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Africa: 69% of African consumers embrace mobile advertising – Research

A recent study by global research firm, InMobi, has showed that 69 per cent of consumers in Africa were fast embracing the mobile advertising option.

According to the result of the study released recently, the strong acceptance of mobile advertisements in Africa, combined with scale and reach potential, pointed toward explosive market growth for mobile publishers.

InMobi, a large and fast-growing mobile advertisement network, announced African results from its landmark study,”A global consumer view of mobile advertising.”

InMobi which provides advertisers and publishers a display mobile advertising platform reaching 50 million Africans through nearly three billion ad impressions monthly, said as a committed player in Africa, it recognised the need to provide the mobile industry with a data-driven, distinctly African consumer perspective on the state of mobile advertising.

This, it added, included focus on Nigeria, where male acceptance of mobile advertising was the highest in the world at 76 per cent. A key factor making Nigeria, Africa‘s fastest growing mobile market.

The survey, done in partnership with digital marketing intelligence agency, ComScore, interviewed 2,500 consumers in South Africa, Kenya, and Nigeria and discussed overall comfort with mobile ads, perceived benefits, willingness to have ads, and interest in major brands across four categories of automotive, travel, consumer electronics and entertainment.

The Vice-President, Global Research & Marketing, InMobi, Mr. James Lamberti, was quoted as saying that,”Africans are among the most progressive in the world, when it comes to mobile advertising and clearly ahead of consumers in Europe and the United States when it comes to adoption.”

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