InsightsAfrica provides online behavior data about urban consumers of Ghana, Kenya, Nigeria, Senegal, South Africa and Uganda. Internet usage is becoming increasingly widespread in Sub-Saharan Africa. For two years now, the market research firm Basis Research Ltd has worked with Google to collect and evaluate data on public opinion with regards to the Internet.
As we discussed in class, knowledge is considered by many to be a commodity. One of the great things about this project is that it works to make this information accessible in multiple ways. The data is both easy to access and easy to comprehend.
This project is important because it addresses multiple issues that we discussed in class regarding the digital divide. They interviewed over 13,000 people in urban areas to gather information about internet usage, and for those interviewees who did not use the internet, what the barriers to access were. Additionally, this data is very useful to entrepreneurs, and will make it easier for businesses to succeed in these areas.