InMobi survey reveals that mobile is primary means of going online for Egyptian consumers

Published on April 16, 2012

Independent mobile ad network reports on global mobile media trends, mobile advertising, and its impact on purchases and m-commerce among consumers

Global mobile ad network, InMobi, this week announced the results of the Egyptian portion of its Mobile Media Consumption Survey. The global results released in February 2012, were based on a survey of over 20,000 mobile web using consumers in 20 markets across all continents, showed how mobile devices are redefining the media landscape across the world and tracked mobile and media trends across various influential markets. In Egypt, results showed that 65% of mobile web users use mobile as either their primary or exclusive means of going online, with respondents spending 30% of their media time on mobile, and a close second with 29% of their media time on TV. This media consumption survey showed traditional media is being consumed much less with only 8% of respondents’ media time spent listening to radio and 8% reading magazines and newspapers. 1 When asked what types of applications or web content Egyptian consumers accessed on their mobiles, news was the top draw card with 80%, followed closely by entertainment (74%), games (71%) and sport (71%). This popularity is expected to continue to grow in the next 12 months.2 Mobile consumers are also increasingly recognizing the impact of mobile advertising on purchase behaviour and their willingness to transact over mobile. Of the most powerful media influencing purchase decisions, TV was still in the lead with 62%, followed by going online via laptop or desktop (53%) and mobile catching up fast with 30%.3 “Mobile devices are becoming increasingly important to consumers in Egypt and around the World, it is important for brands to recognize this and embrace the opportunities that they present in order to stay relevant to their target markets,” said Moses Kemibaro, Africa Sales Director, InMobi. InMobi recruited Egyptian respondents via its global mobile ad network in April 2012, and used Decision Fuel’s mobile web platforms to collect a representative sample, including a full range of Smart-phone & feature phone users. 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. 1 Sample n = 892 representative of the overall media web population in Egypt (15-65 years old) 2 Sample n = 973 representative of the overall media web population in Egypt (15-65 years old) 3 Sample n = 1049, representative of the overall media web population in Egypt (15-65 years old)

 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 atwww.inmobi.com/inmobiblog/.

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