Nigeria mobile consumer

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Short summation of Nigerian mobile consumers and some industry stats.

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Nigeria mobile consumer

  1. 1. The Nigerian Mobile Internet Consumer 21 Feb 2014 – A Rancard Friday presentation By Adrian Lee
  2. 2. Access to mobile internet is increasing 75% Mobile penetration in Nigeria. 63% in Africa – growing from 0.5% in 1998 to 63% in 2013 >30% 1.38% of Nigerians are online and this number is growing… particularly due to mobile internet increase in GDP for every 10% increase in broadband across subSaharan African countries “In 10 short years, what was once an object of luxury and privilege, the mobile phone, has become a basic necessity in Africa” Paul Kagame Source: ITU World Telecommunication/ICT Indicators database
  3. 3. Nigeria is #27 globally in terms of mobile broadband subs. China USA Japan India Brazil Italy Korea Germany UK Indonesia Turkey Russia France Spain Poland Saudi Arabia Australia Taiwan Canada Mexico Thailand Vietnam South Africa Argentina Philippines Malaysia Nigeria Sweden Portugal Austria Netherlands Egypt Kenya Finland Czech Republic UAE Bulgaria Hong Kong Hungary Romania 377.6m 297.2m 139.3m 94.6m 88.3m 57.0m 52.8m 49.7m 48.1m 47.6m 47.3m 43.8m 42.9m 38.2m 34.1m 29.3m 26.9m 23.4m 23.1m 21.8m 20.1m 19.4m 19.2m 17.9m 16.9m 16.2m 14.3m 12.4m 11.7m 10.7m 9.8m 9.8m 8.5m 8.5m 8.4m 8.4m 8.3m 8.2m 7.9m 7.7m Source: Informa, World Cellular Data Metrices, Q3 2013 4
  4. 4. Who is the Nigerian Mobile Internet user? Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf 5
  5. 5. And Nigerian men really love their mobile internet. Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf 6
  6. 6. What they downloaded last month Source: http://www.vserv.mobi/wp-content/uploads/2013/11/Mobile-Internet-Consumer-Nigeria.pdf 7
  7. 7. Overview of Nigeria Mobile Landscape Over the past 4 quarters ending Q3 ‘13, Nigeria has: -Increased data revenues from $272 to $385 mil (+41%) -Increased data ARPU from $0.78 to $1.05 (+34%) -Saw a decrease in voice revenues from $1,859 to $1759 mil (-6%) Country KPI Unit Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Data as % of Service Revenue % 7,47% 10,84% 10,89% 11,92% 12,77% 14,84% 15,14% 17,96% Voice as % of Service Revenue % 92,53% 89,16% 89,11% 88,08% 87,23% 85,16% 84,86% 82,04% Non-SMS data revenue as a % of total data revenue % 56,16% 71,56% 72,17% 80,27% 78,50% 75,86% 76,59% 80,95% SMS Data as % of Data Revenue % 43,84% 28,44% 27,83% 19,73% 21,50% 24,14% 23,41% 19,05% Revenue - Data USD m 153,48 227,46 231,12 247,25 272,21 336,86 331,07 385,04 Revenue - Voice USD m 1 901,86 1 870,37 1 890,86 1 826,70 1 859,52 1 933,22 1 856,33 1 759,09 Revenue - Data (Non-SMS) USD m 86,20 162,76 166,81 198,48 213,68 255,56 253,56 311,68 Revenue - Data (SMS) USD m 67,29 64,70 64,31 48,78 58,52 81,31 77,52 73,36 ARPU - Data USD 0,52 0,80 0,78 0,78 0,78 0,98 0,93 1,05 ARPU - Voice USD 7,02 6,36 6,28 5,82 5,74 5,57 5,23 4,85 ARPU - Data (Non-SMS) USD 0,23 0,50 0,48 0,55 0,55 0,75 0,72 0,86 ARPU - Data (SMS) USD 0,28 0,31 0,30 0,23 0,23 0,23 0,21 0,20 SMS Traffic Messages (millions) 2 540,91 2 465,27 2 506,10 2 547,78 2 644,96 2 354,10 2 432,70 2 452,41 MMS Traffic Messages (millions) 79,00 80,36 79,01 81,37 84,15 83,36 81,53 80,45 Source: Informa, World Cellular Data Metrices, Q3 2013 8
  8. 8. Overview of Nigeria Mobile Landscape Mobile Broadband % of Total Subscriptions 93% 92% 92% 92% 91% 91% 89% 88% Non-broadband Penetration of mobile internet in Nigeria has been steady at +1% monthly. Mobile broadband 07% 08% 08% 08% 09% 09% 11% 12% Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 However, the consumer spend has increased by 41% in the same period. Consumers are using more data per person! Source: Informa, World Cellular Data Metrices, Q3 2013 USD m Data Revenue (messaging and non-messaging) 450 400 350 300 250 200 150 100 50 0 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Revenue - Data (Non-SMS) Revenue - Data (SMS) 9 Revenue - Data
  9. 9. Mobile Operators & data play MTN Nigeria, 34 mil data devices GLO Nigeria, 15 mil data devices Etisalat Nigeria, 7.6 mil data devices Airtel Nigeria, 11.1 mil data devices Source: Informa, World Cellular Data Metrices, Q3 2013 10
  10. 10. Comments & Contributions ? 11

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