Zambia's Telecom Landscape: Gender-Driven Preferences and Spending Habits


Kasi Insight, in August 2023, conducted an extensive Share of Wallet survey across 20 diverse African markets. The survey provided invaluable insights into various aspects of consumer spending, including sources of income, expenditure patterns, and the specific consumer-facing products purchased on a monthly basis.

Mobile phone services and home internet usage top the charts

In Zambia, distinct gender-related disparities shape the adoption of telecommunications services. Mobile phone services emerge as the most popular, capturing the interest of 50% of females and 36% of males. Following closely, home internet services are utilized by 38% of males and 28% of females. In the realm of cable or satellite TV, 11% of households subscribe, with males (11%) showing a slightly stronger inclination compared to females (9%). Notably, males (11%) appear to invest more in home security and monitoring systems than females (7%). Meanwhile, a minority opt for landline phones, with 5% of females and 3% of males choosing this form of communication, highlighting significant variations in preferences among the genders.


Households in Zambia demonstrate unique monthly spending trends. The majority (40%) budget between ZMW 220 and ZMW 390 for mobile phone services, with females (45%) showing a preference for this range compared to males (36%). When it comes to home internet services, approximately 50% of users allocate between ZMW 400 and ZMW 600, a trend consistent for both males and females. For cable and satellite TV, spending is evenly distributed, with around 37% dedicating budgets in the ZMW 400 to ZMW 600 range. In the home security/monitoring category, males (28%) allocate slightly more than females (15%). However, it's worth noting that more females (23%) opt for the ZMW 1,000 to ZMW 1,370 range compared to males (12%). Regarding landline phones, males (71%) tend to allocate their budgets within the ZMW 400 to ZMW 600 range, while females (14%) lean towards more budget-friendly options, with a preference for budgets under ZMW 195.

Affordability, coverage, and quality: the trifecta of telecom success!

When it comes to telecommunications preferences, both males and females share a common emphasis on affordability, network coverage, and network reliability, highlighting the foundational aspects of their choices. However, the nuanced distinctions in their priorities offer a deeper insight. Females place a significant importance on affordability, seeking cost-effective solutions. They also value the quality of customer service and support, ensuring that their interactions with service providers are responsive and efficient. Furthermore, females prioritize the reliability and quality of the network connection, emphasizing a seamless and uninterrupted user experience.


On the other hand, males underscore affordability as a primary concern, focusing on budget-conscious decisions. They also stress the significance of network coverage and reliability to ensure that their connectivity needs are consistently met, with a focus on practicality and consistency.

Understanding these distinctions empowers brands to tailor their marketing, pricing, and services, effectively meeting the diverse needs of their customers

Recognizing that mobile phone services are favored by a higher percentage of females suggests that tailoring mobile service plans and promotions to suit the preferences and budgets of female customers could be a profitable strategy. This might include more affordable packages or value-added services that appeal to women.

The prominence of affordability, network coverage, and reliability in both genders' preferences underscores the importance of providing cost-effective services without compromising on the quality of network coverage. For cable or satellite TV and home security/monitoring systems, where males exhibit a preference for these services, targeted marketing campaigns that highlight their benefits, such as enhanced security or entertainment options, can be effective. Moreover, acknowledging that females tend to spend on the lower end of the scale while males are willing to invest more in certain services helps brands tailor their pricing and subscription options. Offering flexibility and various pricing tiers can capture a wider customer base.

Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi's insights:

Share on socials using this caption: Dive into the world of telecom trends! 📱💻📺 Our survey uncovered fascinating insights into Zambia's unique gender-based preferences and spending habits.

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