Global mobile ad network, InMobi, this week released insights on Kenyan shoppers and their behaviour when making purchase decisions. The results, based on a survey of 503 respondents across Greater Nairobi, Eldoret, Kisumu, Mombassa, Nakuru and Nyeri and included less prominent cities, small towns and villages, showed how mobile is increasingly influencing shopping behaviour. When looking across types of retailer, findings revealed that 65% of shoppers are influenced by their mobile phones when making a decision to buy something at a supermarket. In speciality stores consumers use mobile34% of the time to augment their shopping experience, and in malls or department stores 31%. Interestingly, 29% of consumers are using their mobile phones while shopping at street traders whether that be to compare product prices to major retailers, checking availability or looking for the ingredients in products. “The mobile phone has become the consumer’s constant companion and is their social interface to the world, and also reaches them when they are economically active unlike many other types of media. The power to influence behaviour in the retail space is taking off on a global scale, and retailers in Africa are starting to realise the potential,” says Moses Kemibaro, Sales Director for InMobi Africa. In Kenya, pre-shopping mobile searches were popular among consumers, presenting a vast opportunity for retailers to convert sales before the shopper has even arrived at the retailer. 69% of respondents conducted mobile searches on electronics or appliances, with 46% pre-searching for restaurants and bars and67% searching for luxury goods including clothing and accessories. Interestingly, higher income earners more likely to research online, or search andise before making decisions, with all consumers continuing to use their mobile phones well into the shopping experience. 41% scan the product code to find out more information online, 31% track their shopping list and expenses on their phones, and 20% take pictures of products for their own consideration. Female youths are 10% more likely to take pictures to get their friends’ input on products. When asked what mobile content was most useful to them whilst shopping, 46% of respondents cited product information and availability, followed closely with 34% looking for information on sales and promotions and 30% looking for custom shopping lists. Showcasing products in the mobile space is becoming progressively more innovative as tools such as HTML5 and 3D product modeling create an engaging environment for the consumer. 23% of Kenyans surveyed would like to see more product information or photos through their mobile to aid them in their shopping experience, with 9% wanting to see store hours and directions on their phones. 8% of respondents wanted official retail apps such as paperless receipts, gift cards and product catalogues. Overall, the outlook towards mobile retail advertising remains positive as mobile gives consumers the convenience needed to compare prices, search trends and identify with their brands of choice. While television (47%) and newspaper ads (42%) still drive most feet to retailers, social media(42%) is playing a major part, and most social media interactions are now conducted on a mobile phone. “Consumers are looking for the full brand experience, and the convergence between mobile and social to create a retail pull is a proven and cost effective way to translate consumer behaviour online into purchase decisions,” said Kemibaro. Kemibaro continues, “Targeting potential shoppers with mobile advertising is key for retailers, by offering mobile coupons for example, a retailer could switch a shopper, even if the shopper is in a competitor store at that point in time”. 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 devices and thereby contributing value to the mobile ecosystem in delivering the best mobile products for its partners and customers.
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 atwww.inmobi.com/inmobiblog/.
