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Inmobi Africa: Mobile phone, Internet penetration and marketing opportunities in Nigeria
Inmobi Africa, an independent mobile advertising network giant, has declared that Nigeria’s internet and mobile phone penetration have had huge impact on the country’s economic growth ranging from e-Commerce, m-Commerce to e-Payment, among others.
This view was expressed by Ms Isis Nyong’o, Vice-President of InMobi Africa during her interaction with newsmen in Lagos. She added that with over 95 million mobile subscribers in Nigeria, the mobile advertising market is one industry that has recorded huge growth as a result of the country’s explosive mobile growth.
According to a research conducted by the company, mobile media consumption continues to grow exponentially in Nigeria and, indeed, across much of the African continent.
The report, which was made available by the company’s managing director, indicated that 37 per cent growth was recorded in mobile advertising impressions in Nigeria for the first three months of 2012.
With more than eight billion advertising impressions in the first quarter, Nyong’o said Nigeria has become Africa’s largest mobile advertising market.
She also made known that the steady month-on-month growth in mobile advertising impressions is evidence of the rising importance of mobile technology as a marketing medium in the country.
She added, “the stellar increase in impressions from 5.8 billion in the last quarter of 2011 to over eight billion in the first three months of 2012 is a clear proof of the rising popularity of the medium among Nigerian consumers and shows that marketing professionals and brand managers across the country are increasingly embracing mobile media as viable and effective advertising channels.”
The latest figures, according to her, come on the back of an unprecedented 376 per cent growth in Nigerian mobile advertising impressions from 2010 to 2011, and demonstrate that growth in popularity of mobile advertising as a consumer medium in the country.
According to the research, smartphone technology is showing clear signs of growing popularity with approximately 10 per cent of all mobile advertising impressions recorded on the Nigerian InMobi network from these devices. This represents quarter-on-quarter growth of 42 per cent in smartphone use, pointing to the rapid adoption of this technology by growing numbers of Nigerians.
From a usage perspective, the research confirms 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 phones.
Nyong’ó said, “Interestingly, mobile usage appears to be competing directly with traditional media or a share of the attention of consumers. With 15 per cent 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.