Jumia to Enhance Customer Experience with 2017 Mobile Market Report
Nigeria’s mobile market, one of the fastest growing in the world, is the subject of a new report by e-commerce giant, Jumia. The report, which is the 3rd edition of the Africa Mobile Trends Paper, studies mobile trends across the continent, especially Nigeria which is home to the biggest number of internet users in Africa.
According to Jumia, the study was conducted in 15 African countries with Nigeria dominating with 28% of customers who access Jumia through Google Chrome out of the 50% in Africa.
On the Opera Mini browser, which is much more popular in Nigeria, the country recorded about 41% of mobile traffic to Jumia by customers who come onto the platform. According to the study, Africa Mobile subscriptions and Internet penetration rose to about 960 million mobile subscriptions across Africa – an 80% penetration rate among the continent’s population.
Internet penetration was at 18% with 216 million internet users, while Nigeria’s internet penetration is much higher at 53%, it mobile subscription is similar to Africa’s at 81% penetration (150 million mobile subscriptions). It is presumed that the unique subscription rate is lower as each subscriber owns an average of 2 SIM cards.
It was further found out that the reason for this could be that countries with higher levels of income have been found to have more users accessing the internet with heavier browsers like chrome – which typically have higher system requirements.
Opera Mini is a lighter browser in terms of data usage and is popular among new mobile internet users who have lower incomes and can’t afford costly internet data packs. A recent report from Opera determined the savings on mobile data costs for Opera Mini users in Nigeria has amounted to about $198 million (N39.5 billion) over a 10-month period, due to its data compression technology. This is a clear example of the ripple effect that customer enjoy when a slight change is introduced by one of the digital ecosystem players.
Jumia said:”On our end, an immediate key priority is to enhance the desktop user experience (which accounts for almost 30% of Jumia’s traffic and almost 40% of orders placed) by delivering a progressive web application that bridges the gap between conventional web pages and native mobile applications, to give customers a faster web and desktop experience that includes functionalities like push notifications and the ability to browse while offline”.
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