Early this morning, I got a Google doc from a friend that listed the different percentage of mobile and desktop access to the web. Nigeria happens to be one of the top countries that has the largest amount of mobile web access. The number of people accessing the web via mobile has surpassed the number of people accessing the web via desktop. Also, the greater number of those accessing the web via desktop are doing so at work or in a cafe — shared computer.
In a report just released by Inmobi, the largest Independent mobile ad network, we saw some impressive statistics too. Not only that, the MD of Inmobi in Africa crowns Nigeria as the largest and fastest growing mobile ad market in Africa
During an Interview I had with Isis Nyong’O during mobile web west Africa 2012 event, she mentioned that the market is growing steadily in Nigeria, but there is still enough enlightenment that needs to be done to brands and advertisers. She mentioned that it was the same way it was with TV and radio when they were first debuted.
What does the numbers reveal within the Inmobi network and impressions from Nigeria? Which mobile phone came in tops?
Nokia Came in tops with 77% ad impression, a little lower than in the previous quarter where it was 79%. Surprising is the fact that Blackberry being the no 1 smartphone in Nigeria only has 2% ad impression. Samsung and LG has more impression than Blackberry, at 9% and 5% respectively.
What I deduce from this is that most of the folks using feature phones use the mobile web and are served more ads than those that use Blackberry. Most Blackberry users in Nigeria spend most of their time within apps like Blackberry messenger (BBM), Twitter, Facebook and the like.
For the full text of the research report, click here [showhide type="pressrelease"].
Mobile media consumption is continuing to grow exponentially in Nigeria and, indeed, across much of the African continent. That’s according to research conducted by InMobi – the largest independent mobile advertising network – which revealed growth of 37% in mobile advertising impressions on its Nigeria mobile network for the first three months of 2012.
With more than 8 billion advertising impressions for the first quarter, Nigeria is InMobi’s largest mobile advertising network in Africa and, according to Isis Nyong’o – VP & MD, for InMobi Africa, the consistent month-on-month growth in mobile advertising impressions is evidence of the rising importance of mobile technology as a marketing medium in the country.
“The stellar increase in impressions from 5,8 billion in the last quarter of 2011 to over 8 billion in the first three months of 2012 is clear proof of the rising popularity of the medium amongst Nigerian consumers,” she points out, “and shows that marketing professionals and brand managers across the country are increasingly embracing mobile media as viable and effective advertising channels.”
The InMobi research also offered evidence of the growing popularity of smartphone technology amongst Nigerian consumers. Approximately 10% of all mobile advertising impressions recorded on the Nigerian InMobi network were from smartphones. This represents quarter-on-quarter growth of 42% in smartphone use in the country, pointing to the rapid adoption of this technology by growing numbers of Nigerians.
At a product specific level, Nokia continues to dominate the Nigerian market, accounting for 77% of all impressions. While this is slightly down on the 79% of the previous quarter, it remains significantly higher than any of its closest rivals, with Samsung phones delivering 9% of total impressions followed by LG phones at 5%. The Nokia C1-01 remains the most extensively used mobile device in terms of mobile advertising access, accounting for 15,3% of all impressions recorded on Nokia handsets.
While RIM (Blackberry) phones only accounted for 2% of the total mobile advertising impressions on the InMobi network, it is perhaps significant that this is the fastest growing brand in terms of impressions, having enjoyed 0.4% growth on the previous quarter.
According to Nyong’o, the growth in mobile advertising impressions in Nigeria mirrors a similar growth trend that is taking place across much of Africa. “In the first three months of 2012, there have been over 34,4 billion advertising impressions on the InMobi networks across the continent, “she explains, “which is a significant increase of almost 4,5 billion or 15% on the last quarter of 2011 and is indicative of the rapidly increasing appeal of mobile media as a means of delivering and accessing marketing and advertising messaging across the continent.”
Between January and March 2012, impressions via smartphones grew by 19% across all InMobi Africa networks and accounted for 24% of the total number of impressions recorded. In terms of the numbers of impressions recorded via individual handsets, the Blackberry 8520 overtook Nokia for the first time since InMobi has been conducting its research. However, Nokia remains the dominant cellphone brand overall, with 60% of all InMobi network impressions recorded on this brand of handsets.
InMobi is the largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 485 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands.
InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo.
To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi and @InMobiAfrica, or read our blog atwww.inmobi.com/inmobiblog/.[/showhide]