[IMCC 2011] Mobile shopping goes wild in SA, Africa

Unpacking the findings, InMobi Africa VP and MD Isis Nyong'o (@inyongo) said mobile shopping in Africa is no longer just for content and youth, but has also become a preference for all age groups and intense shopping.

Most surprising finding

But, perhaps the most surprising finding of the study is that even non-smartphone users prefer mobile shopping more than smartphone users, whose devices appear to be more 'sophisticated' than 'ordinary' phones.

Africa has currently 489 million mobile web users, and 69 mobile data subscribers, according to InMobi recent statistics.

Nyong'o also revealed that 62% of these mobile shoppers are relatively satisfied, with consumers buying digital goods the most satisfied of all, while those buying entertainment tickets the least satisfied. These findings will likely confirm what experts have described as an explosion of the mobile market in Africa - a place seen before as a 'dark continent', but which is now at the centre of the agenda of most global investors.

Despite the continent still facing serious social, reputation and leadership challenges, brand experts believe the successes of sectors such as telecommunications and retail, and the resulting increase in overseas investment, provide optimism for the continent's future.

Convenience and ease-of-use

Furthermore, the InMobi study said convenience and ease-of-use seem to be the main reasons that mobile web users prefer the mobile shopping route, which saves them time and energy. Kenya's Nyong'o, who joined InMobi in February this year to lead business expansion in Africa, said: "People shopping for clothes via mobile web first read reviews, find local retailers, compare prices, and, at the end, research products.

With 69% of African consumers already embracing mobile advertising and 46% saying mobile ads serve an important purpose, Nyong'o said there is a high level of comfort in mobile advertising among African mobile shoppers.

The InMobi study also reports that three out of four mobile web buyers said they are being influenced by mobile ads.

"Many consumers are already ahead of us," the former Google employee warned, urging African businesses to tailor the mobile experience for convenience and ease of use.

Key roles in new buying behaviour

"Plan an application and a mobile web strategy to succeed. Try to exercise across all devices as smartphone users are not the only mobile shoppers," she stated, adding that businesses should bear in mind that mobile advertising mobile is playing a key role in this new buying behaviour.

InMobi, which is said to be the world's largest mobile ad network, has 314 million monthly unique users, operates in five continents and employs 250 people globally.

The two-day IMC conference, coordinated and put together by Living Your Brand, is being attended by close to 200 delegates. Speakers of the event include Grant Sithole (Draftfcb), Ben Wagner (Native), Heidi Brauer (Kulula and British Airways), Walter Pike (pike.co.za), Nikki Cockcroft (outgoing CEO of Primedia Online) and Nazeer Suliman (Microsoft).

For more, go to www.imcc.co.za and www.inmobi.com/research and follow hashtag #IMCC on Twitter.

See also:

• Bizcommunity: African mobile advertising market continues growth - InMobi