A recent survey by Geopoll found that dependency on technology and a mobile first approach is being driven by African Millennials.
Millennials across the world are defined by their uptake of technology. Affinity to technology by millennials world-wide and specifically so in the west is a study that is currently ongoing and continues to be a fascinating undertaking especially in regards to the African Millennials.
Despite lack of access to smartphones and reliable internet connectivity, the level of uptake and penetration in Africa has hit major milestones in the last 5 years. Among Sub-Sahara African countries, South Africa has the highest number of smartphone subscribers at 34% followed by Nigeria, Senegal and Kenya.
African millennials are increasingly using download sites to access video entertainment and social media sites as tools for communication and a source of news and information. Mobile data continues to be the most used means through which African millennials access the internet. Social network platforms such as Facebook, WhatsApp and twitter have become an integral part of everyday life with over 60% using social media as their primary source of information. Television comes a distant 2nd at 25% with newspapers being the least important source 6%.
57% of African Millennials say they sometimes use their smartphone while watching TV, 35% said they are always on their phone. This can be attributed to data costs which are still relatively high in many African countries compared to the rest of the world as well as changing preference among this group on choice of entertainment.
More millennials in Africa are accessing their movies and TV series entertainment through online downloads. Subscriptions to online video streaming services such as Netflix, Amazon, Apple and Showmax are still relatively low with a majority indicating that they do not use these services. Out of those who indicated that they are using it, Netflix is the most popular.
Kenyan and Tanzanian Millennials prefer texting (62%) & (54%) whilst Nigerians and Ghanaians prefer calling through the mobile operator (58%) & (51%). Mobile data calls through WhatsApp and Facebook messenger are still not as widely used. WhatsApp and Facebook rank among the platforms with the most usage. 56% have created and are most active on WhatsApp , while 31% are active on Facebook. Not only do African millennials spend more time on their smartphones than on any other gadget on a daily basis, but they are also more likely to be on WhatsApp chatting. A majority (46%) are actively engaged daily in at least 1-3 WhatsApp groups.
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