South Africans have joined radio personality TBO Touch's call for data prices to drop and make it more affordable with #datamustfall twitter campaign.
Vodacom, MTN and Cell C customers are demanding a data price slash within 30 days or face a mass exodus to alternative network providers.
Mobile users in the country use 24.7% of their income on mobile services, exceeding the International Telecommunications Union's recommendation of 5%.
702's Azania Mosaka spoke to executive director of Research ICT Africa, Dr Alison Gillward, regarding the matter.
Listen to the interview below:
There is room for South African prices to come down but one should be careful to say that prices must fall because it's a fragile ecosystem that is regulated.— Dr Alison Gillward, Research ICT Africa
She said that despite Telkom and Cell C offering cheaper data price options, South Africans valued data speed and brand perceptions.
It's not simply a price thing. There's a perception of the quality of the network and people are willing to pay a premium for the big network providers.— Dr Alison Gillward, Research ICT Africa