By 2025, we expect the mobile owning population of Africa to exceed the entire populations of Europe and the USA (300 million) but just being in this growth market doesn’t guarantee success. Let’s examine the 4 myths about Mobile owning youth in Africa here:
Myth #1: The African youth market is a low spend market
Fact: Average Revenue Per User (ARPU) for Nigeria ($17.24) and South Africa ($16.29) are higher than ARPU for India ($6.51) and China ($10.11).
What are the key African youth mobile spending trends?
Myth #2: The biggest growth story in Africa is net additions
Fact: Penetration rate among the high spending age-groups of 20-29 year olds has crossed 100% in South Africa, Nigeria and Kenya.
What drives youth dual handset ownership and how is it impacting operator revenue and churn?
Myth #3: The African youth market is all about voice
Fact: Mobile web usage revenues amount to $2 billion in Nigeria and above $1 billion in South Africa. More than 20% of mobile youth revenue in Africa comes from data usage.
What are the rapidly emerging African mobile web usage trends?
Myth #4: African youth only want cheap and don’t care about brand
Fact: Youth in Africa are heavily influenced by what operator and handsets their friends are using irrespective of the price.
What affects African youth’s decision to purchase a mobile handset and choose a mobile operator?
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