1. The document summarizes research from a survey of 7,325 mobile internet users across 7 African countries about their browsing behaviors and satisfaction with their devices and mobile operators. 2. It finds that over 50% of users access the mobile internet as their sole way to connect, and that most are young, male, and early adopters. Nokia devices dominate the market. 3. Users primarily download content like games and music, or use communication services like social media and email. Opera browsers facilitate more engagement like social networking and purchasing content.

1. Mobile Internet in AfricaAfrica Com – Cape TownNovember 2010Alistair Hill – Co-Founder

2. MethodologyState of Mobile InternetOpera ComparisonsSatisfaction and the Word of Mouth EffectAgenda

3. On Device Research ServicesOn Device AnswersOn Device EffectivenessOn Device PanelsGlobal 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.

4. Research MethodologyData analysed to retrieve insightsMobile Internet survey created through On Device AnswersRespondents recruited through On Device PanelsOnline interface allows clients to create and edit surveys.

5. 5 question types available.

6. Automatically identifies device, carrier and GPS location (where possible).

7. Consumers fulfil survey on the mobile internet.

8. The sample is representative of mobile internet browsers and weighted by OEM share and demographics.

9. Survey results are processed and analysed.

10. Analysts deliver insight into consumer behaviour and attitudes.Research MethodologyPanel analysed and selected for each projectPanel Recruited via:Survey CompletedPartnerships with Publishers

11. Mobile Advertising

12. Incentive Promotions (competitions, earn money, etc.)

13. Survey Completed On Device

14. Device and browser captured automatically.

15. Representative of Mobile Internet browsers.SMS Sent

16. Scope of Research – 7 African CountriesEgypt - ArabicGhanaKenyaNigeriaSenegal - FrenchSouth AfricaTanzaniaTotal Sample Size = 7325

17. MethodologyState of Mobile InternetOpera ComparisonsSatisfaction and the Word of Mouth EffectAgenda

18. Mobile Internet Jumping the GapIt 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, UKDate: October 2010N= 7325 + UK=1203

19. African Mobile Internet Users are Early AdoptersMost 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, SenegalDate: October 2010N= 7325

20. Nokia Dominates Mobile Browsing in Africa15% 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%).

21. Downloading Content and Social Networking Leads Mobile Browsing BehaviourOver 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.Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325

22. Compared to the UK, AfricanMobile Browsers Are Less ActiveWith 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 phonesCountries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010 - N= 7325UK Source: comScore - August 2010

23. MethodologyState of Mobile InternetOpera ComparisonsSatisfaction and the Word of Mouth EffectAgenda

24. Opera Providing Smartphone Like ExperienceOpera 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.Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325