3 reasons marketers are foolish to ignore Africa | CMO Strategy Columns


Street vendors selling mobile phone handsets wait for customers in Accra, Ghana. Credit: Nicholas Seun Adatsi/Bloomberg

Some people in D.C. may have no problem disparaging African countries and their inhabitants, but to digital marketers everywhere: Ignore or underestimate the potential of African consumers at your own peril.

By 2025, the continent, which currently has a population of 1.1 billion, will be home to 20 percent of the world’s population, according to McKinsey & Company. “Africa has seen the fastest growth rates, with the number of internet users across the continent increasing by more than 20 percent year-on-year,” according to a 2018 report by Hootsuite and We Are Social.

A few key facts for marketers to keep in mind:

Mobile reigns

A huge number of digital consumers in…

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