#MobileRocks South Africa 2014 : Part 3 - Mobile Activities

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The first two parts of the #MobileRocks Report series has dealt with the Mobile Medium and Mobile Audience core demographic profiles – and both have received great exposure and feedback from the industry in general.

In fact we’re proud to announce that both the IAB SA (Interactive Advertising Bureau, formerly the DMMA), and the DMA SA (Direct Marketing Association) recognise the value of the analysis, and is supporting the release of the #MobileRocks Report series to its members in South Africa.

Part 3 of the #MobileRocks review of AMPS 2013AB, deals with the activities the audience are engaged with on their phones. There’s amazing growth in the uptake of specific mobile and mobile internet activities across the board with some revealing insights.

Top 10 Most Popular Activities on SA Cellphones (by adult audience size):

1. Receive Please call me message : 28.7m
2. Send Please call me message : 24.5m
3. Send and Receive an SMS : 24.4m
4. Take photos : 17.7m
5. Mobile data activities : 17.5m
6. Listen Radio : 12.1m
7. Take video : 11.3m
8. Internet : 11.1m
9. IM / Chat : 10.8m
10. Download Music : 10.6m

Top 10 Biggest Growth Activities on SA Cellphones (2012-2013 by adult audience size):

1. Mobile Data activities grew by 3.7m from 13.8m to 17.5m at 27%
2. Internet grew by 3.7m from 7.4m to 11.1m at 49%
3. Take photos grew by 3.5m from 14.2m to 17.7m at 25%
4. Watch video grew by 3.5m from 3.0m to 6.4m at 116%
5. IM / Chat grew by 3.4m from 7.5m to 10.8m at 45%
6. Take video grew by 3.1m from 8.2m to 11.3m at 38%
7. Search grew by 3.1m from 6.9m to 10.0m at 44%
8. Download Music grew by 3.0m from 7.6m to 10.6m at 39%
9. Social Networking grew by 2.7m from 5.9m to 8.6m at 47%
10. Download ringtone or logo grew by 2.5m from 4.0m to 6.5m at 64%

Top 10 Fasted Growth Activities on SA Cellphones (2012-2013 by adult audience size):

1. Watch video grew by 3.5m from 3.0m to 6.4m at 116%
2. Download Apps grew by 1.5m from 2.1m to 3.7m at 71%
3. Read publication grew by 0.7m from 1.0m to 1.6m at 70%
4. Watch Online Video grew by 0.5m from 0.8m to 1.3m at 68%
5. Internet Banking grew by 1.1m from 1.6m to 2.7m at 66%
6. Download ringtone or logo grew by 2.5m from 4.0m to 6.5m at 64%
7. Subscribe to content grew by 0.6m from 1.2m to 1.9m at 50%
8. Internet grew by 3.7m from 7.4m to 11.1m at 49%
9. Social: Twitter grew by 1.0m from 2.2m to 3.2m at 47%
10. Social Networking grew by 2.7m from 5.9m to 8.6m at 47%

This report also includes a special “first to market” analysis from global Research firm GfK on what Android Smartphone users are doing on their phones in South Africa.

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.

Remember to share! #MobileRocks http://lnq.in/MobileRocks

Published in: Marketing

#MobileRocks South Africa 2014 : Part 3 - Mobile Activities

  1. 1. AMPS Mobile Review 2014 A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 3: Activities on Mobile
  2. 2. In fact we’re proud to announce that both the IAB SA (Interactive Advertising Bureau, formerly the DMMA), and the DMA SA (Direct Marketing Association) recognise the value of the analysis, and is supporting the release of the #MobileRocks Report series to its members in South Africa. Part 3 of the #MobileRocks review of AMPS 2013AB, deals with the activities the audience are engaged with on their phones. There’s amazing growth in the uptake of specific mobile and mobile internet activities across the board with some revealing insights. This report also includes a special “first to market” analysis from global Research firm GfK on what Android Smartphone users are doing on their phones in South Africa. 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. Remember to share! #MobileRocks http://lnq.in/MobileRocks Raymond & the Silverstone Team // silverstone.solutions Hi, The first two parts of the #MobileRocks Report series has dealt with the Mobile Medium and Mobile Audience core demographic profiles – and both have received great exposure and feedback from the industry in general. 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. Below is our approach to building communities of interest for brands, and leveraging campaign spend to develop Always on Engagement Assets. ProfileAcquire • ATL Media • Promotion • Digital • Pack/POS/ POP • Community • Social • Direct Comms • Push and Pull Segment Engage • Special Content • Products • User Generated • Social • Comps • Utility Opt-in • Communication • Promotions • Special Interest • Using Cell/Email • Social Connect thru Twitter, Facebook and LinkedIn & other social networks Promote (pull) SellRewardInfluence Inform & Entertain Conversation Campaign Always On • Campaigns / Themes • Products • Sales, Service, Support • Special & General Interest
  3. 3. 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 on the SAARF AMPS data set 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 – based on establishment data which the SA Media industry trusts and lives 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 3 About this report
  4. 4. The IAB South Africa (formerly known as DMMA) is not a regulatory body, but a member-driven voluntary association seeking to grow the digital industry. The IAB South Africa, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry within South Africa. The IAB South Africa currently represents over 200 members including online publishers, brands, educational institutions, creative, media and digital agencies. Our aim is to provide our members with a platform via which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space. The IAB South Africa represents the South African digital industry to all sectors including the marketing community, the media, the South African government and the public. We also act as the body through which international players can enter the South African digital market. The IAB South Africa councils are: 1. Online Publishing Council 2. Agency Council 3. Education Council 4. Brand Council 5. Bookmarks The Direct Marketing Association of South Africa (DMASA) is the pre-eminent direct marketing association in South Africa for all interactive and direct marketing disciplines, channels and technologies. The Association is a broad-based, well-funded and responsible organisation that is the direct marketing community’s leading: • advocate, manager and authority on key public policy issues affecting direct marketers; • provider of knowledge, leading-edge interactive and direct marketing intelligence and professional development opportunities; and • catalyst for networking and business opportunities within the direct marketing community. The DMASA is essential for the stability and growth of interactive and direct marketing in South Africa. As a Section 21 Company, the DMASA aims to protect both the industry and consumers from unethical or ignorant practitioners, and to lobby with government and other regulatory bodies. The DMA’s Code of Practice is designed to be easy to follow and is fully compliant with all existing laws of relevance to the Interactive and Direct Marketing industry (IDM). The DMA offers a Hotline for both consumers and competitors to complain and we seek to resolve issues through arbitration. The DMASA is also an active member of the Advertising Standards Authority (ASA). The DMASA works with Services Seta, SAQA & accredited trainers to provide members with top quality training & education opportunities through the Institute of Interactive & Direct Marketing (IIDM). Events are organised to promote best practices in IDM; the annual Assegai Awards is recognised as a prestigious accolade for creativity and result–driven IDM practitioners; and the Association is embarking a series of benchmark surveys to provide research data on IDM in South Africa, a first within the industry. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 4 Key Industry Associations
  5. 5. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 5 #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
  6. 6. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6 #MobileRocks Part 2 Recap… The Mobile Audience We compared the core audience of Cellphone owners, v. basic cellphone users v. mobile data users, v. tablet and fixed internet users. Very interesting contrasts emerged, which should directly influence how marketers engage with these audiences based on their type of access. Cellphone Owner Core Profile (32.2m | 87% Adults) FM 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% Cell Exp Basic Cellphone User Core Profile (14.6m | 39% Adults) 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 Cell Exp FM 55% = Mobile Data User Core Profile (17.7m | 48% Adults) 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 Cell Exp FM 50% + Tablet User Core Profile (1.8m | 5% Adults) 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 Cell Exp FM 54% Fixed Internet User Core Profile (6.4m | 17% Adults) 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 Cell Exp FM 57%
  7. 7. Mobile activity trends The mobile medium has grown at an unprecedented rate. SAARF only started tracking mobile/cellular in AMPS from 2001. In 2007 the internet was accessed by more people on a cellphone, than a PC. In 2008 mobile overtook Television, in 2009 Radio and finally Out of Home in 2010 to truly become the most pervasive mass medium in South Africa. Let’s see what people do on their cellphones…
  8. 8. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8 #MobileRocks: TOP 10 for 2013 Most Popular Mobile Activities Receive Please call me message grew by 2.5m from 26.2m to 28.7m at 10% Send Please call me message grew by 2.4m from 22.1m to 24.5m at 11% Send and Receive an SMS grew by 2.3m from 22.1m to 24.4m at 10% Take photos grew by 3.5m from 14.2m to 17.7m at 25% Mobile Data Activities grew by 3.7m from 13.8m to 17.5m at 27% Listen Radio grew by 2.5m from 9.7m to 12.1m at 26% Take video grew by 3.1m from 8.2m to 11.3m at 38% Internet grew by 3.7m from 7.4m to 11.1m at 49% IM / Chat grew by 3.4m from 7.5m to 10.8m at 45% Download Music grew by 3.0m from 7.6m to 10.6m at 39%
  9. 9. Take photos grew by 3.5m from 14.2m to 17.7m at 25% Watch video grew by 3.5m from 3.0m to 6.4m at 116% IM / Chat grew by 3.4m from 7.5m to 10.8m at 45% Take video grew by 3.1m from 8.2m to 11.3m at 38% Search grew by 3.1m from 6.9m to 10.0m at 44% Download Music grew by 3.0m from 7.6m to 10.6m at 39% Social Networking grew by 2.7m from 5.9m to 8.6m at 47% Mobile data activities grew by 3.7m from 13.8m to 17.5m at 27% Internet grew by 3.7m from 7.4m to 11.1m at 49% Receive Please call me message grew by 2.5m from 26.2m to 28.7m at 10% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 9 #MobileRocks: TOP 10 for 2013 Biggest Growth Mobile Activities
  10. 10. Social: Twitter grew by 1.0m from 2.2m to 3.2m at 47% Watch video grew by 3.5m from 3.0m to 6.4m at 116% Download Apps grew by 1.5m from 2.1m to 3.7m at 71% Read publication grew by 0.7m from 1.0m to 1.6m at 70% Watch Online Video grew by 0.5m from 0.8m to 1.3m at 68% Internet Banking grew by 1.1m from 1.6m to 2.7m at 66% Download ringtone or logo grew by 2.5m from 4.0m to 6.5m at 64% Subscribe to content grew by 0.6m from 1.2m to 1.9m at 50% Internet grew by 3.7m from 7.4m to 11.1m at 49% Social Networking grew by 2.7m from 5.9m to 8.6m at 47% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10 #MobileRocks: TOP 10 for 2013 Fastest Growing Mobile Activities
  11. 11. 8,746 28,734 24,387 24,473 17,724 12,137 6,758 11,251 483 0% 10% 10% 11% 25% 26% 34% 38% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% - 4,000 8,000 12,000 16,000 20,000 24,000 28,000 32,000 36,000 Play games Receive Please call me message Send and Receive an SMS Send Please call me message Take photos Listen Radio Competition/ Vote/ Donate Take video Watch TV GrowthYOY July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11 Size & Growth for Cellphone activities that require NO DATA connectivity…
  12. 12. Cellphone Activity Trends Activities that require no data connectivity The question about Receiving Please Call Me Messages was only introduced in 2011 at the MMAs request Interestingly, more than 4m more people have received a Please Call Me message, than have sent it. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12 5,418 7,831 10,500 10,393 12,958 13,972 15,387 17,276 19,714 20,875 22,114 24,387 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 Send and Receive SMS 4,571 4,941 4,011 4,458 5,054 6,758 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 Enter Competition, Vote or Donate 12,358 13,388 15,681 17,033 19,435 21,423 22,092 24,473 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 Send Please Call Me Message 25,530 26,230 28,734 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 Receive Please Call Me Message 10% 34% 11% 10%
  13. 13. Cellphone Activity Trends Activities that require no data connectivity The Radio and Television on mobile questions were only introduced to the AMPS Questionnaire in 2010 Questions about Photo’s and Videos were only introduced in 2008 Big increase in Listening to Radio and taking Photos and Videos from 2012 to 2013 July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 13 214 353 345 483 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 6,145 8,636 9,660 12,137 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 5,450 6,769 8,024 8,417 6,382 6,614 6,877 6,821 7,579 8,037 8,720 8,746 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 8,301 9,876 11,348 13,656 14,219 17,724 5,379 5,857 6,728 7,869 8,170 11,251 2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013 Take photos Take video Watch TV Listen to Radio Play Games Take Photos and Make Videos 40% 26% 1% 38%25%
  14. 14. 17,504 9,679 9,086 10,113 5,089 10,582 5,841 10,829 4,143 11,092 1,872 6,498 1,649 6,426 5,800 27% 27% 30% 30% 35% 39% 44% 45% 46% 49% 50% 64% 70% 116% 167% 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 Mobi activities MMS Social: Facebook Social Networking Social: Other Download Music Email IM / Chat Mobile apps Internet Subscribe to content Download ringtone or logo Read publication Watch video Social: Twitter GrowthYOY July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14 Size & Growth for Cellphone activities that REQUIRE DATA connectivity…
  15. 15. Cellphone Activity Trends Activities that REQUIRE mobile data Cellphone and Mobi activities are a continuously growing trend Social Networking was only introduced as a question specific to cellphone users in 2011 (Thanks MMA). In 2012 Facebook and Twitter were specifically included. Massive growth here. The increase in Chat is due to clarification of the question by including BBM, WhatsApp and Apple Messaging in the descriptor. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15 5,631 6,773 8,562 9,944 10,413 12,055 13,830 17,504 2006/7 2007 2008 2009 2010 2011 2012 2013 2,893 3,750 4,937 5,587 5,589 6,674 7,595 9,679 2006/7 2007 2008 2009 2010 2011 2012 2013 2,968 3,641 4,377 4,981 7,473 10,829 2006/7 2007 2008 2009 2010 2011 2012 2013 6,999 9,086 2,169 3,199 3,773 5,089 4,897 7,780 10,113 2006/7 2007 2008 2009 2010 2011 2012 2013 Facebook Twitter Other SN Total Social Network MMS Chat Social Networking Mobile Data Activities 27% 27% 45% 30%
  16. 16. 966 1,209 1,524 1,711 1,682 2,695 4,053 5,841 2006/7 2007 2008 2009 2010 2011 20112 20113 1,339 1,842 2,488 3,091 3,289 5,384 7,436 11,092 2006/7 2007 2008 2009 2010 2011 2012 2013 2,450 3,411 4,599 5,412 5,147 6,863 7,586 10,582 2006/7 2007 2008 2009 2010 2011 2012 2013 3,608 4,091 4,492 4,477 4,137 3,424 3,971 6,498 2006/7 2007 2008 2009 2010 2011 2012 2013 Cellphone Activity Trends Activities that REQUIRE mobile data The significant increase in the number of internet users according to AMPS was not necessarily a factor of growth of the activity, but rather how the question was phrased – it changed in 2011 There has however been (a real) growth of E-mail and internet usage on cellphones in 2012 (vs 2011). Most people who access the internet for the first time, do so using cellphones and do not necessarily understand the concept of the using “internet” and may refer to it as browsing or “googling” July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16 Browse Internet Download Music Download Ringtone or Logo Email 44% 49% 39% 64%
  17. 17. 436 633 972 1,649 2006/7 2007 2008 2009 2010 2011 2012 2013 1,766 2,835 4,143 2006/7 2007 2008 2009 2010 2011 2012 2013 936 1,245 1,872 2006/7 2007 2008 2009 2010 2011 2012 2013 1,992 2,976 6,426 2006/7 2007 2008 2009 2010 2011 2012 2013 Cellphone Activity Trends Activities that REQUIRE mobile data Mobile apps, content subscription and watching video was introduced or rephrased in 2011 based on the MMA collaboration with SAARF The case for what people understand from the question is made again by the relatively low (2.8m) occurrence of Mobile Apps when we know that MxIT as an example has more than 10m active SA users and should qualify as an app. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17 Use Mobile Apps Subscribe to Content Watch Videos Read Publication 70% 46% 50% 116%
  18. 18. Internet Activities & Trends
  19. 19. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19 Size & Growth for Internet Activities on Cellphone 1,298 1,534 1,770 236 236 1,062 4,838 354 1,652 4,851 5,179 6,107 10,169 680 9,967 8,633 2,715 1,333 3,659 0% 0% 0% 0% 0% 0% 0% 0% 0% 25% 29% 38% 43% 44% 44% 47% 66% 68% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 GrowthYOY
  20. 20. 252 378 630 1,134 1,386 1,386 1,890 2,016 2,520 2,772 3,654 4,158 5,544 5,670 8,190 9,198 10,458 11,718 130 260 325 650 195 715 910 325 1,495 1,625 1,755 1,365 1,625 1,300 4,940 2,730 1,495 5,395 236 236 354 708 1,298 1,062 1,298 1,770 1,534 1,652 2,714 3,658 4,838 5,192 6,136 8,614 10,148 9,912 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 000s Any platform Via computer Via cellphone July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20 Internet Activities by Platform Audience base sizes: – Any platform – 12.6m – Via computer – 6.5m – Via cellphone – 11.8m
  21. 21. Internet Activity Trends 8.4m use Email 4.9m via computer 59% 6.1m via cellphone 74% Computer Only 2.1m 26% Both 2.8m 34% Cellphone Only 3.3m 41% 1,837 2,163 2,519 3,082 4,087 7,239 8,807 11,682 4,601 4,833 5,340 4,604 6,900 9,967 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21 3,015 3,411 3,807 4,380 4,688 6,160 7,308 8,420 4,287 4,501 4,884 2,713 4,438 6,107 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone Search 33% 11.7m search the internet 5.3m via computer 46% 10m via cellphone 85% Computer Only 1.7m 15% Both 3.6m 31% Cellphone Only 6.3m 54% Email 15%
  22. 22. Internet Activity Trends July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22 SocialNetworking 44% 1365 2730 4941 6446 9276 2,099 2,140 2,710 4,077 5,892 8,633 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 711 946 1,164 1,169 1,857 5,493 7,504 10,490 1,710 1,696 1,461 4,818 7,090 10,169 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone IM/Chat 40% 9.3m Social Networkers 2.7m via computer 29% 8.6m via cellphone 93% Computer Only 643k 7% Both 2.1m 22% Cellphone Only 6.6m 71% 10.5m IM/Chatters 1.5m via computer 14% 10.2m via cellphone 97% Computer Only 320k 3% Both 1.1m 11% Cellphone Only 9m 86%
  23. 23. Internet Activity Trends July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 23 PlayGamesDownloadMusic 25% 27% 346 423 545 737 1,092 3,517 4,439 5,551 1,192 1,283 1,626 2,931 3,880 4,851 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 473 569 670 1,011 1,365 3,335 4,504 5,707 958 1,047 1,293 2,795 4,018 5,179 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 5.6m internet Gamers 1.6m via computer 29% 4.9m via cellphone 87% Computer Only 700k 13% Both 925k 17% Cellphone Only 3.9m 71% 5.7m Music Downloaders 1.3m via computer 23% 5.2m via cellphone 91% Computer Only 528k 9% Both 765k 13% Cellphone Only 4.4m 77%
  24. 24. Internet Activity Trends July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 24 InternetShoppingInternetBanking 25% 37% 655 796 776 975 1,061 1,457 1,847 1,153 561 605 664 248 473 680 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 1,133 1,142 1,237 1,502 1,651 2,603 2,917 4,002 1,591 1,639 1,765 1,229 1,636 2,715 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 1.2m internet shoppers 664k via computer 58% 680k via cellphone 59% Computer Only 473k 41% Both 190k 17% Cellphone Only 490k 42% 4m internet bankers 1.8m via computer 48% 2.7m via cellphone 74% Computer Only 953k 26% Both 813k 22% Cellphone Only 1.9m 52% Data anomaly
  25. 25. Internet Activity Trends July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 25 AppUsersOnlineVideo 67% 76% 2,525 4,226 818 1,325 2,134 3,659 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 1,087 1,912 462 895 792 1,333 06/07 2007 2008 2009 2010 2011 2012 2013 Any platform Via Computer Via cellphone 4.2m App Users 1.3m via computer 31% 3.7m via cellphone 87% Computer Only 567k 13% Both 758k 18% Cellphone Only 2.9m 69% 1.9m Watch Online Video 895k via computer 47% 1.3m via cellphone 70% Computer Only 580k 30% Both 316k 17% Cellphone Only 1m 53%
  26. 26. The Internet in South Africa Includes comparison between AMPS Panel and IAB Effective Measure Panel Data
  27. 27. Data and internet Access Trend On eof the most exciting aspects of mobile is the amazing growth in access and use of mobile data – whether users are using apps, or browsing the mobile web. As of 2013, there are 19.2m adults who use/access data and 17.8m with mobile data access. If we look forward a few years, and based on current growth rates, there will be at least 38.2m adults with data access in 2017. We believe this is conservative based on the proliferation of low cost smart phones and initiatives to roll out Wi-Fi Data access in metropolitan areas in SA. 205 476 656 1,034 1,458 1,310 1,356 2,517 3,465 3,590 9,049 10,412 11,925 13,795 14,993 15,941 17,210 19,187 22,733 26,985 32,083 38,194 6,397 7,519 9,327 10,779 11,487 13,238 14,871 17,829 21,375 25,627 30,725 36,836 0 5000 10000 15000 20000 25000 30000 35000 40000 45000 000s Total data access (any type) Mobile data access July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 27 11%
  28. 28. Internet at Home Internet at home has grown from 5% in 2006 to 31% in 2013. Dial-up and ISDN is officially dead. Mobile Data and Mobile Internet rules. Long live the internet… at home! July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 28 1,622 1,999 2,563 3,658 5,016 6,854 8,537 11,483 29,281 29,110 28,742 28,840 29,004 28,080 26,399 25,731 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 2006 2007 2008 2009 2010 2011 2012 2013A6 Internet at home No internet at home 31%5% 0% 20% 40% 60% 80% 100% 2006A 2007 2008 2009 2010 2011 2012 2013A6 Dial-Up ADSL ISDN Wireless network (iburst, WiFi) Mobile Network (3G, Edge, GPRS) Mobile Internet (Wap) Mobile Internet device (iPad, Sony PSP) WebBox/ Internet OnTV InternetaccessathomeTypeofAccess
  29. 29. Internet and Mobi Reach: 2013 AMPS | EM Comparison Discrepancies can be attributed to many reasons including methodology and scope of panel audience. A key issue is that the EM panel is skewed to people accessing the internet through desktops, laptops, tablets and smartphones. It does not effectively cater for feature phones or people who do not access the internet at all like AMPS does. That said, the trends are clear. Digital reach including mobile is growing fast. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 29 19,187 6,448 17,829 21,208 11,046 10,161 All Devices Computer Mobile AMPS (Population) EM (UBs) 15,941 17,210 19,187 6,137 15,080 21,208 - 5,000 10,000 15,000 20,000 25,000 2011 2012 2013 000s AMPS (Population) EM (UBs) ReachComparisonInternetReachTrend
  30. 30. GfK SA Smartphone Usage Data – May-July 2014 For more information contact… Ryan.Smit@GfK.com Research Specialist| Digital Market Intelligence Sub-Saharan Africa, GfK SA (Pty) Ltd GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
  31. 31. GfK has created a mobile application called FUNDI in South Africa which is a community of consumers who can benefit from free content related to education, business & entrepreneurship. In exchange for the content provided, users agree to allow GfK to anonymously track smartphone usage data via GfK’s proprietary LEOtrace technology, which users download as part of the application. FUNDI is currently used by a broad range of consumers, and the data is weighted to reflect the smartphone population in South Africa by using a combination of reported smartphone users (from the quarterly reports of mobile networks) and comparative demographic information (using AMPS 2013 data). FUNDI was launched in April 2014 and is available for download on Android devices, which account for two-thirds1 of all smartphone sales in South Africa. GfK is in the process of building sample of FUNDI users to 2500 users in South Africa, and will expand into other African countries in 2015. Period reported on in this report: May 1st 2014 – July 31st 2014 Size of sample during reporting period: 1138 GfK Study Details & Methodology-di How? What?Who? Where and when? Demographic Information • Socio-demographics from the “MY PROFILE” page in the FUNDI application. Apps & Internet • Application Usage • Browses Usage (URLs) • Search Terms Data Traffic • 3g vs Wi-Fi • Upload vs Download Device • Model • Manufacturer • Operating System Version Time • Local Time • UTC time Location (Q4 2014) • Longitude/Latitude • Accurancy and source What data points are measured? 1 – GfK Retail Tracking Data – May 2014
  32. 32. Total time spent on smartphone – by time of the day Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 - Usage is defined as the total amount of time their device is active (not in stand-by mode). On average, consumers spend approximately 49 minutes of their day on their smartphones. Time spent on a smartphone increases throughout the day from around 2 minutes per hour and peaks during the evenings to over 3 minutes per hour, before dropping significantly between 22:00 and 06:00. 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 Minutesperhour
  33. 33. Total time spent on smartphone – by time of the day & gender The average female consumer spend 50 min of her day on her smartphone, while males spend an average of 47.5 minutes on their devices. However, the difference is far greater during the evening, when females spend almost 3.5 minutes per hour, while males spend just over 2.7 minutes per hour on their smartphones. Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 - Usage is defined as the total amount of time their device is active (not in stand-by mode). 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 Minutesperhour Female Male
  34. 34. Communication 49% Social 17% Games 11% Browsing 6% Media & Video 5% Photography 2% Music & Audio 2% News & Magazines 1% Lifestyle 1% Productivity 1% Travel & Local 1% Entertainment 1% Other 3% Share of time spent on smartphone by application category Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 – Share of time is measured as the total time spent using those applications during the reporting period. Categories are based on Android Play Store categorization. In terms of share of time, the most time, by far, is spent on communication activities (49%) followed by Social Activities (17%) and using the Web Browser (11%). These combined account for 77% of total time spent on a smartphone, with the other 23% split among the remaining categories.
  35. 35. Top 20 Applications WhatsApp is the most popular application for South African smartphone users, even surpassing Facebook. BBM is still a very popular massaging platform, even on Android, which would suggest their has been significant churn away from Blackberry to Android devices. Candy Crush Saga is the most popular game, while News24 is the most popular news application in South Africa. Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138. Non-downloadable stock applications are excluded from the above. Usage (Weekly) Average Sessions Per User Per Week Average Usage Duration Per Week (mins) WhatsApp Messenger 96% 31.32 38.49 Facebook 93% 13.90 15.57 Gmail 71% 2.66 2.68 Maps 61% 0.63 1.42 YouTube 57% 0.60 1.81 Google+ 49% 0.58 0.70 BBM 47% 14.32 12.78 Facebook Messenger 43% 1.44 1.10 Hangouts 35% 1.65 0.96 Instagram 33% 3.94 7.89 Twitter 32% 2.53 4.97 ChatON 25% 0.84 0.59 Flipboard 21% 0.54 0.64 Bible 20% 0.64 1.60 Dropbox 20% 0.38 0.28 Candy Crush Saga 19% 4.38 20.48 WeChat 18% 1.96 1.28 News24 18% 1.72 3.80 FNB Banking App 16% 1.29 1.64 Skype 15% 0.92 1.13
  36. 36. Top 20 Website Domains The top 3 URLs accessed by South African smartphone users are Google.co.za and Facebook.com. Gumtree, YouTube, Wikipedia and are the next most popular. Domains accessed on a smartphone. News24 is the most popular news site accessed by smartphone users in SA 5% of smartphone users in South Africa access the adult website xvideos.com during the reporting period. Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 Usage (Weekly) Average Sessions Per User Per Week Average Usage Duration Per Week (mins) google.co.za 53% 3.84 2.27 facebook.com 46% 3.80 1.65 gumtree.co.za 14% 1.82 0.97 youtube.com 13% 1.71 2.55 en.m.wikipedia.org 12% 0.46 0.51 news24.com 11% 1.00 0.83 za.ask.com 9% 0.49 0.13 twitter.com 9% 0.50 0.28 linkedin.com 8% 1.11 0.44 olx.co.za 7% 0.66 0.35 indeed.co.za 6% 2.26 0.80 timeslive.co.za 6% 0.79 0.58 answers.yahoo.com 5% 0.23 0.26 wikihow.com 5% 0.20 0.30 cellc.co.za 5% 0.73 0.23 iol.co.za 5% 0.46 0.73 accuweather.com 5% 0.83 0.55 fnb.co.za 5% 0.46 0.23 xvideos.com 5% 1.90 1.92 mail.google.com 5% 3.50 1.28
  37. 37. Application usage over the day (select applications) Both WhatApp and Facebook usage remains relatively flat during the day, but increases significantly during the evening and peaking between 8pm and 10pm. SMS usage peaks between 10am and 12pm and then decreases steadily throughout the day and into the evening. 37 06:00-08:00 08:00-10:0010:00-12:00 12:00-14:0014:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-00:00 Usageperhour WhatsApp Messenger Facebook SMS Messaging Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138
  38. 38. Application usage over the day (select applications) Phone usage increases in the morning, peaks at mid-day, and then decreases throughout the day into the evening. Instagram usage remains fairly flat during the day, and then peaks in the evenings as well. Email usage peaks between 8am and 10am, and then decreases throughout the day. Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 06:00-08:00 08:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-00:00 Usageperhour Phone Instagram Email
  39. 39. AMPS Mobile Review 2014 watch out for… A Mobile Marketing Association South Africa Report proudly developed and sponsored by #MobileRocks SA… Part 4: Devices / Operators
  40. 40. 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 Chairman Emeritus 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 40July 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 Chair 2014/15 MMA SA | CEO MaxAxion
  41. 41. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 41 MMA South Africa Advisory Board of Directors 2014 Mobitainment: Candice Goodman, Chair Emeritus Maxaxion: Nicolle Harding, Chair 2014/15 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
  42. 42. MMA SA Members July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 42
  43. 43. South Africa… Leading the Mobile Revolution Globally July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 43 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
  44. 44. • 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 44 The MMA believes Mobile belongs at the heart of the Marketing Mix Mobile Marketing
  45. 45. 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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