With an audience of 37.2m adults (aged 15+) in South Africa, marketers can reach 36m (97%) through a cellphone in their household.
In fact there are an average of 2.4 phones per household and 32.2m individual cellphone owners.
14.6m cellphone owners (39% of all adults) only use voice, SMS or USSD, but no data. So you can reach them with text and voice marketing, and engage them with interactive SMS, USSD and IVR applications.
The other 17.7m (48% of adults) use voice, SMS, USSD and mobile data, which means they browse the mobile internet and use apps.
They are generally more affluent and can be reached through display advertising including rich media ads whilst browsing the net or using apps, MMS messaging, email and push notifications through apps.
According to the AMPS survey there are 13.2m smartphone owners out there – but since the concept of a smartphone is so nebulous, we prefer to focus on the mobile data user segment as opposed to smartphone owners.
A significant 5% of adults or 1.8m consumers own a tablet – they consume loads more data and media than the average consumer, and represent a very interesting and rapidly growing advertising audience segment.
The “Fixed Internet” accessed via desktop or laptop computer, is used by 6.5m consumers or 17% of the adult population.
The bottom line is that in South Africa we live in a mobile first society.
The audience is mobile, and even if they have access to the internet through a computer – the immediacy, utility and personal nature of a mobile phone – gives it an undeniable place in any marketing or advertising campaign or media budget.
This report is designed to provide the stats and facts to help business leadership, advertisers and marketers to get to grips with the scope of the mobile media opportunity in SA.