Ovum conducted a survey among 4,000 consumers in Brazil, Egypt, Indonesia, Nigeria, and South Africa. The objective was to explore how consumers view and use digital services, covering both the positive and negative aspects.
Of the total survey respondents, 92% use digital services other than voice and messaging, of which 51% pay for such services. Daily usage of many digital service categories is very high: 91% use social networking, 76% games, and 73% music.
Although operators have some powerful assets in the digital service economy, the survey reveals that, on average, only 12% of respondents view operators as their main provider of digital services.
In the survey, 72% of consumers say digital services are either extremely important or very important in their decision to stay with an operator.
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