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Mobile gets going

Adspend on mobile devices – that’s phones to you – is now worth R500m/year, according to World Wide Worx research. That’s already bigger than cinema and almost as big as Internet advertising. No question then that mobile is heading for the big time, driven by affordable smartphones, cheap data rates and, ironically, high broadband costs.

Mobile adspend is now expected to double to R1bn by next year. The Mobility2011 research project reported 25% of rural users browse the Internet on their phones. It’s now reckoned 6m South African users have access to the Internet via their phones. Which is why the mobile division of digital media specialists Habari Media experienced revenue growth of 200% over the past year. Group sales director Garth Rhoda believes that reflects increasing confidence in the medium. “Consistent efforts at educating the local marketplace on the benefits of mobile is paying dividends. Mobile is now seen as an effective means of communicating with all sectors of the population, from affluent professionals to school-going township dwellers.”  
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