1 / 11

Online and Mobile research in Africa

Online and Mobile research in Africa. James Edwards – Commercial Director Yahoo! Africa. Overview of the African Internet and mobile market:. 110 million internet users in Africa – 11% penetration. Growth of 2400% in the last 10 years.

caroun
Download Presentation

Online and Mobile research in Africa

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Online and Mobile research in Africa James Edwards – Commercial Director Yahoo! Africa.

  2. Overview of the African Internet and mobile market: • 110 million internet users in Africa – 11% penetration. • Growth of 2400% in the last 10 years. • Internet growth is 6 times faster in Africa than rest of world. • Only 25% electricity penetration! • 400 million Africans use a mobile phones – 45% penetration of population. World internet stats 2009 Key points – multiple sim cards per user

  3. Who is connected in Africa? • 70% Male • 53% have some sort of post education. • 81% work full time • 55% of users between 25 - 40 • 27% have a credit card • 41% are married • 39% have more than 1 child • 90% connect at least per week The digital market size will continue to grow as internet penetration grows. It is our young decision makers and thought leaders who are digitally active NOW! Captive Intelligence July 2010

  4. How can we target these digital users in Africa Display Advertising Mobile Advertising Direct Email Advertising Search Advertising Social Media

  5. How can you target your research campaigns? • Age • Gender • Behavior targeting • Time of day targeting • Purchase cycle – where are you? • Re-targeting – past interaction • Geo location - country • Types of surveys: • Client branded • Non branded – with post branding. • Incentivized • Reward research scheme • On site research

  6. Online research Campaign set up: Pick a brand Age market Gender Market Geo - location

  7. Surveys can be targeted to both a controlled group and an exposed group.

  8. Key tips for online and mobile research: • Mobile and online offer 2 different target marketsin Africa. • Plan your research campaign to your exact audience. Why waste? • Ensure your creative appeals to your exact target market. • Frequency cap creative to ensure little wastage. • Ensure your questions meet the objectives of your campaigns. • Limit your questions – 10 online, 6 mobile. • Depending on research campaign drive interaction with a reward. • Offer loyalty programs where users can build reward points. • Ensure your campaign is managed an optimized through an ad server. • Find the correct costing model for your budget – CPM, CPC or CPA.

  9. If You want to go quickly, go alone. • If you want to go far, go together.” • - African Proverb

More Related