Pakistan: 1000% Growth in Mobile Users (4)
SUMMARY:
Pakistan’s mobile phone user base has exploded to 150 million users in the last decade.
While this is a growth rate of 1000%, the real mobile advertiser opportunity is now:
only about 15 million people have adapted to smartphones.
This is a massive growth opportunity …
Pakistan has a Muslim population of nearly 170 million people, making it one of the largest Muslim-majority countries in the world. In terms of its Muslim population, it ranks number three in the world, behind only Indonesia and India.
Massive Growth in the Number of People Using Mobile Devices
Over the past decade, mobile phone ownership has grown at an astoundingly fast rate in Pakistan, with 53% of the adult population now owning a cellphone, which is up from just 5% in 2002. This represents a growth rate in cellphone users of more than 1000%! Pakistan now has close to 150 million mobile device subscribers. A growing number of these subscribers are smartphone owners who are pushing forward the adoption of web services such as ecommerce and social media.
The Next Wave of Growth
Because of the previously mentioned factors, there will be strong growth for mobile advertisers in the foreseeable future. True, only 7% - 10% of Pakistan’s population has adopted smartphones for regular use, and this is in contrast to the general mobile device penetration rate of 80%. However, that means there is a lot of room for growth in the adoption of smartphones in Pakistan.
Growth promises to be exponential, similar to the growth of mobile device users in general. In all likelihood, growth in smartphone adoption will occur in tandem with the growth of Facebook users in Pakistan, who now number eight million people.
An Android App Advertisers Market
The expected growth rate of smartphone users and Facebook users in Pakistan is more than 100% annually, creating an outstanding opportunity for mobile app advertisers. This should be particularly true for advertisers who make use of the Android operating system. Currently, 68% of Pakistani smartphone users use Android devices, and the operating system is expected to remain dominant in Pakistan for some time to come.
Apps in Pakistan
In terms of apps, social networking apps will continue to be the fastest growing segment of the market, followed by games, photos and videos, and music and entertainment (avoid simulation/role playing games for the time being).
Over 15% of smartphone users now buy apps on a regular basis. In Facebook terms, I estimate that’s around 2 Million app buyers.
CPI (Cost per Install) in Pakistan
Unfortunately, advertising costs on Facebook are not really super cheap. In some tests on Facebook, I got a CTR of around 4% with a CPI (Cost per Install) of around $0.40. As Pakistan is a Tier 5 country, in affiliate speak, the payoffs are low. So you need a payoff of at least $0.60 to get a ROI of 50% and a high or no cap.
Conclusion
In absolute terms, the market in Pakistan is still small for any mobile app advertiser.
However, the growth rates in the adaptation of smartphones are predictable and staggering.
So is the growth rate of Facebook users in Pakistan.
Since you can write your ads in English, I suggest using similar images, copy and demographic
targeting that works in Tier 1 countries and use them in Pakistan.
This strategy should result in a ROI of 50%<.
Pakistan’s mobile phone user base has exploded to 150 million users in the last decade.
While this is a growth rate of 1000%, the real mobile advertiser opportunity is now:
only about 15 million people have adapted to smartphones.
This is a massive growth opportunity …
Pakistan has a Muslim population of nearly 170 million people, making it one of the largest Muslim-majority countries in the world. In terms of its Muslim population, it ranks number three in the world, behind only Indonesia and India.
Massive Growth in the Number of People Using Mobile Devices
Over the past decade, mobile phone ownership has grown at an astoundingly fast rate in Pakistan, with 53% of the adult population now owning a cellphone, which is up from just 5% in 2002. This represents a growth rate in cellphone users of more than 1000%! Pakistan now has close to 150 million mobile device subscribers. A growing number of these subscribers are smartphone owners who are pushing forward the adoption of web services such as ecommerce and social media.
The Next Wave of Growth
Because of the previously mentioned factors, there will be strong growth for mobile advertisers in the foreseeable future. True, only 7% - 10% of Pakistan’s population has adopted smartphones for regular use, and this is in contrast to the general mobile device penetration rate of 80%. However, that means there is a lot of room for growth in the adoption of smartphones in Pakistan.
Growth promises to be exponential, similar to the growth of mobile device users in general. In all likelihood, growth in smartphone adoption will occur in tandem with the growth of Facebook users in Pakistan, who now number eight million people.
An Android App Advertisers Market
The expected growth rate of smartphone users and Facebook users in Pakistan is more than 100% annually, creating an outstanding opportunity for mobile app advertisers. This should be particularly true for advertisers who make use of the Android operating system. Currently, 68% of Pakistani smartphone users use Android devices, and the operating system is expected to remain dominant in Pakistan for some time to come.
Apps in Pakistan
In terms of apps, social networking apps will continue to be the fastest growing segment of the market, followed by games, photos and videos, and music and entertainment (avoid simulation/role playing games for the time being).
Over 15% of smartphone users now buy apps on a regular basis. In Facebook terms, I estimate that’s around 2 Million app buyers.
CPI (Cost per Install) in Pakistan
Unfortunately, advertising costs on Facebook are not really super cheap. In some tests on Facebook, I got a CTR of around 4% with a CPI (Cost per Install) of around $0.40. As Pakistan is a Tier 5 country, in affiliate speak, the payoffs are low. So you need a payoff of at least $0.60 to get a ROI of 50% and a high or no cap.
Conclusion
In absolute terms, the market in Pakistan is still small for any mobile app advertiser.
However, the growth rates in the adaptation of smartphones are predictable and staggering.
So is the growth rate of Facebook users in Pakistan.
Since you can write your ads in English, I suggest using similar images, copy and demographic
targeting that works in Tier 1 countries and use them in Pakistan.
This strategy should result in a ROI of 50%<.
Also lots of good affiliates in Pakistan :-)
i was wondering which offers to run for pakistan, i also heard a lot of good things about bangladesh, people killing it but with which offers?
Those markets are still so 'new' and 'fresh' (read: not saturated) that anything with a good pay out will kill it - we have some Pakistan and Bangladesh offers in our network that are doing amazing. Hit me up on skype if you want to talk this through.
Home > Paid Traffic Sources > Facebook & Instagram