• Media Consumption & Trends

Using mobile to influence South African shoppers

Daryn Smith
5 min read
Posted on July 31, 2012

The inaugural Mobile Bytes events for South Africa recently took place in Johannesburg and Cape Town, at these events InMobi presented research conducted in South Africa, firstly on opportunities for telecommunications brands, and secondly how mobile influences South African shoppers. As every brand in the World today requires consumers to buy their products or services, the study on retail is of particular importance. InMobi has turned the results of this study into easy reference Infographics that can be downloaded here:

From the Telecommunications study, some of the key insights are that unlike content received on a computers Internet browser, consumers are prepared to pay for mobile content. And telecommunications providers, and handset manufacturers can use Mobile advertising to affectively target competitors customers. The Retail research, or search-andising study shows the massive extent to which South Africans are turning to their mobile to augment their shopping experience, with 80% of consumers in malls using their mobile devices to help them shop. The study uncovered how few retailers have a mobile presence, yet there is an array of content that consumers are demanding while shopping. Astute retailers who can quickly roll out a mobile presence could use this as a significant differentiator to win consumers from competitors, especially when complimented with smart mobile advertising campaigns that use mobile coupons to convert consumers.

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