Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.

1. THE MOBILE
INTERNET CONSUMER
AFRICA 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

2. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Preface
The Mobile Internet Consumer – Africa 2013 report produced by Vserv
addresses the audience insights of the growing mobile internet user base in
Africa. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and
insights are drawn from a survey conducted in 6 key countries – Egypt,
Ghana, Kenya, Nigeria, South Africa and Uganda.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It will also help app developers, content providers, OEMs &
telecom service providers in understanding the evolving mobile consumer. It is
created with the objective to help brands plan their media strategy for
reaching the right target audience through Mobile Web & Apps. The Mobile
Internet Consumer report is available for India, Southeast Asia, Middle East &
Africa and Latin America.
2

3. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
DEMOGRAPHICS
3THE MOBILE INTERNET CONSUMER - AFRICA 2013 |

4. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
52%
25%
9%
Over half of the mobile
internet users in Africa
belong to 18-24 years
age groups
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
4
Age
15%

5. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Over 2/3rd of the
mobile internet users in
Africa are men
Male Female
29%
71%
5
Gender

6. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Over 3rd of the mobile internet users in Africa are Graduates
or Post Graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto 12 yrs
6
Education
35%
39%
23%
Uneducated 3%

7. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
3 out of 7 mobile
internet users in
Africa are
students
7
Occupation
Business12%
Self Employed
Professional13%
Full-time job14%
Part-time job8%
Earning class
48%
Currently
not working7%
Housewife1%
Student43%

8. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
CONSUMPTION PATTERN
8THE MOBILE INTERNET CONSUMER - AFRICA 2013 |

9. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
76%
55% 51% 47%
Over 3/4th of the
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
9
Mobile content downloaded
in the last month

10. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Almost 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
74%
48%
48%
45%

11. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
PURCHASING POWER
11THE MOBILE INTERNET CONSUMER - AFRICA 2013 |

12. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Payment Cards
48%
Consumer Durables
57%
Automobiles
35%
Nearly half the mobile internet users
in North America have payment
cards
Connected Devices
Computers Tablets
41%58%
12
Product Ownership

13. THE MOBILE INTERNET CONSUMER - AFRICA 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Almost 3/4th of the mobile internet users have been to a
shopping mall/market in the last month
13
Affluent Lifestyle
56%
41%
74%

14. The Mobile Internet Consumer report produced by MMA & Vserv is based on
a primary survey of over 3000 mobile web & app users. The survey was
conducted using random sampling for natural representation of the target
group across 6 key countries in Africa - Egypt, Ghana, Kenya, Nigeria, South
Africa and Uganda. The overall Africa averages were weighted as per the
regional composition of mobile internet users in each focus country.
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.com or visit vserv.com/insights

15. The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Association’s global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMA’s Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.

16. Vserv is a leading mobile marketing platform that delivers smart data led results to
marketers, app developers, telcos and data partners. Powered by its award winning
market first technologies, the company drives engaging mobile experiences for the
emerging billion mobile internet users. Founded in 2010; Vserv has 500 million+
unique user profiles and a global footprint with offices across USA, UK, South Africa,
India, Dubai, Singapore, Thailand, Indonesia, Malaysia, Philippines & Vietnam.
About Vserv
Visit www.vserv.com for more details or follow Vserv.com on: @vserv