Sub-saharan Africa is the fastest growing mobile telecom market in the world. The mobile phone penetration rate in the region rose from close to nil in the early 2000s to 44% in 2018 – 39% of which being smartphones. The number of smartphones is expected to rise to 700 million by 2025, an adoption rate of 66%. Beyond an unprecedented technological "leapfrog", this amounts to a social revolution which has engendered new challenges.
This case study in Senegal details the emerging digital lifestyle to overcome shortcomings in the adaptation of digital tools to the needs of African users.
93% of respondents are frustrated when a page takes 3 - 10 seconds to load
67% prefer scrolling rather than swiping
31% have more trust in websites displaying a banner with an add
42% prefer to read the news on a mobile website interface rather than on a desktop or news app
90% of respondents in field interviews prefer photos rather than icons
30 qualitative field user tests in rural and urban areas
121 quantitative online surveys
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