Africa Mobile Penetration & M-Commerce Usage

Africa Mobile Penetration & M-Commerce Usage



Mobile Penetration







Percentage of mobile owners compared to population across different regions







97% North America



100% Latin America



126% Western Europe



123% Central & Eastern Europe



55% of Mobile Penetration in Africa



96% Middle East



70% India



69% China



82% Rest of Asia-Pacific







Mobile Subscriptions



Number of mobile phone subscriptions across different regions - data are in million







1,050 - Rest of Asia-Pacific



937 - China



860 - India



610 - Africa



610 - Latin America



595 - Central & Eastern Europe



519 - Western Europe



324 - North America



244 - Middle East







Africa is the fourth region for number of mobile subscriptions







Smartphone Penetration



Percentage of smartphone ownership and growth projection across different regions







Asia-Pacific 44% +26%



North America 31% +14%



Africa/ Middle East 31% +28%



Europe 30% 13%



Latin America 26% +23%







bit.ly/africamobi







Africa/Middle East is the fastest growing area in terms of smartphone ownership







M-Commerce Usage



Number of m-commerce usercompared to mobile users and population







120m (Total population)



90m (mobile phone penetration)



40m (m-commerce users)







around 33% of population



use m-commerce







M-Commerce by Country



Usage percentage of mobile commerce in Tanzania, Ghana and South Africa







Mobile Money Services



Ghana 9%



Tanzania 67%



South Africa 24%







M-Commerce Services



Most common m-commerce services in Tanzania, Ghana and South Africa







Tanzania



Buying air time/phone credit 50%



Transferring money 38%



Paying bills - water, power etc 13%







Ghana



Buying air time/ phone credit 5%



Reading account details 2%



Transferring money 1%







South Africa



Buying air time or phone credit 12%



Receiving wages/ salary 10%



Reading account details 8%







What m-commerce services do people use the most? Air time and phone credit purchase are on top of the list in all three countries, whilst money transfers and account access are also common. Africa Mobile An overview on Africa mobile landscape and m-commerce usage Infographic by Expat Forum Mobile Penetration Percentage of mobile owners compared to population across different regions 123% Central & Eastern Europe 126% Western Europe 69% China 70% India 97% North America bit.ly/africamobi 96% 82% Middle East Rest of Asia-Pacific 100% Latin America 55% of Mobile Penetration in Africa Mobile Subscriptions Number of mobile phone subscriptions across different regions - data are in million bit.ly/africamobi 1,050 937 860 610 610 595 519 324 244 Rest of Asia-Pacific China India Africa Central America & Eastern Europe Latin Western North America Middle East Europe Africa is the fourth region for number of mobile subscriptions Asia-Pacific 44% +26% Smartphone Penetration North America 31% 14% Africa / Middle East +28% Percentage of smartphone ownership and growth projection acrossdiferent regions 31% Europe 30% 13% Latin America 26% 23% Africa/Middle East is the fastest growing area in terms of Smartphone ownership bit.ly/africamobi M-Commerce Mobile Commerce data usage Tanzania, Ghana and South Africa M-Commerce Usage Number of m-commerce userscompared to mobile users and population 120m total population 90m mobile phone penetration 40m bit.ly/africamobi m-commerce users around 33% of population use M-commerce population use l sem-commerce M-Commerce by Country Usage percentage of mobile commerce in Tanzania, Ghana and South Africa bitly/africamobi Mobile Ghana Money Services 9% Tanzania 67% Legend - Mobile Payments - Mobile money transfers - Mobile Banking South Africa 24% M-Commerce Services Tanzania Most common m-commerce services in Buying air time /phone credit 50% Tanzania, Ghana and South Africa Transferring money 38% Paying bills - water, power etc. 13% bit.ly/africamobi Ghana Buying air time / phone credit 5% Reading account details 2% What -commerce services da people use the most? Air time and phone credit purchase are on top of the list in all three countries, whilst money transfers and account access are also common Transferring money 1% South Africa Buying air time or phone credit 12% Receiving wages / salary 10% Reading account details 8% Sources bit.ly/africamobi Traffic and market data report, Sony Ericsson M-Commerce in Sub-Saharan Africa, Sony Ericsson Global smartphone ownership and purchase intentions, Nielsen