LONDON: Brands and advertisers who want to reach consumers in Africa should consider mobile as their principal channel, as the continent experiences a combination of economic growth, expansion of mobile services and rapid uptake of smartphones.
These are the conclusions of a White Paper published by M&C Saatchi Mobile which seeks to dispel common misperceptions about the state of the African mobile telecoms market and to highlight the opportunities that mobile presents as a mass market channel for reaching and engaging with consumers.
“Contrary to popular thinking, Africa is not an under-developed region – it’s the second largest and fastest-growing mobile phone market in the world after China,” said James Hilton, Global CEO of M&C Saatchi Mobile.
“The large numbers of African mobile consumers with web-connected smartphones using their device to surf the internet or download apps shows that the assumption that mobile services in Africa are only about SMS and low-end handsets is seriously out of date,” he added.
Smartphone penetration already stands at 25% of mobile consumers in Nigeria and the White Paper expected that smartphone sales would account for 15% of the mobile market in Africa in 2014, rising to 40% by 2017. Read more