Case study 24.com

Dedicated to creating and sustaining uniquely African online and mobile communities, 24.com includes various services for user-generated content. A full member of the Digital Media and Marketing Association, 24.com's advertising space is managed by THE SPACESTATION, a single point of contact offering advertisers and media planners creative and innovative advertising solutions to engage with online and mobile South Africans across multiple digital destinations.


24.com operates in a very diverse market when it comes to the type of mobile devices being used by their audience. This varies from the latest devices on the market, to older feature phones. They needed to support the majority of the devices accessing their channels on a daily basis, in order to give their audience the best possible user experience regardless of the device used. Feature phones still take up over 40% of mobile web traffic in Africa, meaning the need to create light-weight optimised mobile pages for these devices is essential.


51Degrees.mobi enabled 24.com to detect mobile device features, allowing them to offer device specific code and style changes. Going into as much detail as being able to detect mobile operating systems and browser versions in order to give the end user the best possible experience across our all of their channels.

We ran a mobile device detection investigation a few years back and at the time found that 51Degrees.mobi offered a free service, which we easily implemented across our channels. Paolo StreminPortal Manager, 24.com

Good user experience is vital, and the only way to do this is to adapt coding and style for each device type. Upgrading to 51Degrees.mobi Premium Device Data gave us this ability and enabled us to offer a great experience to all of our users."


Example Desktop Layout
Example Desktop Layout
Example Mobile Layout
Example Mobile Layout

24.com has implemented 51Degrees Premium Detection in order to detect mobile devices on their Nigerian news offering, optimizing it for a mobile audience. The aesthetics of the website have been changed to accommodate the different input methods and screen sizes that browse the website.

As feature phones are still a large part of the African market, 24.com has optimized their mobile page weight from 1.6mb to a tiny 111kb. This means the website loads very fast on mobile devices, with minimal amounts of data being transferred and has led to an increase in mobile traffic to http://www.news24.com.ng/.