Report: Africa's mobile landscape is vast, increasingly sophisticated

06/24/2013 | Warc (London)

Dispelling common perceptions, a report by M&C Saatchi Mobile notes that Africa is the world's second-largest market for mobile phones after China. In addition, marketers should note increasing Web access via mobile devices in the region. "The large numbers of African mobile consumers with Web-connected smartphones using their device to surf the Internet or download apps shows that the assumption that mobile services in Africa are only about SMS and low-end handsets is seriously out of date," said James Hilton, global CEO of M&C Saatchi Mobile.

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Warc (London)