Inmobi, a mobile network research company, said the new survey it conducted recently showed that 69 per cent of African consumers are comfortable with mobile ads, which proves to be the highest in the world.
Inmobi said in releasing the result from its A’ global list of mobile advertising, the result also points towards explosive market growth for mobile advertisers.
It said that on its own it provides advertisers a display mobile advertising platform reaching 50 million Africans through nearly 3 billion ad impressions monthly. The company said as a committed player in Africa, it recognises the need to provide the mobile industry a data_driven, distinctly African consumer perspective on the state of mobile advertising.
Thus, the company includes focus on Nigeria where male acceptance of mobile advertising is 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.
James Lamberti, VP Global Research & Marketing of InMobi said, “Africans are among the most progressive in the world when it comes to mobile advertising and clearly ahead of consumers in Europe and the US when it comes to adoption. As smart phone technology, 3G networks and cost effective data plans take hold on the continent, a healthy market today becomes an explosive market in the future.
“African consumers have clearly embraced mobile as the primary screen in their lives. Publishers in Africa have a tremendous opportunity to improve the consumer experience by providing local content and grow their business simultaneously,” said Stephen Newton, VP & Managing Director, Africa at InMobi.