Mobile internet in Africa is gaining on fixed line connections.
Mobile marketing looks set to increase worldwide over the coming years, with improved technologies seeing more companies benefitting from such an approach.
One place where an upturn could be on the cards is Africa, especially as new research has highlighted unprecedented growth in the mobile market across the continent of late.
Commissioned by Twinpine, a mobile advertising network, the study revealed mobile internet is gathering pace against fixed line connections, with this movement particularly apparent in West Africa.
According to the report – entitled An Analysis of Mobile Technology in West Africa: The Case of Nigeria, Ghana and Cote D’Ivore – internet usage in this part of Africa is being driven by mobile penetration.
This uptake is also playing an important role in economic growth currently enjoyed by the region.
The study was conducted with the help of iHub Research – based in Kenya – and highlighted the expansion of mobile penetration in Nigeria, Ghana and the Ivory Coast over the last half-decade.
Such has been the growth in West Africa that mobile internet is almost on a level par with fixed line connections – the first time this has ever been the case.
Elo Umeh, chief executive officer at Twinpine – the head office of which is in Nigeria – and co-chair of the Mobile Marketing Association, West Africa, said: “The exponential growth of the mobile market in Africa is playing a critical role in closing the digital divide by giving the African population widespread access to a rich variety of affordable mobile technologies.”
Mr Umeh noted the findings underline the need for Nigeria, Ghana and Ivory Coast to achieve even greater monthly advertising impressions by making the most of these advancements.
He stated: “Now is the time for international brands and publishers to tap into the African mobile boom to maximise the revenue potential of mobile advertising.”
By targeting each of Africa’s 54 nations, brands should be able to deliver mobile marketing campaigns that have a real impact, the expert added.
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