South African users appear to be more active on social networks in Africa, but their peers from other countries are catching up. More than 80% of Kenyans, Tanzanians and Nigerians active online who were surveyed claimed that Facebook’s popularity was on the rise. Around 11% of South Africans feel that Facebook is losing popularity, though it remains unclear which service they believe will replace it.
Online shopping is in a high growth phase, with 27% of the online community shopping online. Though some users are concerned about phishing and scams, the biggest barrier to wider adoption of mobile shopping is the fact that a large proportion of community members have no credit card. Half of the participants (50%) cite the lack of a credit card as a reason for not shopping online. Only 39% of South African community members see a lack of a credit card as a barrier; at the other end of the spectrum, only 23% of Ghanian participants felt they were not restricted from online shopping by this problem.
Source: Nudge digital research and insights company for Isobar
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