Why Users Prefer Mobile Over Web
Mobile transactions outpace web 8:1. Phone-first expectation is deeply embedded in African markets.
Methodology
Sample size
n=920M monthly transactions
Geography
East Africa — KE, TZ, UG, ET
Period
FY2025
Aggregated from M-Pesa, Airtel Money, MTN MoMo disclosures.
Last refreshed 08 Feb 2026
Market Sizing
$14.7B
TAM (Pan-Africa)
$5.8B
SAM (Addressable)
22.1%
CAGR 2026–2031
4
Key Regions
Regional Breakdown
Source: GSMA Mobile Economy Sub-Saharan Africa 2026, CBK Annual Report 2025
Signal
Mobile app transactions outpace web by 8:1 in markets with >70% smartphone penetration.
Insight
USSD legacy and mobile-money heritage have conditioned users to expect phone-first financial services. Web is perceived as 'desktop' and enterprise-oriented.
Business Implication
Web-first strategies under-serve the majority of customers. Mobile-native experiences drive higher engagement and retention.
Recommended Actions
Prioritise mobile-native experiences over responsive web
Optimise for low-bandwidth environments with offline-first architecture
Integrate with USSD and WhatsApp for feature-phone segments
IdeaToola Advantage
IdeaToola benchmarks channel preference by market, helping product teams allocate development resources to the highest-impact platforms.