On May 19 in Abidjan, ASENSIA Africa Group and Opinion Way unveiled their study on the digitization of Ivorian consumers.
In recent years, the African continent, like the rest of the world, has been experiencing increasing digitization. The same is true for Côte d'Ivoire, where many households are now connected to the internet. This trend is opening up new opportunities for companies that need to rethink the customer experience.
Digitalization has accelerated in Africa, where the number of internet users has risen from 11% in 2011 to 42% in 2021. The same trend can be seen in Côte d'Ivoire, where the number of internet users rose from 11% in 2017 to 42% in 2020. There are 11 million internet users, including five million who are active on social media in 2022.
According to Florence de Bigault, Managing Director for Sub-Saharan Africa at OpinionWay, digitization will not happen through services, content, businesses, and public administration, but rather through the startup ecosystem.
Here are some lessons learned from the study:
- A total of 62% of Ivorians own a smartphone.
- 69% of Ivorians who own a smartphone are aged between 25 and 29
- 25% of smartphone owners have made an online purchase in the last six months.
- Online payment is still a barrier, but mobile money payment on delivery works well.
- 72% of Ivorians listen to or download music online
- 65% of Ivorians watch or download movies, series, or TV shows online
- Online orders are still slow
- Finally, 18% of Ivorians go online to carry out administrative procedures.
- All stakeholders, both public and private, will have to rise to the challenge of digitizing the country, from cities to rural areas.
It should be noted that Asensia Africa Group was founded by Delphine Lavaud after extensive experience at the head of the PUBLICIS agency in Ivory Coast.
Specializing in strategy consulting and brand image & performance development, ASENSIA Africa aims to promote managerial innovation and brand influence with a forward-thinking approach to public relations.
Asensia Africa is also a platform for observing and understanding brands, the times, and audiences.