MARKET RESEARCH
AFRICA LEADS THE
WORLD INTO THE
FUTURE OF MARKET
RESEARCH
By John-William Awbrey
A
s the growth in mobile
communications brings
about a revolution in market
research, it is the vast continent
of Africa that is leading the way.
Though some may be reticent
to adopt mobile solutions, the
advantages are too big for African
researchers to ignore.
We don’t need to think very hard
to understand the power of mobile
in Africa - it has already helped
to topple governments and fuel
revolutions.
As companies like MTN connect the
continent, mobile is fast doing the
same for market research.
The one thing that just about every
African has in common is access to a
mobile phone - and not just the basic
models that you might expect.
The Rise And Fall Of The Feature
Phone
In Africa today basic feature phones
are quickly being replaced by smarter
devices. The rate of change is making
the feature/smart phone distinction
redundant.
Looking at the operating system
however, we do start to see a trend
that may provide key insight into
segmenting the mobile market the rise of Android. BlackBerry’s
fall from grace across the rest of
the world has not been mirrored
in Africa; its low-cost uncapped
‘‘The rapid growth in mobile penetration
means that respondents are always available.
It’s not necessary to travel long distances, and
it’s easy to re-contact. Research can now get
everywhere brands are. Distance is no longer
a barrier - even on this massive continent.’’
42 MAL 11/16 ISSUE
internet offering has kept it in high
regard. Yet rising connection speeds
and lower data costs are enabling
internet access for all.
Millward Brown’s Africa database
shows the rise of smarter devices,
and the proliferation is coming from
low-income consumers (personal
income of less than US$360 per
month). Samsung’s growth is driven
strongly from both the top and
bottom of the market; BlackBerry
shows dominance at the low end of
the market and Apple at the top.
Revolutionizing Market Research
Market research in Africa has
traditionally been expensive and
time-consuming. The continent
is vast with significant differences
within each country that have been
difficult to capture using traditional
market research techniques.
Moving to mobile research requires a
significant change of mind set. Market
researchers in Africa are faced with
two options: remain the same and
lose relevance or embrace change and
benefit from the new world order.