Nigerians prefer mobile apps to mobile websites, report says

Tuesday, 02 October 2012 00:00 Ben Uzor Jr

Inmobi, the largest independent mobile ad network latest research has revealed that Nigerians are currently more enthusiastic for mobile apps appreciation than mobile websites, as three out of five users have paid for a mobile app. Moses Kemibaro, sales director for InMobi said the research conducted with 1007 respondents in Nigeria recruited via the InMobi Ad network, is an avenue to redirect minds of local apps developers.

He added that the industry requires that those who look forward to establish business or revenue through mobile apps or mobile webs should know what an average Nigerian thinks and how they can take advantage of that.

“We want them to understand the usage and preferences; where Nigerians are concerned in terms of mobile apps; Nigerians’ attitudes, opinions, expectations, etc,” Kemibaro said. He further added that 60 percent of the respondents preferred mobile apps to mobile web; of the number 63 per cent are young adults between the ages of 18 and 24; 68 per cent of whom are mothers. Through the research work, Inmobi, a global leader in the mobile technology space ascertained that social media and entertainment with 81 per cent each are the mobile content accessed most regularly followed by games (73 percent), news (70 percent), sports (55 per cent), Finance (40 percent) and shopping (38 percent). “In terms of generating revenue through mobile devices, as far as Nigeria is concerned, social media, entertainment, news and sports are areas one needs to focus on,” the Inmobi ales director advised content developers.

On the other hand, Facebook, WapTrick, Google and Yahoo account for 50 per cent Nigeria’s favourite mobile websites. Perhaps, over 35 other sites formed part of the research. On most useful functions in mobile apps and mobile sites 91 per cent of the respondents are willing to patronise the apps and sites to share contents with friends and family; another 91 per cent for excellent graphics; 89 per cent go for them based on simplicity; 87 per cent said regular updates on those apps and webs met their fancy; 79 per cent are captured for location based features and 65 per cent appreciate the hardware integration.

Inspite of the success, Inmobi also found that apart from cost, there are other factors that hinder more Nigerians from partaking in the tide, hence contents are either difficult to download, too slow, too big, not user friendly or not useful and could not match one’s type of phone. According to him, three out of five users have paid for a mobile app. In that regard, seven per cent of the respondents spent more than #1,630 and 95 per cent of these users are willing to pay for Apps. Out of the number, 25 per cent are willing to pay for Social Media. Games: 25 per cent; Entertainment: 18 per cent; Sports: 11 per cent; News: 8 per cent and Shopping: 5 per cent. Speaking on the mode of carrying out the study, Kemibaro said, “We contract DECISIONFUEL, an Independent mobile research specialist.

“The reason we do this is because it is their area of specialization. They collate the data; ensure impartiality, so that the data serve the best interest of what Inmobi is trying to do. Globally, Inmobi is reaching 635 billion consumers with 100 billion impressions every month with 165 countries presence. “What this means is that we are touching 40 per cent of mobile internet users globally, on average of 200 times a month,” the sales director added.