Digital Payments in Africa: Unveiling Five User Profiles from the SIIPS 2025 Report
The SIIPS 2025 report, in its fourth edition, sheds light on the adoption of digital payments across Africa, revealing a landscape where cash and digital solutions coexist. The study, conducted through surveys with end-users in Tunisia, Angola, Côte d’Ivoire, and Madagascar, aims to understand the driving forces and obstacles influencing the shift towards digital transactions. Despite the proliferation of various digital payment options, the report highlights a persistent reliance on traditional cash methods.
Five Distinct User Profiles
The SIIPS 2025 report identifies five distinct user profiles that characterize the digital payment landscape in Africa:
* The Digital Native: Fully immersed in the digital economy, this user embraces digital payments for most transactions.
* The Situational User: This user alternates between cash and mobile payments depending on the reliability and convenience of available digital services.
* The Cash Advocate: Driven by concerns about fraud and limited digital access, this user primarily relies on cash transactions.
* The Structured Manager: Often an entrepreneur, this user values the traceability and speed offered by digital payments for business operations.
* The Hybrid Merchant: This merchant adapts to the diverse payment preferences of their clientele, accepting both cash and digital payments.
The report underscores that a lack of trust in the security of digital payment systems remains a significant impediment to wider adoption, with between 50% and 75% of respondents expressing concerns. As African nations strive to build robust digital economies, addressing these trust deficits is crucial to unlocking the full potential of digital payments.
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