InMobi survey looks at what keeps mobile subscribers in Nigeria loyal to their network, and what makes them switch networks

Published on July 09, 2012

Independent mobile ad network surveys over 1600 Nigerians to gain insight into how mobile operators can retain loyal subscribers

This week, global mobile ad network InMobi released findings on what mobile operators need to look at to ensure they are adding value to their subscribers. The results were based on a survey of over 1600 respondents across the country. While just over half of subscribers were happy with the service offered by their current operator, 13% of respondents were frustrated with high prices, 12% with limited data coverage and 9% with customer service. Hidden charges, limited voice coverage and dropped calls were also cause for frustration amongst mobile phone users. When asked about the key drivers for switching networks, 51% of respondents cited better data network quality and coverage, followed closely by better value with 24%. Subscribers were also interested in being provided with better deals to be on the same network as friends and family, better customer service, pricing packages which are easier to understand and better voice network quality and coverage. “As the mobile landscape becomes more accessible and more people tap into it, people are also looking for better handsets. This benefits everyone in the long term, as content rich mobile applications engage consumers for brands and businesses," says Moses Kemibaro, Sales Director for InMobi Africa. While a healthy 32% of people are content to stay where they are, a staggering 55% of subscribers would be open to switching operators if the right offer came along, with 13% actively looking to change their service providers. Attracting subscribers is imperative to maintaining a solid base and looking at options such as bonus free data and talk time is key to keeping subscribers happy. 62% of consumers want bonus free data, a statistic which is the same for loyal as well as high risk customers. Mobile ads play an important role in raising awareness and influencing decisions, with 40% of respondents indicating that ads about telecom offers and products increased awareness and 38% saying that it actually influenced their purchase decision. “The opportunity for mobile advertising for the introduction of new offers, products and services to consumers is enormous. Offering coupons and instant discounts engages consumers through their handsets, engaging them at their point of comfort,” says Kemibaro. “InMobi’s targeting capabilities allow cellular networks to target consumers that are currently using their competitors, as well as the ability to target specific handsets, allowing them to target new customers who will require an upgrade soon”, says Kemibaro. InMobi’s intelligent insight, conducted by consumer insights experts Decision Fuel, looks to provide agencies, publishers and advertisers with the latest, cutting-edge research on media consumption habits of consumers on mobile devicesand thereby contributing value to the mobile ecosystem in delivering the best mobile products for its partners and customers.

About InMobi

InMobi is the largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 485 Million consumers, in over 165 countries, through more than 93.4 Billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand the InMobi offering to creative agencies and brands. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo. To learn more, please visit www.inmobi.com/research, follow us on Twitter @InMobi, or read our blog at www.inmobi.com/inmobiblog/.

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