Mon, 23 Jul 2018
Asia and Africa are seen as the two fastest growing mobile markets, but it has been highlighted that neither of them have historically been big app users. Most of the traffic seen on mobile devices in both regions is still spent on web pages, unlike for example in the US where more than 80 percent of mobile traffic is accounted for by apps. This may be quite surprising to some as Asia is home to the two largest mobile markets worldwide in China and India.
Phone ownership is continuing to increase though in Africa, in particular in some countries such as Nigeria and South Africa, which is now on a par with the USA, however mobile penetration rates across Central Africa remains below 50 percent across most of the region.
The reason that both the Asian and African markets don’t see a lot of app traffic can be attributed to the fact that the majority of the inhabitants are actually still using low end handsets, which are not really designed for using apps. The growth in internet users in Africa though is partly believed to be due to smartphones becoming more affordable each year and making the internet easier to access.
The slow internet speeds in many areas in both regions could also be a contributing factor. In Asia though the last few years has seen a big shift towards higher speed mobile technology and mobile broadband is becoming the dominant technology and the Southeast Asian region is set to become a leader in mobile internet by the end of 2018.
Due to these factors it is likely that in both the African and Asians markets mobile app usage will grow. This will ultimately lead to the growth of services that lend well to the internet and mobile screens. Testimony to this is the increasing popularity of SBObet, which is one of the many online gaming sites that has seen a huge uptake in traffic via their mobile phone app.
In Asia there are some popular low cost mobile devices such as the Xiaomi Redmi Note 3 and the Samsung Galaxy J1 and J2. There is some presence of Sony handsets throughout Asia, particularly in Japan, their biggest marketplace; but the prevalent handsets and Androids, in particular is the Samsung Galaxy range.
In Africa local manufacturers such as Infinix and Tecno are providers of more handsets than anyone else. This is most likely down to more local availability and more affordable pricing for users. Android devices are also reasonably popular within Africa, and with the exception of South Africa, Apple devices are not really found.
Both Asia and Africa have seen a massive increase in the amounts of mobile users, however the rise seen in Africa has been more extreme, as it was only in 2006 that Africa had only 129 million mobile subscribers in total and that amount is now more than 1 billion.