`By Olawale Bamidele

In an era where technology drives connectivity, innovation, and economic growth, billions of people remain on the margins of the digital revolution. While tech companies push the boundaries of artificial intelligence, virtual reality, and cloud computing, a significant portion of the world’s population struggles with basic internet access. Designing for the next billion users (NBU) is not just a business opportunity; it’s a responsibility that requires rethinking the fundamentals of user experience (UX), accessibility, and digital inclusion.

The International Telecommunication Union (ITU) reports that as of 2022, over 2.7 billion people still lack internet access. The question is: Are tech companies truly designing for global inclusion, or are they unintentionally creating products that alienate these potential users? The answer lies in understanding the challenges faced by users in emerging markets and developing solutions that address these unique constraints.

Introduction

The internet has connected billions of people across the world, but there are still over 2.7 billion people without internet access as of 2022, according to the International Telecommunication Union (ITU). While tech companies continue to innovate, many are failing to design for the next billion users—those from emerging markets, rural communities, and low-income populations.

The challenges these users face—such as low digital literacy, unreliable internet, affordability constraints, and cultural differences—are often overlooked in product design. As a result, many apps and services remain inaccessible or ineffective for these populations.

This article explores the critical missteps the tech industry is making and how companies can better design products for the next billion users.

Sources: Google

Understanding the Next Billion Users

The next billion users (NBU) are individuals in regions with rapidly growing internet access, primarily in countries across Africa, South Asia, and Latin America. They are typically first-time internet users with:

• Inconsistent connectivity: Many rely on 2G or 3G networks, and broadband access is costly.
• Limited access to devices: Feature phones and low-end smartphones are more common than premium devices.
• Financial constraints: Many cannot afford subscription-based services or in-app purchases.
• Different languages and literacy levels: Most global apps are built with English or Western languages in mind, leaving out users who speak regional dialects.
• Unique cultural behaviors: Many new users share devices, use voice input instead of text, and consume content in formats different from Western users.

By 2022, nearly 60% of internet users in India and Africa will have accessed the internet only via mobile devices, and 90% of mobile users in Africa rely on prepaid data plans (GSMA). These stats highlight the unique challenges that Western-centric app design often ignores.

What the Tech Industry Is Getting Wrong

1. Ignoring Low-Bandwidth and Offline Experiences

Most apps and websites assume users have fast, stable Internet, but this isn’t the case for the next billion users. More than 45% of mobile users in India and Africa experience daily internet disruptions, making data-heavy applications unusable (GSMA 2022).

Mistakes companies make:

• Large app sizes (TikTok is 300MB+, while Facebook Lite is 2MB).
• High-resolution images and videos that consume excessive data.
• Cloud-reliant services that fail without an internet connection.

Better approach:

• Lightweight versions: Apps like YouTube Go and Facebook Lite optimize for low bandwidth.
• Progressive Web Apps (PWAs): Websites that function offline, like Google Maps offline mode.
• Efficient caching: Allowing apps to preload content for later use.

2. Failing to Consider Device Constraints

Many tech products are designed with flagship devices in mind, forgetting that low-end phones dominate emerging markets. In 2022, more than 75% of smartphone sales in India and Africa were for devices priced under $200 (Counterpoint Research).

Mistakes companies make:

• Developing apps that demand high RAM and processing power.
• Ignoring feature phones that use keypad input rather than touchscreens.
• Designing for large screens when many users have small, low-resolution displays.

Better approach:

• Creating low-RAM-friendly apps with reduced background processes.
• Supporting older OS versions rather than forcing updates.
• Designing for feature phones (e.g., WhatsApp for KaiOS).

3. Overlooking Digital and Language Literacy

A large percentage of new internet users aren’t comfortable reading or typing in English. In India alone, only 10% of the population speaks English fluently (Census 2022).

Mistakes companies make:

• Not localizing interfaces into regional languages.
• Assuming users can type—many prefer voice input.
• Using complex navigation instead of simple visual cues.

Better approach:

• Offering multi-language support (Google Translate in YouTube captions).
• Enabling voice commands for users with low literacy (Google Assistant in Hindi).
• Using icons and images instead of text-heavy interfaces.

4. Not Designing for Shared Devices

In many emerging markets, phones are shared among family members, yet most apps assume one user per device. A 2022 Pew Research report found that 40% of internet users in sub-Saharan Africa share their phones regularly.

Mistakes companies make:

• Requiring single-user logins instead of supporting multiple accounts.
• Not considering privacy needs for shared devices.

Better approach:

• Allowing guest modes or multi-user profiles.
• Providing app lock features for private messages or payments.
• Enabling offline account switching for families.

Final Thoughts

The next billion users are not just another market segment—they represent the future of the internet. Tech companies that fail to design with their needs in mind risk missing out on massive growth opportunities. By prioritizing lightweight apps, offline functionality, localized content, and affordable pricing, businesses can create truly inclusive digital experiences.

The question remains: Will tech companies adapt, or will the next billion users be left behind?