzing the data we have available at Jumia confirmed this trend at various levels across the 11 countries where Jumia operates. On average, 50% of our customers access our website through a mobile device and the growth is fast and steady. Nigeria definitely stands out with 70% of its customers using the mobile responsive version of the website while Egypt recorded the fastest growth of its mobile share, increasing from 20% in April 2015 to 60% in April 2016 followed closely by Kenya at 55%.
Source: 2ND WHITE PAPER ON AFRICAN MOBILE TRENDS - Jumia Kenya - 2016 - Jumia Blog
Most of our research focuses on our 5 biggest markets in the region: Nigeria, Morocco, Egypt, Kenya and Ivory Coast
Key Take outs:
A CONNECTED CONTINENT
AFRICA IS ON A CALL: GROWING MOBILE SUBSCRIPTION
Nigeria (7th) Egypt (11th) South Africa (14th) Kenya (30th) are ranked in the top 30 of the top countries in the world for the number of mobile subscriptions.
SMARTPHONE ADOPTION IS GAINING MOMENTUM
The results found when researching the average price of a smartphone sold on Jumia in 2013, compared to the average price of a smartphone sold in early 2016 are enlightening. We observed a drastic decrease of the average retail price of a smartphone in our 3 main markets: In Nigeria, Egypt and Kenya the prices tumbled down from $280 (Nigeria) and $200 (Egypt, Kenya) for a smartphone in 2013 to $100 for Nigeria and Kenya and $85 for Egypt.
As such, smartphone sales have soared in Africa. Nigeria seems to be at the forefront of this trend with a boom in smartphone sales of 349% from 2013 to 2014 on Jumia and of 366% from 2014 to 2015.
MOBILE INTERNET IS KING
Nigeria is one of the most, if not the most mobile connected countries with 76% of its Internet traffic happening on mobile, overtaking India (65%), South Africa and Indonesia. Egypt is in the top 15 but far behind, with only 19% of its internet traffic going through mobile while Kenya comes as the 21st most connected country worldwide.
The number of internet/data users in Kenya has also grown by double digits to stand at 35.5 million which in turn means 83 percent of the total population is online. Notably, personal connectivity via mobile devices maintain lead at 23.7 million subscriptions a trend easily attributable to the affordability of data bundles as network providers compete for a bigger share of the market.
Mobile thus remains the key device in Africa to bring Internet access. Part of that success can also be attributed to prohibitively expensive broadband services and limited fixed line infrastructure.
THE AFRICAN SHOPPER IS ONLINE
39% of e-commerce transactions happen today through mobile and the figure may well explode for Africa as Internet penetration is led by mobile broadband connections.
Analyzing the data we have available at Jumia confirmed this trend at various levels across the 11 countries where Jumia operates. On average, 50% of our customers access our website through a mobile device and the growth is fast and steady. Nigeria definitely stands out with 70% of its customers using the mobile responsive version of the website while Egypt recorded the fastest growth of its mobile share, increasing from 20% in April 2015 to 60% in April 2016 followed closely by Kenya at 55%.
Source: 2ND WHITE PAPER ON AFRICAN MOBILE TRENDS - Jumia Kenya - 2016 - Jumia Blog
