Mobile Marketing Association South Africa AMPS 2012AB Mobile Review

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Highlights of the MMA SA's Mobile Review of AMPS2012AB - sponsored by SilverstoneCIS.com

If this doesn't prove that nothing will get you closer to your consumers than mobile - nothing will!

Members of MMA SA will receive the full deck as part of their membership benefits. For more information contact us at MMASA.org or get in touch with SilverstoneCIS to take advantage of the power of the mobile medium.

Nothing gets you closer to your audience than mobile!

Published in: Business, Technology

Mobile Marketing Association South Africa AMPS 2012AB Mobile Review

  1. 1. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1 Nothing Gets Marketers Closer to their Consumers than Mobile Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message. There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time. It is time to reimagine marketing with mobile leading the charge. Every Moment is Mobile.
  2. 2. 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. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2
  3. 3. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3 The Role of Mobile in the Marketing Mix Traditional ATL BTL Direct / CRM Digital Social Mobile Marketing • Service • Loyalty • Rewards • Social • mCommerce • mCRM • Up-sell • Cross Sell • Mobile Advertising • Direct Response • Permission Marketing • Mobile Internet • Games • Branded Utilities • Community Brand Building Acquisition RetentionGrowth
  4. 4. The Mobile Marketing Association The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. Leadership • Code of Conduct • Standards & Guidelines • Training & Education Promotion • Awards • Events • Networking Access • Case Studies • Best Practices • Research and Insights Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4
  5. 5. MMA SA Members Q3 2013 Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5
  6. 6. South Africa: Leading the Mobile Revolution Globally 2009, 2010 & 2011 Global and EMEA Winners 3 Gold's, 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 Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6
  7. 7. Leadership of committees, councils and boards to keep your company at the forefront of industry Efficiency and operational excellence through the development of guidelines and best practice to reduce the friction and help make it easier for buyers and sellers alike. Access to MMA products, data, initiatives, & networking to help you make better decisions. Promotion of member products, services and solutions to raise awareness, generate more leads and business for your company Influence to shape the future of the industry Advanced Insight via MMA products, data, initiatives and research; helping members build your understanding of the marketplace and make better business decisions Networking via MMA initiatives and events help support members to find business partners and customers. MMA Membership The benefits of MMA membership Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 7
  8. 8. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 8 Local Contact Details Candice Goodman Chairperson MMA SA +27 83 326 2461 Candy@mo-b.co.za Raymond Buckle Chair Emeritus MMA SA +27 11 326 1000 Raymond@silverstonecis.com Visit www.mmasa.org Email info@mmasa.org Mpho Mothapo Marketing Manager +27 82 556 5556 Mpho.Mothapo@MMAGlobal.com Kim Risi Member Support Manager +27 83 468 9360 Kim.Risi@MMAGlobal.com
  9. 9. AMPS 2012AB Review a fresh Mobile Perspective (Highlights for general distribution) A Mobile perspective of the South African Audience Research Foundation’s bi-annual All Media and Products Survey (AMPS) January to December 2012 Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 9
  10. 10. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10 Report Sponsor The AMPS2012AB Mobile Review was produced and sponsored by Silverstone Solutions. Silverstone delivers cutting edge integrated mobile and user 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.com
  11. 11. The Mobile Medium 2013 Size Use Audience Growth Trends Opportunity Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com) 11 In 2010 MMA members work shopped the structure of the AMPS Questionnaire with SAARF – 2011AB and 2012AB is the result. We’ve over-coded AMPS data, and got a completely new perspective of the mobile medium in South Africa We’re beyond the point where the question is if mobile should form part of your marketing mix… In this update we can start to see some trends.
  12. 12. In South Africa today… There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) There are 4.6 times more households with a cellphone than a computer 68% of e-mails are sent and received from a cellphone SMS text messaging is used by 3 times more people than email There are 7.2 times more homes with cellphones than landline telephones There are 5.2 times more cellphone subscribers than fixed Internet users Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12
  13. 13. Mobile Penetration  29.561m Cellphone owners  14.843m use Voice/SMS/USSD only  14,871m use Mobile Internet and Data based services  153,000 people use mobi data but do not own their own cellphone  99% of mobile data users also use SMS/USSD functions  14,642m mobile data users, also use SMS/USSD functions  86% of internet users in SA access the internet via mobile technology  Only 33% of SA access the internet via a computer  5.1m use both Over coding used to ascertain these figures- see Appendix Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 13 29.6m Individual Cellphone Owners 35m SA Adult Population (15 years and older) 14.8m UseVoice, SMS & USSD only 95% Mobile Phone Penetration in Households 85% 95% 14.7 m Mobile Data Penetration 85% or 29.6m adults directly targetable through mobile marketing and advertising 95% of adults can respond to marketing and advertising through mobile 50% 50%
  14. 14. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 14 Mobile compared to SA Mass Media 33803 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Millions Radio TV DVD DSTV/ MNET/ Top TV Landline telephone Cellphone Computer Internet Internet - mobile Inflection: In 2009 Mobile became the most pervasive mass media in South Africa
  15. 15. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 15 Penetration of cellular phone ownership By LSM 85 35 69 74 79 83 86 91 92 94 96 27 22 39 46 61 76 40 3 15 16 22 29 38 53 58 67 77 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 %Penetration Cellphone ownership Mobile internet Mobi data excludes inet In LSMs 8-10 more than 53% of users make use of mobile data more than 46% mobile internet penetration
  16. 16. Average HH Income R10,193 R13,505 R6,917 Average Age 36 31 42 Average LSM 6.2 7.0 5.4 Average monthly cell expenses R148 R206 R91 Urban 52% 63% 41% Rural 48% 37% 59% English 12% 18% 7% Afrikaans 14% 18% 10% Other languages 73% 64% 82% Demographic profile comparison between Mobi Data Users and SMS/Voice/USSD Only Users Men 48% 50% 46% Women 52% 50% 54% 15-24 28% 39% 17% 25-34 24% 29% 20% 35-49 26% 22% 30% 50+ 21% 10% 33% Less than matric 48% 34% 63% Matric 37% 44% 29% Post matric 15% 23% 7% Total cellphone owners 29.6m Use Mobi Data 14.9m Only use SMS/Voice/USSD Services 14.8m Total adult population 85% 43% 43% Black 76% 68% 84% Coloured 8% 10% 6% Indian 3% 4% 2% White 13% 19% 8% Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 16
  17. 17. Demographic profile comparison between types of Internet Access Western Cape 10% 14% 7% Northern Cape 2% 2% 2% Free State 6% 5% 7% Eastern Cape 12% 11% 12% Kwazulu-Natal 20% 19% 22% Mpumalanga 8% 7% 9% Limpopo 11% 9% 12% Gauteng 25% 28% 22% North-West 7% 6% 8% LSM 1 1% 0% 1% LSM 2 3% 1% 5% LSM 3 5% 2% 8% LSM 4 12% 7% 17% LSM 5 17% 12% 21% LSM 6 23% 22% 24% LSM 7 12% 15% 10% LSM 8 9% 12% 6% LSM 9 10% 16% 5% LSM 10 7% 12% 2% Working 38% 42% 34% Housewife 7% 6% 8% Student 16% 24% 8% Retired 8% 3% 14% Unemployed 31% 25% 36% Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 17 Total cellphone owners 29.6m Use Mobi Data 14.9m Only use SMS/Voice/USSD Services 14.8m Total adult population 85% 43% 43%
  18. 18. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 18 Cellphone Activities 19,714 4,011 19,435 214 6,145 7,579 11,348 6,728 10,413 5,589 4,377 1,682 3,289 5,147 4,137 436 20,875 4,458 21,423 25,530 353 8,636 8,037 13,656 7,869 12,055 6,674 4,981 4,897 2,695 5,384 6,863 3,424 633 1,766 936 1,992 22,114 5,054 22,092 26,230 345 9,660 8,720 14,219 8,170 13,830 7,595 7,473 3,773 6,999 2,169 4,053 7,436 7,586 3,971 972 2,835 1,245 2,976 SMS Competition/ Vote/ Donate Tx Please call me Rx Please call me TV Radio Play Games Take photos Take video Mobi activities MMS Chat Social Net working Facebook Twitter Email Internet Music Download ringtone or logo Read publication Mobile apps Subscribe/ content Watch video 2012 2011 2010
  19. 19. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 19 Positioning map of cellphone activities Reach: LSM/Age Receive please call me SMS Send please call me Photos Mobi data Radio Games Take video Social network MMS Music Chat Internet Facebook Competition/ Vote Email Download content Other Social network Watch video Apps Twitter TV Publication Subscribe 5.0 6.0 7.0 8.0 26.0 28.5 31.0 33.5 36.0 AverageLSM Average Age
  20. 20. Internet Activities By platform  Based on those who use medium  Audience base sizes: ◦ Any platform – 9.5m ◦ Via computer – 5.5m ◦ Via cellphone – 8.5m 93 70 70 69 68 48 47 29 27 21 88 82 24 23 39 19 23 30 15 24 81 52 73 72 69 47 46 19 25 12 Search E-mail Instant Messaging Chat Social Networking Music Downloads Games Banking Apps News % of 9.5m Internet Users Any platform Via computer Via cellphone 19 19 18 11 10 10 9 4 3 2 23 5 19 21 8 11 3 7 4 3 2 21 19 15 10 9 6 10 7 2 2 2 18 Listen Radio Directory Read publication Watch Videos Shopping Dating Download a podcast Share Trading Watch TV Gambling Other % of 9.5m Internet Users Any platform Via computer Via cellphone Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 20
  21. 21. 95 117 57 34 33 49 40 103 114 117 26 100 110 30 78 100 100 100 73 56 Search E-mail Social Networking Instant Messaging Chat Games Music Downloads Banking Read/ access current news Read newspaper/ magazine Listen Radio Directory Shopping Dating Download a podcast Share Trading Watch TV On-line Gambling Watch Videoa Apps Via computer 87 74 101 104 104 98 98 66 57 56 100 79 60 100 78 50 67 100 82 93 Via cellphone Internet Activities  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 norm Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 21
  22. 22. Positioning map of media usage Reach: LSM/Age Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 22 OOH Radio Newspaper Magazine TVInternet Mobi Fixed internet Pay TV Cinema Cellphone Voice/SMS USSD 4.5 5.5 6.5 7.5 8.5 29.0 34.0 39.0 44.0 AverageLSM Average Age
  23. 23. TV Radio Cinema Pay TV OOH Newspaper Magazine Cellphone SMS/USSD only Mobi data Internet Fixed internet Total LSM 1-14 83 82 8 28 64 49 47 85 42 43 49 16 LSM 1 9 63 0 0 14 6 9 35 31 3 5 0 LSM 2 29 70 0 0 25 23 17 69 54 15 18 0 LSM 3 58 74 0 0 40 23 24 74 56 17 24 0 LSM 4 - Low 76 81 0 1 45 28 22 78 59 19 29 1 LSM 4 - High 82 84 0 4 52 35 28 80 53 27 33 2 LSM 5 – Low 86 85 1 5 61 40 33 84 55 30 38 2 LSM 5 – High 90 85 2 11 60 43 35 82 51 31 37 5 LSM 6 – Low 91 84 4 17 70 49 43 85 49 36 43 5 LSM 6 – High 92 81 7 27 73 58 53 87 42 45 51 11 LSM 7 – Low 92 82 9 41 74 60 58 90 35 55 61 17 LSM 7 – High 92 81 12 47 76 65 64 91 36 56 62 22 LSM 8 – Low 93 84 13 53 74 66 65 91 31 60 68 26 LSM 8 – High 92 86 19 56 77 68 70 93 30 64 70 32 LSM 9 – Low 90 84 20 64 77 66 75 93 25 69 76 40 LSM 9 – High 90 85 24 72 78 67 77 95 20 76 83 55 LSM 10 – Low 89 86 35 77 81 69 80 96 15 83 90 69 LSM 10 - High 89 85 44 85 85 70 82 96 12 85 93 84 Media type usage among SA adults By LSM (Percentage using media)  Cellphones are the only media type to have almost total saturation in LSMs 9 High – LSM 10. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 23 ice cold cold medium warm hot very hot
  24. 24. Types of cellphone use Over-coding to ascertain mobile data use Mobile Data Access (Mobi) • Activities on cellphone: •Access internet •email •MMS •Social networking •Facebook •Twitter •Download ringtone/ logo •Download/ use mobile apps or music •Instant messaging/ chat services •Watch videos •Read newspaper/ magazine, •Subscribe to receive content or services • Internet activities done via cellphone: •(21listed activities) • Home access •Mobile network (3G, EDGE, GPRS) •Mobile Internet (WAP) using a cellphone •Place accessed internet – via cellphone at various places Voice / SMS / USSD • Do not require mobile data technology • Activities on cellphone • SMS • Send/ receive please call me, • Enter competition/ vote/ make donation • Games • Take photos/ videos • Listen radio • Watch TV SMS/ USSD users however are ascertained by coding: Those who have cellphones but do not use mobi data Mobile Data Access required to perform any of these activities Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 24
  25. 25. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 25 Report Sponsor The AMPS2012AB Mobile Review was produced and sponsored by Silverstone Solutions. Silverstone delivers cutting edge integrated mobile and user 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.com

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