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’.
On January 27, 2021, Techpoint Africa will be hosting the brightest minds in decentralised finance/crypto at the Digital Currency Summit tagged “Building the money of the future” Click here for more details, registration and sponsorship.
Report: Millionaire West African startups” raised over $1.806 billion between 2010 and 2019, 97.9% of which went to Nigerian startups. Get a free overview and 50% purchase discount here.
Listen to Built in Africa, a podcast by Techpoint Africa
Writer & Content Strategist.