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
Global consumer research panels. Quick and affordable insight from any country.
Device agnostic survey product. Works on mobile, PC, iPad.
Advertising effectiveness for mobile and outdoor media.

Research Methodology
Data analysed to retrieve insights
Mobile Internet survey created through On Device Answers
Respondents recruited through On Device Panels
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.

Research Methodology
Panel analysed and selected for each project
Panel Recruited via:
Survey Completed
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

Scope of Research – 7 African Countries
Egypt - Arabic
Ghana
Kenya
Nigeria
Senegal - French
South Africa
Tanzania
Total Sample Size = 7325

Methodology
Opera Comparisons
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.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UK
Date: October 2010
N= 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.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal
Date: October 2010
N= 7325

Nokia Dominates Mobile Browsing in Africa
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.
Date: October 2010
N= 7325

Compared to the UK, AfricanMobile 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
Date: October 2010 - N= 7325
UK Source: comScore - August 2010

Methodology
Opera Comparisons
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.
Date: October 2010
N= 7325

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, UK
Date: October 2010
N= 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.
Date: October 2010
N= 7325

50% 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%
Date: October 2010
N= 7325

Methodology
Opera Comparisons
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.

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.

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

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.
-8%
-31%

Alistair Hill
On Device Research
alistair@ondeviceresearch.com
+44 (0) 7931 518 232
Thank You

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Mobile Internet in Africa

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