Alcohol ups social networking
VALUE ADDED SERVICES| Oct. 22, 2012, 2:01 p.m.
By Semaj Itosno, Nairobi, Kenya
Drunken Kenyans tend to use social media more than when they are sober, a new survey shows.
Findings by InMobi Africa, a mobile advertising network, show that a majority of Kenyan consumers turn to social media networks through their mobile phones when drinking to post updates and photos and chat messages.
According to the study, 78% of the respondents confessed to that their social media presence increased on occasions when they were bingeing on alcohol, by sharing the fun moments with friends virtually.
The survey was carried out in July this year and polled 750 respondents in major urban centres across Kenya to understand drinkers’ preferences and mobile engagement levels to assist brands in developing mobile marketing campaigns.
“For us, though, the most interesting thing to come out of this survey is that for most consumers, mobile is a better medium than TV,” said Isis Nyong’o, InMobi managing director for Africa.
The insights into the habits of the average Kenyan tech savvy drinker provide an opportunity for firms to engage consumers through social media sites by using online coupons for discount promotions and special offers to spur sales.
Because people have their mobiles with them all the time, Ms Nyon’go says, brands should take advantage of this platform to influence consumer behaviour.
The InMobi survey conducted through mobile phones found out that 55 per cent of Kenyans drink to celebrate special occasions and a further 37% use drinking sessions to bond with family and friends.
Drink-tweeting, chatting and blogging as is now called, has emerged as one of the outcomes of Kenya’s deep mobile teledensity which now stands at 75.4%; with mobile data and Internet access accounting for 98.9% of total Internet subscriptions.
MORE VALUE ADDED SERVICES NEWS
Safaricom launches M-PESA mobile financial journalSafaricom has announced the launch of M-Ledger, an Android based application that provides subscribers on the company’s network with a simple and easy to use financial journal to track and monitor their M-PESA transactions. Read More
Airtel, Access Bank strike Access Money dealAccess Bank Plc has collaborated one of Nigeria’s leading telcos, Airtel to develop and launch a new mobile money service. Read More
Microsoft, Opera Software to extend Opera Mobile Store to more Nokia phonesOpera Mobile Store will replace Nokia Store as the default app store for Nokia feature phones, Symbian and Nokia X smartphones, following an agreement between Opera Software and Microsoft. Read More
Mobile transaction users to hit 2bn by 2017A new report from Juniper Research has found that just over 2 billion mobile phone or tablet users will make some form of mobile commerce transaction by the end of 2017, up from 1.6 billion this year. Read More
Zero-rating key to customer acquisition - Airtel AfricaMaking OTT services such as Facebook and WhatsApp available for free on mobile networks - or so-called “zero-rating” - is a key part of customer acquisition, according to Willie Ellis, head of products and innovation at Airtel Africa. Read More
Airtel to offer insurance cover for iPhone 6 and iPhone 6 PlusAirtel has announced that it will offer a 2-year insurance cover to its customers who purchase iPhone 6 and iPhone 6 Plus in any of its designated outlets in Kenya. Read More
EcoCash-Western Union link upThe Western Union Company, a leader in global payment services, and Zimbabwe’s leading mobile money service provider, Econet Wireless, have teamed up to offer consumers fast and reliable international money transfers. Read More
Mobile money services must innovate to be sustainable - TigoMobile money services must continually be innovating if they are to make their business sustainable in the long-run, according to Diego Gutierrez, general manager of Tigo Tanzania. Read More
Mobile money operators must take holistic approach – panelCompanies launching mobile money services were urged by panelists at AfricaCom in Cape Town to approach the market strategically and holistically if they are to be sustainable. Read More
FEATURED STORYGSMA: half a billion mobile subscribers in SSA by 2020
The number of unique mobile subscribers in Sub-Saharan Africa will pass the half billion mark in 2020, says a new GSMA report.
BEST READ NEWS
IN DEPTHAfrica lags on digital migration
Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.
COMPANY NEWSVMware Study: Businesses can Take Three Weeks to get Employees Mobile-Ready
EMEA businesses say concerns over trust, ownership and delivery capability may hold back taking advantage of the mobile cloud-era.