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.
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.