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.

Download Device Q1 2017


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.