The Impact of OTT on Preferences for Mobile Services: A Conjoint Analysis of Users in Nigeria

28 Pages Posted: 17 Dec 2020

See all articles by Erezi Ogbo

Erezi Ogbo

Carnegie Mellon University, Students

Tim Brown

Carnegie Mellon University

Jon Gant

North Carolina Central University (NCCU)

Alexander L. Davis

Carnegie Mellon University

Douglas Sicker

University of Colorado at Denver; University of Colorado at Boulder - Department of Computer Science

Date Written: December 16, 2020

Abstract

Although mobile phone subscription rates in Nigeria have grown significantly since its inception in the early 2000s, over half of the population remains unconnected. As the focus of governments and mobile carriers shift to driving Internet adoption, mobile phones serving as a facilitating condition for traditional and OTT services could have multiple implications. Using conjoint analysis, this paper presents evidence that access to OTT services has a positive impact on mobile phone adoption. In Nigeria, mobile users are significantly more likely to use OTT services than voice/text and are willing to pay more for Internet services, in general, than voice/text.

Keywords: Conjoint Analysis, Sub-Saharan Africa, Digital Divide, Mobile, Internet

Suggested Citation

Ogbo, Erezi and Brown, Tim and Gant, Jon and Davis, Alexander L. and Sicker, Douglas, The Impact of OTT on Preferences for Mobile Services: A Conjoint Analysis of Users in Nigeria (December 16, 2020). Available at SSRN: https://ssrn.com/abstract=3749749

Erezi Ogbo (Contact Author)

Carnegie Mellon University, Students ( email )

Pittsburgh, PA
United States

Tim Brown

Carnegie Mellon University ( email )

Pittsburgh, PA 15213-3890
United States

Jon Gant

North Carolina Central University (NCCU) ( email )

Durham, NC 27707
United States

Alexander L. Davis

Carnegie Mellon University ( email )

Pittsburgh, PA 15213-3890
United States

Douglas Sicker

University of Colorado at Denver ( email )

Box 173364
1250 14th Street
Denver, CO 80217
United States

University of Colorado at Boulder - Department of Computer Science ( email )

Boulder, CO
United States

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