CIO East Africa (Nairobi)

7 February 2014

Africa: IDG Report - Technology Blurring the Line Between Business and Private Life

A study dubbed 'A Re-imagined World' by the International Data Group (IDG) on how tech content is accessed shows that there is an increasing use of data even on weekends as opposed to just within business hours with both smartphones and tablets being used in every stage of purchase.

This is as a result of increased usage of personal devices at the workplace that have implemented BYOD policies with the study showing that the trend is growing especially in Asia pacific, Latin America, Middle East and Africa regions in that order for both smartphones and tablets.

This would mean there is a constant need for products research so as to buy the best products in the market with most people relying on technology-related news for guidance followed by research technology and products and services.

In product research, the majority of information gathered through mobile is accessed via tablet as opposed to smartphones.

The study further shows that usage of the devices for both work and to access social media is highest in tablets than in smartphones especially when it comes to the participation in forums.

A higher percentage of people using tablets are more likely to purchase business or private goods online than those using smartphones since sites on the latter are not optimized and they consider that experience important.

As expected video content is accessed more via tablets than smartphones largely due to their bigger screens hence increased user experience majority of the content being entertainment related while trainings and video related to business and jobs receive lower attention.

In mobile advertising most businesses said they are likely to engage on advertising that uses geo-location and cuts across all media.

Still email remains the most favorite medium in mobile advertising followed by location based offers as well as coupons.

Following the assessment of mobile devices the study concluded that the mobile competition remains a two horse race with Samsung leading the Smartphone segment and Apple in charge of the tablet segment.

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