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62% of South Africans purchase on mobile devices

Published on June 20, 2011
62% of South Africans purchase on mobile devices

... as compared to 59% of Africa mobile web users that have purchased a digital or physical product through their mobile devices

MJohannesburg, 20 June, 2011 -- Research by InMobi, the world's largest independent mobile ad network, reveals that African mobile web users prefer the mobile channel (46%) to their Desktop (10%) and even In-store (44%) when shopping for Apparel, Consumer Electronics and Entertainment Tickets. This clearly highlights the shift to ‘shopping on the move’ across Africa. Surprisingly, non-smartphone users have an even higher preference of browsing and shopping using their Mobile versus Desktop than smartphone users. This signifies the higher dependence on mobile devices among feature phone users as it's their primary means to digital content in many cases. The study conducted among 3,100 African mobile web consumers found that 59% of South African users have purchased a digital product through their mobile device. Commenting on the study, James Lamberti, VP Global Research & Marketing at InMobi, commented that "Mobile shopping is becoming increasingly commonplace in Africa. It’s an exciting time for the consumer, retailer, and manufacturer as mobile shopping solutions will become more accessible, intelligent and compelling to use. With the high level of consumer acceptance a new mass reach retail channel has emerged setting up huge opportunities in the world of mobile advertising. "

Most popular purchases from mobile devices in South Africa:

Product % Buying
Digital Goods 45%
Consumer Electronics 11%
Travel 10%
Apparel 7%
Entertainment Tickets 7%
Other 3%

Full results of the study, conducted in 14 countries among 15,000 consumers, will be released in a global research roadshow to leading agencies, brands, analysts, and journalists. For further information, please visit www.inmobi.com.


About the Study

The study, entitled "A Global Consumer Perspective on Mobile Shopping", was conducted among 15,000 consumers in 14 countries in North America, Europe, Africa, and Asia during February and March 2011. Consumers participated in the study directly through their mobile devices offering the mobile ecosystem a point of view on mobile shopping among mobile Internet users.

About InMobi

InMobi is the world's largest independent mobile advertising network. With offices on four continents, it provides advertisers, publishers and developers with a uniquely global solution for advertising. Its network is growing fast and now delivers the unprecedented ability to reach 314 million consumers, in over 200 countries, through more than 35 billion mobile ad impressions monthly. InMobi was recently selected as the 2011 AlwaysOn Top 100 Mobile Companies in Silicon Valley. InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in Nairobi, London, San Francisco, Bangalore, Tokyo, and Singapore. To learn more, please visit www.InMobi.com/research, follow us on Twitter @InMobi, or read our blog at www.InMobi.com/InMobiblog/.