Independent mobile ad network surveys over 1600 Nigerians to gain insight into mobile behaviour
Global mobile ad network, InMobi, this week released insights on Nigerian mobile phone consumers andhow they engage online when using their phones. The results were based on a survey of over 1600 respondents with an equal ratio of men and women across Nigeria. The majority of respondents were between the ages of 20 to 34, with representation from the 15 to 19 and over 35 age groups.
When comparing prepaid customers to those who pay later, the survey found that customers who pay later are 14% more active across entertainment, news, games, sports and classifieds when surfing on their phones. Prepaid customers, however, were 4% more active on social media while postpaid customers were significantly more active when surfing for finance (27%) and shopping (29%).
“The prevalence of use amongst the surf now, pay later customers could be attributed to higher financial security, and also the fact that these customers may have better phones. The opportunity to reach these customers through innovative mobile advertising is ripe,” says Moses Kemibaro, Sales Director for InMobi Africa.
Two thirds of Nigerians are currently actively downloading apps through their mobile phones, and while the number of apps being downloaded is still relatively small, as the environment continues to change and grow so will the quality and frequency of these apps. When asked what content they would most likely pay for, social apps topped the bar with 39%. This was followed closely by music with 35%, games with 33% and other apps from stores at 28%.
Mobile usage differs by gender, as women tend to talk and text more than their male counterparts and are also 7% more active on social media. Men, however, surf the web more from their mobile phones and download more games (9%) and apps (7%) than women.
“The convergence of mobile and payments and the introduction of mobile wallets and banking apps also means that consumers are increasingly reliant on their phones as a payment tool, with mobile devices scoring 51% as an important method of paying bills and recharging as opposed to 16% on a PC. Knowing how consumers are engaging means that products and offerings can be tailor made to a specific consumer market to maximise market opportunities,” said Kemibaro.
InMobi’s intelligent insight, conducted by consumer insights experts Decision Fuel, looks to provide agencies, publishers and advertisers with the latest, cutting-edge research on media consumption habits of consumers on mobile devicesand thereby contributing value to the mobile ecosystem in delivering the best mobile products for its partners and customers.
Visa expands its market presence to accommodate growing payments infrastructure
Visa, the world’s leading payments network, announced yesterday that its client financial institutions in Nigeria have surpassed 5 million cards in market.
Visa celebrates this achievement as Nigeria’s banking sector moves towards its goal to replace costly inefficient forms of payment with more efficient, secure, convenient and reliable ways to pay and be paid. Year on year transaction volume on Visa cards in Nigeria has grown 70%.
The drive to make Lagos a cashless economy means that the adoption of card technology is growing at a rapid pace. While the number of cardholders is growing steadily, the number of places available to use these cards is also growing to meet increasing demand from the Nigerian consumer.
“Visa is ramping up local in-market presence to support growth in Nigeria and the push towards electronic payments. We are committed to providing the right in-market support to ensure we are fully catering to the needs of our local partners,” said Ade Ashaye, Country Manager for Visa West Africa.
The past year saw a 75% increase in usage of Visa cards at the point-of-sale in Nigeria. Introducing product features such as chip and PIN in Nigeria is part of Visa’s strategy to provide consumers with more secure ways to make electronic payments. “By employing more people on the ground and investing in local talent, we are playing our part in building capacity within Nigeria. We are also positioned to help merchants to understand the value of card acceptance and keep up with this increase in point-of-sale usage,” added Ashaye.
Innovation is key to Visa’s growth, and through investments in mobile technology, Visa provides the underlying platform for a number of the licensed mobile money operators in Nigeria. Visa plans to introduce in the latest mobile money features in Nigeria to ensure local mobile money customers can participate in the newest payments ecosystem.
Electronic payments are critical to development of a strong, modern economy. Visa products can promote transparency and accountability, reduce transaction costs and decrease the size of the gray or informal economy, all of which helps to stimulate economic growth and employment. A growing acceptance infrastructure also gives merchants access to millions of consumers worldwide, guarantees payment for goods and services, and enhances the point-of-sale experience for their customers.
The stability of a banking system grows with each new consumer achieving financial inclusion. This in turn has a positive and lasting effect on the economy, social reform and government efficiency. “By driving both card acceptance and card issuance through our partner banks, we hope to underpin Nigeria’s efforts to achieve these goals,” concluded Ashaye.
Recent research undertaken amongst Nigerian football fans that are mobile phone users has shown that there is a strong correlation between football viewing and cellular activity, with the majority utilizing their mobile connectivity to enhance their enjoyment of their favourite sport.
The research was conducted by InMobi, the largest independent mobile advertising network that enjoys some 43% of Nigeria’s mobile web consumer market. It targeted 2 854 respondents via the InMobi global mobile advertising network in Nigeria, and was undertaken during the time of the UEFA Champions League semi-finals with a view to gaining a better understanding of fans of this tournament who utilise mobile channels as primary or secondary viewing and information sources.
According to Isis Nyong’o, Vice President and Managing Director of InMobi Africa, the research showed that the majority of Nigerian mobile users who are football fans use mobile online channels to augment their viewing experience.
“60% of survey participants stated that they use their mobile devices to check match results,” she points out, “and 43% obtain online information on their clubs using their cellular or mobile devices.”
At 29%, Chelsea enjoys the honours as the most favoured international football club, but only 24% of respondents peg them as the potential winners of UEFA 2012, while 43% say Barcelona will be victorious and 31% are putting their money on Real Madrid.
Samuel Eto’o (33%) and Yaya Toure (28%) are considered the best African footballers in the world today, outstripping their closest rivals, Alex Song (8%), Emmanuel Adebayor (7%) and Demba Ba (7%) by a large margin.
Interestingly, the research revealed some significant shifts in mobile activity by users before, during and after high profile football matches, with sharp spikes in mobile activity to check game scores, text friends and family members, and post on social media while games are in progress. After games, there is generally an increase in mobile usage to buy club memorabilia and read game reports.
Responses by survey participants point to the fact that the UEFA Champions League and the Barclays Premier League are Nigerian football fans’ most popular international tournament and football league, garnering 78% of respondents’ votes respectively. More than 50% of respondents associate the Barclays brand most with football – significantly more than its closest rivals, Adidas (33%), Nike (28%) and MTN (22%).
A free,next-generation,UDID independent,conversion tracking platform for advertisers
InMobi, the largest independent mobile advertising network, today announced the launch of its new mobile conversion tracking platform.Providing real-time analytics, this platform will allow advertisers to measure multiple conversions on both mobile web and app campaigns, across all advertising networks and publishers. The InMobi AdTracker is separate from the InMobi ad network, not reliant on UDIDs, and is completely free to integrate and use. This combination provides the only independent, scalable and cost-effective solution for managing mobile campaign performance in a rapidly growing market.
ChandrashekharVattikuti, VP of Products at InMobi, comments:“The industry has been aware for some time that UDID deprecation was on its way. With this in mind, it was critical for InMobi to create a solution with long-term benefits for both advertisers and publishers. InMobi Ad Tracker is a UDID free solution that is independent from the InMobi Ad Network and tracks conversions across all mobile ad networks and publishers. By integrating with the InMobi Ad Tracker, ad networks can get real time feedback on all conversions that they attribute, giving them accurate insights into their mobile campaign results and allowing them to optimise campaigns in real time.This will in turn drive more accountability for spend in mobile, benefiting the entire mobile ecosystem; from advertisers to publishers and app developers.”
InMobi Ad Tracker benefits include:
- Network agnostic and works across all mobile ad networks
- Tracksmultiple conversion types across mobile web and app inventory
- Combines multiple tracking technologies to ensure no dependencies on UDID
- Single login to access conversion data across all mobile ad networks
- Realtime dashboard view of all conversion events
- Ability to define bespoke goals, for example, downloads, registrations, payments etc.
- Conversion data can be passed back to the originating mobile ad networks to enable real-time optimisation
- Completely free to integrate and use
Vattikuti,concludes: “InMobi has been able to deliver a solution that addresses advertiser, app developer and publisher conversion tracking requirements. With analytics solutions, first mover advantage is not as important as building a highly scalable and accurate solution to solve customer problems, hence our timing for this launch.In its first release, InMobi Ad Tracker uses browser cookies to track conversions across apps and the mobile web as the primary conversion tracking technology. It also combines ODIN1 and market referrer tracking technologies for app download campaigns. Byusing multiple tracking technologies, itis able to produce the highest level of accuracy and scale that is possible through mobile devices.The Ad Tracker solution is cloud based, allowing it unparalleled scalability for inventory across the globe.”
Mobile media consumption is continuing to grow exponentially in Nigeria and, indeed, across much of the African continent. That’s according to research conducted by InMobi – the largest independent mobile advertising network – which revealed growth of 37% in mobile advertising impressions on its Nigeria mobile network for the first three months of 2012.
With more than 8 billion advertising impressions for the first quarter, Nigeria is InMobi’s largest mobile advertising network in Africa and, according to Isis Nyong’o, Vice President and Managing Director of InMobi Africa, the consistent month-on-month growth in mobile advertising impressions is evidence of the rising importance of mobile technology as a marketing medium in the country.
“The stellar increase in impressions from 5, 8 billion in the last quarter of 2011 to over 8 billion in the first three months of 2012 is clear proof of the rising popularity of the medium amongst Nigerian consumers,” Nyong’o points out, “and shows that marketing professionals and brand managers across the country are increasingly embracing mobile media as viable and effective advertising channels.”
Possibly more significantly, the latest figures come on the back of an unprecedented 376% growth in Nigerian mobile advertising impressions from 2010 to 2011, and demonstrate that the growth in popularity of mobile as a consumer medium is continuing on its fast-paced growth path.
Research conducted by InMobi also offered interesting insights into mobile media consumption trends amongst Nigerian consumers. Smartphone technology is showing clear signs of growing popularity with approximately 10% of all mobile advertising impressions recorded on the Nigerian InMobi network from these devices. This represents quarter-on-quarter growth of 42% in smartphone use, pointing to the rapid adoption of this technology by growing numbers of Nigerians.
From a usage perspective, the research confirmed that Nigeria, like many other emerging markets, remains highly mobile centric, with the average mobile web user surveyed spending up to 5.5 hours engaged with media every day – up to two hours of which involves their mobile telephones.
“Interestingly, mobile usage appears to be competing directly with traditional media or a share of the attention of consumers,” says Nyong’o, “with 15% of those surveyed saying that they multi-task on their mobile devices while watching television.”
The research also revealed that, for many consumers, mobile devices are the vastly preferred channel for the purposes of communication, entertainment, obtaining information and, even, online shopping. In fact, 67% of those surveyed cited their mobile phone as their primary or exclusive means of online access. 63% of those surveyed also pointed to mobile technology as the primary influencer of their purchasing behaviour. Ease of use (47%) and privacy (31%) are the two primary reasons mentioned for this preference for mobile online technology.
While consumer behaviour via mobile services has evolved to include buying digital and physical goods, and paying for services, the research points to the likelihood that future growth in mobile use in Nigeria is most likely to be driven by increased use of the channel for social media (60%), information seeking (43%), email (26%) and entertainment (23%).
That said, some 87% of consumers surveyed said that they expected to spend money on a mobile activity or purchase of some sort within the next 12 months. If this is the case, it represents an increase of 22% from the current mobile spending statistics.
At a product specific level, Nokia continues to dominate the Nigerian mobile market, accounting for 77% of all impressions on the InMobi network. While this is slightly down on the 79% of the previous quarter, it remains significantly higher than any of its closest rivals, with Samsung phones delivering 9% of total impressions followed by LG phones at 5%. The Nokia C1-01 remains the most extensively used mobile device in terms of mobile advertising access, accounting for 15,3% of all impressions recorded on Nokia handsets.
While RIM (Blackberry) phones only accounted for 2% of the total mobile advertising impressions on the InMobi network, it is perhaps significant that this is the fastest growing brand in terms of impressions, having enjoyed 0.4% growth on the previous quarter.
According to Nyong’o, the growth in mobile advertising impressions in Nigeria mirrors a similar growth trend that is taking place across much of Africa. “In the first three months of 2012, there have been over 34,4 billion advertising impressions on the InMobi networks across the continent, “she explains, “which is a significant increase of almost 4,5 billion or 15% on the last quarter of 2011 and is indicative of the rapidly increasing appeal of mobile media as a means of delivering and accessing marketing and advertising messaging across the continent.”
Between January and March 2012, impressions via smartphones grew by 19% across all InMobi Africa networks and accounted for 24% of the total number of impressions recorded. In terms of the numbers of impressions recorded via individual handsets, the Blackberry 8520 overtook Nokia for the first time since InMobi has been conducting its research. However, Nokia remains the dominant cellphone brand overall, with 60% of all InMobi network impressions recorded on this brand of handsets.
With 6, 3 million network users, InMobi enjoys almost 43% of Nigeria’s mobile web consumer market. The InMobi consumer usage research was conducted via mobile surveys in partnership with Decision Fuel with 1017 Nigerian residents who are InMobi Network users.
Newly merged HP Printing and Personal Systems group exhibits compelling customer experiences with innovative portfolio
HP today showcased its unparalleled line of computers and printers, the first show of resolve for the newly created HP Printing and Personal Systems group.
More than 500 media influencers from around the world gathered at the Shanghai Expo Center to view the new products, which include:
• HP SpectreXT, an ultramobile premium Ultrabook™ that delivers an overall premium experience with extraordinary design and performance;
• HP ENVY Sleekbooks and HP ENVY Ultrabook systems, providing the ultimate combination of style and substance for entertainment experiences;
• HP EliteBook Folio,built from the ground up to be everything a business Ultrabook should be with security, manageability and reliability;
• HP t410 All-in-One Smart Zero Client,which features single-wire Power over Ethernet;
• HP Z220 Workstations and HP EliteBook Mobile Workstations with professional-class features;
• HP Officejet 150 Mobile All-in-One, the world’s first mobile all-in-one printer,(1) and an ideal companion for business professionals who need a compact, durable solution for printing, scanning and copying while on the go; and
• Four new HP LaserJet printers and an HP Scanjet, providing small and medium businesses (SMBs) and enterprise customers professional-quality documents and fast print speeds, along with the ability to extend the office beyond its physical location.
The newly merged HP Printing and Personal Systems group, announced March 21, enables HP to rally more energy and resources in service to customers. The combined organization enables greater investment in innovation and marketing, as well as streamlines HP’s collaboration with channel partners globally.
“The products we unveiled today are inspired by our customers, and confirm our passion to fuse form, function, style and reliability into great computers and printers,” said Todd Bradley, executive vice president, Printing and Personal Systems, HP. “We are well positioned to continue delivering innovation in the future for customers in China and everywhere else around the globe.”
HP’s premier client event, HP Discover, takes place June 4-7 in Las Vegas.
Diverse panel urges consumers to respect innovation and reject counterfeits
Panelists agreed that more people would respect IP and avoid counterfeits if they had a better understanding of how trademarks and copyrights drive economic innovation and enhance personal lifestyles in areas such as health care, technology and leisure.
In addition to improving the quality of life, IP-protected music, medicine, print cartridges and other everyday consumer items inspire others to innovate and create with the hopes that they, too, can enjoy the rewards that come from original thinking.
Speakers provided these insights at the ‘Be Original conference on Intellectual Property & Innovation: A Virtuous Cycle organized by HP to mark World Intellectual Property Day, which is celebrated on April 26. The participants included, former Business editor, Guardian Newspaper and also former News Editor Nigerian Television Authority (NTA), Dr. Isah Momoh; Mr. Kenneth Esere a lecturer of New Media, Visual Communication and Graphics design in the School of Media and Communications, Pan African University and Mr. Chude Jideonwo, lawyer, television personality, youth advocate, media entrepreneur and founder/creative director of RedSTRAT.
“Few people talk about IP or are aware of just how ingrained and important it is in our lives, which is why it’s the ‘secret ingredient’ to a modern society in which innovators thrive under the protection of comprehensive IP law,” said Rita Amuchienwa, Channel Development Manager, HP IPG English Africa, “Stopping the unauthorized use of IP, whether it’s pirated movies, fake handbags or counterfeit print cartridge technology tells the next generation of visionaries that their work will flourish and be respected.”
Amuchienwa further stated that, “HP is committed to the protection of IP, not just in relation to HP products, but also other people’s creative works. A society free from counterfeit products is not of benefit to us alone- it benefits the economy in the long run and creates a viable, sustainable environment for people to practice their craft knowing they are protected.”
Panelists noted that while it’s important to promote the benefits of a robust IP system, it’s equally crucial to educate society on the threats of counterfeit products. Most fakes are made with inferior raw materials and components and don’t perform as well as brand-name goods backed by decades of research and development and testing.
“The understanding of IP protection begins with a consciousness. We, as a society must begin to understand that counterfeit products destroy innovation and drive the economy down. We must push government to introduce stiffer penalties to protect IP and make government to realize that it is the wealth of the Nation. We must all stand up for what is right,” said Dr. Momoh.
Chude Jideonwo, a youth advocate, magazine publisher and serial media entrepreneur pointed out that the role of law enforcement is critical. He said that greater prosecution of IP infringement including tougher sentencing will send the right message.
Mr. Jideonwo argued that, “The government’s enforcement of laws regarding copyright infringement and intellectual property theft is still rather abysmal. Until government steps up to its responsibility and provides the adequate legal framework necessary for the protection of people’s creations, we are going to continue to battle with IP theft.”
Nigeria is among the countries where the manufacture and distribution of fake printing supplies and other illicit merchandise is widespread. According to the World Economic Forum, Nigeria ranks 104 out of 142 countries in the protection of IP rights.
HP is one of the biggest owners of intellectual property, with a portfolio of over 37,000 patents. Many of these are held by PPS which manufactures not just printers and scanners but the ink and toner to supply them.
Through its Anti-counterfeiting Program, HP actively educates its customers and partners to be vigilant against fake printing supplies. It also cooperates closely with local and global law enforcement to detect and dismantle illegal operations that produce counterfeit HP printing components.
Across Europe, the Middle East and Africa (EMEA) over the last four years, HP has conducted nearly 1,000 investigations, resulting in over 600 enforcement actions (raids and seizures by authorities) and nearly 8 million units of counterfeit products and components seized, thus preventing them from being sold in the EMEA marketplace and beyond.