The rapid growth in mobile traffic share to 78% reflects Sao Tome and Principe's increasing reliance on smartphones for internet access. The high mobile penetration rate of 92% indicates widespread adoption, enabling businesses to reach consumers more effectively through mobile marketing. Average data usage per user has also risen, signaling more engaging content consumption and digital activity across the islands.
Mobile marketing strategies are becoming more prominent, with spending reaching USD 1.5 million. As smartphone ownership surpasses 85%, brands can leverage targeted campaigns, social media, and mobile ads to boost engagement. This digital shift presents opportunities for local enterprises to expand their reach and tailor marketing efforts to a highly connected population.