InMobi Mobile Consumer Research Findings for Kenya, Nigeria and South Africa

A Global Consumer View of Mobile Advertising:

Africa Results James Lamberti November, 2010"

In partnership with:"

•  24 Billion impressions •  6 Offices •  Live in 115 countries

•  185 Million Consumers Reached •  170 Employees •  2000+ Advertisers

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10x NEWSPAPERS"OVER 2x TV"NEARLY 3x THE WEB"

GLOBAL MOBILE DEVICE SALES $

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1.5 bn"TV Worldwide"

1.4 bn"Internet Users Worldwide"

Daily newspapers Worldwide"

480 mn"

4 BILLION MOBILE PHONES WORLDWIDE"THATʼS HALF THE POPULATION OF THE PLANET…"

IN AFRICA THE PHONE IS NOT JUST A SCREEN, ITʼS THE ONLY SCREEN. MOBILE TECHNOLOGY WILL TRANSFORM THE AFRICAN CONTINENT."

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20 MILLION CONSUMERS$

46 MILLION AFRICANS$




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8"

•  Consumer point of view limited"•  Actionable data and best practices often lacking"•  Global perspective on mobile advertising missing"

The Problem"

•  Provide a deep consumer view on mobile advertising"

•  Offer a global perspective across 14 countries and 6 regions"

•  Initiate on-going tracking and best practices research to help educate the market"

Research Objectives"

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2 Minutes and 8 Questions"14 Countries"20,000 Completes"English + In-Language"Age, Demo, Language Weighted"comScore Partnership"

Africa English Field "8/11 – 9/13"

2,525 completes"Fully Weighted"

20.3 Billion Impressions"6 Regions"15 Countries"

Africa"3 Countries"

Nigeria, Kenya, South Africa"

8 InMobi Executives"Objective Analysis "Mix of Global + Regional Leaders"6 Regions"

8 InMobi Executives"6 Regions"

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PART I: AFRICA RESULTS INMOBI NETWORK DATA

FULL RESULTS AT WWW.INMOBI.COM/RESEARCH"10"

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KENYA

Kenya Manufacturer Share: July 2010

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 2010

Available Impressions Manufacturer Available Impressions % Share Pt Chg

Regional* Development

Index

Global Development

IndexNokia 200,746,839 66.3% +2.0 108 140

Samsung 54,454,626 18.0% -1.0 82 137Motorola 18,411,329 6.1% -1.6 198 140

SonyEricsson 10,769,783 3.6% -0.1 57 35

68%

19%

6%

4% 3%

Nokia

Samsung

Motorola

SonyEricsson

handset




SOUTH AFRICA

South Africa OS Shares: July 2010

www.inmobi.com Source: InMobi Global Mobile Ad Network Statistics, July 2010Page --

Device Available Impressions % Share Pt Chg

Regional* Development

Index

Global Development

IndexSamsung SGH E250 59,212,859 5.9% -0.4 174 746Samsung SGH E250i 57,865,927 5.8% +0.6 214 1205Samsung GT S5233A 38,667,835 3.9% 0.1 238 1181

LG KS360 33,286,602 3.3% -0.3 254 1201Samsung SGH-M620 29,789,161 3.0% -0.1 205 1121

Nokia 1680c 25,910,193 2.6% No Change 79 275Motorola V360 24,295,321 2.4% -0.2 233 1402

Nokia E63 21,054,378 2.1% +0.3 219 165RIM BlackBerry 8520 20,276,503 2.0% +0.5 272 239

Nokia N70 19,546,668 1.9% No Change 50 86Nokia 5800 XpressMusic 17,960,246 1.8% No Change 183 196

Nokia 6300 16,749,645 1.7% No Change 43 65Samsung SGH J750 13,789,901 1.4% -0.1 253 1699

Samsung C3053 13,613,540 1.4% -0.1 199 455Nokia 2630 13,292,397 1.3% No Change 93 127

SonyEricsson W350i 12,459,624 1.2% -0.1 186 417Samsung GT B3310 11,072,945 1.1% No Change 237 538

Nokia 2760 10,936,806 1.1% -0.1 114 366LG LG-KP265 10,833,370 1.1% -0.1 273 1580

Nokia X3 10,775,158 1.1% +0.3 157 349Samsung SGH D900i 10,662,212 1.1% -0.1 239 1125Samsung SGH-E370 10,587,335 1.1% -0.1 253 1710Samsung SGH-J700L 10,001,265 1.0% -0.1 167 607

LG KG290 9,650,301 1.0% -0.1 257 1720Nokia device 9,381,597 0.9% +0.5 175 94Nokia 5000d 9,167,697 0.9% No Change 153 371

PART II: AFRICA RESULTS CONSUMER SURVEYS"

17"

Question" Specific Language"

1.  Gender"Are you:"○ Male"○ Female"

2.  Age "Your age:"○ 0 -14 [End]!○ 15 - 24"○ 25 - 34"

○ 35 - 44"○ 45 - 64"○ 65 +"

3. Overall opinion"

How comfortable are you with mobile advertising?"○ Very comfortable, they serve an important purpose"○ Somewhat comfortable, Iʼm getting used to seeing them"○ Not comfortable at all, they are intrusive"○ No opinion, I do not think much about ads on my phone"

4. Ad benefits"

Has a mobile ad ever…? [check all that apply]!□ Introduced me to something new"□ Helped me learn more about something"□ Saved me money "□ Saved me time"□ Helped me find something nearby"□ Reminded me of something important"□ Entertained me"□ Given me something for free "□ Been relevant to who I am or what I am doing"

5. What if … apps"

With ads on your phone: you get free apps"Without ads: you pay for those apps"

Are you more willing to have ads on your phone?"○ Yes"○ Maybe"○ No"

Question" Specific Language"

6. What if … data plan"

With ads: your phone bill is reduced by 10%"Without ads: you pay the regular price"


7. What if … relevance"

What if all the ads on your phone are personalized to you in a helpful way. "

For example, you travel to a new city and an ad gives you a coupon to a local restaurant."


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Full Questionnaire"

18"

Ad Creative Strategy:4 Categories, 5 Calls to Action, 14 Countries"

Credentials:"#2 Global Hotel Brand" (after Holiday Inn, source: Lodging

Hospitality magazine online)!

#10 Global Brand "(Interbrand™ List, 2009)!

#5 Global Brand "(Interbrand™ List, 2009)!

#18 Global Brand"(Interbrand™ List, 2009)!

Scenario: " “Travel to a new city”!

“Movie X playing this summer”!

“International launch of Device Y”!

“New hybrid sport car”!

Five Calls-to-Action for Each: " •  Make a Call"•  Do a Search"•  Get Digital Content"

Four distinct brands:"

•  Make a Purchase"•  Share with Friends"

11!

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Consumers Experienced Real 300x50 Banner Creative, We Blinded Brands To Release These Results Publicly!

Specific Creative By Call to Action: Copy and 300 x 50 Banners"

12!

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Very comfortable," they serve an

important purpose"

Somewhat comfortable,"

Iʼm getting used to seeing them"

No opinion,"I do not think

much about ads on my phone"

Somewhat uncomfortable,"

they can be distracting"

Not comfortable at all,"

they are intrusive"

Level of Comfort with Mobile Advertising"

Base = Total respondents (n=2,525)"Q3. How comfortable are you with mobile advertising? "

22"

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Base = Total respondents (Africa=2,525; US=4,399; EU=894; Asia=3,350); *Caution: Small sample size"Q3. How comfortable are you with mobile advertising? "


23"

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Base = Total respondents (Africa=2,525; Nigeria=1,798; Kenya=493; South Africa=234)"Q3. How comfortable are you with mobile advertising? "


24"

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75%" 74%" 74%" 71%" 71%"

Italy" Kenya" Australia" Nigeria" UK"

Level of Comfort with Advertising"% Very or Somewhat comfortable"

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25"

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Base = Total respondents (Africa=2,525; Nigeria=1,798; Kenya=493; South Africa=234)"Q3. How comfortable are you with mobile advertising? "

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Base = Total respondents (Male=1,929; Female=596; Under 25=1,301; 25-44=1,133; 45+=91*); *Caution: Small sample size"Q3. How comfortable are you with mobile advertising? "


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26"

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US" EU" Asia"

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66%"

US" EU" Asia"

Male"

Female"

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27"Base = Total respondents (Male – Africa=1,929; US=3,194; EU=716; Asia=2,811; Female – Africa=596; US=1,205; EU=178; Asia=539)"Q3. How comfortable are you with mobile advertising? "

Level of Comfort with Mobile Advertising"% Top 2 Box Rating"

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76%" 74%" 75%"

Nigeria" Kenya" South Africa"

65%"74%"

45%"


Male"

Female"

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28"Base = Total respondents (Male – Africa=1,929; Nigeria=1,380; Kenya=378; South Africa=171; Female – Africa=596; Nigeria=418; Kenya=115; South Africa=63*); *Caution: Small sample size"Q3. How comfortable are you with mobile advertising? "


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US" EU" Asia"

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US" EU" Asia"

Under 25"

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29"


Base = Total respondents (Under 25 – Africa=1,301; US=2,327; EU=518; Asia=1,997; 25-44 – Africa=1,133; US=1,662; EU=337; Asia=1,225; 45+ - Africa=91*; US=410; EU=39*; Asia=128); *Caution: Small sample size"Q3. How comfortable are you with mobile advertising? "

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Free Apps">/)$ <"80/$ D*$

Base = Control respondents (n=657)"What if scenarios presented:"Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps; "Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price; "Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a local restaurant; Are you more willing to have ads on your phone?"

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Ads Personalized to You"

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Willingness to Have Ads on Phone"

30"

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Benefit of Mobile Advertisements Seen in the Past"

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Base = Control respondents (n=620)"Q4. Has a mobile ad ever…? [check all that apply]"

31"

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Benefits of Mobile Advertisements Seen in the Past"

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32"Base = Control respondents (Africa=620; US=1,506; EU=143; Asia=657)"Q4. Has a mobile ad ever…? [check all that apply]"

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Benefits of Mobile Advertisements Seen in the Past"

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33"Base = Control respondents (Africa=620; Nigeria=403; Kenya=105; South Africa=112)"Q4. Has a mobile ad ever…? [check all that apply]"

70%"

30%"

Yes, would click on one or more ad"

No, not click on any"

63%"37%"



72%"

28%"



79%"

21%"



Base = Test respondents (Best Western=581; Disney=481; Nokia=376; Honda=430)"Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"

34"

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'(3*"%d"+"&9"%

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30%"24%"

21%" 20%" 19%"

Call" Viral" Content" Search" Purchase"

Mobile Ads Consumers Would Click On"

Base = Test respondents (n=1,868)"Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]"

35"

T8/"$"9/%*9%G"8"$&++?%-*9C"$9"-%&8-%+*1"+?%+*81"-%/(%/6"%*8;$"&9*8G+?%)$(&-%F9&G"%(5%/6"%-"3*;"%*/9"+5:"

27%"37%" 36%"


Mobile Ads Consumers Would Click On"Call CTA"

36"

,5$*;&%E(C%@%B([%J%MgY%

Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)"Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"

P+*;1%/(%;&++%*9%/6"%>(9/%;(>C"++*8G%5($%\"8?&89%&8-%L(F/6%,5$*;&89:"

21%" 22%"

42%"


Mobile Ads Consumers Would Click On"Viral CTA"

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37"

,5$*;&%E(C%@%B([%J%@<Y%


20%" 20%"30%"


Mobile Ads Consumers Would Click On"Content CTA"


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38"

,5$*;&%E(C%@%B([%J%@^Y%

15%"20%"

40%"


Mobile Ads Consumers Would Click On"Purchase CTA"

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39"

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11/17/10" 40"

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•  2CC($/F8*/?%5($%^ggY%L6&$"%(5%h(*;":%%L,%-&/&%"[">C+*Z"9%)$&8-%(CC($/F8*/?:%

•  P(89F>"$%5&9;*8&O(8%V=XY%&;;"C/&8;"W%0*/6%/6"%8"0%C(0"$%/6"?%C(99"99%

@:   P(89F>"$9%>(9/%3&+F"%&8%&F/6"8O;%"[;6&8G"%(5%3&+F":%%H$""%*9%+"99%;(>C"++*8G%/6&8%$"+"3&8/%8"09%($%*85($>&O(8:%

•  a_Y%&G$""%/6"*$%*8/"$"9/%*8%>()*+"%*9%&)(F/%$"+"3&8/%*85($>&O(8:%

•  P(>C&$"-%/(%(8+?%<XY%5($%5$""%&CC9%($%a<Y%5($%9&3*8G9%(8%C6(8"%)*++:%

M:   P$"&O3"%>F9/%;(89*-"$%/6"%C"$9(8&+%8&/F$"%(5%/6"%-"3*;"%&8-%>()*+"#9%)$(&-%;(89F>"$%F9"%;&9"9%/(%-$*3"%C"$5($>&8;":%

•  L*>C+"%PE,9%+*1"%&%C6(8"%;&++%($%3*$&+%/$F>C%Z["-%0")%+*1"%"[C"$*"8;"9:%

<:   '($"%5(;F9%(8%06&/%0($19%V&9%(CC(9"-%/(%06&/#9%8"0W%0*++%6"+C%/6"%>&$1"/%G$(0:%%B$&8-%C"$5($>&8;"%)"8"Z/9%9;&+"%&8-%(i"$%;(89F>"$9%06&/%/6"?%0&8/:%

•  E(C%(5%5F88"+%)"8"Z/9%+*1"%+"&$8*8G%9(>"/6*8G%8"0%V<=YW%-(>*8&/":%%

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Technology

InMobi Mobile Consumer Research Findings for Kenya, Nigeria and South Africa