Mobile Internet Consumer - Africa

THE MOBILE INTERNET CONSUMER AFRICA 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

THE MOBILE INTERNET CONSUMER - AFRICA 2013 |

Preface

The Mobile Internet Consumer – Africa 2013 report produced by Vserv.mobi addresses the audience insights of the growing mobile internet user base in Africa. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in 36 countries across regions.

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The Mobile Internet Consumer report is designed for media planners & brand advertisers. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. The Mobile Internet Consumer report is available for India, China, Southeast Asia, Middle East, Africa, Latin America, North America and Europe.


DEMOGRAPHICS

3 THE MOBILE INTERNET CONSUMER - AFRICA 2013 |


52%

25%

9%

Over half of the mobile internet users in Africa belong to 18-24 years age groups

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

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Age

15%


5 out of 7 mobile internet users in Africa are men

Male Female

29%

71%

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Gender


Over 3rd of the mobile internet users in Africa are Graduates or Post Graduates

Graduate / Post Graduate

Diploma / Undergraduate

Schooling upto 12 yrs

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Education

35%

39%

23%

Uneducated 3%


3 out of 7 mobile internet users in Africa are students

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Occupation

Business 12%

Self Employed Professional 13%

Full-time job 14%

Part-time job 8%

Earning class

48%

Currently not working 7%

Housewife 1%

Student 43%


CONSUMPTION PATTERN 8 THE MOBILE INTERNET CONSUMER - AFRICA 2013 |


76%

55% 51% 47%

Over 3/4th of the mobile internet users have downloaded a game/ app in the last month

Game / App Video Music Themes

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Mobile content downloaded in the last month


Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

Almost 3/4th of the mobile internet users find mobile ads useful for downloading mobile content

10

Users love mobile ads that help them...

74%

48%

48%

45%


PURCHASING POWER

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Payment Cards

48%

Consumer Durables

57%

Automobiles

35%

Mobile internet users in Africa have high penetration of other connected devices

Connected Devices

Computers Tablets

41% 58%

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Product Ownership


Restaurant

Movie Theatre

Shopping Mall / Market

Almost 3/4th of the mobile internet users have been to a shopping mall/market in the last month

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Affluent Lifestyle

56%

41%

74%

The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of over 2500 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Africa - Egypt, Ghana, Kenya, Nigeria, South Africa and Uganda. The overall Africa averages were weighted as per the regional composition of mobile internet users in each focus country.

About the study

To know more about The Mobile Internet Consumer report, please write to us at [email protected] or visit vserv.mobi/insights

The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

About the Mobile Marketing Association (MMA)

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About Vserv.mobi

Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on Emerging Markets, that maximizes value of mobile media for advertisers, developers, publishers and telecom operators.

Powered by award winning AudiencePro™ and AppWrapper™ platforms, Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500 brands & digital media companies, across 200 countries. AudiencePro’s audience targeting capabilities and AppWrapper’s "One Click" SDK integration for App Developers continue to empower the mobile ecosystem.

The company has a global presence, with offices across USA, UK, South Africa, India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures, Vserv.mobi was founded in January 2010.

Technology

Mobile Internet Consumer - Africa