THE GENERATION OF BARGAIN HUNTERS CHECK THE BEST DEALS ON THEIR PHONESEskimi research, 2013 09

ESKIMI RESEARCHIt’s a 2nd largest mobile destination in Nigeriaovertaking Google and Yahoo, according to Opera Report (most popular browser in Nigeria)

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.

MEDIA IN AFRICA

IS MOBILE!90%55%

of ESKIMI users are mobile and spend more than 1 hour per day using the product

of ESKIMI users are online buyers and browse m.commerce sites.

CUSTOMER SEGMENTSYouth and Active Young Professionals are the main ESKIMI audience.TOP 10% of Nigerian audience by disposable income use ESKIMI everyday.

25-3435%

18-2442%

0-1712%

35-448%

45+4%

Users by Age Users by City

Lagos

Abuja

Ibadan

Benin-City

Abeokuta

Port Harcourt

Ilorin

Warri

Akure

Other 49%

2%

2%

2%

3%

3%

4%

5%

6%

24%

Computer 73%

Mobile phone

27%

What%device%do%you%use%for%buying?%

ONLINE BUYERS

Yes 55%

No 45%

Do you buy online?

of ESKIMI users are online buyers. 55% 73% of them buy using PC,

not mobile.

POPULAR CATEGORIESEN

TERT

AIN

MEN

T

ELEC

TRO

NIC

S

We have asked ESKIMI users what do they usually buy online?The most popular category is entertainment: books, CD’s, movies, games.

CLO

THIN

G

CO

UPO

NS

CO

SMET

ICS

41% 23% 22% 8% 6%

WHY PC?We saw that most of the users (73%) buy online using PC, not mobile. So we asked them, why do they buy using PC?

52% 48%

of respondents have said that buying with mobile phone feels unsafe and they trust PC more with financial operations and money transactions.

of respondents have said that PC brings better buying experience, because e-commerce sites are not well-adapted for mobile.

BARGAIN HUNTERSIf not for buying online, what do users do in m.commerce sites?80% of them only check prices!

23% 33% 44%Check prices before buying something expensive

Check prices on their mobile phone weekly.

Are daily bargain hunters, that means that they check the prices on mobile DAILY!

OF M-COMMERCE USERS ARE BARGAIN HUNTERS

62%That means that they check prices online at least once a week,but many of them do actually buy on PC or in stores, not mobile.

WHERE DO THEY CHECK PRICES?It’s important to find out, where users check prices before buying.

In store 19%

Before going to the store

79%

Other 2% We have found that the majority of users

check the prices before going to the store (79%).Others do that in stores (19%), when making buying decision.

We also have found that 36% of ESKIMI users had problems accessing their favorite shop’s page on mobile devices, because it was not compatible.

FINAL CONCLUSIONSWe have surveyed more than 2000 respondents and we found that:

- Users prefer buying online on their PCs due to better experience;- They access mobile sites to check prices;- 62% of online buyers are hunting for bargains on the go;

It’s important for businesses (both e.commerce and FMCG sector) to have a presence in mobile web, as users tend to check prices before making a buying decision.

Mobile is an important media in reaching customers who make buying decisions.

ADVERTISING OPPORTUNITIES AT ESKIMIWe have developed several tools at ESKIMI for user engagement with e-commerce and m-commerce businesses

ESKIMI FANCLUBSCreate your branded fanclub and broadcast your messages for ESKIMI users with the best deals you offer!

DISPLAY ADVERTISINGPromote the best offers with display ads and drive users to you fanclub or site. Make the incentivized and reward users for joining!

DATA COLLECTIONRun a data collection campaign on ESKIMI and collect users’ contact information for your newsletters or SMS messages with the best deals you offer!

CONTACT USIt’s an excerpt from the surveyTo discuss your possibilities on mobile web, contact us for more detailed information.

Vaidotas ValantiejusKey Account Manager

vaidotas@eskimi.com+370 610 12923vaidotas.valantiejus