By 2020, Africa is predicted to have more than 1.1bn consumers – twice as many as the UK! 88% of African consumers are optimistic about the future, and it is this optimism that fuels the desire to buy, which in turn will help to drive the economy forward. Whilst incomes are growing across the continent, the fundamental flaw is connectivity. Power outages and slower connection mean that despite internet access being more readily available, online and mobile access is hindered. The African market is certainly a new market opportunity for companies to keep a close eye on!