This document summarizes key findings from AdReaction's 2018 mobile marketing study conducted across 18 countries including 3 in Africa. It finds that mobile devices are increasingly central to people's lives, presenting huge opportunities for mobile communications and marketing. While most consumers tolerate mobile ads, attitudes are generally more positive in Africa. Mobile is a highly effective branding channel when used respectfully and with best practices. The study provides statistics on mobile usage in Africa and findings on attitudes toward mobile ads, finding they are viewed more favorably in Africa than other regions. It outlines opportunities for brands in the mobile space in Africa and principles for ethical and effective mobile marketing.
2. Conducted in 18 countries around the world last year
including three countries in Africa for the 1st time.
2
MEXICO
U.S.
CANADA*
BRAZIL*
INDIA
THAILAND**
KENYA
NIGERIA
SOUTH AFRICA
CHINA
KOREA**
INDONESIA**
FRANCE*
GERMANY
ITALY
SPAIN
TURKEY
UK*
*Quantitative only; **Qualitative only
3. Key Findings
AT A G L A N C E
3
Mobile devices are increasingly
central to our lives, so there is
huge opportunity for growth in
mobile communications
1. However, while most consumers
will tolerate mobile marketing, and
attitudes are more positive in Africa
than rest of world, few consumers
are favorable toward it
2.
Mobile is highly effective at
brand building and also very
flexible - it can play a
number of diverse roles in
the media mix
3. The industry can improve
attitudes toward mobile
marketing by demonstrating
greater respect for the
platform and the audience
4. Marketers can use mobile
websites, apps and ads
to grow brands IF simple
best practice rules are
applied more
conscientiously
5.
Opportunity Toleration
Effective RESPECT Best Practice
5. Mobile web is on the move
*Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12;
****Source: Informa; *****Source: We are social
5
1.5
BILLION
smartphones and tablets will be installed
globally by now (mid 2013) – overtaking
laptops and PCs*
37%
GROWTH
in the number of global 3G subscribers in the
past year**
13%
OF WEB
traffic comes via mobile – more than double
last year; Mobile traffic share already over 50%
in India*** and 65% in Africa!
0.8
BILLION
mobile internet users in Asia at end of 2012****;
same number of mobile subscribers in Africa*****.
6. Some key African statistics:
Data supplied by www.inmobi.com, Praeklet and head of Mobile at Google South Africa:Brett
St Clair and On Device Research.
6
100 BILLION100 BILLION Mobile Advertising Impressions are served
across Africa annually
55% OF PEOPLE ACCESS THE INTERNET VIA MOBILE PHONES IN GHANA, THIS IS
70% IN EGYPT, 50% IN NIGERIA, 54% IN KENYA AND 57% IN SOUTH AFRICA
SMART PHONES ARE OUTSELLING COMPUTERS 4 TO 1
LOCATION BASED ADVERTISING IS SET TO GROW AS 2 OUT OF 3 SEARCH QUERIES
HAVE A LOCATION BASED ELEMENT
TOTAL AFRICAN MONEY TRANSFER IS EXPECTED TO REACH USD200BILLION IN 2015
AND ACCOUNT FOR 18% OF THE CONTINENTS GDP.
7. Mobile devices are indispensable efficiency tools, especially so
in Nigeria. They are key personal and business tools.
Sample: smartphone AFRICA and global averages7
Please indicate how strongly you agree or disagree with the following
statements about your mobile device:
38%
62%
78%
33%
24%
15%
Strongly Agree Somewhat Agree
My mobile device is my primary
tool for organizing my personal
life
My mobile device is indispensable
because I’m always on the go
Having a mobile device makes me
more efficient +28
Nigeria Vs Global
+27
+21
8. Mobile devices act as central hubs in our lives; Nigeria users
spend more time social networking & on mail than making calls.
8
Social
Networking
19%
Web or email
22%
Calls
16%
Texts
12%
Apps
10%
Music
14%
Radio
3%
Games
3%
Video
2%
Apps
19%
(+6)
(+8)
(-1)
(0)
(-3)
(-2)
(+3)
(-7)
Share of Smartphone time spent in Nigeria
(vs Global average)
Opportunities at multiple touch points
Calling is just one component of usage
Social networking / Web – fertile ground
Apps – not a great deal of relevant local
activity for consumers in Nigeria
Music, video, games - lower than global -
Possible infrastructure issues
(-6)
*Based on 30 Hours + Mobile Phone weekly Average usage
10. Most users will tolerate mobile ads; some more actively
embrace them.
Sample: smartphone SA and global averages10
Please indicate how strongly you agree or disagree with the following statements about
your mobile device:
15%
24%
20%
37%
24%
26%
26%
29%
25%
17%
23%
19%
Strongly Agree Somewhat Agree Neither Agree Nor Disagree
I enjoy playing Advergames (games
that incorporate ads/brands)
I'm happy to share my location to get
more relevant services and offers
I'm happy to see ads in my apps as
long as the apps are free
I'm happy to see ads on mobile
websites as long as the websites
are free to access
+24
+8
+10
+12
Nigeria Vs Global
11. Mobile ads are viewed more positively in Africa and India;
attitudes to ads on tablets are generally also more favorable.
Sample: smartphone users
11
How would you characterize your attitude towards advertising on mobile phones/ tablets?
11
11
12
13
13
14
17
19
19
22
23
30
43
48
48
23
42
Canada
US
Spain
France
Germany
UK
Turkey
Italy
Mexico
China
Brazil
South Africa
India
Nigeria
Kenya
Global Average
Africa Average
VERY/SOMEWHAT FAVORABLE, %
Sample: tablet users
9
16
18
22
28
25
28
26
19
30
29
35
51
39
55
29
43
12. Sample: smartphone and/or tablet users, AMAP and global averages
How would you characterize your attitude towards advertising on….?
12
22%
34%
35%
40%
45%
45%
47%
47%
48%
50%
50%
51%
56%
58%
62%
65%
66%
67%
67%
70%
72%
Non-opt-in email ads
Online music players
Local deals
Games
Websites/Microsites
Direct mail
Opt-in email ads
Online ads with video
Mobile ads
Telemarketing
Online search ads
Product placement
Social media ads
Cinema ads
Online display ads
TV ads
Radio ads
Magazine ads
Newspaper ads
Billboard ads
Social media news feeds
VERY/SOMEWHAT FAVORABLE, %
Non-Digital Digital
+30
Nigeria Vs Global
However attitudes toward mobile ads (and digital in general) are
less favorable than other media
+22
+20
+17
+15
+14
+26
+17
+23
+13
+11
+22
+19
+25
+2
+13
+9
+15
+9
+4
+11
13. 5
15
25
35
45
55
40 50 60 70 80 90 100
What’s driving advert favourability?
Sample: smartphone users13
Mobile ad favorability vs. device importance
MobileAdFavorability
Having a mobile device makes me more efficient
BRAZIL
GERMANY FRANCE
CANADA
UK
US
MEXICO
ITALY
CHINA
TURKEY
SPAIN
INDIA
NIGERIA KENYA
SOUTH AFRICA
Great favorability in markets where
users agree:-
mobile = a more efficient life
Opportunity for products & services that
seek efficiency as part of their
proposition – e.g. Mobile Money, Mobile
banking, Paying bill etc….e-commerce
….
14. Firefly Insights: Mobile ads can be associated with many
positive archetypes...
COMPANION
“Offers information in
different ways like a
solution provider”
MEDIATOR
“I can compare prices,
features and brands,
before deciding on
what to buy”
SERVANT
“All my ‘questions’ about
the brand/product are
answered directly”
HERO
“Offers help when I’m
in need”
14
BULLY
“I hate it when ads
interfere with my online
activity, asking me to
click something that is
unclear”
THIEF
“It steals the little space
I have on my screen”
VAMPIRE
“It enters your space, as
if it were going to harm
your phone”
REBEL
“It's rebellious, it
interrupts me while I
play or work”
BUT if it invades clumsily, negative associations can prevail
15. Users have high expectations for mobile
15
And audiences can be receptive to mobile when it’s done right.
Mobile will offer an
exchange of
tangible value
3
Mobile
will know
who I am
21
Mobile
will be
competent
16. 16
AND CAN PLAY MANY ROLES
MOBILE
is
FLEXIBLE
IN THE
MEDIA MIX
18. Mobile ads have a greater impact on all brand metrics than
online ads
18
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
19. To an even greater extent in the relatively uncluttered African
environment
19
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2012, N=2,211 campaigns, n=2,804,525
respondents; Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012, N=181
campaigns, n=127,191 respondents.
20. Huge variation in effectiveness between best and worst
performing mobile display ads – Creative critical
Source: Dynamic Logic’s AdIndex for Mobile Norms, data from last 3 years through Q1/2012
Overall Mobile N=181 campaigns, n=127,191 respondents. Delta (Δ)=Exposed-Control20
Percent Impacted: Delta (Δ)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Mobile Ad
Awareness
Message
Association
+16.3
+4.8
-4.3
+41.9
+17.3
+26.4
+10.1
-1.3
+14.3
+3.8
-5.2
+17.0
+4.3
-5.7
Mobile Best Performers
Overall Mobile Performers
Mobile Worst Performers
-0.5
21. But the novelty factor has worn off in the developed markets with
most metrics trending down... Africa has a window of opportunity
22. 11%
11%
20%
22%
16%
35%
45%Visited the brand website
Clicked/Interacted with ad
Looked for brand in a store
Recommended the brand
Sent ad to a friend
Visited a site for similar brand
Purchased the brand
Sent a message or a comment to the brand
Posted the ad on my blog/profile
Sample: smartphone and/or tablet users, AMAP and global averages22
Which of the following actions have you taken as a result of seeing a mobile ad?
Nigeria
Mobile display ads are just one element of a mobile campaign; use display to drive
traffic to an optimized website for continued engagement
Beyond brand impact and interaction, mobile ad exposure mostly
drives mobile website visitation and brand recommendation.
23. What types of companies or brands would you most like to see delivering services or
features for your mobile devices?
Content – Fashion & Online shopping particularly popular in Nigeria,
reflective of local cultures & preferences, with restaurants & QSR’s low Vs
global
Sample: smartphone and/or tablet users, AMAP & global averages23
Telecomm-
unications
9%
10%
16%
18%
22%
25%
26%
29%
30%
31%
31%
35%
44%
48%
50%
Quick service restaurants
Local restaurants
Retail stores
Drink products/brands
Automotive companies
Food products/brands
Hotels
Banks/Financial services
Airlines
Newspapers or magazines
Sports teams/leagues
Technology companies
Telecommunication companies
Online shopping sites
Fashion/Designers +24
+11
+19
+4
+7
-1
+4
-2
0
-1
+5
-1
-11
-22
-14
Nigeria Vs Global
Online
retail
Fashion
Designers
26. Most kinds of mobile marketing can improve brand opinions if done well. LBM and
deals unimportant in Africa – however this could be due to lack of familiarity with
these types of marketing – limited use in Nigeria
Sample: smartphone users, Nigeria and global averages : LBM = location based marketing
26
0%
12%
19%
20%
24%
32%
35%
39%
48%
They send or display information specific to my geographical
location (like locations of stores, promotions)
They send or display deals or coupons
They let me do something entertaining like play a branded
game or listen to a free song
They send or display information tailored to my interests
(recipes / Sports Scores)
They send the latest breaking product news
They send me Facebook/ Twitter posts with links that work on
my mobile device
They offer an app for my mobile device
Their mobile website makes it easy to download their app
They have a good mobile website
When using your mobile phone or tablet, what can improve your opinion of a brand?
Vs Global
+14
+10
+5
+12
-2
-5
-1
-23
-21
Nigeria
27. What makes a good mobile website?
Ease of mobile search especially important in Nigeria
Sample: smartphone users, Nigeria / Afriica and global averages27
Unique to screen
Speed & display
Targeted
13%
15%
18%
19%
24%
63%
68%
71%
Includes location based features
Looks better than the brand's regular
desktop website
More fun than the brand's regular
desktop website
Different features to the brand's
regular desktop website
Easier to use than the brand's
regular desktop website
Displays clearly on my mobile device
Loads quickly
Easy to find via mobile search
-8
-6
-3
-9
Vs Global
+24
+4
+10
-10
Nigeria
28. Mobile websites should be fast and functional
28
Simple is safest until network speeds improve
What makes a good mobile website?
don’t:
feel compelled to outdo your
online website
forget mobile users are goal directed
do:
make it fast
make it clean
make it easy to use
Balance entertainment with competence
30. Mobile display ads need clear branding, communication
and call-to-action
30
What makes a good mobile display ad?
do: don’t:
make sure you have a
clear call-to-action
make the ads interactive
and engaging
target as tightly as
possible
clearly brand your creative show your brand only on a
product shot
clutter your ads with too much
text or too many logos
repurpose online creative only to
leave it cropped
use intrusive formats unless
context is highly relevant
31. Favourable – if conditions are rightFavourable – if conditions are right
Mobile Advertising – In A Nutshell
31
Ubiquitous mediumUbiquitous medium But under utilisedBut under utilised
More impactful on key brand metrics than on-lineMore impactful on key brand metrics than on-line
Drives traffic to websitesDrives traffic to websites
Does have a role within the marketing mixDoes have a role within the marketing mix
32. Thank You
For further information please contact:
CHARLES FOSTER
Regional Managing Director
Africa & Middle East
Millward Brown
Cell + +27112027129
Email: Charles.Foster@millwardbrown.com