Smartphones becoming more common in Africa
In the latest report by eMarketer we learn the obvious: smartphone penetration in Africa and the Middle East is increasing massively. Unsurprisingly the Asia-Pacific region has the highest penetration of smartphone users worldwide. Considering this area includes China and India this isn’t exactly surprising.
The No. 2 region in terms of the number of mobile phone owners is the Middle East and Africa, where 525.8 million people of any age are expected to use a mobile phone at least monthly this year—significantly more than in North America or Western Europe.
Smartphone use in the region will nearly double this year to 112.2 million, up from 67 million last year, while penetration of smartphones among the population as a whole in MEA will increase from 5.1% to 8.3%, according to the report.
There is on issue to consider: despite massive growth only $50 million was spent on mobile advertising in the region. This puts MEA square last in terms of spend compared to Latin America which is next on the list with $150 million spent per year. The predictions are positive though:
Some further key metrics:
- Internet users: 260 million in 2013, up from 102 million in 2008.
- Mobile phone users: 525.8 million users in 2013, up from 358.3 million in 2009.
- Smartphone users: 21.3% of mobile phone users in 2013, up from just 1.5% in 2009.
- Social network users: 209.8 million users in 2013, up from 45.5 million in 2008.
- Total ad spending: $19.28 billion in 2013, up from $13.38 billion in 2008.
- Digital ad spending: $1.35 billion in 2013, or just 1.1% of total digital ad spending worldwide.
- Mobile ad spending: $50.4 million, or less than 1% of mobile ad spending globally.