44% of respondents state that digital has heightened the need for aggregated data that is pulled from across the company and 4% report that digital transformation is revealing cracks in their systems as data continues to be difficult to aggregate and centralize for a clear view of the customer.
37% of respondents will address connecting physical and digital experiences and 29% of marketers intend to invest in more technologies to manage data, as well as the talent needed to oversee and optimize the new marketing technology stack.
Ghanaians, Kenyans, Seychellois and Mauritians are the highest data users with an average usage of over 160MB/month, while Nigeria (with 76% of internet traffic going through mobile) is the most “mobilised” country in the world ahead of SA and India.
South African users are more likely to access news and e-commerce apps than their African counterparts, with the most used apps (according to Opera’s data management application, Opera Max) being Chrome, Facebook, Truecaller, OLX, Skype and News24.
While travel and tourism contributed close to 10 percent ($7.2 trillion) of global gross domestic product (GDP) in 2015, growth forecasts for 2016 from the World Travel and Tourism Council (WTTC) have been recently revised downward, with the sector being hurt by economic weakness and a ramp-up in terrorist attacks.