MOBILE DEVICES & MEDIA CONSUMPTION IN NIGERIA: A „NEW WAVE‟ TAKES SHAPE
bite-sized mobile research•   Founded and headquartered in Asia,    with offices in Hong Kong, Shanghai and    Singapore• ...
•   Over 93bn ad impressions; 578mn unique users    monthly•   Live in 165 countries; 13,000+ Sites & Apps•   $US 215mn fu...
OBJECTIVESUnderstand mobile mediaconsumption and how           21 key markets globallyit‟s changing…                23,000...
RESEARCH METHODOLOGY                         MOBILE                       SAVVY USERS                                     ...
RESEARCH METHODOLOGY                         MOBILE                       SAVVY USERS                                     ...
RESEARCH METHODOLOGY                        GENDER                                                              AGE     19...
Our Mobile Barometer shows a strong inverse correlation                              between wealth and mobile centricity ...
GENERAL MEDIA CONSUMPTION
THE AVERAGE MOBILE WEB                         USER IN NIGERIA CONSUMES                         5.5 HOURS                 ...
Reading                                      Magazines                                    /Newspapers                     ...
15%                         of consumers multi-task                         while watching TV                           TV...
ENTERTAINMENT               GETTING INFO            COMMUNICATION                        SHOPPING  Videos, games, music et...
DIGITAL MEDIA CONSUMPTION: PC VS MOBILE
67% use mobiles as either                                                                                     their primar...
Across Asia Pacific and Africa, mobile is becoming a major                              component of internet behavior    ...
MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW?
WHO?                                                                                                            58% of Nig...
WHY?                                                                    47%                                               ...
WHERE?                            6% In the                            bathroom                                       5%  ...
WHAT?Sample size: n = 1,017
WHAT?                                       Social Media                    60%                                 Search for...
HOW?                                              73%                                            M o b i l e              ...
MOBILE MEDIA BEHAVIOURS: ADVERTISING
W h i c h t w o       f o r m s o f m e d i a m o s t                                      i m p a c t     y o u r p u r c...
C o m p a r e d t o o            t h e r f o r m s o f                                                a d v e r t i s i n ...
Has mobile advertising ever:             Awareness                           Introduced you to something new (63%)        ...
MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING
Buying digital                                                          goods, including games, e-                        ...
87% are expected to                   spend money on an                   activity via mobile in the                   nex...
TMFor further information or requests fordetailed information on any of the 20countries surveyed or specificconsumer segme...
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Nigeria media consumption research main 23 apr-12

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Nigeria media consumption research main 23 apr-12

  1. 1. MOBILE DEVICES & MEDIA CONSUMPTION IN NIGERIA: A „NEW WAVE‟ TAKES SHAPE
  2. 2. bite-sized mobile research• Founded and headquartered in Asia, with offices in Hong Kong, Shanghai and Singapore• Independent mobile research specialist – providing effective and actionable research insights via mobile• Tailored, high-quality and rapid- turnaround approach• Highly experienced team with extensive regional credentials over past 12+ years• Deep expertise in research insights: – Research design & execution – Sophisticated analytics• Powerful research platform: – Ability to deploy very rapidly and flexibly
  3. 3. • Over 93bn ad impressions; 578mn unique users monthly• Live in 165 countries; 13,000+ Sites & Apps• $US 215mn funding – Softbank, KPCB, Sherpalo• Acquired Sprout – Leading Innovator in Rich Media Ads & HTML 5
  4. 4. OBJECTIVESUnderstand mobile mediaconsumption and how 21 key markets globallyit‟s changing… 23,000+ respondents Recruited via InMobi Key markets in Africa global mobile ad network, including Nigeria, Kenya conducted over Decision and South Africa Fuel mobile platform
  5. 5. RESEARCH METHODOLOGY MOBILE SAVVY USERS Research is focused on those who use mobile media…
  6. 6. RESEARCH METHODOLOGY MOBILE SAVVY USERS … including native apps & mobile websites.
  7. 7. RESEARCH METHODOLOGY GENDER AGE 19% FEMALE 81% MALE 33% MOBILE 15-19 34% 20-24 SAVVY USERS 25-34 24% 35+ 9% CITY TIER 33% 15% 43% 9% Tier 1: Greater Lagos Tier 3: Other City or Large Town Tier 2: Kano, Port Harcourt, Ibadan Tier 4: Small Town or Village
  8. 8. Our Mobile Barometer shows a strong inverse correlation between wealth and mobile centricity Singapore U.S. Hong Kong Australia Japan Mobile centricity defined by: Upper TaiwanIncome U.K. • Relative importance of South Korea New Zealand mobile in media consumption Malaysia • Comfort level with South Africa transacting through device Brazil China • Breadth and depth of mobile MiddleIncome activity Thailand • Mobile influence on offline Indonesia and online purchasing behavior Philippines India Vietnam Nigeria Lower KenyaIncome Low Mobile High Centricity Source: Decision Fuel and InMobi research, sample n = 23,165; Worldbank 2009/2010 GNI PPP Intl $s; R sqr = 0.55
  9. 9. GENERAL MEDIA CONSUMPTION
  10. 10. THE AVERAGE MOBILE WEB USER IN NIGERIA CONSUMES 5.5 HOURS OF MEDIA PER DAYSample size: n = 1,017
  11. 11. Reading Magazines /Newspapers 40 minutes Using mobile (ex SMS/calls) 113 Online via 50 minutes desktop/laptop THE AVERAGE MOBILE WEB minutes USER IN NIGERIA CONSUMES 5.5 HOURS OF MEDIA PER DAY 52 minutes 73 minutes Listening to RadioSample size: n = 1,017 Watching TV
  12. 12. 15% of consumers multi-task while watching TV TV MobileSample size: n = 1,017 Sample size: n = 1,017
  13. 13. ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc. 61% 22% 11% 67% 12% 8% 82% 13% 36% 15% For mobile web users, mobile is the preferred medium for communication, entertainment, getting information and even shoppingSample size: n = 1,017
  14. 14. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE
  15. 15. 67% use mobiles as either their primary or exclusive means of going online „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ 7% 26% 37% 30% Mostly via Evenly split Mostly via Only via desktop between both mobile mobileSample size: n = 1,017
  16. 16. Across Asia Pacific and Africa, mobile is becoming a major component of internet behavior „ H o w d o y o u t y p i c a l l y g o o n l i n e t o s u r f t h e w e b ? ‟ Indonesia 4% 13% 35% 47% South Africa 4% 24% 32% 40% Philippines 5% 28% 31% 36% India 5% 23% 36% 36% Nigeria 7% 26% 37% 30% Kenya 2% 21% 49% 28% New Zealand 10% 25% 38% 27% Malaysia 9% 34% 31% 26% Vietnam 4% 28% 43% 25% Singapore 15% 35% 26% 24% Japan 18% 37% 23% 22% Australia 23% 39% 22% 16% Hong Kong 23% 42% 19% 16% Thailand 12% 44% 30% 14% China 19% 45% 29% 7% South Korea 16% 55% 22% 7% Taiwan 19% 55% 20% 6% Mostly via Evenly split Mostly via Only viaSample size: n = 18,610 desktop between both mobile mobile
  17. 17. MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW?
  18. 18. WHO? 58% of Nigeria‟s mobile users are early adopters Early Adopters Late Adopters H o w d o y o u f e e l a b o u t t h e f o l l o w i n g s t a t e m e n t : “ I a m u s u a l l y t h e f i r s t a m o n g m y f r i e n d s t o a c q u i r e n e w t e c h n o l o g y ” ? 44% 14% 25% 7% 10% Completely agree Somewhat agree Neutral Somewhat disagree Completely disagreeSample size: n = 1,017
  19. 19. WHY? 47% “It’s easy to use” 31% “I can use it privately” 47% 31% 27% 25% 7%Its easy to I can use it Its always Saves Boredom use privately there moneySample size: n = 1,017
  20. 20. WHERE? 6% In the bathroom 5% 8% in a Shopping meeting or class 9% Commuting 70% Lying in bed 15% While watching TV 17% Waiting for something 14% social 21% Spending event time with family For mobile users in Nigeria, mobile web time is “found” time: it‟s usually an incremental media experienceSample size: n = 1,017
  21. 21. WHAT?Sample size: n = 1,017
  22. 22. WHAT? Social Media 60% Search for general 43% information Send and Receive 26% E-mail Entertainment 23% Mobile banking 20% GROWTH Search for local In Nigeria, growth in information and… 9% mobile use in the next year is likely to come Bill payments 7% from social media, followed Shopping 6% by general search, e-mail and entertainment Virtual experience 6% / augmented realitySample size: n = 1,017
  23. 23. HOW? 73% M o b i l e W e b “ W h a t i s y o u r f a v o r i t e m o d e MOBILE SITES f o r r e c e i v i n g m o b i l e c o n t e n t ? ” 27% A p p sSample size: n = 239
  24. 24. MOBILE MEDIA BEHAVIOURS: ADVERTISING
  25. 25. W h i c h t w o f o r m s o f m e d i a m o s t i m p a c t y o u r p u r c h a s i n g d e c i s i o n s ? 0% 10% 20% 30% 40% 50% 60% 70% 5% 18% 29% 44% 63% 8% 34% Mobile is far ahead of traditional media in influencing purchasing behaviorSample size: n = 989
  26. 26. C o m p a r e d t o o t h e r f o r m s o f a d v e r t i s i n g l i k e T V o r o n l i n e , h o w c o m f o r t a b l e a r e y o u w i t h m o b i l e w e b a n d m o b i l e a p p a d v e r t i s e m e n t s ( n o t S M S ) ? More comfortable, I find them to be very useful 67% Equally comfortable, Im getting used to seeing them 22% Less comfortable, I find them intrusive 3% No opinion, I dont think much about ads on my phone 8% of mobile users are as comfortable with mobile 89% advertising as they are with TV or online advertisingSample size: n = 981
  27. 27. Has mobile advertising ever: Awareness Introduced you to something new (63%) Favorable opinion Provided you with better options (31%) Consideration Helped you find something nearby (32%) Caused you to reconsider a product (9%) Shopping Influenced your in-store purchase (6%) Sale Influenced you to buy via your mobile (18%) Mobile is impacting consumers‟ purchasing behaviour evenSample size: n = 1,017 in this early stage of mobile evolution.
  28. 28. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING
  29. 29. Buying digital goods, including games, e- 69% books, subscriptions, music, apps, etc. 65% have spent money Buying physical on an activity via mobile goods, including 23% electronics, clothes, etc Buying services, including purchasing movie 16% tickets, travel, etc. Bill Payments, including peer- 14% to-peer payments, etc. Commerce behavior is extending past digital goods, and now includes physical goods, services and bill paymentsSample size: n = 1,017
  30. 30. 87% are expected to spend money on an activity via mobile in the next 12 months 87% of consumers plan to conduct mobile commerce in the next 12 months, a +22% increase from where we are today.Sample size: n = 1,017
  31. 31. TMFor further information or requests fordetailed information on any of the 20countries surveyed or specificconsumer segments, please contact:Daryn Smith Colin Marson(daryn.smith@inmobi.com) (colin@decision-fuel.com) 31

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