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#MobileRocks South Africa 2014: Part 2 - The Mobile Audience

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Mobile allows access to 97% of the SA Adult Audience, but there are different access segments which require a unique approach for marketing and advertising.

Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi-screeners according to AMPS and MillwardBrown AdReaction 2014.

At Silverstone, we believe in mobile first marketing.

To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets.

Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through.

There are some really cool stats and infographics, and we’ve also included an opportunity guide and media cheat sheets per segment.

If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch.

Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave!

#MobileRocks http://lnq.in/MobileRocks

Raymond & the Silverstone Team
// http://silverstone.solutions

Published in: Mobile
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#MobileRocks South Africa 2014: Part 2 - The Mobile Audience

  1. 1. AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 2: The Audience
  2. 2. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2 #MobileRocks Part 1 Recap… The Mobile Medium 1.8m / 5% Tablet Owners 13.2m / 36% Smartphone Owners 14.6m / 39% Basic Cellphone use SMS, Voice & USSD # 36m / 97% Mobile Household Penetration 2.4 32.2m / 87% Individual Mobile Phone Ownership 17.7m / 48% Use SMS, Voice, USSD and Mobile Data 11.7m / 32% Mobile Internet 6.5m / 17% Fixed Internet 19.2m / 52% Total Data/Internet Penetration Mobile allows access to 97% of the SA Adult Audience, but there are different access segments which require a unique approach for marketing and advertising. 97% 88% 83% 83% 50% 47% 47% 46% 30% 18% 8% Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi- screeners according to AMPS and MillwardBrown AdReaction 2014. TV Smartphone Laptop Tablet 115 127 126 67 Media Minutes per Day
  3. 3. Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through. There are some really cool stats and infographics, and we’ve also included an opportunity guide per segment. If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch. Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave! #MobileRocks http://lnq.in/MobileRocks Raymond & the Silverstone Team // silverstone.solutions // Call +27 11 326 1000 // SMS Silverstone to 34747 (R1.50 in SA Only) Hi At Silverstone, we believe in mobile first marketing. To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets. About Established in 1996, Silverstone is an award-winning Creative Interactive Solutions group with international credentials in the development of online and mobile communications, marketing and business solutions. Silverstone helps brands and organisations to connect and engage with their audiences across mobile, social and digital channels. We specialise in building integrated and ‘mobile first’ brand communities to develop meaningful relationships with your prospective, new and existing customers, employees or stakeholders. We deliver performance driven campaigns and “always on” platforms that cut across SMS, USSD, Voice, mobile web, mobile social, apps, vouchers and payments. Whether you’re a big brand, corporate, start-up or Spaza – Mobile belongs at the heart of the marketing mix! It should form a layer in every marketing campaign or strategy. Ask us how…
  4. 4. Mobile Penetration by Audience Segments Age, Gender, Province, Race, Language, Income, Living Standards Measure (LSM)
  5. 5. 87% 42% 74% 77% 79% 85% 88% 91% 94% 95% 97% R 10,609 R 1,480 R 2,218 R 2,585 R 3,205 R 4,344 R 6,822 R 11,882 R 16,754 R 23,539 R 36,883 R 0 R 10,000 R 20,000 R 30,000 R 40,000 R 50,000 R 60,000 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 MonthlyHouseholdIncome Penetration of cellular phone ownership By LSM LSM (Living Standards Measure) 87% of the SA adult population owns a cellphone (97% through cellphones in households) Cellphone ownership ranges from 72% in LSM 2 to 98% in LSM 10 High There’s a clear correlation between mobile penetration, LSM and income. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 5
  6. 6. 39% 36% 58% 58% 55% 50% 42% 31% 27% 18% 10% 32% 2% 4% 8% 16% 28% 42% 54% 65% 76% 16% 5% 14% 15% 16% 20% 18% 18% 13% 12% 11% 87% 42% 74% 77% 79% 85% 88% 91% 94% 95% 97% 0% 20% 40% 60% 80% 100% 120% LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Voice, SMS & USSD 14,4m Mobile internet 11,7m Mobile data other than internet 6.1m Penetration of cellular phone ownership and use by LSM Out of the 32.2m individual cellphone owners… • 14.4m use Voice, SMS and USSD only • 11.7m acknowledge that they use the mobile internet, and • 6.1m use mobile data e.g. apps, MMS and other features dependent on mobile data This makes the total mobile data penetration 17.8m or 48% of the adult population The higher the income and LSM, the more likely the user will be on the mobile web. The lower the income and LSM, the more likely the user can only be reached using voice, SMS and USSD – and the less well understood the concept of internet browsing, or difference between internet and apps / phone features that consume data. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6
  7. 7. Penetration of Adult Population by Audience Segment Gauteng has the highest cellphone ownership (92%) and mobile data penetration (61%) Women are more connected than men on voice, and men slightly more data connected. Indians and White people are more likely to use mobile data at 62% and 69% respectively 15-24 year olds use more mobile data (63%), whilst 25-34 year olds own the most cellphones (93%) – the 50+ age group is not very likely to be using mobile data @ 20% penetration July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 7 44% 50% 62% 69% 43% 30% 25% 25% 87% 80% 86% 93% Black Coloured Indian White Race 63% 61% 47% 20% 24% 33% 43% 57% 86% 93% 90% 77% 15-24 25-34 35-49 50+ Age 61% 57% 43% 39% 41% 40% 31% 29% 43% 39% 45% 48% 92% 85% 85% 77% 86% 88% Gauteng WCape KZN ECape FState Other Province 48% 46% 37% 41% 86% 87% Male Female Gender 48%39% 87% Population Norm Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership
  8. 8. Mobile data users in South Africa & LSM Profile Comparison Mobile data usage is skewed to the upper LSMs and is shifting slowly upwards as technology offers more 17.8m mobile data users in 2013, up from 6.4m in 2006/7 Basic Cellphone users (Voice / SMS / USSD) clearly represent a less affluent audience segment. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8 LSM 1-3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Population (13AB) Mobi data users: 2006/2007 Mobi data users: 2013 LSMProfileShift forMobileData Mobidatausersvs SMS/USSDonlyusers LSM 1-3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Mobi data users Voice/ SMS/ USSD users
  9. 9. 37.2m 32.2m 17.7m 14.6m 19.1m 11.7m 6.4m Audience Profiles A view of the core audience profile of key digital segments compared to the general SA Adult Population They love their cellphones! SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet 1.8m Tablet Owners
  10. 10. Cellphone Owner Core Profile FM EducationEmployment July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10 Snapshot: Cellphone Owners 32.2m | 87% of Adult Audience 15 50Age 37 1 10LSM 7 Income R11.4k R154 53% Below 35 78% Black 26% English / Afrikaans 74% African Language 48% Some High school 39% Working 15% Students 55% Urban / 27% GP 53% LSM 5 to 7 Gender 52% F Gender Location 45% 55% Rural Urban Age 26% 27% 25% 22% 15-24 25-34 35-49 50+ LanguageRace 78% 8% 11% Black Coloured Indian White 74% 14% 12% African languages Afrikaans English Other Language 48% 36% 15% Up to Some High Matric Tertiary education ProvinceIncomeLSM 27% 19% 12% 11% 10% 8% 7% 5% Cell Exp 1% 3% 5% 11% 16% 24% 13% 10% 11% 7% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 3% 8% 10% 19% 17% 12% 15% 17% 39% 30% 15% 9% 8% Working Unemployed Student Retired Housewife 48% 52% Male Female
  11. 11. Cellphone Owners 32.2m / 87% of Adults Almost everyone (87%) has got a cellphone with their own number and at least the ability to: • Make a call to you • Receive a call or SMS • Send an SMS to a short code from a call 2 action in any other form of media Without adding any additional “media” costs, advertisers can amplify existing media spend by adding an SMS or USSD call to action to your advertising The cost of a short code or USSD Number, keyword campaign and SMS messaging is negligible in the context of a typical advertising campaign. Cellphone owners can also be reached through mobile advertising and marketing techniques, which offers the same and better reach, targeting, and are generally more effective and measurable than other forms of advertising. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11 Traditional A/BTL Direct / CRM Digital Social / PR Mobile Whether you’re a big brand, corporate, start-up or Spaza – Mobile belongs at the heart of the marketing mix! It should form a layer in every campaign or strategy. Reach Engagement Conversion Transaction
  12. 12. EducationEmployment July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12 Snapshot: Basic Cellphone Users 14.6m | 39% of Adult Audience Basic Cellphone User Core Profile 15 50Age 43 1 10LSM 5.4 Income R7k R94 64% 35 and older 85% Black 18% English / Afrikaans 83% African Language 67% Some High school 33% Working 35% Unemployed 62% Rural 62% LSM 4 to 6 Gender Gender LocationAge LanguageRace ProvinceIncomeLSM Cell Exp 21% 20% 13% 12% 9% 9% 8% 6% 2% 1% 5% 8% 16% 21% 25% 10% 6% 5% 2% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 4% 12% 15% 25% 18% 10% 10% 7% 35% 33% 16% 9% 7% 67% 27% 6% Up to Some High Matric Tertiary education 83% 11% 7% African languages Afrikaans English Other Language 85% 7% 2% 6% Black Coloured Indian White 62% 38% Rural Urban 16% 21% 27% 37% 15-24 25-34 35-49 50+ 46% 55% Male Female FM 55% F
  13. 13. Use Location MediaTactics Silverstone Opportunity Guide for Basic Cellphone Users 14.6m / 39% of Adults Basic Cellphone users can be engaged using SMS, Voice & USSD Engaging users who don’t have data capable devices, and only use/have voice, SMS and USSD capability on their phone proves to be a challenge for most marketers. South African agencies and brands have a world beating track record for innovating with just that… The MMA has awesome case studies on award winning campaigns which excelled by using interactive voice, USSD and IVR apps. Marketers can incorporate: • SMS Short Codes with reply messages • USSD numbers with interactive text menus • Automated outbound voice messaging and Call beck technology with IVR (Interactive Voice Response) Menus • Vouchers • Mobile payments July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB # Reach Engagement Conversion Transactions Voice SMS USSD Smart Message Internet Brower Apps Social Payments MMS Mobile Email Camera C2A: SMS keyword to Short Code C2A: Dial USSD C2A: Please Call Me C2A: Missed Call / Flash Msg Text Tags Referral Messaging Outbound Calls (AVM) Leverage A/BTL / POS / On Pack Opt-in SMS Opt-in Smart Message Opt-ins Competitions Mobile Payments Airtime Rewards Interactive IVR & USSD Interactive SMS Apps Profiling Location Targeting Surveys & Quizzes Text Vouchers Product Purchase Confirmation Audio Messaging Direct & Lead Generation CRM Messaging Click to Call & Call Backs Text Alerts & Notifications Get in touch to understand how you can target and incorporate basic cellphone users into your 360 campaigns. DON’T PANIC
  14. 14. EducationEmployment July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14 Snapshot: Mobile Data Users 17.7m | 48% of Adult Audience Mobile Data User Core Profile 15 50Age 32 1 10LSM 7 Income R15k R208 66% under 35 72% Black 32% English / Afrikaans 67% African Language 67% Matric +Tertiary(23%) 43% Working 22% Students 68% Urban 79% LSM 6 to 10 Gender Gender LocationAge LanguageRace ProvinceIncomeLSM Cell Exp FM 50% F 33% 17% 14% 10% 8% 7% 5% 5% 1% 0% 1% 2% 6% 12% 23% 16% 12% 16% 12% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 2% 5% 6% 15% 16% 13% 19% 25% 43% 26% 22% 6% 3% 44% 23% 33% Matric Tertiary education Up to Some High 67% 16% 16% African languages Afrikaans English Other Language 72% 10%3% 15% Black Coloured Indian White 32% 68% Rural Urban 50%50% Male Female 34% 32% 24% 10% 15-24 25-34 35-49 50+
  15. 15. Use Location (IP / GPS / Cell ID / Beacons) Voice SMS USSD Smart Message Internet Brower Native Apps Social Payments MMS Mobile Email Camera Silverstone Opportunity Guide for Mobile Data/Internet Users 17.7m | 48% of Adults Every data capable mobile phone has an internet browser. But not all browsers are equal, and can’t necessarily handle cookies or JavaScript. Not every phone has a big screen, fast internet and to the majority of South African users data is expensive. That doesn’t limit them to browse the web or click on links, but they’re not going to like: • To browse sites built for desktop users • Download large graphic files • Wait forever for a page to open That means you need to be building mobile optimised web sites to support your campaigns. Its fine to build an App for Windows Phone, Blackberry, Apple or Android – but keep in mind each represents a very specific and relatively fragmented audience segment, even in the upper LSMs. Do a mobile site with SMS integration first, and if budget or technical know how is an issue, develop mechanics that suit the lowest common denominator and stick to utility features. If budget is not an issue, customise the experience and take advantage of all the fantastic capabilities offered by Native Apps and the latest mobile features, technology and trends. Prioritize Mobile Web Apps, Android, Windows Phone, IOS, Blackberry in that order… July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15MediaTactics Reach Engagement Conversion Transactions All the media and activation opportunities listed for basic phones plus… QR Codes / Image/Audio Recognition Mobile Search and SEO RTB / DSP / Programmatic Media Deep Targeting and Retargeting Organic & Bought Social Media Mobile Email + App Push Browser + InApp Display Advertising Rich Media, Mobile Video ads, et al All of the media opportunities, mechanics and tactics applicable to basic phones plus … Photo uploads Location based Check- ins Interest based Info- tainment Forums, chat and msg boards OTP Cell number validation Voting / Rating / Polling Deep Social Integration Local based store finders One click-to- call Augmented Reality Points & Leaderboards (Gamification) Product Comparison + Vouchers & Coupons Get in touch to understand how you can target and incorporate connected feature- and smartphone users into your 360 campaigns. DON’T PANIC
  16. 16. EducationEmployment July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16 Snapshot: Tablet Users 1.8m | 5% of Adult Audience Tablet User Core Profile 15 50Age 32 1 10LSM 8.7 Income R29k R565 66% under 35 52% Black 56% English / Afrikaans 43% African Language 47% Tertiary Education 57% Working 25% Students 93% Urban 67% LSM 9 and 10 Gender Gender LocationAge Race ProvinceIncomeLSM Cell Exp FM 54% Language 35% 31% 24% 11% 15-24 25-34 35-49 50+ 54% 46% Male Female 7% 93% Rural Urban 52% 10% 8% 30% Black Coloured Indian White 43% 20% 36% African languages Afrikaans English Other Language 15% 37% 47% Up to Some High Matric Tertiary education 57% 25% 10% 6% 2% 1% 1% 1% 4% 8% 8% 17% 62% 0% 0% 0% 0% 1% 9% 10% 13% 29% 38% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 52% 18% 13% 7% 4% 3% 2% 1% 1%
  17. 17. Silverstone Opportunity Guide for Tablet Users 1.8m | 5% of Adults A significant 5% of adults or 1.8m consumers own a tablet – they consume loads more data, content and media than the average consumer, and represent a very interesting, affluent and rapidly growing advertising audience segment. For a category that didn’t exist 4 years ago, tablet penetration has grown exponentially – almost doubling between the first and second half of 2013 according to consumers surveyed in AMPS2013AB. Multi-screening has major implications for TV advertisers; those multi-screeners spend 67 minutes or 15% of their media day on a tablet according to MillwardBrown – and therefor represents an opportunity to extend TV ads and provide immersive dual screen experiences for your campaigns. Digital advertisers and website owners must consider responsive design and touch/swipe v. click/scroll mechanics for user experience design of ads and sites. Native advertising with embedded rich media and interactive ads are a must. Tablets are where you should be innovating, experimenting and wowing your target audience. Lets see what develops… July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17 127 616 962 1,840 48 246 392 736 0 500 1,000 1,500 2,000 2,500 2011 2012 2013 Jan-Jun 2013 Jul-Dec 000s Population Households Tablets are bigger than smartphone Size-up and HD your creative – it’s ok on Wi-Fi Tablets don’t have a mouse or keyboard Use touch and swipe techniques Remember the “C” Word They’re leaning back - inform and entertain. Video. They earn 3X avg., urban, youthful & educated Be clever. Innovate! They can afford to buy! They’re social Make it easy to connect and share – integrate social Personalise msg & content – use App Push with caution Its really personal – Profile and Segment audience Get in touch to capitalize on the mobile tablet marketing opportunity. It is specialised and at 1.8+ users meaningful. JUMP
  18. 18. EducationEmployment July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 18 Snapshot: Fixed Internet 6.4m | 17% of Adult Audience Tablet User Core Profile 15 50Age 35 1 10LSM 8.3 Income R24k R248 66% under 35 56% Black 51% English / Afrikaans 48% African Language 44% Tertiary Education 57% Working 22% Students 81% Urban 71% LSM 8 to 10 Gender Gender LocationAge Race ProvinceIncomeLSM Cell Exp FM 57% Language 27% 29% 29% 16% 15-24 25-34 35-49 50+ 57% 43% Male Female 19% 81% Rural Urban 56% 9% 6% 29% Black Coloured Indian White 48% 21% 30% African languages Afrikaans English Other Language 13% 43% 44% Up to Some High Matric Tertiary education 57% 22% 12% 5% 4% 0% 2% 2% 5% 9% 10% 24% 48% 0% 0% 0% 1% 4% 13% 13% 15% 28% 28% LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 41% 17% 15% 7% 6% 5% 4% 3% 1%
  19. 19. Silverstone MMA Digital Media Channel Cheat Sheets Core Audience Profiles July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19 Mobile internet users represent the average youngest audience (31), spending the most on cellular per month (R253) (LSM 7.5) Basic Cellphone users are the oldest (43) and only earn an average R7008 per household per month (LSM 5.4). They are the only digital segment older than the average adult population age of 38, who earn less than the average of R10,609 per household and spend less than the average cellular expense of R154 per month. There are only 6.4m fixed internet (via computer) users, but they earn the most average household income per month at R23,776, and represent the highest LSM audience (8.3) Adult Population Average Age Average LSM Average Household Income Average Cellular Expenses 37,214,000 32,246,000 17,783,000 14,593,000 19,187,000 11,728,000 6,448,000 1,840,000 - 10,000,000 20,000,000 30,000,000 40,000,000 SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 38 37 32 43 32 31 35 32 - 20 40 60 6.1 6.3 7.0 5.4 7.0 7.5 8.3 8.7 - 5.0 10.0 R 10,609 R 11,356 R 14,925 R 7,008 R 14,731 R 17,927 R 23,776 R 29,259 R - R 10,000 R 20,000 R 30,000 R 40,000 R 154 R 154 R 208 R 94 R 210 R 253 R 248 R 565 R - R 200 R 400 R 600
  20. 20. Race Silverstone MMA Digital Media Channel Cheat Sheets Audience Segment Splits The over 50 age group is the largest segment of basic cellphone users 37% In contrast the largest mobile data, internet & tablet users are the 15-24 year old age segment. There are minor differences between the genders, however 15% more males use fixed internet. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20 AgeDistributionGender SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 26% 26% 34% 16% 33% 36% 27% 35% 25% 27% 32% 21% 31% 33% 29% 31% 25% 25% 24% 27% 24% 23% 29% 24% 25% 22% 10% 37% 12% 8% 16% 11% 50+ 35-49 25-34 15-24 48% 48% 50% 46% 50% 51% 57% 54% 52% 52% 50% 55% 50% 49% 43% 46% Female Male 78% 78% 72% 85% 72% 68% 56% 52% 9% 8% 10% 7% 9% 10% 9% 10% 3% 3% 3% 2% 3% 4% 6% 8% 10% 11% 15% 6% 15% 18% 29% 30% White Indian Coloured Black
  21. 21. Silverstone MMA Digital Media Channel Cheat Sheets Audience Segment Splits Speakers of African languages create the bulk of mobile users followed by English. Those educated up to tertiary & Matric have the data, internet & tablet ownership, with tertiary eds owning 47% of tablets. 67% of basic cell phone users have not matriculated. 30% of cell phones are owned by the unemployed v. 39% working. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21 HomeLanguageEducationEmployment SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 74% 74% 67% 83% 67% 61% 48% 43% 14% 14% 16% 11% 16% 18% 21% 20% 11% 12% 16% 7% 16% 20% 30% 36% Other Language English Afrikaans African languages 33% 36% 44% 27% 44% 47% 43% 37% 14% 15% 23% 6% 22% 28% 44% 47% 53% 48% 33% 67% 34% 25% 13% 15% Up to Some High Tertiary education Matric 7% 8% 6% 9% 6% 6% 5% 6% 11% 9% 3% 16% 4% 2% 4% 15% 15% 22% 7% 21% 25% 22% 25% 31% 30% 26% 35% 26% 21% 12% 10% 36% 39% 43% 33% 43% 47% 57% 57%Working Unemployed Student Retired Housewife
  22. 22. Silverstone MMA Digital Media Channel Cheat Sheets Audience Segment Splits 78% of mobile internet users are urban v. 81% of fixed internet and 93% of tablet owners. Gauteng has proportionately higher data (33%), internet (37%/41%) and tablet (52%) users – compared to only 26% of the adult population. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22 LocationProvince SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 47% 45% 32% 62% 33% 22% 19% 7% 53% 55% 68% 38% 67% 78% 81% 93% Urban Rural 12% 11% 10% 12% 10% 8% 7% 7% 5% 5% 5% 6% 5% 4% 4% 3% 26% 27% 33% 20% 32% 37% 41% 52% 19% 19% 17% 21% 17% 17% 17% 18% 10% 10% 8% 13% 8% 6% 6% 1% 8% 8% 7% 9% 7% 7% 5% 2% 7% 7% 5% 8% 6% 4% 3% 4% 12% 12% 14% 9% 14% 15% 15% 13% Western Cape North-West Northern Cape Mpumalanga Limpopo Kwazulu-Natal Gauteng Free State Eastern Cape
  23. 23. Silverstone MMA Digital Media Channel Cheat Sheets Audience Segment Splits Very high income earners >20k HHI/month are the primary owners and users of tablets and fixed internet. LSM 4 & 5 are the highest contributors to basic cell phone ownership. LSM 6 to 10 are the primary mobile data users. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 23 IncomeLSM SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Data Access Mobile Internet Fixed Internet Tablet Owners 9% 8% 5% 12% 5% 3% 2% 11% 10% 6% 15% 6% 4% 21% 19% 15% 25% 15% 10% 5% 4% 17% 17% 16% 18% 16% 15% 9% 8% 11% 12% 13% 10% 13% 13% 10% 8% 14% 15% 19% 10% 19% 22% 24% 17% 15% 17% 25% 7% 25% 32% 48% 62% h R20k+ g R11k-R20k f R8k-R11k e R5k-R8k d R2.5k-R5k c R1.4k-R2.5k b R0.8k-R1.4k a R0-R0.8k 4% 3% 5% 6% 5% 2% 8% 3% 12% 11% 6% 16% 6% 3% 16% 16% 12% 21% 13% 8% 4% 24% 24% 23% 25% 23% 21% 13% 9% 12% 13% 16% 10% 15% 16% 13% 10% 9% 10% 12% 6% 12% 15% 15% 13% 10% 11% 16% 5% 16% 21% 28% 29% 7% 7% 12% 12% 16% 28% 38% LSM 10 LSM 9 LSM 8 LSM 7 LSM 6 LSM 5 LSM 4 LSM 3 LSM 2 LSM 1
  24. 24. 83% 52% 30% 34% 3% 31% 71% 55% 16% 18% 0% 16% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 24 Interactive Penetration by cluster based on Muller Cluster Model LSM 1-3 Rural LSM 4-5 Rural / Peri -Urban LSM 6-7 Peri-Urban / Urban LSM7-10 Low Metros LSM10 High Metros Traditional 11% | 4.1m R2,317 HHI/m Transitional 28% | 10.4m R3,870 HHI/m Middle Class 30% | 11.2m R7,614 HHI/m Upper Middle 28% | 10.4m R20,639 HHI/m Elite 3% | 1.1m R41,015 HHI/m R9.5bn R40.3bn R85bn R215bn R45.8bn Cell Basic Cell Use Mobile Data Any Internet Fixed Internet (Desktop) Internet at Home 87% 39% 47% 52% 17% 49% 94% 23% 71% 76% 39% 75% 98% 8% 89% 95% 81% 95% 88% 40% 48% 52% 11% 49% Penetration in adult population 37.2m Only mobile allows you to reach 87% of R4,746Bn Annual Household Spend
  25. 25. The South African Audience Research Foundation (SAARF) conducts and releases the AMPS, the All Media and Products Survey twice a year. The basic purpose of AMPS is to provide data about the use of the mass media, and the consumption of products and services by users of the mass media. The data has to be comprehensive enough so that it can be used for target marketing and aid advertisers and their advertising agencies in taking decisions about the selection of media for their advertising campaigns. Media owners have to be able to use the data to market their media, and for strategic editorial and programme planning. AMPS is a constantly evolving survey. It is updated every year with input from stakeholders, in order to keep up with the ever changing media and product landscape. Industry involvement is one of the strong points of the AMPS survey. AMPS also benefits from decades of experience. Because the survey has been conducted since 1974, it has been refined over the years to become a survey of an extremely high quality. Since 2009/10, the Mobile Marketing Association of South Africa has worked with SAARF to refine the survey through asking more explicit and pertinent questions to determine the role and scope of the mobile medium in the South African media landscape. The 2013 data which is the focus of this report, provides 3 years of trends since the MMA got involved. AMPS 2013AB is based on a rolling survey of 25,444 respondents across South Africa which extrapolates to an adult population (15+) of 37.2m. The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. MMA Member companies hail from every faction of the mobile media ecosystem. Our consortium includes brand marketers, agencies, enabling technologies, media companies and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. MMA South Africa: For the past 6 years, we’ve worked with Silverstone and media researchers to develop an unashamedly biased mobile perspective of the AMPS data. We asked probing questions about the mobile medium, compared to other forms of media, the mobile audience and the mobile consumer, activities on the cellphone, and activities on the mobile internet. By “over-coding” AMPS questions and answers, this report provides a revealing perspective of the mobile medium in South Africa – and meets our goal of providing the business case for advertisers and agencies to embrace the medium, and to shift media spend and focus more aggressively to mobile. This approach allows us to prove and support our belief that South Africa and Africa is a ‘mobile first’ society – base don establishment data which the SA Media industry trusts and live by. If you find this report of value, you would benefit by getting involved in the Mobile Marketing Association. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 25 About this report
  26. 26. MMA Members benefit from access to local and global mobile marketing best practices, standards – and subscribe to the MMA’s Code of Conduct. Are you working with MMA members on your mobile campaigns? Candice Goodman 2013/14 Chairman MMA SA | MD Mobitainment About the Mobile Marketing Association of South Africa The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. 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. Join the MMA Community: www.mmasa.org or SMS ‘MMA’ to 34747 (sms costs R1.50) Leadership • Code of Conduct • Standards & Guidelines • Training & Education Promotion • Awards • Events • Networking Access • Case Studies • Best Practices • Research and Insights 26July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB South African marketers know WHY they have to go mobile, but are looking more and more for the HOW to go mobile – these latest numbers give us insights into both! Mobile is the future of marketing in South Africa. Being able to offer marketing stakeholders this invaluable research is a core focus of the MMA for 2014/2015. If you’re a brand, agency or business looking to incorporate mobile into your advertising and marketing mix, we’d love to have you as a member to the MMA SA. Nicolle Harding Incoming Chair MMA SA | CEO MaxAxion
  27. 27. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 27 MMA South Africa Advisory Board of Directors 2014 Mobitainment: Candice Goodman, Chair Emeritus Maxaxion: Nicolle Harding, Incoming Chair Silverstone Solutions Raymond Buckle, MMA EMEA Board MMA SA: Kim Risi Member Manager MMA EMEA: Chris Babayode Managing Director MMA EMEA Sally Harvey Member Support AAT: Alan Haarhoff AdClick Africa: Velly Bosega Advine: Gavin Emes BulkSMS: Samantha van Putten Buzz City: Nicholas Hodge Coca Cola: Muhammed Jassat DSG: Yaron Assabi GfK: Ryan Smit Microsoft Mobile: Allana Barber Mobiclicks: John Butler SABC: Philip van Tonder Standard Bank: Sagren Pather Telkom Mobile: Helga Bates Unilever: Nazeer Suliman Vine: Neil Hutchinson WiGroup: Howard Moodycliffe Yonder Media: Rick Joubert
  28. 28. MMA SA Members July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 28
  29. 29. South Africa… Leading the Mobile Revolution Globally July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 29 2009 – 2012 Global and EMEA Winners 2 Global Bronze Awards 2 EMEA Regional Awards • Cross Media Integration • Relationship Building / CRM 2013 Global and EMEA Winners
  30. 30. • 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 Traditional A/BTL Direct / CRM Digital Social Mobile Marketing July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 30 The MMA believes Mobile belongs at the heart of the Marketing Mix Mobile Marketing
  31. 31. #MobileRocks The audience is mobile and mobile is as close as you can get to South African consumers! Part 3 of the Silverstone MMA SA Mobile Review of AMPS 2013AB will be released in August. It deals with Mobile Activities and Trends Like, Share or Tweet #MobileRocks @HelloMobile on SlideShare, Twitter or LinkedIn to be notified – or save http://lnq.in/MobileRocks and check back next week. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 31
  32. 32. Silverstone / MMA SA AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks If you would like to get access to the Full Report in proper PowerPoint template format with access to underlying data tables (at a small fee), please contact us at mma@silverstonecis.com

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