Today we begin a short series of charts examining digital consumers within four countries that have been added to our Core research program – Ghana, Kenya, Morocco and Nigeria. We begin by delving into one of the most striking differences in device usage between these markets and the global picture – the minor role played by PCs and laptops.
Globally, around three quarters of internet users own a PC or laptop, but in these African markets ownership rates linger around 30%.
This is another indication of the fundamental role that the smartphone has played in the development of the internet in these markets – a position that was held by computers in many other countries.
Similarly, while tablets are close to being mainstream devices in many of our other markets, here they are a niche device. In both these instances, the importance of mobiles and the advanced functionalities of modern smartphones mean we are unlikely to see ownership rates for other devices in these countries grow in the future.
To learn more about digital consumers in this region, clients can now download our new Market Reports here.