The boom of Smartphones and social media in Cameroon – by Patrick Awondo
By Laura Haapio-Kirk, on 22 January 2018
According to a French media study published in March 2017, smartphone usage has experienced a marked increase in Cameroon and other African countries in 2016. Quoting from the study, Médiamétrie notes: “in Cameroon, the number of homes with smartphones has increased by 43% to 72.2% just in the second half of 2016” . This gives Cameroon, a central African country of 23 million inhabitants, one of the highest rates of smartphone use in Africa. Médiamétrie, also measured the performance of social networks in Cameroon for the first time in 2016. The results show that 68.2% of individuals aged 15 and over are registered on a social network, including 75.3% among those aged 15-24. Facebook is the most popular network followed by Google+, Instagram and Twitter. Though the survey was limited to the four main cities and may not reflect rural usage.
Another study suggests that in 2016 Cameroon reached internet penetration rate of 21%, a rise in one year from 11% . These results are intriguing but leave open the question as to how the daily life of Cameroonians has been impacted by smartphones and social media. For example, how do smartphones and social media reframe social interactions among families and groups? Another important question concerns differences in the age-related usage of smartphone and social media in this country of a predominantly young population (45% of people are less than 15 years old). How do smartphones, social media, and health apps change the experience of ageing?
These questions are central to my research which aims to understand the way smartphones are changing the experience of mid-life and to consider the implications for mHealth in Cameroon. Working in Yaoundé for the coming 16 months, I will investigate the changing meaning of age and the impact of app culture especially for 40-70 year olds who are often ignored in studies of smartphone use. Studying such a group in a predominantly youthful place will no doubt be challenging, but offers an opportunity to better inform mHealth design from an under-represented perspective.
– Patrick Awondo
 Jumia, GSMA Mobile Report We are Social, 2017