Download - Mobile Internet in Africa
• Methodology• State of Mobile Internet• Opera Comparisons• Satisfaction and the Word of Mouth Effect
Agenda
On Device Research Services
On Device Answers
On Device Effectiveness
On Device Panels
Device agnostic survey product. Works on mobile, PC, iPad.
Advertising effectiveness for
mobile and outdoor media.
Global consumer research panels. Quick and affordable insight
from any country.
Research Methodology
• Online interface allows clients to create and edit surveys.
• 5 question types available.• Automatically identifies device,
carrier and GPS location (where possible).
• Consumers fulfil survey on the mobile internet.
• The sample is representative of mobile internet browsers and weighted by OEM share and demographics.
• Survey results are processed and analysed.
• Analysts deliver insight into consumer behaviour and attitudes.
Yes No0%
10%
20%
30%
40%
50%
60%
70%59%
41%
Do you have a bank account?
% M
obile
Inte
rnet
Use
rs
Mobile Internet survey created through On
Device Answers
Respondents recruited through On Device
Panels
Data analysed to retrieve insights
Research Methodology
• Partnerships with Publishers
• Mobile Advertising• Incentive
Promotions (competitions, earn money, etc.)
• Survey Completed On Device
• Device and browser captured automatically.
• Representative of Mobile Internet browsers.
SMS Sent
Panel Recruited via: Panel analysed and selected for each project
Survey Completed
Scope of Research – 7 African Countries
Egypt - Arabic
Ghana
Kenya
Nigeria
Senegal - French
South Africa
Tanzania
Total Sample Size = 7325
• Methodology• State of Mobile Internet• Opera Comparisons• Satisfaction and the Word of Mouth Effect
Agenda
Mobile Internet Jumping the Gap
• It 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.
Egypt South Africa Africa 7 Ghana Nigeria Senegal Kenya Tanzania UK0%
10%
20%
30%
40%
50%
60%
70%
80%70%
57% 57% 55% 56% 57%53% 52%
20%
Never or Infequent Desktop Internet Browsers
% M
obile
Bro
wse
rs
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UKDate: October 2010N= 7325 + UK=1203
African Mobile Internet Users are Early Adopters
• Most 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.
Less than 13; 3%
13 to 17; 16%
18 to 24; 55%
25 to 34; 20%
Over 35; 7%
Age of Mobile Internet Browsers
Male; 83%
Female; 17%
Gender of Mobile Internet Browsers
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
Nokia Dominates Mobile Browsing in Africa
OEM0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
61%
12%
11%
9%
Mobile Internet Device Manufactures
NAOtherZTEMotorolaBlackBerryLGSamsungSony EricssonNokia%
Mob
ile B
row
sers
• 15% 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%).
Downloading Content and Social Networking Leads Mobile Browsing Behaviour
• Over 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.
Downloading Games
Downloading Music
Socia
l Netw
orking
Search
Videos
Wallp
apers + G
raphics
Other Apps
Football N
ews
Entertainment N
ews
World
and Loca
l News
0%
10%
20%
30%
40%
50%
60% 55% 54% 52%48% 46% 44% 43% 43%
35% 32% 30%
Top Genres of Mobile Internet Sites
% M
obile
Bro
wse
rs
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
Compared to the UK, African Mobile Browsers Are Less Active
• With 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 phones
Email Social networking Search News Sports information0%
10%
20%
30%
40%
50%
60%
70% 65% 63%
53%46%
40%46%
52%48%
30%35%
Top Genres for Mobile Browsing
UK Africa 7
% M
obile
Bro
wse
rs
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010 - N= 7325UK Source: comScore - August 2010
• Methodology• State of Mobile Internet• Opera Comparisons• Satisfaction and the Word of Mouth Effect
Agenda
Opera Providing Smartphone Like Experience
• Opera 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.
Email Social networking Search News Sports information0%
10%
20%
30%
40%
50%
60%
70%
55%60%
54%
34%38%40%
45% 43%
26%33%
Mobile Internet Genres - Opera vs Non-Opera
UK Africa 7 - Opera Africa 7 - Non-Opera
% G
roup
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
Email Social networking Search News Sports information0%
10%
20%
30%
40%
50%
60%
70% 65% 63%
53%46%
40%
55%60%
54%
34%38%
Mobile Internet Genres - Opera vs Non-Opera
UK Africa 7 - Opera Africa 7 - Non-Opera
% G
roup
Opera Providing Smartphone Like Experience
• Opera users are 33% more likely to use social networks than Non-Opera browsers.
• In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UKDate: October 2010N= 7325 + UK=1203
Opera Users More Likely to Browse for Mobile Content
• Opera browsers are 37% more likely to go to sites to download music.• 16% more likely to browse for Games.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
Music Sites Games Sites Other Apps Wallpapers Sites80
85
90
95
100
105
110
115
120 118
108
113
107
86
94
90
95
Browsing for Mobile Content
Opera Non-Opera
Inde
x vs
Nor
m
Music Downloads Mobile Games Others Apps Wallpapers0%
10%
20%
30%
40%
50%
60%
70%
Mobile Content Purchasing
Opera Non Opera
% M
obile
Bro
wse
rs50% of Opera Browsers Purchase Music via Mobile
• Opera browsers are 35% more likely to purchase music via their mobile device than those who don’t use opera.
• 29% more likely to purchase games.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
+35% +29% +4% +15%
• Methodology• State of Mobile Internet• Opera Comparisons• Satisfaction and the Word of Mouth Effect
Agenda
Gaining Word of Mouth Momentum Key for Mobile Internet Growth
• The UK mobile internet market took 2 years to recover from poor word of mouth, caused by poor experience and high charges.
• Mobile Internet growth is dependent on consumers finding it so compelling that they tell their friends and family about it.
Total Market Opera Users Non - Opera users0%
5%
10%
15%
20%
25%
13%
22%
5%
Net Promoter Score - Africa 7
Net
Pro
mot
er
Gaining Word of Mouth Momentum Key for Mobile Internet Growth
• In some countries, those who don’t use Opera have a minus score.• This means that those who don’t use Opera are more likely to say
negative things about the mobile internet than positive, potentially stifling growth.
Total Market Opera Users Non - Opera users-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
1%
12%
-5%
Net Promoter Score - Ghana
Net
Pro
mot
er
The Link Between Device and Operator Satisfaction
• There is a correlation between operator and device satisfaction of 0.65. • There is a link between a consumer opinion of their device and their mobile
operator
1 2 3 4 5 6 7 8 9 100%
5%
10%
15%
20%
25%
30%
35%
Mobile Operator Satisfaction
% M
obile
Bro
wse
rs
The Link Between Device and Operator Satisfaction
• There is a correlation between operator and device satisfaction of 0.65. • There is a link between a consumer opinion of their device and their mobile
operator
1 2 3 4 5 6 7 8 9 100%
5%
10%
15%
20%
25%
30%
35%
Mobile Phone Satisfaction
% M
obile
Bro
wse
rs
Non-Opera Browsers More Likely to Stop Using Operator
• We asked mobile internet users -“How likely are you to stop using your current mobile operator?”
• Opera browsers are 8% less likely to state they are want to stop using an operator than those who don’t use Opera.
Africa 7 Nigeria75
80
85
90
95
100
105
110
115
120
96
81
104
111
Likely to Stop Using Operator
Opera Non-Opera
Inde
x
-8% -31%
Alistair Hill
On Device Research
+44 (0) 7931 518 232
Thank You