We live in a time where mobile phones can be used for almost everything beyond making phone calls — in fact it’s arguable that making phone calls might just be the least of things we’re likely to do with a phone these days- Especially if it’s a smartphone.

It appears in developing countries especially, mobile phones have become crucial for fostering economic activity and development.

According to Millwardbrown 76% of the Internet traffic occurs via mobile. Therefore it should come as no surprise that most of the world has embraced this as the easier and most accessible way to stay informed, entertain and even mobilize. Studies have shown that there are a few countries more invested than others. South Africa and Nigeria are the only African countries that rank in the top 10, so let’s take a closer look at both of them.

South Africa and Nigeria both experience a vibrant mobile market and growth in this regard and their mobile network penetration continues to increase with the addition and competitiveness between mobile network operators.

The network operators in South Africa (Vodacom, MTN, Cell C and Telkom SA) and Nigeria (MTN, Airtel, Globacom, Etisalat) are increasingly forced to find innovative ways of distinguishing themselves from each other in order to gain and retain customers.

Some of the trends driving the increase and need for mobile connections are;

Social Media

Africa has 129 million active social media users, including access via fixed and mobile connections. Since 2015, the active users in Nigeria and South Africa have increased by 12% and 5% respectively. This increase has also suggested that brands are aware of user preference in communicating with social media and have since adapted their promotions and campaigns to include social platforms.


The redzone places Mobile payment methods as one of the major trends that will be driving consumer behaviour this year in South Africa:. Their convenience and ease of use is making them an extremely popular choice as we move closer towards becoming a cashless society.

Mobile is dramatically changing everything- Take Zoto Nigeria, for example: An app that allows you to recharge your phone for rewards by establishing a link from your desired bank account .

Mobile phones aren’t just a more convenient way to access the internet; they’re changing people’s fundamental connected behaviour, whether it’s shifting our social media habits to a more one-to-one, private conversation context, to assessing M-commerce whilst we’re at physical world stores, to paying for things directly in those physical stores and on public transport using mobile wallet.So, if you’re still wondering about how to optimise your website for mobile, you’re being left far behind; success tomorrow won’t just be about a mobile web presence, but about optimising your entire organisation for a mobile-centric world.

According to the presented facts, even though South Africa has more penetration per population count. Nigeria still outshines by total population number, that counts for everything, since each person can own two to three mobile devices!