Mobile and digital technology and the application of needs-based research in sub-Saharan Africa

Africa lags behind the developed world in adoption of digital communications but, as the growth of mobile technology in South Africa, Kenya and Nigeria shows, the situation is rapidly changing.

Mobile and digital technology and the application of needs-based research in sub-Saharan Africa

Julia GichuriTNS, Johannesburg

Abstract:

This paper examines the attitudes and behaviour of users of digital media in three sub-Saharan countries – South Africa, Kenya and Nigeria, with the aim of understanding user needs. The paper attempts to paint the scene of the current state of digital technology on the continent as well as how people are engaging with digital media and what this means for businesses operating in the technology space or businesses which are using digital media to further their marketing and business objectives. Findings...

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