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It’s no secret that mobile is becoming an increasingly effective means of communication, and many argue that mobile-first strategies are the only way forward for maximum reach and impact.  Of course, any strategic changes in this regard must be locally relevant, which is why Popimedia has commissioned an independent research agency to produce the “Digital Influence in South Africa” study. The findings have been combined with other publically available research. What’s unique about the study is that it tracks consumer behaviour and how mobile and digital media affect consumers and their purchasing decisions in an environment that up to now has focused merely on usage trends. The study says that 99% of South Africans now have mobile phones. It says that a tipping point is approaching where Internet connectivity and smartphone usage in Africa is set to increase dramatically in the next few years. The study also provides usage and trends information that may help direct marketers in ter...

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