Research into digital payment and identification systems

Key findings

• On behalf of Brunswick Group, Ipsos used its online survey capabilities to reach adults in six markets: Ethiopia, Kenya, Nigeria, South Africa, Tanzania and Uganda
• Per-market sample sizes ranged from 500 to 1,000 adults (aged from 16 up to either 50, 60 or 65 depending on the market surveyed)
• Among various aims, one of the research’s objectives is to help Brunswick Group understand whether digital payment and identification systems might promote entrepreneurship among consumers in these markets

Technical note

For Brunswick Group, Ipsos interviewed of an online urban representative sample of adults aged 16-65 in South Africa (n=1,000), aged 16-60 in Nigeria and Kenya (n=1,000 per market), and aged 16-50 in Uganda, Ethiopia, and Tanzania (n=500 in each of these three markets). Fieldwork took place October 3rd - October 18th, 2025. In each market, sample obtained is representative of the population with quotas on age, gender, region and working status. The data has been weighted to the known offline population proportions for age within gender, region and working status, to reflect the adult populations of each market.