Mobility and Media in Africa

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Mobile offers brands huge scope in Africa. The digital media potential is massive and allows marketers direct access to communities. Here is a collection of stats and insights collected by Mindshare South Africa and Deloitte Digital to highlight this massive potential.

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Mobility and Media in Africa

  1. 1. Exploring Africas MobilePotentialMobile is opening up Africa’s economicpotential, letting your brand tap into Africa’smarkets
  2. 2. Brought to you by:May 2013
  3. 3. • According to the GSMA, Africa is the worlds second largest mobile market byconnections after Asia, and the fastest growing mobile market in the world.• The information provided are to give an indication of the size and growth of the Sub-Saharan mobile telecoms and digital media market.• The data provided is a collection of information sourced from numerous sources andcompiled together to create an understanding the market and its size.• Some data due to time/dates and sources may vary, this should be taken into accountwhen going through the presentation.• Some sources may represent conflicting data so that should be taken into account whenreading through and comparing the data provided.Presentation DisclaimerThanks and regards,
  4. 4. Mobile Telecomsacross Sub-SaharanAfrica.The mobility trends shaping communicationand client engagement across Sub-Saharan AfricaAbove 100%60-100%40-60%Less than 40%
  5. 5. The true size of AfricaMobile telecoms across Sub-Saharan Africa“According to the GSMA, Africa is nowthe worlds second largest mobilemarket by connections after Asia, andthe fastest growing mobile market inthe world.” – September 2011
  6. 6. High Level StatisticsMobile telecoms across Sub-Saharan Africa47 COUNTRIESIN SSA 44% GROWTH IN THE NUMBER OF MOBILECONNECTIONS, %, 2000–2012475MMOBILE CONNECTIONS(ACTIVE SIM CARDS) IN SSA54%MOBILE PENETRATIONRATE IN SSA700MMOBILE CONNECTIONS (ACTIVESIM CARDS) IN SSA IN 201617%ETHIOPIA TO RECORD THEHIGHEST GROWTH RATE BY 2017103MMTN’S SUBSCRIBERBASE ACROSS SSAAbove 100%60-100%40-60%Less than 40%Source: GSMA / Deloitte Mobile Observatory Report, 2012
  7. 7. How is Sub-Saharan Africa divided?Mobile telecoms across Sub-Saharan Africa• The 47 countries within the SSAregion show significant economicand social differences.• While the average annual incomeper capita in the region stands atUS$2,439, it varies from US$216in the Democratic Republic ofCongo (DRC), the poorestcountry, to US$14,660 inEquatorial Guinea, the richestcountry.• The six most populous countries(Nigeria, Ethiopia, DRC, SouthAfrica, Tanzania and Kenya) covermore than 50% of the populationin the region.Map Source: United NationsSource: GSMA / Deloitte Mobile Observatory Report, 2012
  8. 8. The size of the mobile telecoms market in Sub-Saharan AfricaMobile telecoms across Sub-Saharan AfricaSource: GSMA / Deloitte Mobile Observatory Report, 2012Population and connectionsGrowth in the number of mobileconnections, %, 2000–2012Since 2000, mobileconnections in SSA hasgrown by 44%, comparedto 10% for developedregions475 millionconnections inSub-SaharanAfrica
  9. 9. Growth forecasts for the Sub-Saharan regionMobile telecoms across Sub-Saharan AfricaSource: GSMA / Deloitte Mobile Observatory Report, 2012Mobile Connections, Population and Mobile penetration in SSA (2000–2016)Supported by income growth, it is expected that penetration willcontinue to grow steadily over the next few years, reaching 75% of thepopulation and 700 million connections in 2016.
  10. 10. Mobile penetration rates across the regionMobile telecoms across Sub-Saharan AfricaSource: GSMA / Deloitte Mobile Observatory Report, 2012Penetration by country (2012Above 100%60-100%40-60%Less than 40%• Mobile penetration varies widelyacross the sub-regions.• Southern Africa has the highestmobile penetration, at119%, mainly as South Africashows a 123% penetration andover 50 million connections.• Penetration is lowest in Easternand Middle Africa at 39% and40% respectively.• However, mobile connectionshave been growing rapidly inthese sub regions, increasing by366% and 260% respectively inthe last five years.
  11. 11. GDP per capita and population in selected countriesMobile telecoms across Sub-Saharan AfricaSource: GSMA / Deloitte Mobile Observatory Report, 2012Penetration, GDP per capita and population in selected SSA countries (2012)SenegalNigerAngolaCote dIvoireGhanaKenyaTanzaniaSouth AfricaNigeria02,0004,0006,0008,00010,00020% 40% 60% 80% 100% 120%GDPpercapita(US$)Penetrationrate (%)
  12. 12. Penetration and connections (sim cards) across key marketsMobile telecoms across Sub-Saharan AfricaSource: GSMA / Deloitte Mobile Observatory Report, 2012Penetration, five key markets and Senegal (2000–2012)0%20%40%60%80%100%120%140%2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Kenya Ghana NigeriaTanzania South Africa Senegal98.362.429.223.821.419.315.815.014.512.711.411.310.3 9.7 8.691.4454.9050100150200250300350400450500Connections(millions)Mobile Connections, top 15 countries (2012)The five key markets currentlyrepresent 47% of totalconnections in the region, andpenetration has increased by81% per year on averagebetween 2000 and 2012, withsimilar trends seen in Senegal.Mobile Connections:• Nigeria: 98.3 million• South Africa: 62.4 million• Kenya: 29.2 million• Tanzania: 23.8 Million• Ghana: 21.4 Million
  13. 13. Growth rates from 2012 – 2017 across key marketsMobile telecoms across Sub-Saharan AfricaSource: Informa Telecoms and Media / World Cellular Information Service (Quarter 2, 2012)“Ethiopia to record highest growth rate by 2017”
  14. 14. Mobile operator groups across Sub-Saharan AfricaMobile telecoms across Sub-Saharan AfricaHeadquarters: South AfricaConnections: 103,319,174Territories: 15Headquarters: UKConnections: 70,955,587Territories: 7Headquarters: IndiaConnections: 63,507,689Territories: 16Headquarters: FranceConnections: 28,592,053Territories: 17Source: GSMA / Deloitte Mobile Observatory Report, 2012
  15. 15. Mobile operator groups across Sub-Saharan AfricaMobile telecoms across Sub-Saharan AfricaHeadquarters: NigeriaConnections: 23,859,754Territories: 3Headquarters: UAEConnections: 19,402,674Territories: 8Headquarters: LuxembourgConnections: 16,961,871Territories: 7Source: GSMA / Deloitte Mobile Observatory Report, 2012
  16. 16. Mobile internet and Mobilebroadband
  17. 17. Growth of mobile broadband services across AfricaMobile Internet and Mobile Broadband60 MILLIONMOBILE BROADBAND CONNECTIONS5%PENETRATION80%ANNUAL GROWTHSource: Wireless Intelligence (Quarter 1, 2013)
  18. 18. Mobile Internet Traffic as a percentage of overall web trafficMobile Internet and Mobile BroadbandSource: Statscounter (Sept to Dec 2012)Desktop vs. Mobile InternetAfrica: 14.33% = Mobile Internet TrafficAfrica: 85.67% = Desktop (Web) Traffic
  19. 19. Top mobile broadband markets across AfricaMobile Internet and Mobile BroadbandSource: Informa Telecoms and Media / World Cellular Information Service (Quarter 2, 2012)
  20. 20. Fixed verses. Mobile Broadband Subscribers in South AfricaMobile Internet and Mobile BroadbandSource: Internet Access in SA 2012, World Wide WorxSouth Africa ADSL vs. Mobile BroadbandThere are approximately 7 mobile broadbandconnections (3G modems) to every 1 ADSL connectionin South Africa. The ratio is even higher across Sub-Saharan Africa
  21. 21. Fixed vs. Mobile Broadband Subscribers in Sub-Saharan AfricaMobile Internet and Mobile BroadbandSource: Wireless Intelligence, Vodafone Public Policy Papers 20112.9 3.2 3.5 3.9 N/A34.554.181.2117.5160.20204060801001201401602012F 2013F 2014F 2015F 2016FTotal Fixed Broadband Total Mobile BroadbandFixed and mobile broadband subscribers in SSA, million connections (2012–2016)Given the low penetration of fixed lines, mobileinternet has the potential of driving connectivityin the region at lower costs.Across the region, its connectivity via mobiledevices (phones and dongles) that’s drivingdigitally connected subscribers across thecontinent)
  22. 22. SOURCE: (MARCH 2012)Based on the Top 10 site listings from Opera Mini, a word cloud of thepopular sites users are accessing on Opera Mini across AfricaNote: The word cloud is not based on unique views, rather appearance of the site in each countries top 10 listingOpera Mini – State of Mobile Web in AfricaMobile Internet and Mobile Broadband
  23. 23. Digital MediaMobile Web Banners
  24. 24. SOURCE: (Q2 – 2012)Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)Digital Media: Mobile Web Banners
  25. 25. Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)Digital Media: Mobile Web BannersSOURCE: (Q2 – 2012)
  26. 26. Mobile Web Banner AdvertisingInmobi, Quarter 2-2012 (Africa Overview)Digital Media: Mobile Web BannersSOURCE: (Q2 – 2012)
  27. 27. Handset insights
  28. 28. SOURCE:The availability of low-cost smartphones has increased adoption in the continent.Informa Telecoms & Media forecasts a penetration of 12% by end-2017.Smartphone penetration in AfricaMobile Device Observations
  29. 29. SOURCE:Africa, smartphone-connection penetration by country, 2011-2017Mobile Device Observations
  30. 30. Mobile devices used on various platforms in South AfricaHigh penetration of mobile internet enabled feature phonesMobile Device Observations
  31. 31. SOURCE: (MARCH 2012)Note: The word cloud is not based on unique views, rather appearance of the handset in each countries top 10 listingBased on the Top 10 handset listings from Opera Mini, a word cloudof the popular handsets users are using to access Opera Mini acrossAfricaOpera Mini – State of Mobile Web in AfricaMobile Device Observations
  32. 32. Mobile Device ObservationsSmartphone device sales to end users in South Africa during2012. BlackBerry’s continued market share (54%) and thegrowth of the Android platform (254%)
  33. 33. Social Media across Africa
  34. 34. SOURCE: OCT 2012Mxit is one of the success stories of the South African mobile explosion. The platform allowsfor targeted advertising opportunities through splash screens and other inventory assets onthe platform.Social Media across Africa
  35. 35. Instant messaging platforms: 2GO Messaging PlatformSocial Media across Africa
  36. 36. Facebook across AfricaSocial Media across Africa
  37. 37. Twitter usage across Africa: Through analysis of 11.5 million geo-located Tweets and apoll of Africa’s top tweeters, the study surveyed Twitter traffic and trends across thecontinent.Social Media across Africa
  38. 38. Source Credits
  39. 39. Presentation Source CreditsList of sources• 2go• Afrographique• Deloitte Digital• Gartner• GSMA Mobile Observatory Report 2012• Informa Telecoms and Media• Inmobi• Mxit• Opera Mini• Portland• Social Bakers• Statscounter• United Nations• Vodacom South Africa• Wireless Intelligence• World Cellular Information Service• World Wide Worx
  40. 40. For further information, please contact:Andre HugoDirector, Deloitte DigitalEmail: anhugo@deloitte.co.zaMobile: +27 (82) 354 3965Twitter: @maxrsaMichael CowenClient Lead Director (Digital), MindshareEmail: Michael.Cowen@mindshareworld.comMobile: +27 (83) 288 7355Twitter: @michael_cowen
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