The Connected Consumer Survey 2017: mobile churn and customer satisfaction in Sub-Saharan Africa

Published: June 2018
No. of Pages: 20
Single User License: US $ 4999
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"Market-leading operators often have the strongest networks, but they do not always perform well in terms of customer satisfaction."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in the Sub-Saharan Africa (SSA) region. In particular, it focuses on respondents’ satisfaction with their mobile services.

This report answers the following questions.

  • How do churn levels differ between countries and operators?
  • What factors seem to affect churn decisions?
  • What are churners looking for in their next tariff?
  • What is the Net Promoter Score (NPS) of different operators? What seems to affect it?
  • How do operators perform in different parts of the country and what demographics are they strong in?
  • How does data consumption correlate with customer satisfaction?
  • How do different data pricing strategies affect customer experience and satisfaction?

Survey data coverage

The research was conducted in August and September 2016. The survey groups were chosen to be representative of the mobile-Internet population in the region. We set quotas on age, gender, employment, and regional demographics to that effect. There was a minimum of 1000 respondents per country, and 4000 respondents in the region.

Geographical coverage

  • Ghana
  • Kenya
  • Nigeria
  • South Africa

Published By: Analysys Mason
Product Code: Analysys Mason44


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