The Global digital population for 2019 is 5.112 billion thus 67% penetration, leading to a rise of global Internet population at 4.388 billion giving 57% penetration. Within the last nine years in Ghana the mobile subscription population has risen significantly to 38.78 million and a penetration rate of 120%.
This makes Ghana one of Africa’s largest mobile markets. Ghana’s digital growth is seen to be accelerated by the competitive expansion of telecommunications companies to increase network coverage. This has ultimately increased internet usage to 10.32 million with penetration of 35% against the western Africa regional penetration of 41% in January, 2019.
Also many businesses and institutions are increasingly becoming reliant on digital innovations and the urban population are fast adapting to the use of digital platforms for convenient services.
Recently the Tech world is at the forefront of a digital revolution in Ghana and predominantly driven by the millennial urban population. With a current total of 9.37 million active mobile internet users, Ghana experiences a decline in the year-on-year change in average internet speed of -5.2% given an existing average internet connection speed of 8.75MBPS.
With much improvement expected in the area of average internet speed some global tech giants such as WhatsApp, Facebook, Uber, Google, Air B&B, Jumia, Visa have inspired the emergence of new start-up products like Mequasa, Asoriba, OMG Digital, Mazzuma, expresspay, Mpharma, Aftown.
19% of advertising budget is spent in digital marketing and most marketing agencies choose a combination of Search Engine Optimisation (SEO), PPC and social media marketing to achieve a high conversion rate as a strategy to compliment traditional media.
The total number of active social media users in Ghana stands at 5.80 million and a population of 5.40 million accesses social media via mobile devices. Only 19% of the population is active social media users.
Credit: Faisal Kelli is PR & Business Development Consultant at OMENT LIMITED