Millions of marketers focus all of their attention on North America and Europe. While this is certainly where a significant amount of the world’s wealth is centered, it is still only a small percentage of the worlds overall population. Depending on what it is that is being marketed, it may make sense to expand the targeted audience to include people from non-traditional countries. Millions of potential customers are being ignored based on the outdated assumption that people from these types of places don’t have access to the Internet in sufficient numbers, or that they don’t have the money to make purchases.
A new report produced by Mobile Marketing Association and Vserv.mobi shows that there is a huge potential market in African countries, which may be largely untapped. This is the first year that the popular Mobile Internet Consumer report has been done for Africa. The report provides detailed information about the way people in African countries (specifically Egypt, Ghana, Kenya, Nigeria, South Africa and Uganda) access the Internet, and what types of advertisements are most effective. Essentially, this report is a powerful tool which will introduce marketers to this continent, and tell them exactly how to run an effective campaign.
You’ll find many different valuable facts and statistics within the report including these:
- 71% of mobile Internet users in Africa are men
- Over half are between age 18 and 24
- 57% of Mobile Internet users in Africa own automobiles
- 48% of mobile Internet users in Africa have some sort of payment cards
- African consumers prefer mobile ads which provide downloadable content (74%)
- Apps and games are the most downloaded type of content, followed by videos, then music
The report goes into some detail about the spending habits and disposable income of those who access the Internet in Africa. It shows that, contrary to popular belief, millions of people in these African nations have reliable access to the Internet, and are very open to the idea of making purchases online. Given the fact that many marketers overlook African countries; the market for many types of physical or informational products is wide open.
You can get your copy of the full report HERE. In addition, there are versions of the report for Southeast Asia, Europe, Middle East, India, Singapore, Philippines, Thailand, Malaysia, Indonesia and Vietnam.
