African shoppers increasingly going online, claims consultancy

Focusing on digital channels could be the way forward for retailers attempting to tap into the African consumer market, according to a survey by consultancy firm McKinsey – cited by

Around 15,000 adults from 19 cities and 12 countries were polled on their online habits by the consultancy. It found that 51 per cent had accessed the internet in the last month, with 25 per cent logging on every day.

In addition, 16 per cent of respondents go online via mobile on a daily basis, while 13 per cent do the same for PCs, laptops and tablets, cites

Kenya managed to produce the most internet-savvy consumers, with 42 per cent going online each day, while Senegal managed to secure second position on the list with 33 per cent.

Consequently, Africa could become a key market for proprietors of online payment services looking to help ecommerce firms access the market.

McKinsey commented on the figures: “Urban Africans have embraced the internet, driven by the need to connect with friends and family and the increasing affordability of internet-capable phones. This embrace of all things internet comes despite low incomes and limited infrastructure.

“Urban Africans across the continent are gaining significant levels of sophistication when it comes to using the Internet, but telecom players could capture a lot more value by helping more of them overcome the real and perceived barriers to going online,” the firm added.


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