Mobile internet usage in West Africa is set to surpass fixed line internet within the next year, according to research commissioned by African mobile ad network Twinpine.
The research, carried out in conjunction with iHub Research, looked at mobile usage in Nigeria, Ghana and the Ivory Coast. Combined, the three countries have 130m mobile subscriptions, and subscriptions doubled in all three between 2007 and 2011.
In Nigeria, usage of the mobile internet stands at 26 per cent, compared to 28 per cent for fixed internet. In Ghana, meanwhile, mobile internet is at nine per cent, versus 10 per cent fixed.
“Poor fixed line infrastructure in Africa has acted as a barrier to internet adoption for the majority of people, and is the reason for limited broadband adoption across the continent,” said Twinpine CEO Elo Umeh. “However, the exponential growth of the mobile market in Africa is playing a critical role in closing the digital divide by giving the African population widespread access to a rich variety of affordable mobile technologies.
“Now is the time for international brands and publishers to tap into the African mobile boom to maximise the revenue potential of mobile advertising. Already Nigeria, Ghana and the Ivory Coast are achieving high monthly advertising impressions – Nigeria is especially strong, with 3bn impressions a month. However, to ensure brands deliver the most impactful campaigns it is critical they do not approach Africa as a single entity; they must develop a rich understanding of each and every one of the continent’s 54 nations.”