A recently released survey by InMobi, a global mobile advertising network, reveals that Kenyan shoppers are increasingly consulting mobile devices before making shopping decisions. The insights, which were released this week, are based on a survey on 503 respondents in Nairobi, Eldoret, Kisumu, Mombassa, Nakuru and Nyeri and in less prominent cities, small towns and villages. The research indicates that 46% of shoppers rely on the mobile phones when it comes to product information and availability, while 34% use the mobile to look for information on sales and promotion. Of those interviewed, 30% use the device to look for custom shopping lists.
According to Moses Kemibaro, the Sales Director for InMobi Africa, The mobile phone has become the consumer’s constant companion, a social interface to the world. It is a media that reaches the consumer when he/she is economically active unlike many other types of media.
The concept of using the mobile device, dubbed “search-andising” is not just limited to searching, according to this report, but also comes in handy when consumers want to scan the product code for more information online. For others, the mobile phone is for tracking expenses or even taking pictures of products they are considering buying.
To keep up with this trend, retailers and companies are realizing the need to showcase their products on the mobile space to engage with consumers effectively. Commenting on this, Moses Kemibaro said, “Consumers are looking for the full brand experience, and the convergence between mobile and social to create a retail pull is a proven and cost effective way to translate consumer behaviour online into purchase decisions”.
InMobi is an independent mobile advertising network located in five continents. It provides advertisers, publishers and developers with global solutions for advertising.