Mobile internet users are dominating the African internet landscape, according to Opera MediaWorks’ latest State of Mobile Advertising report.

According to the report, 58% of all internet users in Africa gain access via a mobile device against an even more dramatic metric that 99% of Kenyan internet users do so via mobile devices.

The report examines the mobile internet and mobile advertising landscape across Africa and uncovered some interesting – but somehow already known – trends across the continent.

Data from the report spotlighting Nigeria and South Africa shows that while both countries download a lot of gaming apps, social networking is the most used feature among users in both countries.

This massive use of social media would turn out a good source of market intelligence for advertisers, the report suggests. “There is significantly more inventory on social-networking sites and apps for advertisers to consider.”

Casting back to the macro-African landscape, the report says that smartphones, especially Android devices are becoming more popular – with 30% prevalence – in the continent that is currently dominated by feature phones.

“Smart devices are gaining momentum. In Middle Africa, Android adoption rivals that of our global audience, while Northern and Southern Africa show significant adoption rates, as well,” the report reads in part.

Advertising on mobile apps is also projected to be on the rise from its modest 5% as more users adopt smart devices.

Opera Mediaworks is OperaMini’s mobile ad platform for brands. Check out the full report ‘Africa: The State of Mobile Advertising’.

Photo Credit: whiteafrican via Compfight cc

Gbenga Onalaja Author

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