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Exploring Africa's Mobile Potential
Mobile is opening up Africa’s economic potential, letting your brand tap into
Africa’s markets
Brought to you by:
May 2013
• According to the GSMA, Africa is the world's second largest mobile market by connections after Asia, and the fastest growing mobile market in the world.
• The information provided are to give an indication of the size and growth of the Sub-Saharan mobile telecoms and digital media market.
• The data provided is a collection of information sourced from numerous sources and compiled together to create an understanding the market and its size.
• Some data due to time/dates and sources may vary, this should be taken into account when going through the presentation.
• Some sources may represent conflicting data so that should be taken into account when reading through and comparing the data provided.
Presentation Disclaimer
Thanks and regards,
Mobile Telecoms across Sub-Saharan Africa.
The mobility trends shaping communication and client engagement across Sub-Saharan Africa
Above 100%
60-100%
40-60%
Less than 40%
The true size of AfricaMobile telecoms across Sub-Saharan Africa
“According to the GSMA, Africa is now the world's second largest mobile market by connections after Asia, and the fastest growing mobile market in the world.” – September 2011
High Level StatisticsMobile telecoms across Sub-Saharan Africa
47COUNTRIESIN SSA 44%GROWTH IN THE NUMBER OF
MOBILE CONNECTIONS, %, 2000–2012
475MMOBILE CONNECTIONS (ACTIVE SIM CARDS) IN SSA
54%MOBILE PENETRATION RATE IN SSA
700MMOBILE CONNECTIONS (ACTIVE SIM CARDS) IN SSA IN 2016
17%ETHIOPIA TO RECORD THE HIGHEST GROWTH RATE BY 2017
103MMTN’S SUBSCRIBER BASE ACROSS SSA
Above 100%
60-100%
40-60%
Less than 40%
Source: GSMA / Deloitte Mobile Observatory Report, 2012
How is Sub-Saharan Africa divided?Mobile telecoms across Sub-Saharan Africa
• The 47 countries within the SSA region show significant economic and social differences.
• While the average annual income per capita in the region stands at US$2,439, it varies from US$216 in the Democratic Republic of Congo (DRC), the poorest country, to US$14,660 in Equatorial Guinea, the richest country.
• The six most populous countries (Nigeria, Ethiopia, DRC, South Africa, Tanzania and Kenya) cover more than 50% of the population in the region.
Map Source: United NationsSource: GSMA / Deloitte Mobile Observatory Report, 2012
The size of the mobile telecoms market in Sub-Saharan Africa
Mobile telecoms across Sub-Saharan Africa
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Population and connections
Growth in the number of mobile connections, %, 2000–2012
Since 2000, mobile connections in SSA has grown by 44%,
compared to 10% for developed regions
475 million connections in Sub-Saharan
Africa
Growth forecasts for the Sub-Saharan regionMobile telecoms across Sub-Saharan Africa
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Mobile Connections, Population and Mobile penetration in SSA (2000–2016)
Supported by income growth, it is expected that penetration will continue to grow steadily over the next few years,
reaching 75% of the population and 700 million connections in 2016.
Mobile penetration rates across the regionMobile telecoms across Sub-Saharan Africa
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Penetration by country (2012
Above 100%
60-100%
40-60%
Less than 40%
• Mobile penetration varies widely across the sub-regions.
• Southern Africa has the highest mobile penetration, at 119%, mainly as South Africa shows a 123% penetration and over 50 million connections.
• Penetration is lowest in Eastern and Middle Africa at 39% and 40% respectively.
• However, mobile connections have been growing rapidly in these sub regions, increasing by 366% and 260% respectively in the last five years.
GDP per capita and population in selected countriesMobile telecoms across Sub-Saharan Africa
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Penetration, GDP per capita and population in selected SSA countries (2012)
Senegal
Niger
Angola
Cote d'Ivoire
GhanaKenya
Tanzania
South Africa
Nigeria
0
2,000
4,000
6,000
8,000
10,000
20% 40% 60% 80% 100% 120%
GD
P p
er
ca
pit
a (
US
$)
Penetration rate (%)
Penetration and connections (sim cards) across key markets
Mobile telecoms across Sub-Saharan Africa
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Penetration, five key markets and Senegal (2000–2012)
0%
20%
40%
60%
80%
100%
120%
140%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Kenya Ghana Nigeria
Tanzania South Africa Senegal
98.3
62.429.223.821.4
19.315.815.014.512.711.411.310.3 9.7 8.6
91.4454.9
0
50
100
150
200
250
300
350
400
450
500
Co
nn
ecti
on
s (m
illi
on
s)
Mobile Connections, top 15 countries (2012)
The five key markets currently represent 47% of
total connections in the region, and penetration has increased by 81% per year on average between 2000
and 2012, with similar trends seen in Senegal.
Mobile Connections:• Nigeria: 98.3 million• South Africa: 62.4 million• Kenya: 29.2 million• Tanzania: 23.8 Million• Ghana: 21.4 Million
Growth rates from 2012 – 2017 across key markets Mobile telecoms across Sub-Saharan Africa
Source: Informa Telecoms and Media / World Cellular Information Service (Quarter 2, 2012)
“Ethiopia to record highest growth rate by 2017”
Mobile operator groups across Sub-Saharan AfricaMobile telecoms across Sub-Saharan Africa
Headquarters: South Africa
Connections: 103,319,174
Territories: 15
Headquarters: UK
Connections: 70,955,587
Territories: 7
Headquarters: India
Connections: 63,507,689
Territories: 16
Headquarters: France
Connections: 28,592,053
Territories: 17
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Mobile operator groups across Sub-Saharan AfricaMobile telecoms across Sub-Saharan Africa
Headquarters: Nigeria
Connections: 23,859,754
Territories: 3
Headquarters: UAE
Connections: 19,402,674
Territories: 8
Headquarters: Luxembourg
Connections: 16,961,871
Territories: 7
Source: GSMA / Deloitte Mobile Observatory Report, 2012
Mobile internet and Mobile broadband
Growth of mobile broadband services across AfricaMobile Internet and Mobile Broadband
60 MILLIONMOBILE BROADBAND CONNECTIONS
5%PENETRATION
80%ANNUAL GROWTH
Source: Wireless Intelligence (Quarter 1, 2013)
Mobile Internet Traffic as a percentage of overall web traffic
Mobile Internet and Mobile Broadband
Source: Statscounter (Sept to Dec 2012)
Desktop vs. Mobile InternetAfrica: 14.33% = Mobile Internet TrafficAfrica: 85.67% = Desktop (Web) Traffic
Top mobile broadband markets across AfricaMobile Internet and Mobile Broadband
Source: Informa Telecoms and Media / World Cellular Information Service (Quarter 2, 2012)
Fixed verses. Mobile Broadband Subscribers in South AfricaMobile Internet and Mobile Broadband
Source: Internet Access in SA 2012, World Wide Worx
South Africa ADSL vs. Mobile Broadband
There are approximately 7 mobile broadband connections (3G modems) to every 1 ADSL connection in South Africa. The ratio is even
higher across Sub-Saharan Africa
Fixed vs. Mobile Broadband Subscribers in Sub-Saharan Africa
Mobile Internet and Mobile Broadband
Source: Wireless Intelligence, Vodafone Public Policy Papers 2011
2.9 3.2 3.5 3.9 N/A
34.5
54.1
81.2
117.5
160.2
0
20
40
60
80
100
120
140
160
2012F 2013F 2014F 2015F 2016F
Total Fixed Broadband Total Mobile Broadband
Fixed and mobile broadband subscribers in SSA, million connections (2012–2016)
Given the low penetration of fixed lines, mobile internet has the potential of
driving connectivity in the region at lower costs.
Across the region, its connectivity via mobile devices (phones and dongles)
that’s driving digitally connected subscribers across the continent)
SOURCE: (MARCH 2012)
Based on the Top 10 site listings from Opera Mini, a word cloud of the popular sites users are accessing on Opera Mini across Africa
Note: The word cloud is not based on unique views, rather appearance of the site in each countries top 10 listing
Opera Mini – State of Mobile Web in AfricaMobile Internet and Mobile Broadband
Digital Media
Mobile Web Banners
SOURCE: (Q2 – 2012)
Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)
Digital Media: Mobile Web Banners
Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)
Digital Media: Mobile Web Banners
SOURCE: (Q2 – 2012)
Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)
Digital Media: Mobile Web Banners
SOURCE: (Q2 – 2012)
Handset insights
SOURCE:
The availability of low-cost smartphones has increased adoption in the continent. Informa Telecoms & Media forecasts a penetration of
12% by end-2017.
Smartphone penetration in AfricaMobile Device Observations
SOURCE:
Africa, smartphone-connection penetration by country, 2011-2017
Mobile Device Observations
Mobile devices used on various platforms in South AfricaHigh penetration of mobile internet enabled feature phones
Mobile Device Observations
SOURCE: (MARCH 2012)Note: The word cloud is not based on unique views, rather appearance of the handset in each countries top 10 listing
Based on the Top 10 handset listings from Opera Mini, a word cloud of the popular handsets users are using to access Opera Mini across Africa
Opera Mini – State of Mobile Web in AfricaMobile Device Observations
Mobile Device ObservationsSmartphone device sales to end users in South Africa during 2012. BlackBerry’s continued market share (54%) and the growth of the Android platform (254%)
Social Media across Africa
SOURCE: OCT 2012
Mxit is one of the success stories of the South African mobile explosion. The platform allows for targeted advertising opportunities through splash screens and other inventory assets on the platform.
Social Media across Africa
Instant messaging platforms: 2GO Messaging PlatformSocial Media across Africa
Facebook across AfricaSocial Media across Africa
Twitter usage across Africa: Through analysis of 11.5 million geo-located Tweets and a poll of Africa’s top tweeters, the study surveyed Twitter traffic and trends across the continent.
Social Media across Africa
Source Credits
Presentation Source CreditsList of sources
• 2go• Afrographique• Deloitte Digital• Gartner• GSMA Mobile Observatory Report 2012• Informa Telecoms and Media• Inmobi• Mxit• Opera Mini• Portland• Social Bakers• Statscounter• United Nations • Vodacom South Africa• Wireless Intelligence• World Cellular Information Service • World Wide Worx
For further information, please contact:
Andre HugoDirector, Deloitte Digital
Email: [email protected]
Mobile: +27 (82) 354 3965
Twitter: @maxrsa
Michael CowenClient Lead Director (Digital), Mindshare
Email: [email protected]
Mobile: +27 (83) 288 7355
Twitter: @michael_cowen