EU lags behind 5G leaders in both adoption and investment

Although significant progress has been made extending network coverage, rural populations remain 28% less likely to use mobile internet than their urban counterparts, and 30% less likely to regularly engage in online services such as messaging, banking and education. This latest research examines how the digital divide affects people living in rural areas, and how governments and regulators can address this challenge.

The slower uptake of mobile internet subscriptions in Africa is due to a range of factors, notably the lack of ability or willingness to own and use a smartphone. Affordability is the main reason for the comparatively low level of smartphone adoption in Africa. There is widespread agreement among stakeholders about the importance of increasing smartphone adoption in Africa by improving both affordability and accessibility, but progress remains slow due to persistent and complex barriers faced by the most vulnerable groups. This analysis draws on survey data from consumers in eight markets: the Democratic Republic of Congo (DRC), Kenya, Nigeria, Rwanda, Senegal, South Africa, Togo, and Zambia, as well as insights from other countries across the continent.

Leveraging data from the 2025 survey, conducted between June and August, this report provides relevant insights into how the consumer behaviour is changing across eight topic areas: 5G; devices; eSIM; generative AI; pay TV; gaming; the metaverse and extended reality; and sustainability.