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Survey: African consumers love Mobile Ads that offer downloadable content


Lagos. November 13, 2013: African consumers love Mobile Ads that provide downloadable content topping the scale with 74 per cent according to a new survey report of Mobile Internet Consumers in Africa including the Nigerian market.

Vserv.mobi, the award-winning mobile advertising exchange, has released The Mobile Internet Consumer- Africa 2013 report, developed in association with The Mobile Marketing Association (MMA) which showed that the continent’s growing mobile users love downloading games and apps, are educated and possess high spending power.

The huge appetite for mobile Ads, is followed by those that help them learn about a brand (48 per cent); find deals (48 per cent) and locate something nearby (45 per cent), the report revealed.

Apps and games (76 per cent) are the most downloaded form of content followed by videos (55 per cent) and music (51 per cent).

The report demystifies the evolving Mobile Internet user in Africa and provides insight into the mobile Internet usage across six countries namely, Egypt, Ghana, Kenya, Nigeria, South Africa and Uganda.

The report aims to provide media planners, advertisers and brand custodians with in-depth Mobile Internet audience insights, to enhance their reach to the right target audience across Africa.

According to the Africa report, the Mobile Internet user loves downloading games and apps, are educated and visit malls frequently. Some of the key highlights include:

Demographic Profile

  • Over half of the Mobile Internet users in Africa are between 18- 24 years of age and 71 per cent are men;
  • Over 3rd of the Mobile Internet users are graduates or post graduates and only 3 per cent belong to the uneducated category;
  • Mobile Internet users in Africa own consumer durables (57 per cent), automobiles (35 per cent) and payment cards (48 per cent);

Commenting on the release of the report at the MMA EMEA Forum 2013 in London, Paul Berney, CMO & MD EMEA, MMA, said that, “Today it is imperative for advertisers, to understand their consumers’ preferences, preempt their needs and target them as efficiently as possible.  Equipped with such insights, brands can improve the relevance of their messaging and enrich consumers’ brand-experience. We are delighted to partner with Vserv.mobi to provide brands and marketers with such pertinent insights via the Mobile Internet Consumer 2013 report. We are positive this will help brands optimize their mobile media spends.”

Narayan Murthy Ivaturi, General Manager, Global Sales & Strategy, Vserv.mobi, said, “As pioneers in mobile marketing, Vserv.mobi is dedicated to developing the industry and evangelizing it as an effective marketing tool. Our collaborative research with MMA, the apex body of mobile marketing in the world, is testimony to these efforts. This Mobile Internet Consumer report is a ready reckoner and will provide succinct data to reveal rich insights. This will enable marketers to know, understand and target their audience more fittingly by formulating tighter mobile strategies.”

The Mobile Internet Consumer report produced by MMA and Vserv.mobi is based on a primary survey of over 2500 mobile web and app users. The two-week long survey was conducted in October 2013.

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Kolade Akinola Technology Journalist at Technology Times Mobile: + 234 (0) 807 401 6027