Emerging African markets have become a key target for many industries within the digital realm, and as today’s chart demonstrates, Ghana, Kenya, Morocco and Nigeria present a significant opportunity for mobile phone manufacturers looking to expand into new markets.

This is particularly apparent given that over half of digital consumers in these countries say they intend to upgrade or buy a mobile within the next year.

Ghana stands out here, with 60% looking to buy soon, but it’s Nigeria where purchase intention is strongest (three quarters of digital consumers here say they intend to buy/upgrade within a year).

To date, the only global brand that has made a significant impact in these markets is Samsung, which has been particularly successful in Morocco (though is yet to make much of an impression in Nigeria). Clearly, then, there exists a serious opportunity for those challenger brands who have been so successful across Asia to gain new customers in these markets.

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.

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