A Global Consumer View of
Mobile Advertising:

Africa Results

James Lamberti 

November, 2010"
In partnership with:"
•  24 Billion impressions
•  6 Offices
•  Live in 115 countries
•  185 Million Consumers Reached
•  170 Employees
•  2000+...
10x NEWSPAPERS"
OVER 2x TV"
NEARLY 3x THE WEB"
GLOBAL
MOBILE
DEVICE
SALES $
23"$%4&+5%/6"%7+&8"/%4&9%&%'()*+"%76(8":%
!"#$...
IN AFRICA THE PHONE IS NOT JUST A
SCREEN, ITʼS THE ONLY SCREEN.
MOBILE TECHNOLOGY WILL
TRANSFORM THE AFRICAN
CONTINENT."
!"%$"&;6%<=%>*++*(8%,5$*;&89%>(8/6+?:%
20 MILLION
CONSUMERS$
46 MILLION
AFRICANS$
17 MILLION
CONSUMERS$
100 MILLION
CONSUM...
!"%6&3"%@:A%B*++*(8%&-%*>C$"99*(89%*8%,5$*;&:%
,8-%8(0%5($%/6"%$"9"&$;6D%
E6"%,5$*;&8%;(89F>"$:%
8"
•  Consumer point of view limited"
•  Actionable data and best practi...
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9"
9:;<=:>$
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H?=+;6=6;@A$
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2 Minutes and 8 Questions"
...
PART I:

AFRICA RESULTS 

INMOBI NETWORK DATA

FULL RESULTS AT WWW.INMOBI.COM/RESEARCH"
10"
L>&$/%&8-%MN%/";68(+(G?%G$(0/6%0*++%-$*3"%,5$*;&%/(%8"0%
+"3"+9%*8%>()*+"%&-3"$O9*8G:%%,8-$(*-%+*1"+?%/(%-(>*8&/":%%
I$*3"%,-3"$O9"$%2CC($/F8*/?%
I$*3"%7F)+*96"$%2CC($/F8*/?%
N+()&+%>&$1"/%6"&+/6%(5%>()*+"%&-3"$O9*8G%*9%-$*3"8%
)?%A%-*>"89...
P(89*-"$*8G%/6"9"%-*>"89*(8Q%,5$*;&%$&819%R<%&>(8G%
/6"%=%"3&+F&/"-:%%!6?S%
E";68(+(G?%*9%/6"%*99F"Q%)F/%/6&/%!TUU%;6&8G"%
$&C*-+?:%%!6&/%6&CC"89%/6"8S%
!"#$%&'(www.inmobi.com
!"#$%&'(www.inmobi.com
!"#$%&'(www.inmobi.com
!"#$%&'(www.inmobi.com
!"#$%&''www.inmobi.com
!"#$%&'(www.inmobi.com
KENYA
Kenya Manufacturer Share: July 2010
www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 2010
Ava...
!"#$%&'(www.inmobi.com
!"#$%&'(www.inmobi.com
!"#$%&'(www.inmobi.com
SOUTH AFRICA
South Africa OS Shares: July 2010
www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 201...
PART II:

AFRICA RESULTS 

CONSUMER SURVEYS"
17"
Question" Specific Language"
1.  Gender"
Are you:"
○ Male"
○ Female"
2.  Age "
Your age:"
○ 0 -14 [End]!
○ 15 - 24"
○ 25 - ...
Ad Creative Strategy:

4 Categories, 5 Calls to Action, 14 Countries"
Credentials:"
#2 Global Hotel Brand"
(after Holiday ...
Specific Creative By Call to Action:

Copy and 300 x 50 Banners"
12!
!"#$%&'()"&*$(%+,-& .#/%&0&12$3"#-%&
4%3566%+,&#&7$(%+...
Creative By Call to Action:

Copy and 300 x 50 Banners"
13!
!"#$%"%&"''% ()%*%+$",-.% /$0%(1210"'%&)30$30%
4'"33132%"%0,15...
RST$
UVT$
WVT$
IT$ QT$
Very comfortable,"
they serve an
important purpose"
Somewhat
comfortable,"
Iʼm getting used
to seei...
SVT$ SWT$
SQT$
WST$ WRT$
WRT$
UUT$ UXT$
WYT$
?!$ A?$ =)("$
6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$
Base = Total respondents (Afric...
YWT$ YRT$
XXT$
WXT$ YT$
WRT$
WRT$ WQT$
VWT$
D(2/&("$ G/#8"$ !*1O.$=P&('"$
6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$
Base = Total res...
75%" 74%" 74%" 71%" 71%"
Italy" Kenya" Australia" Nigeria" UK"
Level of Comfort with Advertising"
% Very or Somewhat comfo...
YST$
SVT$
WWT$
WST$
WRT$
UWT$
<"5/$ %/"5/$
6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$
Base = Total respondents (Male=1,929; Female=59...
71%"
66%"
72%"
US" EU" Asia"
53%"
56%"
66%"
US" EU" Asia"
Male"
Female"
'&+"%&;;"C/&8;"%*8%,5$*;&%*9%/6"%6*G6"9/%*8%/6"%0(...
76%" 74%" 75%"
Nigeria" Kenya" South Africa"
65%"
74%"
45%"
Nigeria" Kenya" South Africa"
Male"
Female"
L(F/6%,5$*;&%$"9F+...
73%"
67%"
73%"
US" EU" Asia"
62%"
71%" 73%"
US" EU" Asia"
51%"
65%"
60%"
US" EU" Asia"
Under 25"
25 - 44"
45+"
E6"%?(F8G"$...
RQT$
VWT$
UWT$
Free Apps"
>/)$ <"80/$ D*$
Base = Control respondents (n=657)"
What if scenarios presented:"
Q5. With ads o...
WRT$
WYT$
WYT$
WQT$
U_T$
URT$
UXT$
VVT$
RXT$
:/(#,/,$8*1$*P$)*/O.(#2$(3*&O"#O$
4//#$&/5/M"#O$O*$K.*$8*1$"&/$*&$K."O$8*1$"&...
Benefits of Mobile Advertisements Seen in the Past"
d"+&O3"%/(%/6"%`L%&8-%,9*&Q%,5$*;&8#9%9""%5"0"$%
)"8"Z/9%;F$$"8/+?:"
32...
,5$*;&% .*G"$*&" "8?&" L(F/6%,5$*;&"
;#O&*,1'/,$/$O*$)*/O.(#2$#/K" RXT" RXT" RUT" RIT"
A#O/&O"(#/,$/" VVT" VIT" VUT" WYT"
...
70%"
30%"
Yes, would click on
one or more ad"
No, not click on any"
63%"
37%"
Yes, would click on
one or more ad"
No, not ...
30%"
24%"
21%" 20%" 19%"
Call" Viral" Content" Search" Purchase"
Mobile Ads Consumers Would Click On"
Base = Test responde...
27%"
37%" 36%"
Nigeria" Kenya" South Africa"
Mobile Ads Consumers Would Click On"
Call CTA"
36"
,5$*;&%E(C%@%
B([%J%MgY%
B...
21%" 22%"
42%"
Nigeria" Kenya" South Africa"
Mobile Ads Consumers Would Click On"
Viral CTA"
,9%9>&$/%C6(8"9%C"8"/$&/"Q%"[...
20%" 20%"
30%"
Nigeria" Kenya" South Africa"
Mobile Ads Consumers Would Click On"
Content CTA"
Base = Test respondents (Af...
15%"
20%"
40%"
Nigeria" Kenya" South Africa"
Mobile Ads Consumers Would Click On"
Purchase CTA"
E6"%CF$;6&9"%;&++%/(%&;O(8...
11/17/10" 40"
^:  ,;;"C/&8;"%*9%&+$"&-?%9/$(8G%&8-%>&]($%)$&8-9%"8/"$*8G%/6"%>()*+"%9C&;"%0*++%(8+?%
*>C$(3"%FC(8%/6*9%;(8...
InMobi Mobile Consumer Research Findings for Kenya, Nigeria and South Africa.
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This is a presentation containing research findings by InMobi on mobile consumers on the web in Kenya, Nigeria and South Africa.

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InMobi Mobile Consumer Research Findings for Kenya, Nigeria and South Africa.

  1. 1. A Global Consumer View of Mobile Advertising:
 Africa Results
 James Lamberti 
 November, 2010" In partnership with:"
  2. 2. •  24 Billion impressions •  6 Offices •  Live in 115 countries •  185 Million Consumers Reached •  170 Employees •  2000+ Advertisers !"#$"%&%'()*+"%,-%."/0($1% !"#$%&"#'()'*$$$ +*#,*#$$$ -*."##/)01&2$$$ !(#2"3*&/$ 4"#2"5*&/$$$ 6*78*$$$
  3. 3. 10x NEWSPAPERS" OVER 2x TV" NEARLY 3x THE WEB" GLOBAL MOBILE DEVICE SALES $ 23"$%4&+5%/6"%7+&8"/%4&9%&%'()*+"%76(8":% !"#$%&'() *+ &,-$.&/&$)0*)12*2) 1.5 bn" TV Worldwide" 1.4 bn" Internet Users Worldwide" Daily newspapers Worldwide" 480 mn" 4 BILLION MOBILE PHONES WORLDWIDE" THATʼS HALF THE POPULATION OF THE PLANET…"
  4. 4. IN AFRICA THE PHONE IS NOT JUST A SCREEN, ITʼS THE ONLY SCREEN. MOBILE TECHNOLOGY WILL TRANSFORM THE AFRICAN CONTINENT."
  5. 5. !"%$"&;6%<=%>*++*(8%,5$*;&89%>(8/6+?:% 20 MILLION CONSUMERS$ 46 MILLION AFRICANS$ 17 MILLION CONSUMERS$ 100 MILLION CONSUMERS$ 2 MILLION CONSUMERS$
  6. 6. !"%6&3"%@:A%B*++*(8%&-%*>C$"99*(89%*8%,5$*;&:%
  7. 7. ,8-%8(0%5($%/6"%$"9"&$;6D% E6"%,5$*;&8%;(89F>"$:% 8" •  Consumer point of view limited" •  Actionable data and best practices often lacking" •  Global perspective on mobile advertising missing" The Problem" •  Provide a deep consumer view on mobile advertising" •  Offer a global perspective across 14 countries and 6 regions" •  Initiate on-going tracking and best practices research to help educate the market" Research Objectives"
  8. 8. '"/6(-(+(G?% 9" 9:;<=:>$ !?:@A>$ :A!A=:BC$ ;D<E4;$ DA6FE:G$ :A!A=:BC$ H?=+;6=6;@A$ ;D6A:@;AF!$ 2 Minutes and 8 Questions" 14 Countries" 20,000 Completes" English + In-Language" Age, Demo, Language Weighted" comScore Partnership" Africa English Field " 8/11 – 9/13" 2,525 completes" Fully Weighted" 20.3 Billion Impressions" 6 Regions" 15 Countries" Africa" 3 Countries" Nigeria, Kenya, South Africa" 8 InMobi Executives" Objective Analysis " Mix of Global + Regional Leaders" 6 Regions" 8 InMobi Executives" 6 Regions" HF++%,8&+?9*9%I"/&*+9% ,5$*;&J%K8G+*96%7$"3*"0%
  9. 9. PART I:
 AFRICA RESULTS 
 INMOBI NETWORK DATA
 FULL RESULTS AT WWW.INMOBI.COM/RESEARCH" 10"
  10. 10. L>&$/%&8-%MN%/";68(+(G?%G$(0/6%0*++%-$*3"%,5$*;&%/(%8"0% +"3"+9%*8%>()*+"%&-3"$O9*8G:%%,8-$(*-%+*1"+?%/(%-(>*8&/":%%
  11. 11. I$*3"%,-3"$O9"$%2CC($/F8*/?% I$*3"%7F)+*96"$%2CC($/F8*/?% N+()&+%>&$1"/%6"&+/6%(5%>()*+"%&-3"$O9*8G%*9%-$*3"8% )?%A%-*>"89*(89:%
  12. 12. P(89*-"$*8G%/6"9"%-*>"89*(8Q%,5$*;&%$&819%R<%&>(8G% /6"%=%"3&+F&/"-:%%!6?S%
  13. 13. E";68(+(G?%*9%/6"%*99F"Q%)F/%/6&/%!TUU%;6&8G"% $&C*-+?:%%!6&/%6&CC"89%/6"8S%
  14. 14. !"#$%&'(www.inmobi.com
  15. 15. !"#$%&'(www.inmobi.com
  16. 16. !"#$%&'(www.inmobi.com
  17. 17. !"#$%&'(www.inmobi.com
  18. 18. !"#$%&''www.inmobi.com
  19. 19. !"#$%&'(www.inmobi.com
  20. 20. KENYA Kenya Manufacturer Share: July 2010 www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 2010 Available Impressions Manufacturer Available Impressions % Share Pt Chg Regional* Development Index Global Development Index Nokia 200,746,839 66.3% +2.0 108 140 Samsung 54,454,626 18.0% -1.0 82 137 Motorola 18,411,329 6.1% -1.6 198 140 SonyEricsson 10,769,783 3.6% -0.1 57 35 68% 19% 6% 4% 3% Nokia Samsung Motorola SonyEricsson handset
  21. 21. !"#$%&'(www.inmobi.com
  22. 22. !"#$%&'(www.inmobi.com
  23. 23. !"#$%&'(www.inmobi.com
  24. 24. SOUTH AFRICA South Africa OS Shares: July 2010 www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 2010Page -- Device Available Impressions % Share Pt Chg Regional* Development Index Global Development Index Samsung SGH E250 59,212,859 5.9% -0.4 174 746 Samsung SGH E250i 57,865,927 5.8% +0.6 214 1205 Samsung GT S5233A 38,667,835 3.9% 0.1 238 1181 LG KS360 33,286,602 3.3% -0.3 254 1201 Samsung SGH-M620 29,789,161 3.0% -0.1 205 1121 Nokia 1680c 25,910,193 2.6% No Change 79 275 Motorola V360 24,295,321 2.4% -0.2 233 1402 Nokia E63 21,054,378 2.1% +0.3 219 165 RIM BlackBerry 8520 20,276,503 2.0% +0.5 272 239 Nokia N70 19,546,668 1.9% No Change 50 86 Nokia 5800 XpressMusic 17,960,246 1.8% No Change 183 196 Nokia 6300 16,749,645 1.7% No Change 43 65 Samsung SGH J750 13,789,901 1.4% -0.1 253 1699 Samsung C3053 13,613,540 1.4% -0.1 199 455 Nokia 2630 13,292,397 1.3% No Change 93 127 SonyEricsson W350i 12,459,624 1.2% -0.1 186 417 Samsung GT B3310 11,072,945 1.1% No Change 237 538 Nokia 2760 10,936,806 1.1% -0.1 114 366 LG LG-KP265 10,833,370 1.1% -0.1 273 1580 Nokia X3 10,775,158 1.1% +0.3 157 349 Samsung SGH D900i 10,662,212 1.1% -0.1 239 1125 Samsung SGH-E370 10,587,335 1.1% -0.1 253 1710 Samsung SGH-J700L 10,001,265 1.0% -0.1 167 607 LG KG290 9,650,301 1.0% -0.1 257 1720 Nokia device 9,381,597 0.9% +0.5 175 94 Nokia 5000d 9,167,697 0.9% No Change 153 371
  25. 25. PART II:
 AFRICA RESULTS 
 CONSUMER SURVEYS" 17"
  26. 26. Question" Specific Language" 1.  Gender" Are you:" ○ Male" ○ Female" 2.  Age " Your age:" ○ 0 -14 [End]! ○ 15 - 24" ○ 25 - 34" ○ 35 - 44" ○ 45 - 64" ○ 65 +" 3. Overall opinion" How comfortable are you with mobile advertising?" ○ Very comfortable, they serve an important purpose" ○ Somewhat comfortable, Iʼm getting used to seeing them" ○ Not comfortable at all, they are intrusive" ○ No opinion, I do not think much about ads on my phone" 4. Ad benefits" Has a mobile ad ever…? [check all that apply]! □ Introduced me to something new" □ Helped me learn more about something" □ Saved me money " □ Saved me time" □ Helped me find something nearby" □ Reminded me of something important" □ Entertained me" □ Given me something for free " □ Been relevant to who I am or what I am doing" 5. What if … apps" With ads on your phone: you get free apps" Without ads: you pay for those apps" Are you more willing to have ads on your phone?" ○ Yes" ○ Maybe" ○ No" Question" Specific Language" 6. What if … data plan" With ads: your phone bill is reduced by 10%" Without ads: you pay the regular price" Are you more willing to have ads on your phone?" ○ Yes" ○ Maybe" ○ No" 7. What if … relevance" What if all the ads on your phone are personalized to you in a helpful way. " For example, you travel to a new city and an ad gives you a coupon to a local restaurant." Are you more willing to have ads on your phone?" ○ Yes" ○ Maybe" ○ No" IJ$F.('.$",$ K*15,$8*1$ '5('7$ !"##$%&#'()#$ *+$+#,-$.'/#0$ T5%?(F%9&0%/6"9"%&-9%(8%?(F$%C6(8"Q%06*;6%0(F+-%?(F% ;+*;1Q%*5%&8?S%1%2#%3$'44$-2'-$5*6$78/2-$%48%39$ !$B&/"LM/N$B6=$B"55$ !$B&/"LM/N$B6=$!/"&'.$ !$B&/"LM/N$B6=$B*#O/#O$ !$B&/"LM/N$B6=$91&'.")/$ !$B&/"LM/N$B6=$@(&"5$ !$D*#/$*P$O./)/$ QJ$F.8$)/5/'O$ !6?%-*-%/6"%&-V9W%?(F%9"+";/"-%&CC"&+%/(%?(FS%%1%2#%3$ '44$-2'-$'..459$$$$"'7#$48:-$':$;<$ Full Questionnaire" 18"
  27. 27. Ad Creative Strategy:
 4 Categories, 5 Calls to Action, 14 Countries" Credentials:" #2 Global Hotel Brand" (after Holiday Inn, source: Lodging Hospitality magazine online)! #10 Global Brand " (Interbrand™ List, 2009)! #5 Global Brand " (Interbrand™ List, 2009)! #18 Global Brand" (Interbrand™ List, 2009)! Scenario: " “Travel to a new city”! “Movie X playing this summer”! “International launch of Device Y”! “New hybrid sport car”! Five Calls-to-Action for Each: " • Make a Call" • Do a Search" • Get Digital Content" Four distinct brands:" • Make a Purchase" • Share with Friends" 11! !"#$%& '$()*& +%",-& !"#$%&!$./)& 0)*)"1)& 2)3&4$,156)%& 7*)8(%$,/8& 9*$:"*& ;5($6$<.)& +%",-& Consumers Experienced Real 300x50 Banner Creative, We Blinded Brands To Release These Results Publicly!
  28. 28. Specific Creative By Call to Action:
 Copy and 300 x 50 Banners" 12! !"#$%&'()"&*$(%+,-& .#/%&0&12$3"#-%& 4%3566%+,&#&7$(%+,&#+,&8%)&952$& $556&:;<&5=& !"#$%&)"%&)$#(>%$&#+,&-%%&)"%&65?(%& )5,#9& 4%3566%+,&#&7$(%+,&#+,&8%)&#&7$%%& "%#,-%)& !"#$%&#&?($)2#>&)%-)&,$(?%&'()"&#& 7$(%+,& @55/&+5'&#+,&-#?%&A;<& @29&B3/%)-&+5'&$(8")&5?%$&952$& C"5+%& @29&+5'&#+,&-#?%&A;<& DEF<&G+#+3(+8&#?#(>#H>%&+5'&$(8")& 5?%$&952$&C"5+%&&
  29. 29. Creative By Call to Action:
 Copy and 300 x 50 Banners" 13! !"#$%"%&"''% ()%*%+$",-.% /$0%(1210"'%&)30$30% 4'"33132%"%0,156%%&"''%3)7%8),% 91:-);30%,"0$:<% &"''%3)7%8),%=-#$0:>% ?))#%"%0$:0%9,1@$%0)9"A>% &"''%3)7%8),%138),B"=)3%"39% 91:-);30:>% C$$9%"%.)0$'%,))B6%%&'1-#%3)7%0)% D39%"%,))B%3$",EA>% +$",-.%3)7%8),%0.$"0$,:%"39% :.)7=B$:%3$",%A);>% F)-"0$%"%9$"'$,%3$",%A);>% G139%"%:0),$%3$",%A);>% 4'"33132%"%0,156%H"#$%"%@1,0;"'%0);,% )8%);,%3$7'A%,$B)9$'$9%,))B:>%% ()73')"9%0,"1'$,:%"39%7"''5"5$,:% )8%A);,%8"@),10$%-.","-0$,>%% H"#$%"%@1,0;"'%0$:0%9,1@$<% +$$%"%'1@$%9$B)%)8%);,%B):0% "9@"3-$9%5.)3$%$@$,<%
  30. 30. RST$ UVT$ WVT$ IT$ QT$ Very comfortable," they serve an important purpose" Somewhat comfortable," Iʼm getting used to seeing them" No opinion," I do not think much about ads on my phone" Somewhat uncomfortable," they can be distracting" Not comfortable at all," they are intrusive" Level of Comfort with Mobile Advertising" Base = Total respondents (n=2,525)" Q3. How comfortable are you with mobile advertising? " 22" =XY%(5%,5$*;&89%&+$"&-?%">)$&;*8G%/6"% )"8"Z/9%(5%>()*+"%&-3"$O9*8G:% ! $I$3O)J$M)J$?J!J$ " $V$3O)J$M)J$?J!J$
  31. 31. SVT$ SWT$ SQT$ WST$ WRT$ WRT$ UUT$ UXT$ WYT$ ?!$ A?$ =)("$ 6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$ Base = Total respondents (Africa=2,525; US=4,399; EU=894; Asia=3,350); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? " Level of Comfort with Mobile Advertising" 23" ,5$*;&%E(C%@% B([%J%=XY% P(>5($/%+"3"+9%&$"%>F;6%6*G6"$%/6&8%&8O;*C&/"-%&8-% 9FGG"9/%;(89F>"$9%&$"%&6"&-%(5%&-3"$O9"$9:"
  32. 32. YWT$ YRT$ XXT$ WXT$ YT$ WRT$ WRT$ WQT$ VWT$ D(2/&("$ G/#8"$ !*1O.$=P&('"$ 6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$ Base = Total respondents (Africa=2,525; Nigeria=1,798; Kenya=493; South Africa=234)" Q3. How comfortable are you with mobile advertising? " Level of Comfort with Mobile Advertising" 24" ,5$*;&%E(C%@% B([%J%=XY% "8?&%&8-%L(F/6%,5$*;&%$"9F+/9%6"+C%"[C+&*8%/6"% (CC($/F8*/?%5($%>&]($%&-3"$O9"$9%*8%>()*+":"
  33. 33. 75%" 74%" 74%" 71%" 71%" Italy" Kenya" Australia" Nigeria" UK" Level of Comfort with Advertising" % Very or Somewhat comfortable" "8?&%&8-%.*G"$*&%$&81%R@%&8-%R<%$"9C";O3"+?% &>(8G%/6"%^<%;(F8/$*"9%9/F-*"-:" 25" ,5$*;&%E(C%@% B([%J%=XY% Base = Total respondents (Africa=2,525; Nigeria=1,798; Kenya=493; South Africa=234)" Q3. How comfortable are you with mobile advertising? "
  34. 34. YST$ SVT$ WWT$ WST$ WRT$ UWT$ <"5/$ %/"5/$ 6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$ Base = Total respondents (Male=1,929; Female=596; Under 25=1,301; 25-44=1,133; 45+=91*); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? " Level of Comfort with Mobile Advertising" YXT$ SQT$ XIT$ WWT$ WRT$ WYT$ WRT$ WYT$ UXT$ ?#,/&$UX$ UX$]$RR$ RX^$ 6*3$U$4*Z$ D/1O&"5$ 4*[*$U$4*Z$ 26" !(>"8%&$"%+"99%"8/6F9*&9O;%/6&8%>"8:%%T8/"$"9O8G+?% /6*9%*9%"[&;/+?%/6"%(CC(9*/"%(5%/6"%Z["-%0"):" " $XVT$(#$?J!J$ " $XWT$(#$?J!J$
  35. 35. 71%" 66%" 72%" US" EU" Asia" 53%" 56%" 66%" US" EU" Asia" Male" Female" '&+"%&;;"C/&8;"%*8%,5$*;&%*9%/6"%6*G6"9/%*8%/6"%0($+-:" 27"Base = Total respondents (Male – Africa=1,929; US=3,194; EU=716; Asia=2,811; Female – Africa=596; US=1,205; EU=178; Asia=539)" Q3. How comfortable are you with mobile advertising? " Level of Comfort with Mobile Advertising" % Top 2 Box Rating" ,5$*;&%E(C%@% B([%J%_=Y% ,5$*;&%E(C%@% B([%J%=MY%
  36. 36. 76%" 74%" 75%" Nigeria" Kenya" South Africa" 65%" 74%" 45%" Nigeria" Kenya" South Africa" Male" Female" L(F/6%,5$*;&%$"9F+/9%&$"%-$*3"8%)?%0(>"8:" 28" Base = Total respondents (Male – Africa=1,929; Nigeria=1,380; Kenya=378; South Africa=171; Female – Africa=596; Nigeria=418; Kenya=115; South Africa=63*); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? " Level of Comfort with Mobile Advertising" % Top 2 Box Rating" ,5$*;&%E(C%@% B([%J%_=Y% ,5$*;&%E(C%@% B([%J%=MY%
  37. 37. 73%" 67%" 73%" US" EU" Asia" 62%" 71%" 73%" US" EU" Asia" 51%" 65%" 60%" US" EU" Asia" Under 25" 25 - 44" 45+" E6"%?(F8G"$%G"8"$&O(8%*8%,5$*;&%V`8-"$%@aW%6&9%/6"% 6*G6"9/%;(>5($/%+"3"+%*8%/6"%0($+-:" 29" Level of Comfort with Mobile Advertising" % Top 2 Box Rating" Base = Total respondents (Under 25 – Africa=1,301; US=2,327; EU=518; Asia=1,997; 25-44 – Africa=1,133; US=1,662; EU=337; Asia=1,225; 45+ - Africa=91*; US=410; EU=39*; Asia=128); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? " ,5$*;&%E(C%@% B([%J%_aY% ,5$*;&%E(C%@% B([%J%=XY% ,5$*;&%E(C%@% B([%J%aAY%
  38. 38. RQT$ VWT$ UWT$ Free Apps" >/)$ <"80/$ D*$ Base = Control respondents (n=657)" What if scenarios presented:" Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps; " Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price; " Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a local restaurant; Are you more willing to have ads on your phone?" XXT$UIT$ WYT$ 10% Off Phone Bill" >/)$ <"80/$ D*$ XYT$UIT$ WXT$ Ads Personalized to You" >/)$ <"80/$ D*$ Willingness to Have Ads on Phone" 30" '()*+"%&-%$"+"3&8;"%/$F>C9%b5$""c%)?%&%0*-"%>&$G*8% &8-%*9%&%;(89*9/"8/%-*G*/&+%>"-*&%Z8-*8G:%"
  39. 39. WRT$ WYT$ WYT$ WQT$ U_T$ URT$ UXT$ VVT$ RXT$ :/(#,/,$8*1$*P$)*/O.(#2$(3*&O"#O$ 4//#$&/5/M"#O$O*$K.*$8*1$"&/$*&$K."O$8*1$"&/$,*(#2$ C/53/,$8*1$`#,$)*/O.(#2$#/"&08$ !"M/,$8*1$L/$ !"M/,$8*1$*#/8$ C/53/,$8*1$5/"&#$*&/$"0*1O$)*/O.(#2$ a(M/#$8*1$)*/O.(#2$ P*&$P&//$ A#O/&O"(#/,$8*1$ ;#O&*,1'/,$8*1$O*$)*/O.(#2$#/K$ Benefit of Mobile Advertisements Seen in the Past" =P&('"$]$A#25().$6*O"5$ Base = Control respondents (n=620)" Q4. Has a mobile ad ever…? [check all that apply]" 31" '&]($%)$&8-9%96(F+-%*8;($C($&/"%)F$9/%;&>C&*G89%&9%&% >F9/%)F?%"+">"8/%(5%/6"*$%>"-*&%9/$&/"G?:"
  40. 40. Benefits of Mobile Advertisements Seen in the Past" d"+&O3"%/(%/6"%`L%&8-%,9*&Q%,5$*;&8#9%9""%5"0"$% )"8"Z/9%;F$$"8/+?:" 32"Base = Control respondents (Africa=620; US=1,506; EU=143; Asia=657)" Q4. Has a mobile ad ever…? [check all that apply]" ,5$*;&% `L" K`" ,9*&" ;#O&*,1'/,$/$O*$)*/O.(#2$#/K" RXT" RYT" XVT" RST" A#O/&O"(#/,$/" VVT" V_T" UST" VWT" a(M/#$/$)*/O.(#2$P*&$P&//" UXT" UQT" UQT" VST" C/53/,$/$5/"&#$*&/$"0*1O$)*/O.(#2" URT" VXT" UVT" UQT" !"M/,$/$*#/8$" U_T" UXT" WQT" UXT" !"M/,$/$L/" WQT" URT" WQT" VRT" C/53/,$/$`#,$)*/O.(#2$#/"&08" WYT" UYT" WUT" UWT" 4//#$&/5/M"#O$O*$K.*$;$"$*&$K."O$;$"$,*(#2" WYT" UUT" ST" UUT" :/(#,/,$/$*P$)*/O.(#2$(3*&O"#O" WRT" UWT" WST" U_T"
  41. 41. ,5$*;&% .*G"$*&" "8?&" L(F/6%,5$*;&" ;#O&*,1'/,$/$O*$)*/O.(#2$#/K" RXT" RXT" RUT" RIT" A#O/&O"(#/,$/" VVT" VIT" VUT" WYT" a(M/#$/$)*/O.(#2$P*&$P&//" UXT" UYT" UYT" WST" C/53/,$/$5/"&#$*&/$"0*1O$)*/O.(#2" URT" UIT" URT" WVT" !"M/,$/$*#/8$" U_T" U_T" UUT" WST" !"M/,$/$L/" WQT" UWT" U_T" W_T" C/53/,$/$`#,$)*/O.(#2$#/"&08" WYT" WST" WUT" URT" 4//#$&/5/M"#O$O*$K.*$;$"$*&$K."O$;$"$,*(#2" WYT" WQT" WVT" W_T" :/(#,/,$/$*P$)*/O.(#2$(3*&O"#O" WRT" WYT" WRT" ST" Benefits of Mobile Advertisements Seen in the Past" .*G"$*&89%9""%/6"%>(9/%)"8"Z/9%9FGG"9O8G%&% C&e"$8%&9%>()*+"%/";68(+(G?%C"8"/$&/"9%,5$*;&:" 33"Base = Control respondents (Africa=620; Nigeria=403; Kenya=105; South Africa=112)" Q4. Has a mobile ad ever…? [check all that apply]"
  42. 42. 70%" 30%" Yes, would click on one or more ad" No, not click on any" 63%" 37%" Yes, would click on one or more ad" No, not click on any" 72%" 28%" Yes, would click on one or more ad" No, not click on any" 79%" 21%" Yes, would click on one or more ad" No, not click on any" Base = Test respondents (Best Western=581; Disney=481; Nokia=376; Honda=430)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]" 34" '&]($% 4(/"+% B$&8-% '(3*"% d"+"&9"% P(89F>"$% K+";/$(8*;% ,F/(>(O3"% ,F/(>(O3"%$"9F+/9%&$"%&8(/6"$%;+"&$%9*G8&+%(5%/6"%8""-% 5($%6*G6%$"&;6%&8-%5$"fF"8;?%)F$9/%;&>C&*G89:"
  43. 43. 30%" 24%" 21%" 20%" 19%" Call" Viral" Content" Search" Purchase" Mobile Ads Consumers Would Click On" Base = Test respondents (n=1,868)" Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]" 35" T8/"$"9/%*9%G"8"$&++?%-*9C"$9"-%&8-%+*1"+?%+*81"-%/(%/6"% *8;$"&9*8G+?%)$(&-%F9&G"%(5%/6"%-"3*;"%*/9"+5:"
  44. 44. 27%" 37%" 36%" Nigeria" Kenya" South Africa" Mobile Ads Consumers Would Click On" Call CTA" 36" ,5$*;&%E(C%@% B([%J%MgY% Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]" P+*;1%/(%;&++%*9%/6"%>(9/%;(>C"++*8G%5($%"8?&89%&8-% L(F/6%,5$*;&89:"
  45. 45. 21%" 22%" 42%" Nigeria" Kenya" South Africa" Mobile Ads Consumers Would Click On" Viral CTA" ,9%9>&$/%C6(8"9%C"8"/$&/"Q%"[C";/%3*$&+%($%9(;*&+% >"-*&%;&++9%/(%&;O(8%/(%$"9(8&/":" 37" ,5$*;&%E(C%@% B([%J%@<Y% Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  46. 46. 20%" 20%" 30%" Nigeria" Kenya" South Africa" Mobile Ads Consumers Would Click On" Content CTA" Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]" L(F/6%,5$*;&8%;(89F>"$9%96(0%9*G8*Z;&8/+?%>($"% *8/"$"9/%06"8%O"$%^%)$&8-9%&CC"&$%*8%/6"%;6&88"+:" 38" ,5$*;&%E(C%@% B([%J%@^Y%
  47. 47. 15%" 20%" 40%" Nigeria" Kenya" South Africa" Mobile Ads Consumers Would Click On" Purchase CTA" E6"%CF$;6&9"%;&++%/(%&;O(8%*9%&+9(%"[/$">"+?% &CC"&+*8G%/(%L(F/6%,5$*;&89:%" 39" ,5$*;&%E(C%@% B([%J%^XY% Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"
  48. 48. 11/17/10" 40" ^:  ,;;"C/&8;"%*9%&+$"&-?%9/$(8G%&8-%>&]($%)$&8-9%"8/"$*8G%/6"%>()*+"%9C&;"%0*++%(8+?% *>C$(3"%FC(8%/6*9%;(89F>"$%C"$;"CO(8:% •  2CC($/F8*/?%5($%^ggY%L6&$"%(5%h(*;":%%L,%-&/&%"[">C+*Z"9%)$&8-%(CC($/F8*/?:% •  P(89F>"$%5&9;*8&O(8%V=XY%&;;"C/&8;"W%0*/6%/6"%8"0%C(0"$%/6"?%C(99"99% @:  P(89F>"$9%>(9/%3&+F"%&8%&F/6"8O;%"[;6&8G"%(5%3&+F":%%H$""%*9%+"99%;(>C"++*8G%/6&8% $"+"3&8/%8"09%($%*85($>&O(8:% •  a_Y%&G$""%/6"*$%*8/"$"9/%*8%>()*+"%*9%&)(F/%$"+"3&8/%*85($>&O(8:% •  P(>C&$"-%/(%(8+?%<XY%5($%5$""%&CC9%($%a<Y%5($%9&3*8G9%(8%C6(8"%)*++:% M:  P$"&O3"%>F9/%;(89*-"$%/6"%C"$9(8&+%8&/F$"%(5%/6"%-"3*;"%&8-%>()*+"#9%)$(&-% ;(89F>"$%F9"%;&9"9%/(%-$*3"%C"$5($>&8;":% •  L*>C+"%PE,9%+*1"%&%C6(8"%;&++%($%3*$&+%/$F>C%Z["-%0")%+*1"%"[C"$*"8;"9:% <:  '($"%5(;F9%(8%06&/%0($19%V&9%(CC(9"-%/(%06&/#9%8"0W%0*++%6"+C%/6"%>&$1"/%G$(0:%% B$&8-%C"$5($>&8;"%)"8"Z/9%9;&+"%&8-%(i"$%;(89F>"$9%06&/%/6"?%0&8/:% •  E(C%(5%5F88"+%)"8"Z/9%+*1"%+"&$8*8G%9(>"/6*8G%8"0%V<=YW%-(>*8&/":%% T>C+*;&O(89%j%P(89*-"$&O(89%

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