1. MOBILE DEVICES & MEDIA CONSUMPTION IN NIGERIA: A „NEW WAVE‟ TAKES SHAPE

2. bite-sized mobile research
• Founded and headquartered in Asia,
with offices in Hong Kong, Shanghai and
Singapore
• Independent mobile research specialist –
providing effective and actionable
research insights via mobile
• Tailored, high-quality and rapid-
turnaround approach
• Highly experienced team with extensive
regional credentials over past 12+ years
• Deep expertise in research insights:
– Research design & execution
– Sophisticated analytics
• Powerful research platform:
– Ability to deploy very rapidly and
flexibly

3. • Over 93bn ad impressions; 578mn unique users
monthly
• Live in 165 countries; 13,000+ Sites & Apps
• $US 215mn funding – Softbank, KPCB, Sherpalo
• Acquired Sprout – Leading Innovator in Rich
Media Ads & HTML 5

4. OBJECTIVES
Understand mobile media
consumption and how 21 key markets globally
it‟s changing… 23,000+ respondents
Recruited via InMobi
Key markets in Africa global mobile ad network,
including Nigeria, Kenya conducted over Decision
and South Africa Fuel mobile platform

5. RESEARCH METHODOLOGY
MOBILE
SAVVY USERS
Research is focused on
those who use mobile
media…

6. RESEARCH METHODOLOGY
MOBILE
SAVVY USERS
… including native apps
& mobile websites.

7. RESEARCH METHODOLOGY
GENDER AGE
19% FEMALE 81% MALE
33%
MOBILE 15-19
34%
20-24
SAVVY USERS 25-34
24%
35+
9%
CITY TIER
33% 15% 43% 9%
Tier 1: Greater Lagos Tier 3: Other City or Large Town
Tier 2: Kano, Port Harcourt, Ibadan Tier 4: Small Town or Village

8. Our Mobile Barometer shows a strong inverse correlation
between wealth and mobile centricity
Singapore
U.S. Hong Kong
Australia Japan Mobile centricity defined by:
Upper Taiwan
Income U.K. • Relative importance of
South Korea New Zealand mobile in media
consumption
Malaysia
• Comfort level with
South Africa transacting through device
Brazil
China
• Breadth and depth of mobile
Middle
Income
activity
Thailand
• Mobile influence on offline
Indonesia and online purchasing
behavior
Philippines
India
Vietnam Nigeria
Lower Kenya
Income
Low Mobile High
Centricity
Source: Decision Fuel and InMobi research, sample n = 23,165;
Worldbank 2009/2010 GNI PPP Intl $s; R sqr = 0.55

9. GENERAL MEDIA CONSUMPTION

10. THE AVERAGE MOBILE WEB
USER IN NIGERIA CONSUMES
5.5 HOURS
OF MEDIA PER DAY
Sample size: n = 1,017

11. Reading
Magazines
/Newspapers
40
minutes
Using mobile
(ex SMS/calls)
113
Online via 50 minutes
desktop/laptop THE AVERAGE MOBILE WEB
minutes
USER IN NIGERIA CONSUMES
5.5 HOURS
OF MEDIA PER DAY
52
minutes
73
minutes
Listening to
Radio
Sample size: n = 1,017 Watching TV

12. 15%
of consumers multi-task
while watching TV
TV Mobile
Sample size: n = 1,017
Sample size: n = 1,017

13. ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPING
Videos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.
61% 22% 11% 67% 12% 8% 82% 13% 36% 15%
For mobile web users, mobile is the preferred medium for
communication, entertainment, getting information and even shopping
Sample size: n = 1,017

14. DIGITAL MEDIA CONSUMPTION: PC VS MOBILE

15. 67% use mobiles as either
their primary or exclusive
means of going online
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
7% 26% 37% 30%
Mostly via Evenly split Mostly via Only via
desktop between both mobile mobile
Sample size: n = 1,017

16. Across Asia Pacific and Africa, mobile is becoming a major
component of internet behavior
„ H o w d o y o u t y p i c a l l y g o o n l i n e
t o s u r f t h e w e b ? ‟
Indonesia 4% 13% 35% 47%
South Africa 4% 24% 32% 40%
Philippines 5% 28% 31% 36%
India 5% 23% 36% 36%
Nigeria 7% 26% 37% 30%
Kenya 2% 21% 49% 28%
New Zealand 10% 25% 38% 27%
Malaysia 9% 34% 31% 26%
Vietnam 4% 28% 43% 25%
Singapore 15% 35% 26% 24%
Japan 18% 37% 23% 22%
Australia 23% 39% 22% 16%
Hong Kong 23% 42% 19% 16%
Thailand 12% 44% 30% 14%
China 19% 45% 29% 7%
South Korea 16% 55% 22% 7%
Taiwan 19% 55% 20% 6%
Mostly via Evenly split Mostly via Only via
Sample size: n = 18,610 desktop between both mobile mobile

17. MOBILE MEDIA BEHAVIOURS: WHO WHY WHERE WHAT HOW?

18. WHO?
58% of Nigeria‟s mobile
users are early adopters
Early Adopters Late Adopters
H o w d o y o u f e e l a b o u t t h e
f o l l o w i n g s t a t e m e n t :
“ I a m u s u a l l y t h e f i r s t a m o n g m y
f r i e n d s t o a c q u i r e n e w
t e c h n o l o g y ” ?
44% 14% 25% 7% 10%
Completely agree Somewhat agree Neutral Somewhat disagree Completely disagree
Sample size: n = 1,017

19. WHY?
47%
“It’s easy
to use”
31%
“I can use it
privately”
47%
31%
27% 25%
7%
It's easy to I can use it It's always Saves Boredom
use privately there money
Sample size: n = 1,017

20. WHERE?
6% In the
bathroom 5% 8% in a
Shopping meeting
or class
9%
Commuting
70% Lying in bed
15% While
watching TV
17% Waiting
for something
14% social
21% Spending event
time with family
For mobile users in Nigeria, mobile web time is “found” time: it‟s
usually an incremental media experience
Sample size: n = 1,017

21. WHAT?
Sample size: n = 1,017

22. WHAT?
Social Media 60%
Search for general
43%
information
Send and Receive
26%
E-mail
Entertainment 23%
Mobile banking 20%
GROWTH
Search for local
In Nigeria, growth in information and…
9%
mobile use in the
next year is likely to come Bill payments 7%
from social media, followed
Shopping 6%
by general search, e-mail
and entertainment Virtual experience
6%
/ augmented reality
Sample size: n = 1,017

23. HOW?
73%
M o b i l e
W e b
“ W h a t i s y o u r f a v o r i t e m o d e
MOBILE SITES
f o r r e c e i v i n g m o b i l e c o n t e n t ? ”
27%
A p p s
Sample size: n = 239

24. MOBILE MEDIA BEHAVIOURS: ADVERTISING

25. W h i c h t w o f o r m s o f m e d i a m o s t
i m p a c t y o u r p u r c h a s i n g
d e c i s i o n s ?
0% 10% 20% 30% 40% 50% 60% 70%
5% 18% 29% 44% 63%
8% 34%
Mobile is far ahead of traditional media in influencing
purchasing behavior
Sample size: n = 989

26. C o m p a r e d t o o t h e r f o r m s o f
a d v e r t i s i n g l i k e T V o r
o n l i n e , h o w c o m f o r t a b l e a r e y o u
w i t h m o b i l e w e b a n d m o b i l e a p p
a d v e r t i s e m e n t s ( n o t S M S ) ?
More comfortable, I find them to be very useful 67%
Equally comfortable, I'm getting used to seeing them 22%
Less comfortable, I find them intrusive 3%
No opinion, I don't think much about ads on my phone 8%
of mobile users are as comfortable with mobile
89% advertising as they are with TV or online advertising
Sample size: n = 981

27. Has mobile advertising ever:
Awareness Introduced you to something new (63%)
Favorable opinion Provided you with better options (31%)
Consideration Helped you find something nearby (32%)
Caused you to reconsider a product (9%)
Shopping
Influenced your in-store purchase (6%)
Sale
Influenced you to buy via your mobile (18%)
Mobile is impacting consumers‟ purchasing behaviour even
Sample size: n = 1,017
in this early stage of mobile evolution.

28. MOBILE MEDIA BEHAVIOURS: COMMERCE & SHOPPING

29. Buying digital
goods, including games, e-
69%
books, subscriptions, music,
apps, etc.
65% have spent money
Buying physical
on an activity via mobile goods, including 23%
electronics, clothes, etc
Buying services, including
purchasing movie 16%
tickets, travel, etc.
Bill Payments, including peer-
14%
to-peer payments, etc.
Commerce behavior is extending past digital goods, and
now includes physical goods, services and bill payments
Sample size: n = 1,017

30. 87% are expected to
spend money on an
activity via mobile in the
next 12 months
87% of consumers plan to conduct mobile commerce in the
next 12 months, a +22% increase from where we are today.
Sample size: n = 1,017

31. TM
For further information or requests for
detailed information on any of the 20
countries surveyed or specific
consumer segments, please contact:
Daryn Smith Colin Marson
(daryn.smith@inmobi.com) (colin@decision-fuel.com)
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