Mobile Internet in Africa

Mobile Internet in AfricaAfrica Com – Cape Town

November 2010

Alistair Hill – Co-Founder

• Methodology• State of Mobile Internet• Opera Comparisons• Satisfaction and the Word of Mouth Effect

Agenda

On Device Research Services

On Device Answers

On Device Effectiveness

On Device Panels

Device agnostic survey product. Works on mobile, PC, iPad.

Advertising effectiveness for

mobile and outdoor media.

Global consumer research panels. Quick and affordable insight

from any country.

Research Methodology

• Online interface allows clients to create and edit surveys.

• 5 question types available.• Automatically identifies device,

carrier and GPS location (where possible).

• Consumers fulfil survey on the mobile internet.

• The sample is representative of mobile internet browsers and weighted by OEM share and demographics.

• Survey results are processed and analysed.

• Analysts deliver insight into consumer behaviour and attitudes.

Yes No0%

10%

20%

30%

40%

50%

60%

70%59%

41%

Do you have a bank account?

% M

obile

Inte

rnet

Use

rs

Mobile Internet survey created through On

Device Answers

Respondents recruited through On Device

Panels

Data analysed to retrieve insights

Research Methodology

• Partnerships with Publishers

• Mobile Advertising• Incentive

Promotions (competitions, earn money, etc.)

• Survey Completed On Device

• Device and browser captured automatically.

• Representative of Mobile Internet browsers.

SMS Sent

Panel Recruited via: Panel analysed and selected for each project

Survey Completed

Scope of Research – 7 African Countries

Egypt - Arabic

Ghana

Kenya

Nigeria

Senegal - French

South Africa

Tanzania

Total Sample Size = 7325


Agenda

Mobile Internet Jumping the Gap

• It has often been assumed that the mobile internet will be the sole access method for many in Africa. The results of the study show that for well over 50% this is the case.

• In contrast only 20% of UK mobile internet browsers never or infrequently (once a month or less) use the desktop internet.

Egypt South Africa Africa 7 Ghana Nigeria Senegal Kenya Tanzania UK0%

10%

20%

30%

40%

50%

60%

70%

80%70%

57% 57% 55% 56% 57%53% 52%

20%

Never or Infequent Desktop Internet Browsers

% M

obile

Bro

wse

rs

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UKDate: October 2010N= 7325 + UK=1203

African Mobile Internet Users are Early Adopters

• Most mobile internet users in Africa are aged between 13 and 34 (91%) and male (83%), the typical early adopter profile.

• Many are in school or university, showing the need for a level of education.

Less than 13; 3%

13 to 17; 16%

18 to 24; 55%

25 to 34; 20%

Over 35; 7%

Age of Mobile Internet Browsers

Male; 83%

Female; 17%

Gender of Mobile Internet Browsers

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325

Nokia Dominates Mobile Browsing in Africa

OEM0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

61%

12%

11%

9%

Mobile Internet Device Manufactures

NAOtherZTEMotorolaBlackBerryLGSamsungSony EricssonNokia%

Mob

ile B

row

sers

• 15% of respondents owned a smartphone. • Nearly all smartphones were Nokia Symbian devices with almost no

advanced smartphones, e.g. Android and iOS. (iPhones 0.3%).

Downloading Content and Social Networking Leads Mobile Browsing Behaviour

• Over 50% of mobile browsers go to sites for downloading games and music.• Communication services such as social networking and email popular.• Almost half search, which for some is the entry point to the Internet.

Downloading Games

Downloading Music

Socia

l Netw

orking

Search

E-mail

Videos

Wallp

apers + G

raphics

Other Apps

Football N

ews

Entertainment N

ews

World

and Loca

l News

0%

10%

20%

30%

40%

50%

60% 55% 54% 52%48% 46% 44% 43% 43%

35% 32% 30%

Top Genres of Mobile Internet Sites

% M

obile

Bro

wse

rs


Compared to the UK, African Mobile Browsers Are Less Active

• With 60% of mobile browsers in the UK owning a smartphone it is unsurprising that they are doing a larger variety of activities than those in the 7 African countries.

• More emphasis is placed on e-mail and social networking with almost two thirds of mobile browsers accessing it via their mobile phones

Email Social networking Search News Sports information0%

10%

20%

30%

40%

50%

60%

70% 65% 63%

53%46%

40%46%

52%48%

30%35%

Top Genres for Mobile Browsing

UK Africa 7

% M

obile

Bro

wse

rs

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010 - N= 7325UK Source: comScore - August 2010


Agenda

Opera Providing Smartphone Like Experience

• Opera browsers do more on the mobile internet, increasing penetration in most categories. They are 12% more likely to browse on a daily basis.

• They move from consuming media to interacting with media, using services such as email, social networking and search.


10%

20%

30%

40%

50%

60%

70%

55%60%

54%

34%38%40%

45% 43%

26%33%

Mobile Internet Genres - Opera vs Non-Opera

UK Africa 7 - Opera Africa 7 - Non-Opera

% G

roup



10%

20%

30%

40%

50%

60%

70% 65% 63%

53%46%

40%

55%60%

54%

34%38%

Mobile Internet Genres - Opera vs Non-Opera

UK Africa 7 - Opera Africa 7 - Non-Opera

% G

roup

Opera Providing Smartphone Like Experience

• Opera users are 33% more likely to use social networks than Non-Opera browsers.

• In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone.

Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UKDate: October 2010N= 7325 + UK=1203

Opera Users More Likely to Browse for Mobile Content

• Opera browsers are 37% more likely to go to sites to download music.• 16% more likely to browse for Games.


Music Sites Games Sites Other Apps Wallpapers Sites80

85

90

95

100

105

110

115

120 118

108

113

107

86

94

90

95

Browsing for Mobile Content

Opera Non-Opera

Inde

x vs

Nor

m

Music Downloads Mobile Games Others Apps Wallpapers0%

10%

20%

30%

40%

50%

60%

70%

Mobile Content Purchasing

Opera Non Opera

% M

obile

Bro

wse

rs50% of Opera Browsers Purchase Music via Mobile

• Opera browsers are 35% more likely to purchase music via their mobile device than those who don’t use opera.

• 29% more likely to purchase games.


+35% +29% +4% +15%


Agenda

Gaining Word of Mouth Momentum Key for Mobile Internet Growth

• The UK mobile internet market took 2 years to recover from poor word of mouth, caused by poor experience and high charges.

• Mobile Internet growth is dependent on consumers finding it so compelling that they tell their friends and family about it.

Total Market Opera Users Non - Opera users0%

5%

10%

15%

20%

25%

13%

22%

5%

Net Promoter Score - Africa 7

Net

Pro

mot

er

Gaining Word of Mouth Momentum Key for Mobile Internet Growth

• In some countries, those who don’t use Opera have a minus score.• This means that those who don’t use Opera are more likely to say

negative things about the mobile internet than positive, potentially stifling growth.

Total Market Opera Users Non - Opera users-6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

14%

1%

12%

-5%

Net Promoter Score - Ghana

Net

Pro

mot

er

The Link Between Device and Operator Satisfaction

• There is a correlation between operator and device satisfaction of 0.65. • There is a link between a consumer opinion of their device and their mobile

operator

1 2 3 4 5 6 7 8 9 100%

5%

10%

15%

20%

25%

30%

35%

Mobile Operator Satisfaction

% M

obile

Bro

wse

rs

The Link Between Device and Operator Satisfaction

• There is a correlation between operator and device satisfaction of 0.65. • There is a link between a consumer opinion of their device and their mobile

operator

1 2 3 4 5 6 7 8 9 100%

5%

10%

15%

20%

25%

30%

35%

Mobile Phone Satisfaction

% M

obile

Bro

wse

rs

Non-Opera Browsers More Likely to Stop Using Operator

• We asked mobile internet users -“How likely are you to stop using your current mobile operator?”

• Opera browsers are 8% less likely to state they are want to stop using an operator than those who don’t use Opera.

Africa 7 Nigeria75

80

85

90

95

100

105

110

115

120

96

81

104

111

Likely to Stop Using Operator

Opera Non-Opera

Inde

x

-8% -31%

Alistair Hill

On Device Research

[email protected]

+44 (0) 7931 518 232

Thank You

mailto:[email protected]

Technology

Mobile Internet in Africa