AMPS 2011AB Review     a fresh Mobile Perspective     A Mobile perspective of the South African Audience Research Foundati...
In 2010 MMA members work                                   shopped the structure of the AMPS                              ...
In South Africa today…                   There are more than twice                                                        ...
Mobile Penetration                                                                           82% or 28.6m adults          ...
Mobile compared to SA Mass Media           35 000                                                                     Infl...
The Role of Mobile                                                 in the Marketing Mix                                   ...
About the MMA SA     With over 70 members active in South Africa, the South African     Local Council of the Mobile Market...
The Mobile Marketing Association  The MMA is the premier global  non-profit trade association                             ...
MMA SA MembersMobile Marketing Association - South Africa - Member Release - www.mmasa.org   Q3 2012   9
South Africa:                     Leading the Mobile Revolution Globally                                                  ...
Visit www.mmasa.org    Local Contact Details      Raymond Buckle                                                    Hawa O...
Report Sponsor      The AMPS2011AB Mobile Review was produced and sponsored by      Silverstone Solutions.      Silverston...
Mobile Market SizingMobile Marketing Association - South Africa - Member Release - www.mmasa.org   Q3 2012   13
Mobile compared to SA Mass Media      35 000                                                                   Inflection:...
Growth of cellular phone access in SA                                        Percentage of unique cellphone users         ...
No of cellphone units: 10 year trend                                                                                      ...
Penetration of cellular phone ownership                     By LSM (Living Standards Measure)                             ...
Penetration of cellular phone ownership                                By LSM                                             ...
Penetration of cellular phone ownership                                  By LSM (LSM 10 v. LSM 14 Scale)                  ...
Mobile data users in SA                        & LSM Profile Comparison            14000                     13 238       ...
Demographic profile of cellphone users                     Attribute v. Index of 100                     SMS/USSD only    ...
Operators and ManufacturersMobile Marketing Association - South Africa - Member Release - www.mmasa.org   Q3 2012   22
Mobile Network Operator Market Share              50.0    45.5 44.9 46.0                                        42.4 41.0 ...
Value of market in Rand terms                        Number of customers 000s Average Rands spent per       R mil per mont...
Make of phone:                     Usage index on all cellphone users 250                  204      198 200               ...
Cellphone ActivitiesMobile Marketing Association - South Africa - Member Release - www.mmasa.org   Q3 2012   26
Cellphone Activities          Watch video                     1 992     Subscribe/ content              936            Mob...
Cellphone                     Messaging Services                                     10                                   ...
Cellphone Activities:                     Mobile Data Type Services        81                                             ...
Cellphone Activities                     Media & Entertainment         50                           68                    ...
Positioning map of cellphone activities                          Reach: LSM/Age                9.0                8.5     ...
Positioning map of cellphone activities                                  Reach: income/Age                   R 21 000     ...
Cellphone Activity TrendsMobile Marketing Association - South Africa - Member Release - www.mmasa.org   Q3 2012   33
Cellphone Activity Trends                      Activities that require no data connectivity                               ...
Cellphone Activity Trends                      Activities that require no data connectivity                               ...
Cellphone Activity Trends                     Activities that require mobile data                                         ...
Cellphone Activity Trends                     Activities that require mobile data                                         ...
Cellphone Activity Trends                     Activities that require mobile data                                         ...
Internet Activities        Note: Only “access internet” figures used here, no over-coding         applied (SECTION F of A...
Internet Activities                      By platform                                % of 7.8m Internet Users              ...
Demographic profile comparison                         between types of Internet Access                                   ...
Demographic profile comparison                         between types of Internet Access                                   ...
Internet Activities                               Via computer                                              Via cellphone ...
Internet Activities: Duplication of platforms                                                                             ...
Internet Activities: Duplication of platforms                                                                             ...
Internet Activities: Duplication of platforms                                                                             ...
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle
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AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle

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AMPS2011AB Mobile Review - Mobile Marketing Association South Africa

A new perspective on the mobile medium based on the All Media and Products Survey 2011AB produced by the South African Audience Research Foundation

Produced and sponsored by www.silverstonecis.com

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AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond Buckle

  1. 1. AMPS 2011AB Review a fresh Mobile Perspective A Mobile perspective of the South African Audience Research Foundation’s bi-annual All Media and Products Survey (AMPS) January to December 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 1
  2. 2. In 2010 MMA members work shopped the structure of the AMPS Questionnaire with SAARF – 2011AB is the result. Size Opportunity Use The Mobile Medium 2012 Trends Audience Growth We’ve over-coded AMPS data, We’re beyond the point where the and got a completely new question is if mobile should form perspective of the mobile medium part of your marketing mix… in South AfricaMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 2
  3. 3. In South Africa today… There are more than twice There are 4.8 times more as many cellphones as households with a there are TV sets (31.3m cellphone than a computer vs 15.5m) 53% of e-mails are sent SMS text messaging is and received from a used by 3.5 times more cellphone people than email There are 6.7 times more There are 4.9 times more homes with cellphones cellphone subscribers than landline telephones than fixed Internet usersMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 3
  4. 4. Mobile Penetration 82% or 28.6m adults 15.4m 35m directly targetable through Use Voice, SMS & USSD only SA Adult Population (15 years and older) mobile marketing and advertising 28.6m 54% Individual Cellphone Owners 82% 13.2m 94% Mobile Phone Penetration in Households Mobile Data Penetration 38% 94% 94% of adults can respond to marketing and advertising through mobile  28.571m Cellphone owners  99% of mobile data users also use SMS/USSD  5m use both  15.449m use Voice/SMS/USSD only functions  13,238m use Mobile Internet and Data based  13,061m mobile data users, also use SMS/USSD Over coding used to ascertain these figures- see services functions Appendix  116,000 people use mobi data but do not own their  76% of internet users in SA access the internet via own cellphone mobile technology  Only 33% of SA access the internet via a computerMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 4
  5. 5. Mobile compared to SA Mass Media 35 000 Inflection: Mobile became the most pervasive mass media in South Africa 32721 30 000 Radio TV 25 000 DVD 20 000 DSTV/ MNET/ TopMillions TV Landline telephone 15 000 Cellphone 10 000 Computer 5 000 Internet Internet - mobile 0Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 5
  6. 6. The Role of Mobile in the Marketing Mix • Mobile Internet • Mobile • Games Advertising • Branded Utilities • Direct Response Traditional ATL • Community • Permission BTL Marketing Direct / CRM Brand Acquisition Building Digital Social Growth Retention Mobile Marketing • mCommerce • Service • mCRM • Loyalty • Up-sell • Rewards • Cross Sell • SocialMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 6
  7. 7. About the MMA SA With over 70 members active in South Africa, the South African Local Council of the Mobile Marketing Association was founded in 2008, and has been actively participating in the promotion, establishment and growth of the mobile marketing and advertising industry in this country.Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 7
  8. 8. The Mobile Marketing Association The MMA is the premier global non-profit trade association • Code of Conduct representing all players in the • Standards & Guidelines mobile marketing value chain. Leadership • Training & Education • Awards • Events Promotion • Networking • Case Studies • Best Practices Access • Research and InsightsMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 8
  9. 9. MMA SA MembersMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 9
  10. 10. South Africa: Leading the Mobile Revolution Globally 3 Golds, 2 Silvers 5 EMEA Regional Awards • Lead Generation / Direct Response / Conversion • Use of Mobile Social Media • Messaging • Social Impact / Not For Profit • Relationship Building / CRM 2009, 2010 & 2011 Global and EMEA WinnersMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 10
  11. 11. Visit www.mmasa.org Local Contact Details Raymond Buckle Hawa Omar Chairman MMA SA Country Manager +27 11 326 1000 +27 82 866 0305 Raymond@silverstonecis.com Hawa.Omar@MMAGlobal.com Candice Goodman Kim Risi Deputy Chairperson Member Support Manager +27 83 326 2461 +27 83 468 9360 Candy@mo-b.co.za Kim.Risi@MMAGlobal.com Email info@mmasa.orgMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 11
  12. 12. Report Sponsor The AMPS2011AB Mobile Review was produced and sponsored by Silverstone Solutions. Silverstone delivers cutting edge integrated mobile centric business, marketing and communication platforms and solutions. Resilient and proven to work at scale. If you would like to dig deeper, please email mobileadvertising@silverstonecis.comMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 12
  13. 13. Mobile Market SizingMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 13
  14. 14. Mobile compared to SA Mass Media 35 000 Inflection: Mobile became the most pervasive mass media in South Africa 32721 30 000 Radio TV 25 000 DVD 20 000 DSTV/ MNET/Millions Top TV Landline 15 000 telephone Cellphone 10 000 Computer 5 000 Internet Internet - mobile 0Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 14
  15. 15. Growth of cellular phone access in SA Percentage of unique cellphone users 76.3 81.8 67 67.9 69.8 71.3 56.3 60.5 49.4 41.5 30.8 20.7 24.1 6.8 11.4 17.2 2.4 4.4 Percentage of unique penetration of economically active users 82.5 83.9 86.9 91.3 64.5 70.2 73.3 78.9 80 46.2 57.5 20 29.2 33.7 38.9 4.7 8.4 12.3  2000:  2011: ◦ 17% of SA adults had access to (at least one) ◦ 82% of SA adults use a cellphone cellphone ◦ 91% of SA working adults use a cellphone ◦ 29% of SA working adults had access to (at least one) cellphoneMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 15
  16. 16. No of cellphone units: 10 year trend 12.48 13.37 12.07 14.07 13.28 15 11.14 11.12 11.12 10.97 10.85 10.76 2.5 9.79 9.74 9.57 9.55 9.45 8.65 8.19 7.32 10 Million 2 6.31 4.61 3.60 3.23 3.03 5 1.5 0 1 No of SA Households (mm) No of HH with cellphone (mm) Ave no cellphone units per HH 31.26 28.57 40 15 27.10 25.95 23.54 23.17 21.24 20.83 19.44 18.81 30 17.53 17.38 15.28 Million 10 14.48 12.71 11.72 20 9.17 7.76 7.13 6.01 5.62 5.35 4.95 4.39 5 10 0 0 2000B 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 Number of Cell phones in HH No of unique cellphone users No of HH with cellphone  In 2004/2005 the number of cellphones overtook the  In 2011 there are more than 2.4 cellphones per household number of households  In 2011 13.28m households with cellphones represents  In 2009 the number of cellphones used overtook the no of 94% household penetration unique cellphone usersMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 16
  17. 17. Penetration of cellular phone ownership By LSM (Living Standards Measure) 88.6 92.2 96 81.8 82.5 83.7 87.4 74.5 65.3 64.6 38.9 LSM 1- LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 10 LSM 7+ LSM 9+ LSM 11+ LSM 13+ LSM 8 LSM 10 LSM 12 LSM 14 88.5 88.1 89.1 91.8 92.7 95.6 96.5 81.8 82.5 83.7 86.4 74.5 65.3 64.6 38.9 LSM LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM LSM LSM LSM LSM 1-14 10 11 12 13 14  82% of the SA population has access to a cellphone  Penetration ranges from 38.9% in LSM 1 to 96.5% in LSM 14Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 17
  18. 18. Penetration of cellular phone ownership By LSM In LSMs 8-10 more than 92 96 50% of users 89 84 87 make use of 82 83 75 mobile data almost 40% % Penetration 65 68 65 mobile 57 52 61 internet 44 penetration 39 34 35 45 24 37 17 26 9 11 20 4 17 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Cellphone ownership Mobile internet Mobi data excludes inetMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 18
  19. 19. Penetration of cellular phone ownership By LSM (LSM 10 v. LSM 14 Scale) 92 96 In LSMs 8-10 84 87 89 82 83 more than % Penetration 75 65 65 68 57 50% of users 52 39 44 61 make use of 34 35 24 45 mobile data 17 37 9 11 almost 40% 4 26 20 17 mobile internet LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Cellphone ownership Mobile internet Mobi data excludes inet penetration 89 92 93 96 97 84 86 89 88 82 83 75 71 % Penetration 65 65 65 54 57 57 47 50 39 42 63 34 35 60 24 44 46 17 41 9 11 34 4 31 20 22 17 8 LSM 1- LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM LSM LSM LSM LSM 14 10 11 12 13 14Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 19
  20. 20. Mobile data users in SA & LSM Profile Comparison 14000 13 238 LSM profile shift of Mobile Mobi data users vs 11 487 data users SMS/USSD only users 12000 10 779 10000 9 327 LSM 1- 3 LSM 1- 7 519 LSM 25 20 25 3 8000 LSM 4 Million 10 15 LSM 20 6 397 10 LSM 4 10 15 6000 5 10 LSM 9 0 LSM 5 5 LSM 9 0 LSM 5 4000 LSM 8 LSM 6 LSM 8 LSM 6 2000 LSM 7 LSM 7 0 2007 2008 2009 2010 2011 2006/7 Population (11A) Mobi data users: 2006/2007 Mobi data users Mobi data users Mobi data users: 2011 SMS/ USSD users  Mobi data usage is skewed to the upper LSMs and is shifting slowly upwards as technology offers more  13.2m mobile data users in 2011, up from 6.4m in 2006/7Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 20
  21. 21. Demographic profile of cellphone users Attribute v. Index of 100 SMS/USSD only Mobi data LSM1-2 White LSM 10 LSM 6 LSM3 50+ Indian Parents (have kids) Women R20000+ LSM 4-5 Young Single parent Black Tertiary independent education R5000 singles 35-49 Men - Under R2500 R7999 Urban Divorced Rural Young E Cape couples Students Widowed N West F State Matric Limpopo KZN Working R2500-R4999 15-24 LSM 9 25-34 Mature single R8000- Married R10999 Young R11000- Housewife family R19999 Coloured Unemployed Gauteng Mature family At home W Cape singles Less than matric LSM 8 Mature Afrikaans N Cape couples Single English Mpumalanga LSM 7 Retired 150+ 125 110 100 110 125 150 175+Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 21
  22. 22. Operators and ManufacturersMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 22
  23. 23. Mobile Network Operator Market Share 50.0 45.5 44.9 46.0 42.4 41.0 43.6 40.0 % Share 30.0 Cellphone owners - 28.6 m 20.0 11.5 13.4 9.9 Mobi - 13.1 m 10.0 0.3 0.3 0.3 0.2 0.4 0.1 SMS / USSD only 15.4 m 0.0 Vodacom MTN Cell C Other Virgin Mobile Network % of Base 27 54 55 56 47 49 73 SMS / USSD only 46 45 44 53 51 Mobi Total Vodacom MTN Cell C Virgin Mobile Other cellphone Network owners  The smaller the network, the greater the tendency to use mobile dataMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 23
  24. 24. Value of market in Rand terms Number of customers 000s Average Rands spent per R mil per month According to month per customer AMPS… All CustomersTotal 28,571 152 4,343 13m customersVodacom 13,007 170 2,211 using mobile dataMTN 12,118 134 1,624 spend an averageCell C 3,294 145 478 of R218/month v.Virgin Mobile 65 230 15Other Network 88 187 16 R96/month for Voice/SMS/USSD Customers that use mobi customers…Total 13,122 218 2,861Vodacom 5,893 250 1,473MTN 5,378 193 1,038 … generatingCell C 1,759 185 325 R2.8bn airtimeVirgin Mobile 47 267 13 and data revenueOther Network 45 201 9 v. R1.5bn Customers that use SMS/USSD onlyTotal 15,449 96 1,483Vodacom 7,113 104 740MTN 6,740 88 593Cell C 1,535 Source: AMPS 2011AB 98 150Virgin Mobile 17 130 2Other Network 43 172 7Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 24
  25. 25. Make of phone: Usage index on all cellphone users 250 204 198 200 172 153 150 138 130 130 125 121 111 105 105 91 94 96 100 Mobi 68 71 75 65 65 SMS/USSD only 50 39 37 11 17 0  Index shows deviation from the norm (total population),  LG, Sony Ericsson, Blackberry, HTC and iPhones are more where 100 is the same as the norm and values are likely to be used for Mobi data above/below average by their relationship to the value 100  Nokia and Samsung cater equally for both  Motorola, Siemens, Vodafone and Alcatel are more popular for those who don‘t use Mobi dataMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 25
  26. 26. Cellphone ActivitiesMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 26
  27. 27. Cellphone Activities Watch video 1 992 Subscribe/ content 936 Mobile apps 1 766 Read publication 633 436 Download ringtone… 3 424 4 137 Music 6 863 5 147 Internet 5 384 3 289 Email 2 695 1 682 Social Net working 4 897 Chat 4 981 4 377 MMS 6 674 2011 5 589 Mobi activities 12 055 10 413 2010 Take video 7 869 6 728 Take photos 13 656 11 348 Play Games 8 037 7 579 Radio 8 636 6 145 TV 353 214 Rx Please call me 25 530 Tx Please call me 21 423 19 435 Competition/ Vote/… 4 458 4 011 SMS 20 875 19 714 MillionMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 27
  28. 28. Cellphone Messaging Services 10 1 24 5 26 1 1 6 27 10 80 75 24 Not at all Yearly 32 Monthly Weekly 58 2 Daily 44 4 12 31 8 9 6 2 3 Send Please call Receive Please SMS Enter competition/ MMS* me call me vote/ donation % of 28.6m Cellphone users *Requires mobile data service  Base: Cellphone users 28.6m adults  SMS’ing and sending Please Call Me’s are the most common cellphone activitiesMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 28
  29. 29. Cellphone Activities: Mobile Data Type Services 81 75 83 86 82 93 90 96 Not at all Yearly Monthly 1 Weekly 6 3 1 1 Daily 6 5 2 9 4 7 2 10 11 9 1 2 4 12 4 2 4 1 2 1 2 1 0 Access Social Download Download/ Download Email Subscribe / Chat Internet Networking ringtone/ logo listen music /use apps receive content / services % of 28.6m Cellphone users  All require mobile data service  Base: Cellphone users 28.6m adults  Music downloads and social networking/ chat are the most popular type of mobi data related activity, after MMS-ingMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 29
  30. 30. Cellphone Activities Media & Entertainment 50 68 69 70 Not at all 92 97 Yearly 2 99 Monthly 19 Weekly 4 1 2 5 Daily 6 21 15 14 13 10 1 3 11 7 3 0 1 9 2 1 1 1 1 Photos Take video TV Watch video* Newspaper/ Radio Games Magazine* % of 28.6m Cellphone users *Requires mobile data service  Base: Cellphone users 28.6 m adultsMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 30
  31. 31. Positioning map of cellphone activities Reach: LSM/Age 9.0 8.5 Email 8.0 Social networking Apps Internet Read 7.5 MMS Average LSM Ringtone/ Content Chat TV logo 7.0 Take videos Watch video Photos Competition/ Music Vote 6.5 Games SMS Receive 6.0 Radio Please call me Send 5.5 please call me 5.0 22.0 24.0 26.0 28.0 30.0 32.0 34.0 36.0 Average AgeMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 31
  32. 32. Positioning map of cellphone activities Reach: income/Age R 21 000 Email R 19 000 Apps Read R 17 000 Internet Social networking TV MMS Average Income R 15 000 Watch video Ringtone/ Take video Chat logo Content R 13 000 Photos SMS Music R 11 000 Competition/ Vote Games Receive Radio R 9 000 Please call me Send Please call me R 7 000 R 5 000 22.0 24.0 26.0 28.0 30.0 32.0 34.0 36.0 Average AgeMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 32
  33. 33. Cellphone Activity TrendsMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 33
  34. 34. Cellphone Activity Trends Activities that require no data connectivity The question about 19 714 20 875 Receiving Please 15 387 17 276 12 958 13 972 SMS 7 831 10 500 10 393 Call Me Messages 5 418 was only introduced 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 in 2011 at the MMAs request 4 571 4 941 Interestingly, more 4 011 4 458 Competition/ Vote/ Donate than 4m more people have received a Please 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 Call Me message, than have sent it. 19 435 21 423 Send Please call me 15 681 17 033 12 358 13 388 message 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 25 530 Receive Please call me message 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 34
  35. 35. Cellphone Activity Trends Activities that require no data connectivity 353  The Radio and 214 Television on Watch TV mobile questions were only 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 introduced to the AMPS 8 636 Questionnaire in 6 145 2010 Listen Radio  Questions about Photo’s and Videos was only 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 introduced in 2008 8 024 8 417 8 037 7 579  Interesting dip in 6 769 6 382 6 614 6 877 6 821 5 450 games between Play Games 2005/6 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 11 348 13 656 9 876 8 301 7 869 6 728 5 857 5 379 Take photos Take video 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 35
  36. 36. Cellphone Activity Trends Activities that require mobile data Cellphone and 12 055 8 562 9 944 10 413 Mobi activities are Mobi activities 631 5 6 773 a continuously growing trend 2006/7 2007 2008 2009 2010 2011 Social Networking was only introduced as a 5 587 5 589 6 674 question specific to 4 937 3 750 cellphone users in MMS 2 893 2011 (Thanks MMA) 2006/7 2007 2008 2009 2010 2011 There are still anomalies with how people are 4 377 4 981 interpreting 3 641 questions around Chat 2 968 chat and social – services like MxIT, 2006/7 2007 2008 2009 2010 2011 WhatsApp, BBM, etc. – as there are clearly many more active users than is 4 897 being derived Social Net working through AMPS. 2006/7 2007 2008 2009 2010 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 36
  37. 37. Cellphone Activity Trends Activities that require mobile data 2 695 The significant 1 711 1 682 increase in the 1 524 number of internet Email 966 1 209 users according to AMPS was not 2006/7 2007 2008 2009 2010 2011 necessarily a factor of growth of the activity, but rather how the 5 384 question was Internet 1 842 2 488 3 091 3 289 phrased – it 1 339 changed in 2011 2006/7 2007 2008 2009 2010 2011 Most people who access the internet for the first time, do 6 863 Download Music 5 412 5 147 so using 4 599 3 411 cellphones and do 2 450 not necessarily understand the 2006/7 2007 2008 2009 2010 2011 concept of the using “internet” and may refer to it 4 492 4 477 3 608 4 091 4 137 3 424 as browsing or “googling” Download ringtone or logo 2006/7 2007 2008 2009 2010 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 37
  38. 38. Cellphone Activity Trends Activities that require mobile data 633 Mobile apps, 436 content Read publication subscription and watching video was introduced or 2006/7 2007 2008 2009 2010 2011 rephrased in 2011 based on the MMA 1 766 collaboration with SAARF Mobile apps The case for what people understand 2006/7 2007 2008 2009 2010 2011 from the question is made again by the relatively low 936 (1.7m) occurrence of Mobile Apps Subscribe to content when we know that MxIT as an example has more 2006/7 2007 2008 2009 2010 2011 than 10m active SA users and should qualify as an app. 1 992 Watch video 2006/7 2007 2008 2009 2010 2011Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 38
  39. 39. Internet Activities  Note: Only “access internet” figures used here, no over-coding applied (SECTION F of AMPS)  Internet Access via any platform – AMPS audience size 7.8mMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 39
  40. 40. Internet Activities By platform % of 7.8m Internet Users % of 7.8m Internet Users 93 Read newspaper/ 17 Search 89 19 73 magazine 9 71 17 E-mail 83 Listen Radio 5 43 17 19 64 Directory 19Social Networking 41 12 65 9 59 Shopping 11Instant Messaging 24 4 64 9 59 Dating 4 9 Chat 25 63 Download a 6 5 45 podcast 4 Games 23 4 46 Share Trading 5 43 2 Any platformMusic Downloads 19 Any platform 3 44 Watch TV On-line 3 Via computer Via computer 2 31 Banking 31 Via cellphone 2 19 Gambling 2 1 Read/ access 19 20 21 Other 20 current news 9 13  Based on those who use medium  Audience base sizes: ◦ Any platform – 7.8m ◦ Via computer – 5.1 m ◦ Via cellphone – 6.3 mMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 40
  41. 41. Demographic profile comparison between types of Internet Access Access internet Access internet Access internet Do not via computer via cellphone via both platforms access internetTotal adult population 15% 18% 11% 50%Average HH Income R20,879 R16,970 R20,527 R5,836Average Age 33 28 30 42Average LSM 8.3 7.7 8.3 5.1Average monthly cell expenses (Avg R152) R365 R294 R367 R87Urban 79% 74% 79% 41%Rural 21% 26% 21% 59%English 32% 24% 29% 6%Afrikaans 23% 20% 21% 12%Other languages 44% 56% 49% 81%Men 55% 53% 54% 46%Women 45% 47% 46% 54%15-24 32 46 39 2025-34 28 30 31 1835-49 28 19 24 2650+ 12 5 6 36Less than matric 14 24 15 74Matric 43 46 43 21Post matric 43 30 41 5Black 51 61 56 82Coloured 8 10 9 9Indian 6 6 6 2White 35 23 30 7Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 41
  42. 42. Demographic profile comparison between types of Internet Access Access internet Access internet Access internet Do not via computer via cellphone via both platforms access internetTotal adult population 15% 18% 11% 50%Western Cape 15 14 15 9Northern Cape 1 1 1 3Free State 5 5 5 6Eastern Cape 9 9 10 17Kwazulu-Natal 19 23 21 22Mpumalanga 5 5 4 8Limpopo 5 6 5 9Gauteng 38 32 37 20North-West 3 4 2 7Working 59 47 56 29Housewife 4 4 3 8Student 24 31 30 10Retired 3 1 1 18Unemployed 9 18 11 35LSM 1 0 0 0 3LSM 2 0 0 0 8LSM 3 0 0 0 9LSM 4 1 2 1 16LSM 5 3 7 3 21LSM 6 13 19 14 22LSM 7 13 16 13 9LSM 8 15 16 16 5LSM 9 25 21 25 5LSM 10 31 19 29 1Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 42
  43. 43. Internet Activities Via computer Via cellphone 96 Search 78 117 E-mail 61 64 Social Networking 102 41 Instant Messaging 108 42 Chat 107 51 Games 102 44 Music Downloads 102 100 Banking 61 111 Read/ access current news 47 112 Read newspaper/ magazine 53 29 Listen Radio 100 100 Directory 63 122 Shopping 44 44 Dating 100 83 Download a podcast 67 125 Share Trading 50 100 Watch TV On-line 67 100 Gambling 50 100 Other 65  Norm in this instance is: use internet (on any platform) to do activity  Index values depict relationship to norm value where 100 =on par with the normMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 43
  44. 44. Internet Activities: Duplication of platforms  47% of computer internet users 7.8m access the also access the internet via a internet cellphone  2.6m or 33% of internet users 5.2m 6.3m can only be reached via via computer via cellphone cellphones 66% 81%  Mobi internet access renders more exclusive users than exclusive computer internet Computer Both Cellphone users – 33% 1.5m 3.7m 2.6m 19% 47% 33%  81% of internet users access the internet via cellphoneMobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 44
  45. 45. Internet Activities: Duplication of platforms  26% of people who use a computer to email, 5.6m use Email also email on a cellphone4.3m 2.7m  24% or 1.3m Emailers can only be reachedvia computer via cellphone via cellphones76% 48%  There are more exclusive to computerComputer Only Both Cellphone Only emailers than exclusive to cellphone emailers2.8m 1.4m 1.3m50% 26% 24%  43% of people who use a computer to search 7.2m search on the internet the internet, also search on a cellphone4.6m 4.6mvia computer via cellphone  2.6 m or 36% of internet searchers can only64% 64% be reached via cellphones  There are the same number of exclusive toComputer Only Both Cellphone Only computer internet searchers as exclusive to2.6m 2m 2.6m cellphone internet searchers36% 28% 36%Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 45
  46. 46. Internet Activities: Duplication of platforms  14% of people who use a computer to shop 729k internet shoppers online, also shop on a cellphone561k 248kvia computer via cellphone  23% of online shoppers can only be reached77% 34% via cellphones  There are more exclusive to computer onlineComputer Only Both Cellphone Only shoppers than exclusive to cellphone481k 80k 168k shoppers66% 11% 23%  25% of people who use a computer to bank 2.4m internet bankers online, also bank on a cellphone1.6m 1.2mvia computer via cellphone  One in three people who bank online can only66% 50% be reached via cellphones  There are more exclusive to computer onlineComputer Only Both Cellphone Only bankers than exclusive to cellphone bankers1.2m 402k 827k50% 16% 34%Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 46

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