THE MOBILE

INTERNET CONSUMER
UGANDA 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Preface
2
The Mobile Internet Consumer Uganda 2013 report produced by
Vserv.mobi addresses the audience insights of the growing mobile internet
user base in Uganda. 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 - UGANDA 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
67%
23%
4%
2/3rd of the mobile
internet users in Uganda
belong to 18-24 years
age group
Less than 18 yrs 15%
AFRICA
18-24 yrs 52%
25-35 yrs 25%
more than 35 yrs 9%
4
Age
6%
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Uganda has one of the
highest proportion of
men in the mobile
internet user base
Male Female
29%* 71%*
20%
80%
*AFRICA 5
Gender
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Over 2/5th of the mobile internet users in Uganda are
Graduates or Post-graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling upto
12 yrs
6
Education
43%
35%*
38%
39%*
16%
23%*
Uneducated
2%
3%*
*AFRICA
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Over half of the
mobile internet
users in Uganda
belong to earning
class
7
Occupation
Business
17%
Self Employed
Professional
16%
Full-time job
14%
Part-time job
10%
14%*
12%*
13%*
8%*
Earning class
57%
48%*
Currently
not working
7%
Housewife
1%
Student
35%
43%*
1%*
7%*
*AFRICA
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
CONSUMPTION PATTERN
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THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
77%
57%
53%
52%
Over 3/4th of the
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
9
Mobile content downloaded
in the last month
76%* 55%* 51%* 47%*
*AFRICA
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Over 3/4th of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
78%
74%*
46%
48%*
44%
48%*
42%
45%*
*AFRICA
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
PURCHASING POWER
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THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Payment Cards
41%
Consumer Durables
43%
Automobiles
32%
2 out of 5 mobile internet users in
Uganda own a tablet
Connected Devices
Computers Tablets
40% 61%
12
Product Ownership
58%* 41%* 57%* 35%* 48%*
*AFRICA
THE MOBILE INTERNET CONSUMER - UGANDA 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
Over half of the mobile internet users have visited a movie
theatre in the last month
13
Affluent Lifestyle
58%
56%*
51%
41%*
69%
74%*
*AFRICA
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.
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 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.