01
The market in numbers
416 million people on mobile internet, $1.4 trillion through mobile money, and the world's youngest population.
WHAT'S INSIDE
Inside the The SSA Customer Engagement Review 2026.
02
The Connect Curve
A three-stage maturity model, from Foundation to Front-runner, to see where your brand sits today.
03
Three trends for 2026
The mobile-only majority, chat as the storefront, and AI arriving faster than trust, each with a playbook.
04
How to win 2026
The next step for most brands in the region, including the parts that don't involve buying anything.
A TASTE OF IT
A few things we found.
01
2.4% of monthly income
is what 1GB of mobile data costs on average, so every message costs your customer something.
02
9 in 10
connected consumers in markets like Kenya, Nigeria and South Africa are on WhatsApp.
03
58% of consumers
are only somewhat or not at all comfortable engaging through AI.
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