Mobile Phone and Its Use as Online Shopping Mall Advertisement in Nigeria

Y. T. Agbaje, K. O. Osotimehin, O. T. Adewale


This study was about online shopping mall advertisement through the use of mobile phone. The study analysed mobile phone penetration rate among respondents as well as the use of mobile phone in online shopping mall. The result revealed that mobile phone penetration rate in the Nigeria was more than 95% and that age remains the primary constraint to absolute use of mobile phone. The study also found out that a great improvement has been achieved in the use of mobile for advertisement. This is because mobile phone is currently being used to advertise complex and expensive products. Inclusive in this category of complex and expensive products are automobiles, houses, and land and estate properties. Likewise, the problem of visual disconnects between prospective customers and products has been eradicated. The study concluded that marketers should intensify efforts in reaching audience about products offering through online shopping mall in order to have the greatest coverage.

Keywords: SMS, Online Shopping Mall, Penetration, Inexpensive, Household head

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