Advertisers eye mobile ‘search-andising’

Global mobile advertising network, InMobi, sees huge growth potential for business locally as consumers turn to mobile internet searches before making purchases. The concept that has come to be known as 'search-andising', is fast picking up in Kenya boosted by the fast growing number of mobile internet users. Globally,search-andising  has been defined as the practice of using a mobile device to augment a shopping experience.

InMobi recently did a survey that revealed 46 per cent of Kenyan shoppers will search for information and availability of a product prior to going out to buy it. Another 34 per cent of shoppers surveyed also said they seek information on sales and promotions through searches on their phones. “The mobile phone has become the consumer's constant companion and is their social interface to the world, and also reaches them when they are economically active unlike many other types of media,” says Moses Kemibaro, Sales Director for InMobi Africa.

The survey which involved 503 respondents in all major towns in Kenya showed that at least 69 per cent of electronics and accessory buyers will have done a prior search, so did 44 per cent of car buyers. Fashion accessories and restaurants also featured prominently among the purchase decisions that shoppers do a mobile search in advance. “The power of mobile phones to influence behavior in the retail space is taking off on a global scale, and retailers in Africa are starting to realise the potential,” said Kemibaro In Kenya mobile internet users has grown by 70 per cent in the last year, now ranging 6.4 million subscribers according to latest CCK statistics.