Mobile Marketing Tops Media Channels in Nigeria- Eskimi

ESKIMI rated as number two mobile destinations in Nigeria, believes mobile marketing is becoming Nigeria Media channel users’ interest, Nigeria CommunicationsWeek can report.

According to the Eskimi with approximately 6 million subscribers, mobile marketing has seen a tremendous growth during the past few years and is becoming a number one media channel in the country.

Vaidotas Valantiejus, key account manager, Eskimi, in a presentation made available to Nigeria CommunicationsWeek, identified a “generation of bargain hunters” as have hit mobile web looking for the best deals.

“We wanted to investigate online buying habits of ESKIMI users. In order to do that, we have designed a research and surveyed ESKIMI users in Nigeria. 2073 Nigerians have completed the survey. Users might not buy using mobile, but they hunt for bargains on the go!” Valantiejus said.

 In the report, 55% of ESKIMI users claim they often buy online, but only 27% of them buy using m-commerce site.

“We have investigated the role of mobile web in online buying habits. Our research showed that users choose buying on PC because it looks safer and more convenient.

“We also found that users have trouble finding m-commerce sites, compatible with their devices. Mobile web is important in both online and offline shopping!”

 Also, 62% of online buyers have responded that they go ‘bargain hunting’ on mobile at least once a week. And 79% prefer checking the price before going to the actual store, 19% of ESKIMI users try to check prices in-store while making a buying decision.

“We have investigated that mobile web plays a significant role in users’ buying decision. Unfortunately, more than a third of respondents have reported that they experience trouble while accessing mobile sites of their preferred shop,” the key Account Manager noted.