The just-concluded Mobile West Africa Conference was a very informative event and attendees had many opportunities to learn from professionals in the field of mobile technology and marketing.
The Connect Nigeria team was present during the three-day event and many points were noted down for your reading pleasure.
Below are a few interesting points provided by guest speakers and panelists. They have been grouped under different themes.
Consumer adoption of mobile devices and internet:
1. 18 is the median age of mobile phone users in Nigeria
2. 73% of Nigerians say their phone is their most important possession.
3. The rate of smartphone penetration in the Nigerian market is surprisingly low, with only 25% of the population owning a smartphone as of 2014.
4. Majority of mobile phone owners have access to 2G network services, not 3G.
5. In 2011 Q4, the use of mobile internet reportedly overtook that of desktop internet in the country.
Mobile marketing:
1. The use of mobile banners is considered to be the future of advertising in Nigeria.
2. Visuals (photos/pictures) must not be overlooked in mobile marketing materials as they cut across language barriers.
3. Email newsletters should be personalised, with visuals being complimentary of text.
4. SMS Marketing was initially set as permission-based. The National Telecommunications Commission has however provided an opt-out option for mobile phone users.
5. Network subscribers – who wish to opt out of receiving unwanted SMS marketing messages – can simply contact their respective network’s helplines to be included on a Do Not Disturb list.
Mobile content production:
1. Based on a Mobi Hunter survey with 18750 respondents, more people chat on-the-go (50%) than read (25%).
2. Mobile phone apps are very expensive to develop, and yet are used less by consumers than websites.
3. App developers should abstain from heavily monetising a single app. Instead, they should spread pricing across different apps.
4. Social media, infotainment and educational services are the three most visited content on the web.
About the Writer: Ify Halim is a young Creative and a promoter of values through the force that is writing. Follow her on twitter @MissHalim
