When it comes to market research, the key to success lies in the ability to collect data from a representative sample. The more representative the sample, the more accurate and reliable the results. In Africa, one digital channel stands out as the most effective for this purpose - WhatsApp.

Why WhatsApp?
Here's why:
1 High Penetration Rates: WhatsApp is the most popular messaging app in Africa, with a penetration rate exceeding 90% of the digital population in many countries. This means that over 90% of the internet population in these countries use WhatsApp, making it an ideal platform for reaching a representative sample. Note: Different to 'most used platform' in visual
2️ High Usage Rates: Not only do a large number of people have WhatsApp, but they also use it frequently. The average WhatsApp user on Android spends 59 minutes per day on the app. This high level of engagement increases the likelihood of responses to surveys and other data collection methods.
3️ High Response Rates: On average, users check WhatsApp more than 23 times per day. In fact, studies have shown that WhatsApp surveys have a response rate of up to 120%.
4️ Low Friction: WhatsApp is simple and intuitive to use. Collecting survey responses via WhatsApp has very low friction versus email or web surveys. WhatsApp works well across low-end devices and networks.
5️ Low Data Costs: In a continent where data costs can be a barrier to internet use, WhatsApp's data costs are low, enabling access across socioeconomic strata.

Surveys via WhatsApp can achieve quality samples at lower cost. In summary, WhatsApp offers the best combination of high penetration, heavy usage, low friction, and familiarity among digital platforms in Africa. For any market research aiming to capture a representative sample of the population, WhatsApp should be the primary data collection channel.

The data acquired via WhatsApp surveys is more likely to mirror the true population and enable accurate insights and decision making.