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Growth of smartphones in South Africa holds promise for mobile advertising

18 June 2012, 15:11

 I attended MediaShop’s Media Forum Breakfast last Wednesday, where Fiona Potgieter of Yonder Media shared some interesting mobile phone stats with the audience. The one stat that grabbed my attention was that 65% of mobile phones in South Africa are WAP enabled, but only 25% are used for accessing the Internet.

 Some digging, using OurMobilePlanet’s report, showed that South Africans do not use their smartphones as a primary device for accessing the Internet, but mainly when they are on the go or away from their computers.

 I predict that this is going to change in the future, as smartphones become the only/primary screen many consumers will come to have for accessing the Internet.

 Further digging revealed another interesting statistic, and that is South Africans with smartphones are most aware of mobile advertising compared to their Indian, British and American counterparts. 

 With anticipated growth in smartphone penetration as was reported by World Wide Worx recently, the future of mobile advertising looks promising.

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