AGLOBALVIEWOFMOBILEADVERTISING: OCTOBER2010REPORT-AFRICAMARKET
SECONDRELEASE:INMOBINETWORKDATA ReleaseDate:6January,2011
The Worlds Largest Independent Mobile Ad Network
Todownloadthefullreport,visitusatwww.InMobi.com/research

www.inmobi.com

research@inmobi.com

NET WORK DATA

Network Data: Specifications and Representation

Specifications

Data in this report are sourced from our global mobile advertising network which served 24.1 billion impressions in October 2010. With 102 countries receiving over 10 million impressions in October 2010, we are able to claim one of the broadest and most representative networks in the world. Exact specifications are as follows: Global Available Impressions in July 2010: 20.3 Billion Global Available Impressions in October 2010: 24.1 Billion Regions Represented: Africa, Asia Pacific, Europe, Middle East, North America, and South America Countries Represented: 102 countries with over 10 million impressions in October 2010 Base Measure: Available Impressions Reports: Market Summary, Manufacturer Share, OS Share, and Top Handsets & Connected Devices Time Periods: October 2010 with change versus July 2010

Representation

InMobi is committed to an independent and transparent leadership position in mobile advertising. With that in mind, the following issues are present in this data. Mobile Advertising Market Definition: This report covers mobile display advertising only including both WAP and APP. SMS/Text and Search are NOT included in this synopsis. Scale and Time In Market: Representation within the network is a function of the both scale and time in market. Readers can expect more fluctation and variance in younger, smaller markets for the company. Publisher Mix: As with any ad network, market representation is a function of the publisher mix. We have over 5,000 publishers of all sizes and content types, but changes to the publisher mix in a given market could impact the data. Advertiser Mix: Similar to publisher mix, the advertiser mix could impact the numbers in our network, although to a much lesser extent than publishers.
Source: InMobi Global Mobile Ad Network Statistics, October 2010

AFRICA

AfricaRegionalProfile:October2010
Africamobileadimpressionsgrewby18.8%in thepast90daystoover3.3.billionmonthly.
TheAfricanmarketisstilldominatedbyadvancedphonemobile advertisingactivitywhichgrew22%duringtheperiod.Inthis emergingmarket,smartphones(12%oftotaladimpressions)have yettoshowthesignificantgrowthnowtakingplaceintheUS, Europe,andAsia.Oncethesedevicesbegintotakehold,wecan expectrapidtransformationofthemobileadvertisinglandscape.
Nokiagainsshare(+2.7sharepts)intoOctober, strengtheningtheirmarketleadingpositionin Africa.
NokiaandSamsungdevicesrepresent83.4%ofallimpressionsin theregion.Aslongassmartphones,specificallyAndroidand iPhoneOSdevices,remainnascentinthemarket,Nokiaislikelyto maintaintheirdominant#1position.

AvailableImpressionVolume&Composition Type Total Smartphone Advanced July 2,817,689,631 391,720,354 2,425,969,277 October 3,348,625,462 395,389,005 2,953,236,457 Global %Chg Development Index 18.8% n/a 0.9% 43 21.7% 121
Source:InMobiGlobalMobileAdNetworkStatistics,October2010
AfricaManufacturerShare:October2010

AvailableImpressions

2% 2% 3% Nokia Samsung SonyEricsson 19% 64% LG Motorola RIM Others
Global Manufacturer AvailableImpressions %RegionalShare PtChg Development Index Nokia 2,141,549,372 64.0% +2.Samsung 650,210,828 19.4% -2.SonyEricsson 217,628,960 6.5% +0.LG 102,508,395 3.1% -0.Motorola 81,097,937 2.4% -0.65,426,183 2.0% +0.RIM Others 90,203,787 2.7% -0.4 n/a
Nokia(64%)continuestocapturethemajorityofadimpressionsinAfrica. Samsung,the#2manufacturerintheregion,lost-2.4sharepts.
Nearly 2 of every 3 ads delivered in the region are on Nokia handsets. With a slight gain (+2.7 share pts), there is no imminent competitive threat. The top 2 manufacturers, Nokia and Samsung, represent 83.4% of all ads in the market.
AfricaOSShare:October2010
Global Development OS AvailableImpressions %RegionalShare PtChg Index NokiaOS 1,143,586,517 34.2% +1.SymbianOS 769,419,248 23.0% -5.RIMOS 54,260,494 1.6% +0.Other 1,381,359,203 41.3% +3.4 n/a
NokiaOS SymbianOS RIMOS Other

23% 2%

NokiaOSremainsatthetopspotwith34.2%shareofimpressions(+1.5sharepts). OnlySymbianOSseesasharedropfromJuly.
Overall market growth in Africa, continues to increase share of Nokia OS in the market.
AfricaHandsetandConnectedDeviceDetail:October2010
Manufacturer Nokia6300 Nokia3110c NokiaN70 Nokia1680c Nokia6120c SamsungSGHE250 SamsungSGHE250i Nokia6020 Nokia2600c SamsungGTS5233A Nokia6630 Nokia6233 Nokia6230i NokiaN80 RIMBlackBerry8520 Global AvailableImpressions %RegionalShare PtChg Development Index 124,529,868 3.7% -0.114,914,299 3.4% +0.113,918,967 3.4% -0.107,328,189 3.2% -0.85,877,689 2.6% +0.82,449,784 2.5% -0.81,686,185 2.4% -0.62,773,608 1.9% +0.54,245,236 1.6% +0.50,921,537 1.5% -0.50,074,693 1.5% -0.47,927,238 1.4% -0.47,090,352 1.4% +0.45,926,723 1.4% -0.45,892,313 1.4% n/a 112
ThereisnosingledominantdeviceintheAfricamarket.NokiaandSamsungdevicesrepresentthetop15handsets.
11 of the top 15 devices are Nokia, 3 are Samsung and 1 RIM Blackberry
AfricaRegionalSummary:October2010
AvailableImpressionVolume&Composition Type Total Smartphone Advanced July 2,817,689,631 391,720,354 2,425,969,277 October 3,348,625,462 395,389,005 2,953,236,457 Global %Chg Development Index 18.8% n/a 0.9% 43 21.7% 121 Global Pt.Chg Development Index +2.-2.+0.-0.-0.Top3OSSystems:%ShareAvailableImpressions July NokiaOS SymbianOS RIMOS 32.7% 28.3% 1.1% October 34.2% 23.0% 1.6% Global Pt.Chg Development Index +1.-5.+0.5 56

Top5Manufacturers:%ShareAvailableImpressions July Nokia Samsung SonyEricsson LG Motorola 61.3% 21.8% 6.3% 3.3% 3.1% October 64.0% 19.4% 6.5% 3.1% 2.4%
Top10Handsets:%ShareAvailableImpressions July Nokia6300 Nokia3110c NokiaN70 Nokia1680c Nokia6120c SamsungSGHE250 SamsungSGHE250i Nokia6020 Nokia2600c SamsungGTS5233A 3.9% 3.3% 3.9% 3.3% 2.5% 3.4% 2.7% 1.0% 1.4% 1.6% October 3.7% 3.4% 3.4% 3.2% 2.6% 2.5% 2.4% 1.9% 1.6% 1.5% Global Pt.Chg Development Index -0.+0.-0.-0.+0.-0.-0.+0.+0.-0.1 523
Africamobilemediaconsumptioncontinuestogrowquickly,with18.8%growthinthepast90days.
12% of the impressions occur on smartphones, although Android and iPhone devices are negligible in the market. Nokia remains the dominant manufacturer with 64% share.

NEXT STEPS

These data are the second of a series of network reports that are released quarterly. Additional regions and markets will be released throughout the quarter. Release Schedule
Network data will be released at least once per quarter with the potential to increase frequency. The next planned release is January 2011 data around February 28th, 2011.
Open Source Research: Getting Involved
Objective industry analysts and thought-leaders are encouraged to comment, question, and participate. We will be sure to consider and update the research based on feedback and questions to improve the quality for all end users.
To participate, contact us at Research@inMobi.com. To download the full reports, visit us at www.InMobi.com/research
MEASURES AND TERM DEFINITIONS
InMobi Global Research: Measures and Term Definitions

Measures:

Available Impressions: The total number of ad requests made to the InMobi network. Note this is the base measure for all analysis in this report given its representation of mobile advertising activity. % Share (of Available Impressions): The % of total available impressions in the specified region allocated to the inventory type, device, manufacturer, or OS under analysis. Global Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified region or country relative to that same inventory type, device, manufacturer, or OS share globally. (For example, iPhone OS Share in Europe is 22.9% while globally its 8.2%. Indexing 22.9% to 8.2% gives us our EU Global Development Index of 279.) Regional Development Index: An index of the % share of the inventory type, device, manufacturer, or OS under analysis in the specified country relative to that same inventory type, device, manufacturer, or OS share in the relevant region. % Chg: The percentage change in absolute value between two different time periods. Pt Chg: The difference between two share percentages for an inventory type, device, manufacturer, or OS under analysis in different time periods.

Definitions:

Smartphone: Any phone with an iPhone OS, Android OS, RIM OS, webOS, Windows Mobile OS, Linux Smartphone OS, Palm OS, Nokia N & E Series Phones, or Samsung Bada. Advanced: Any phone with an OS or handset NOT included in the smart phone definition above. Note that feature phones are not capable of receiving mobile display ads and WAP (Wireless Application Protocol): Any impression served using Wireless Application Protocol (WAP) which is an open international standard for application-layer network communications in a wireless-communication environment. App (Application): Any impressions served to a Mobile application resident on the consumer mobile device. OS (Operating System): The system software (programs and data) running on the mobile devices that manages the hardware and provides common services for execution of various application software receiving the impression. Handsets and Connected Device: The make and model of the mobile device receiving the impression. Manufacturer: The manufacturer of the mobile device receiving the impression. Other: An aggregation of any remaining impressions not specifically detailed previously.
InMobi Regional Definitions:
InMobi defines all regions per Wikipedia with the following modifications: Asia Pacific excludes China and Japan and includes all remaining Asian countries plus the 15 Oceania countries as listed in Wikipedia.

Contact Information:

Readers are encouraged to contact us and/or follow us on www.Twitter.com/InMobi, Facebook by searching InMobi and looking for our logo, or follow our company blog at www.inMobi.com/blog. You can also hear from us directly by contacting us at Research@InMobi.com.

A Global Consumer View of Mobile Advertising: Africa Results
James Lamberti November, 2010

"

In partnership with:"
!"#$%&'()%*+#%,('-#*%&'.%'%/012(#%,+0-#3%
GLOBAL MOBILE DEVICE SALES !
10x NEWSPAPERS" OVER 2x TV" NEARLY 3x THE WEB"

1.5 bn"

4 BILLION MOBILE PHONES WORLDWIDE"
THATS HALF THE POPULATION OF THE PLANET"

TV Worldwide"

1.4 bn"
Internet Users Worldwide"

480 mn"

Daily newspapers Worldwide"
!"#$%&'() *+&,-$.&/&$)0*)12*2)
IN AFRICA THE PHONE IS NOT JUST A SCREEN, ITS THE ONLY SCREEN.
MOBILE TECHNOLOGY WILL TRANSFORM THE AFRICAN CONTINENT."

THE INMOBI STORY"

4+0%5#%'$#3%
THE WORLDS MOBILE AD NETWORK"
Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures.
ESTABLISHED GLOBAL MOBILE PLAYER"
Over 23.9 Billion impressions monthly in 115 countries.
150+ EMPLOYEES PROVIDES LOCAL SUPPORT"
San Francisco, Singapore, London, Japan, India, South Africa
WEVE SEEN THE PRESENT"
Mobile is the ONLY screen in emerging markets. We started there and are here now.
MOBILE EXPERTISE MATTERS"

11/11/10" 4"

4#%$#'6+%78%92((20-%:)$26'-.%90-*+(;3%
17 MILLION CONSUMERS! 20 MILLION CONSUMERS!

2 MILLION CONSUMERS!

100 MILLION CONSUMERS!

46 MILLION AFRICANS!

4#%+'"#%<38%=2((20-%'>%29?$#.20-.%2-%:)$26'3%
:->%-05%)0$%*+#%$#.#'$6+@% A+#%60-.B9#$%?#$.?#6C"#3%

The Problem"

Consumer point of view limited" Actionable data and best practices often lacking" Global perspective on mobile advertising missing"
Research Objectives"
Provide a deep consumer view on mobile advertising" Offer a global perspective across 14 countries and 6 regions" Initiate on-going tracking and best practices research to help educate the market"

7"

/#*+0>0(0D;%
EB((%:-'(;.2.%F#*'2(.% "#$%&#'! ()#*+'! #+(+&#,-!
2 Minutes and 8 Questions" 14 Countries" 20,000 Completes" English + In-Language" Age, Demo, Language Weighted" comScore Partnership"
:)$26'G%H-D(2.+%,$#"2#5%
Africa English Field " 8/11 9/13" 2,525 completes" Fully Weighted"
$.%/0$!.+12/#3! #+(+&#,-!
20.3 Billion Impressions" 6 Regions" 15 Countries"
Africa" 3 Countries" Nigeria, Kenya, South Africa"
4)&5$1&1$*+! $.1+#*$+2(!
8 InMobi Executives" Objective Analysis " Mix of Global + Regional Leaders" 6 Regions"
8 InMobi Executives" 6 Regions"

8"

PART I: AFRICA RESULTS INMOBI NETWORK DATA
FULL RESULTS AT WWW.INMOBI.COM/RESEARCH"

9"

www.inmobi.com

!"#$%&'

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AFRICA
Africa OS Shares, July 2010

Available Impressions

OS Nokia OS Symbian OS RIM OS Other Available Impressions 921,963,791 811,831,913 31,298,187 1,033,287,088 % Share 32.7% 28.8% 1.1% 36.7% Pt Chg +1.1 -0.3 +0.2 -1.1 Global Development Index 40 98
Nokia OS Symbian OS RIM OS Other

Page --

Source: InMobi Global Mobile Ad Network Statistics, July 2010

SOUTH AFRICA

South Africa OS Share: July 2010
Manufacturer Nokia OS Symbian OS RIM OS Other Available Impressions 202,191,349 189,982,043 29,752,034 569,757,741 % Share 20.16% 18.95% 2.97% 56.82% Regional* Development Index Pt Chg -0.1 +0.5 +0.7 -1.155 Global Development Index 106 153
20% Nokia OS Symbian OS 58% 19% RIM OS Other
Africa Manufacturer Share: July 2010
1% 1% 3% 3% Nokia 7% Samsung SonyEricsson 22% 63% LG Motorola handset RIM

% Share 5.9% 5.8% 3.9% 3.3% 3.0% 2.6% 2.4% 2.1% 2.0% 1.9% 1.8% 1.7% 1.4% 1.4% 1.3% 1.2% 1.1% 1.1% 1.1% 1.1% 1.1% 1.1% 1.0% 1.0% 0.9% 0.9%
Pt Chg -0.4 +0.6 0.1 -0.3 -0.1 No Change -0.2 +0.3 +0.5 No Change No Change No Change -0.1 -0.1 No Change -0.1 No Change -0.1 -0.1 +0.3 -0.1 -0.1 -0.1 -0.1 +0.5 No Change
PART II: AFRICA RESULTS CONSUMER SURVEYS"

16"

Full Questionnaire"

Question"

1. Gender" Are you:" Male" Female" Your age:" 0 -14 [End]! 15 - 24" 25 - 34" 35 - 44" 45 - 64" 65 +" 6. What if data plan"

Specic Language"

With ads: your phone bill is reduced by 10%" Without ads: you pay the regular price" Are you more willing to have ads on your phone?" Yes" Maybe" No" What if all the ads on your phone are personalized to you in a helpful way. " For example, you travel to a new city and an ad gives you a coupon to a local restaurant." Are you more willing to have ads on your phone?" Yes" Maybe" No" R)%;0B%.'5%*+#.#%'>.%0-%;0B$%?+0-#O%5+26+%50B(>%;0B% 6(26LO%2)%'-;Q%1%2#%3$'44$-2'-$5*6$78/2-$%48%39$ !!,CD;EFDG!,1&!,;@@! !!,CD;EFDG!,1&!(D;C:8! !!,CD;EFDG!,1&!,>HIDHI! !!,CD;EFDG!,1&!"?C:8;JD! !!,CD;EFDG!,1&!*9C;@! !!.>HD!>K!I8DJD! 4+;%>2>%*+#%'>T.U%;0B%.#(#6*#>%'??#'(%*0%;0BQ%%1%2#%3$ '44$-2'-$'.459$$$$"'7#$48:-$':$;<$

2. Age "

3. Overall opinion"
How comfortable are you with mobile advertising?" Very comfortable, they serve an important purpose" Somewhat comfortable, Im getting used to seeing them" Not comfortable at all, they are intrusive" No opinion, I do not think much about ads on my phone" Has a mobile ad ever? [check all that apply]! Introduced me to something new" Helped me learn more about something" Saved me money " Saved me time" Helped me nd something nearby" Reminded me of something important" Entertained me" Given me something for free " Been relevant to who I am or what I am doing" With ads on your phone: you get free apps" Without ads: you pay for those apps" 7. What if relevance"

4. Ad benets"

67!289:8!;<! =>?@<!A>?! :@9:B! !"##$%&#'()#$ *+$+#,-$.'/#0$ L7!28A!JD@D:I!

5. What if apps"

Are you more willing to have ads on your phone?" Yes" Maybe" No"

17"

Ad Creative Strategy: 4 Categories, 5 Calls to Action, 14 Countries"

Four distinct brands:"

Credentials:"

2'90/$ O0-,#$ P/'&>$
#2 Global Hotel Brand"
(after Holiday Inn, source: Lodging Hospitality magazine online)!

2'90/$20<*,$ Q,#,'),$

#10 Global Brand "

(Interbrand List, 2009)!

R,?$F0&)"7,/$.#,6-/0&*6$

#5 Global Brand "

D#05'#$ %"-070B<,$ P/'&>$

#18 Global Brand"

Scenario: "

Travel to a new city!

Movie X playing this summer!
International launch of Device Y!

New hybrid sport car!

Five Calls-to-Action for Each: "
Make a Call" Make a Purchase" Do a Search" Share with Friends" Get Digital Content"
Consumers Experienced Real 300x50 Banner Creative, We Blinded Brands To Release These Results Publicly!
Specic Creative By Call to Action: Copy and 300 x 50 Banners"

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Creative By Call to Action: Copy and 300 x 50 Banners"

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Level of Comfort with Mobile Advertising"

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Very comfortable," Somewhat No opinion," they serve an comfortable," I do not think important purpose" Im getting used much about ads to seeing them" on my phone"
Somewhat Not comfortable uncomfortable," at all," they can be they are intrusive" distracting"
Base = Total respondents (n=2,525)" Q3. How comfortable are you with mobile advertising? "

21"

N09)0$*%(#"#(.%'$#%9B6+%+2D+#$%*+'-%'-C62?'*#>%'->%.BDD#.*%60-.B9#$.%'$#%'+#'>%0)%'>"#$C.#$.3"

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22"
Base = Total respondents (Africa=2,525; US=4,399; EU=894; Asia=3,350); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? "
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TOQ! :)$26'%A0?%<% =0Y%G%8VW% TVQ!

TLQ! WQ!

STQ! TOQ!

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Base = Total respondents (Africa=2,525; Nigeria=1,798; Kenya=493; South Africa=234)" Q3. How comfortable are you with mobile advertising? "

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23"

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Level of Comfort with Mobile Advertising" Male"

% Top 2 Box Rating"

H\%A0?%<% =0Y%G%]JW%

71%"

76%"

78%"

US"

Female"

Australia"

UK"

France"

Italy"

H\%A0?%<% =0Y%G%8<W%
67%" 53%" US" Australia"

63%"

57%"

61%"

24"
Base = Total respondents (US=4,399; UK=449; Spain=200; France=85; Italy=154)" Q3. How comfortable are you with mobile advertising? "
409#-%'$#%(#.%#-*+B.2'.C6%*+'-%9#-3%%R-*#$#.C-D(;% *+2.%2.%#Y'6*(;%*+#%0??0.2*#%0)%*+#%XY#>%5#13"

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RTQ! TPQ!

RVQ! TWQ!

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25"
Base = Total respondents (Male=1,929; Female=596; Under 25=1,301; 25-44=1,133; 45+=91*); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? "
/'(#%'66#?*'-6#%2-%:)$26'%2.%*+#%+2D+#.*%2-%*+#%50$(>3"
:)$26'%A0?%<% =0Y%G%]8W%

66%"

72%"

EU"

Asia"
:)$26'%A0?%<% =0Y%G%8JW%

53%" US"

56%"

26"

Base = Total respondents (Male Africa=1,929; US=3,194; EU=716; Asia=2,811; Female Africa=596; US=1,205; EU=178; Asia=539)" Q3. How comfortable are you with mobile advertising? "
I0B*+%:)$26'%$#.B(*.%'$#%>$2"#-%1;%509#-3"

74%"

75%"

Nigeria"

Kenya"

South Africa"

65%"

74%" 45%"

27"
Base = Total respondents (Male Africa=1,929; Nigeria=1,380; Kenya=378; South Africa=171; Female Africa=596; Nigeria=418; Kenya=115; South Africa=63*); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? "
A+#%;0B-D#$%D#-#$'C0-%2-%:)$26'%T\->#$%<^U%+'.%*+#% +2D+#.*%609)0$*%(#"#(%2-%*+#%50$(>3"

Under 25"

73%" 67%" 73%"
:)$26'%A0?%<% =0Y%G%]^W%

25 - 44"

73%"
:)$26'%A0?%<% =0Y%G%8VW%

62%"

45+"
:)$26'%A0?%<% =0Y%G%^MW%

65%" 51%"

60%"

28"

Base = Total respondents (Under 25 Africa=1,301; US=2,327; EU=518; Asia=1,997; 25-44 Africa=1,133; US=1,662; EU=337; Asia=1,225; 45+ - Africa=91*; US=410; EU=39*; Asia=128); *Caution: Small sample size" Q3. How comfortable are you with mobile advertising? "
/012(#%'>%$#(#"'-6#%*$B9?.%_)$##`%1;%'%52>#%9'$D2-% '->%2.%'%60-.2.*#-*%>2D2*'(%9#>2'%X->2-D3%"
Willingness to Have Ads on Phone"
Free Apps" 'DJ! RTQ! OLQ! STQ! R6Q! VVQ! TWQ! %;A]D!.>! 10% Off Phone Bill" 'DJ! %;A]D!.>!
Ads Personalized to You"

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Base = Control respondents (n=657)" What if scenarios presented:" Q5. With ads on your phone::you get free apps; Without ads: you pay for those apps; " Q6. With ads: your phone bill is reduced by 10%; Without ads: you pay the regular price; " Q7. All the ads on your phone are personalized to you in a helpful way? For example, you travel to a new city and an ad gives you a coupon to a local restaurant; Are you more willing to have ads on your phone?"

29"

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Benet of Mobile Advertisements Seen in the Past"
$HIC><?:D<!A>?!I>!J>MDI89HN!HD=! +HIDCI;9HD<!A>?! `9FDH!A>?!J>MDI89HN! K>C!KCDD! -D@UD<!A>?!@D;CH!M>CD!;]>?I!J>MDI89HN! (;FD<!A>?!M>HDA! (;FD<!A>?!EMD! -D@UD<!A>?!_H<!J>MDI89HN!HD;C]A! 0DDH!CD@DF;HI!I>!=8>!A>?!;CD!>C!=8;I!A>?!;CD!<>9HN! #DM9H<D<!A>?!>K!J>MDI89HN!9MU>CI;HI!
OVQ! SSQ! RVQ! ROQ! R^Q! TLQ! TWQ! TWQ! TOQ! &KC9:;![!+HN@9J8!1>I;@!

30"

Base = Control respondents (n=620)" Q4. Has a mobile ad ever? [check all that apply]"
b#('C"#%*0%*+#%\I%'->%:.2'O%:)$26'-c.%.##%)#5#$% 1#-#X*.%6B$$#-*(;3"
Benets of Mobile Advertisements Seen in the Past"

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Base = Control respondents (Africa=620; US=1,506; EU=143; Asia=657)" Q4. Has a mobile ad ever? [check all that apply]"

31"

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Base = Control respondents (Africa=620; Nigeria=403; Kenya=105; South Africa=112)" Q4. Has a mobile ad ever? [check all that apply]"

32"

:B*090C"#%$#.B(*.%'$#%'-0*+#$%6(#'$%.2D-'(%0)%*+#%-##>% )0$%+2D+%$#'6+%'->%)$#gB#-6;%1B$.*%6'9?'2D-.3"

70%"

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28%"

Yes, would click on one or more ad"
No, not click on any" Yes, would click on one or more ad"
No, not click on any"
79%" N0-.B9#$% H(#6*$0-26% 37%" :B*090C"#% 21%"
Base = Test respondents (Best Western=581; Disney=481; Nokia=376; Honda=430)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"

33"

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Mobile Ads Consumers Would Click On"
Africa - English Total" 30%" 24%" 21%" 20%" 19%"

Call"

Viral"

Content"

Search"

Purchase"

Base = Test respondents (n=1,868)" Q8. If me saw these ads on your phone, which would me click, if any? [check all that me might click]"

34"

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Mobile Ads Consumers Would Click On" Call CTA"
:)$26'%A0?%<% =0Y%G%JhW% 37%" 27%"

36%"

Base = Test respondents (Africa=1,868; Nigeria=1,368; Kenya=380; South Africa=120)" Q8. If you saw these ads on your phone, which would you click, if any? [check all that you might click]"

35"

A+2.%2.%#"#-%90$#%01"20B.%2-%$#.?0-.#%*0%.062'(%0$% "2$'(%6'((.%*0%'6C0-3%"
Mobile Ads Consumers Would Click On" Viral CTA"
:)$26'%A0?%<% =0Y%G%<7W%

42%"

21%"

22%"

36"
F2D2*'(%60-*#-*%)$09%9'a0$%1$'->.%2.%'(.0%+2D+(;% '??#'(2-D%*0%I0B*+%:)$26'-%60-.B9#$.3"
Mobile Ads Consumers Would Click On" Content CTA"
:)$26'%A0?%<% =0Y%G%<iW% 30%" 20%" 20%"

37"

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Mobile Ads Consumers Would Click On" Purchase CTA"
:)$26'%A0?%<% =0Y%G%iVW% 15%" 20%"

40%"

38"
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39"

11/11/10"