THE MOBILE

INTERNET CONSUMER
EGYPT 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Preface
2
The Mobile Internet Consumer Egypt 2013 report produced by Vserv.mobi
addresses the audience insights of the growing mobile internet user base in
Egypt. This report focuses on profiling the mobile web & app users, their
purchasing power, lifestyle and consumption pattern. The findings and
insights are drawn from a survey conducted in 36 countries across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
16%
52%
26%
6%
Half of the mobile
internet users in Egypt
belong to 18-24 years
age groups
Less than 18 yrs 15%
AFRICA
18-24 yrs 52%
25-35 yrs 25%
more than 35 yrs 9%
4
Age
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
2/3rd of the mobile
internet users in Egypt
are men
Male Female
29%* 71%*
35% 65%
*AFRICA 5
Gender
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Over half of the mobile internet users in Egypt are Graduates
or Post-graduates
Graduate / Post Graduate
Diploma / Undergraduate
6
Education
58%
35%*
30%
39%*
Schooling upto 12 yrs
11%
23%*
Uneducated
1%
3%*
*AFRICA
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Egypt has one of
the highest
proportion of
students in the
mobile internet
user base
7
Occupation
Business
11%
Self Employed
Professional
11%
Full-time job
16%
Part-time job
10%
14%*
12%*
13%*
8%*
Earning class
47%
48%*
Currently
not working
7%
Housewife
2%
Student
44%
43%*
1%*
7%*
*AFRICA
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
CONSUMPTION PATTERN
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THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
72%
38%
46%
33%
Almost 3/4th of the
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
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Mobile content downloaded
in the last month
76%* 55%* 51%* 47%*
*AFRICA
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Download mobile content
Learn about a brand
Almost 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
72%
74%*
Find a good deal on something
33%
48%*
37%
48%*
34%
45%*
*AFRICA
Locate something nearby
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Payment Cards
22%
Consumer Durables
55%
Automobiles
39%
Almost 2 out of 5 mobile internet
users own an automobile
Connected Devices
Computers Tablets
32% 61%
12
Product Ownership
58%* 41%* 57%* 35%* 48%*
*AFRICA
THE MOBILE INTERNET CONSUMER - EGYPT 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Over 2/3rd of the mobile internet users have been to a
shopping mall/market in the last month
13
Affluent Lifestyle
51%
56%*
18%
41%*
70%
74%*
*AFRICA
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 2500 mobile web & app users. The
survey was conducted using random sampling for natural representation of
the target group across 6 key countries in Africa - Egypt, Ghana, Kenya,
Nigeria, South Africa and Uganda. The overall Africa averages were
weighted as per the regional composition of mobile internet users in each
focus country.
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Associations global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMAs Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro and AppWrapper platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePros audience
targeting capabilities and AppWrappers "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.