You’ll be surprised I’m sure to learn just how many African travellers are happy to use their smartphone to pay for travel services.
Here’s a little disclaimer though: the 44% in our recent independent research study who said yes, are skewed quite significantly by high numbers in Nigeria, South Africa and Kenya.
It’s clear that in the cases of Angola, Senegal, Ivory Coast and Ghana there’s a much lower appetite to transact via mobile and this is not only because of security concerns, but because travellers in certain markets feel there’s little need for it and also because there aren’t many service providers that offer online and mobile payments.
Those African travellers polled who do book via mobile, say hotels and accommodation, dining out and flight bookings are among those services most booked. African travellers also say that most payments for travel services are made directly to travel agencies (36%), followed by directly with a travel supplier (25%) and then on a travel booking website (25%), with only 14% using their mobile phones to pay a service provider.
The Africa mobile travel research explored existing mobile usage behaviour within the travel experience across the African continent. Over 2,500 people were surveyed through mobile phones across seven countries: Angola, Ghana, Ivory Coast, Kenya, Nigeria, Senegal and South Africa. These were people who had travelled up to 12 months prior to the study and in the 18 to 44 age bracket.