Rating: 3 billion impressions a month
Proof that mobile is King in West Africa in particular has been provided by research carried out for Twinpine – the mobile advertising network, in conjunction with Kenya-based iHub Research. It shows that mobile penetration is driving internet usage across West Africa and playing a fundamental role in fuelling economic growth. The study entitled ‘An analysis of Mobile Technology in West Africa: The Case Of Nigeria, Ghana and Cote D’Ivoire‘ and analyses mobile usage across Nigeria, Ghana and the Ivory Coast. Already Nigeria, Ghana and the Ivory Coast are achieving high monthly advertising impressions and Nigeria is especially strong with 3 billion impressions a month.
The diversity of Africa very definitely doesn’t get appreciated – especially in the West.
The area’s youth are all experiencing the internet via the mobile web and this trend is set to explode.
For example, the UN’s 2010 World Population Prospects study found that 42.8 per cent of the Nigerian population are under 14.
Not only are young Africans accessing the internet via mobile but they are also using social networks from their mobile devices.
This is reflected by this research’s finding that the most popular website visited on phones across all three countries is Facebook.
“As the research shows, mobile internet is set to quickly become the primary method of going online,” said Elo Umeh, CEO with Twinpine and co-chair of the Mobile Marketing Association, West Africa.
Twinpine is a mobile advertising network reaching millions of African consumers via their mobile devices with operations in Nigeria, Ghana and Kenya.
Twinpine currently serves advertising on the top Nigerian and International mobile publishers, aggregating premium local and international inventory across the categories of news, sports, business, entertainment, sport and social networking.
The company works with more than 30 leading ad agencies around the world and has delivered value for brands such as Nokia, MTN, Pepsi, Autodesk, and local industry giants like Interswitch, Enterprise Bank, and Nigerian Breweries.
Read the full Press release here.