Digital Onboarding Preferences in Ghana

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In collaboration with LOOKA | Market Research for Africa and Appruve, we provided recommendations to identify difficulties and improve the user experience when registering for mobile applications - particularly when entering personal information.

The study was conducted in Accra, Ghana in December 2019. And was made public in light of the COVID-19 context which has driven digital adoption of financial services, online sales on WhatsApp or e-commerce platforms and raised new concerns about personal data and security risks.

Insights from this study show that security and ease of use are equally important to respondents. This report offers recommendations to strike this crucial balance, as well as questions and trends that will need to be considered to improve digital onboarding in Ghana and beyond.

Top 5 key findings 

76% of respondents are fearful of fraud during onboarding

26% of user quit apps as a result of too many questions

76% don't know what a chatbot is or have never used one

Apps ask for documents users don't have ready to upload 

User experience (UX) is the main reason why your app is chosen  

Scope & Methodology 

304 interviews by trained LOOKA surveyors

304 residents of the capital Accra and its suburbs

Saturday December 7th - Thursday December 12th 2019

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