Opera Mediaworks, the first mobile ad platform built for brands, just released a new report highlighting the state of mobile advertising in Africa, and while the entire report is pretty great and evidently well researched, what really stood out to me, was the segment that shone the spotlight on how important social media is to African web users.
Focusing on South Africa and Nigeria, Africa’s two largest economies, the company found that nearly 65% of all page views in South Africa and just under 60% in Nigeria are shockingly for social networking sites alone. The next category, search, accounts for less than 10% in both countries.
Opera reports that the enthusiasm for social networking sites is so great that people are willing to tolerate slow connections and small screens (I can’t even deny this, I know the stress I sometimes endure just to take a peep at my twitter feed). Although Opera’s measure is based on page views from its browser rather than on app use, the sample is still rather solid. Since most smartphones users are likely to have the Facebook app, the data suggest that Nigerians and South Africans are still accessing social networking sites even from their older, slower, not-so-smart phones.
Here’s the full report: ‘Africa: The State of Mobile Advertising’.