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Mobile impacts Kenyan’s purchasing decisions most

Posted on February 29, 2012
By Daryn Smith

In the recent study conducted by InMobi, it was found that mobile media influences purchasing decisions of Kenyan consumers more than any other media including traditional media such as TV, Newspapers and radio. [caption id="attachment_3156" align="alignnone" width="402" caption="Media's purchasing influence in Kenya"]Media's purchasing influence in Kenya[/caption] Kenya has a population of 41 million people, but only a fraction of these (3.9 million) have access to fixed line internet, while more than half have a mobile subscription. In the global results of the Mobile Media Consumption research we conducted in conjunction with Decision Fuel, PC’s trumped the purchasing decisions of consumers. The difference between Kenya and the Global research can obviously be attributed to the levels of fixed line Internet penetration. In Q4 2011 during the period that the research was being conducted, InMobi served over 2 billion impressions in Kenya, which was a 256%, increase compared to the same period the year before. Kenya is a highly mobile centric market, with 89% of respondents to the research saying they are as comfortable with mobile advertising as they are with TV or online advertising. With figures like these, along with the measurability of mobile advertising, CMO’s in Kenya need to ensure that mobile is at the forefront of their marketing strategies. To download the Infographic which gives a good overview of the results of the Mobile Media Consumption research conducted in Kenya, visit the Consumer Research section of www.inmobi.com