1. Mobile Internet in AfricaAfrica Com – Cape Town November 2010 Alistair Hill – Co-Founder
2. Methodology State of Mobile Internet Opera Comparisons Satisfaction and the Word of Mouth Effect Agenda
3. On Device Research Services On Device Answers On Device Effectiveness On Device Panels Global consumer research panels. Quick and affordable insight from any country. Device agnostic survey product. Works on mobile, PC, iPad. Advertising effectiveness for mobile and outdoor media.
16. Scope of Research – 7 African Countries Egypt - Arabic Ghana Kenya Nigeria Senegal - French South Africa Tanzania Total Sample Size = 7325
17. Methodology State of Mobile Internet Opera Comparisons Satisfaction and the Word of Mouth Effect Agenda
18. Mobile Internet Jumping the Gap It has often been assumed that the mobile internet will be the sole access method for many in Africa. The results of the study show that for well over 50% this is the case. In contrast only 20% of UK mobile internet browsers never or infrequently (once a month or less) use the desktop internet. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UK Date: October 2010 N= 7325 + UK=1203
19. African Mobile Internet Users are Early Adopters Most mobile internet users in Africa are aged between 13 and 34 (91%) and male (83%), the typical early adopter profile. Many are in school or university, showing the need for a level of education. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
20. Nokia Dominates Mobile Browsing in Africa 15% of respondents owned a smartphone. Nearly all smartphones were Nokia Symbian devices with almost no advanced smartphones, e.g. Android and iOS. (iPhones 0.3%).
21. Downloading Content and Social Networking Leads Mobile Browsing Behaviour Over 50% of mobile browsers go to sites for downloading games and music. Communication services such as social networking and email popular. Almost half search, which for some is the entry point to the Internet. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
22. Compared to the UK, AfricanMobile Browsers Are Less Active With 60% of mobile browsers in the UK owning a smartphone it is unsurprising that they are doing a larger variety of activities than those in the 7 African countries. More emphasis is placed on e-mail and social networking with almost two thirds of mobile browsers accessing it via their mobile phones Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 - N= 7325 UK Source: comScore - August 2010
23. Methodology State of Mobile Internet Opera Comparisons Satisfaction and the Word of Mouth Effect Agenda
24. Opera Providing Smartphone Like Experience Opera browsers do more on the mobile internet, increasing penetration in most categories. They are 12% more likely to browse on a daily basis. They move from consuming media to interacting with media, using services such as email, social networking and search. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
25. Opera Providing Smartphone Like Experience Opera users are 33% more likely to use social networks than Non-Opera browsers. In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UK Date: October 2010 N= 7325 + UK=1203
26. Opera Users More Likely to Browse for Mobile Content Opera browsers are 37% more likely to go to sites to download music. 16% more likely to browse for Games. Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
27. 50% of Opera Browsers Purchase Music via Mobile Opera browsers are 35% more likely to purchase music via their mobile device than those who don’t use opera. 29% more likely to purchase games. +35% +29% +4% +15% Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal Date: October 2010 N= 7325
28. Methodology State of Mobile Internet Opera Comparisons Satisfaction and the Word of Mouth Effect Agenda
29. Gaining Word of Mouth Momentum Key for Mobile Internet Growth The UK mobile internet market took 2 years to recover from poor word of mouth, caused by poor experience and high charges. Mobile Internet growth is dependent on consumers finding it so compelling that they tell their friends and family about it.
30. Gaining Word of Mouth Momentum Key for Mobile Internet Growth In some countries, those who don’t use Opera have a minus score. This means that those who don’t use Opera are more likely to say negative things about the mobile internet than positive, potentially stifling growth.
31. The Link Between Device and Operator Satisfaction There is a correlation between operator and device satisfaction of 0.65. There is a link between a consumer opinion of their device and their mobile operator
32. The Link Between Device and Operator Satisfaction There is a correlation between operator and device satisfaction of 0.65. There is a link between a consumer opinion of their device and their mobile operator
33. Non-Opera Browsers More Likely to Stop Using Operator We asked mobile internet users-“How likely are you to stop using your current mobile operator?” Opera browsers are 8% less likely to state they are want to stop using an operator than those who don’t use Opera. -8% -31%
34. Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232 Thank You
