#IMC2026 | Google SA's Kabelo Makwane: In Africa a phone is a pocket PC
In an exclusive interview with Bizcommunity at the event, he explains why changed consumer behaviour is a concern for marketers.
“The reality is that consumer behaviour has changed and with it how marketers reach their consumers with the right messages, campaigns and offers to ensure growth in their business,” says Makwane.
He adds that it is important to consider this messy consumer behaviour, which moves from searching to streaming to scrolling, before it translates into purchasing decisions. AI is a consideration here as well.
A mobile-first continent
Africa, he says, is a mobile-first continent.
“In Africa, a phone is a pocket PC. Mobility is Africa’s leapfrog, so we need to ask how we can use this to access essential services, such as social services and agriculture.
The IMC has surfaced and spotlighted these issues. Listen to the video to hear what Makwane has to say further on the subject.
