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Silverstone MMA Mobile in South Africa 2014: Part 1 - the Mobile Medium

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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.

Published in: Mobile
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Silverstone MMA Mobile in South Africa 2014: Part 1 - the Mobile Medium

  1. 1. Silverstone MMASA AMPS Mobile Review 2014 Part 1: The Mobile Medium A Mobile Marketing Association South Africa Report proudly developed and sponsored by According to AMPS2013AB: “Mobile is… as close as you can get to your consumers in South Africa!” #MobileRocks
  2. 2. 1.8m / 5% Tablet Owners Mobile is… as close as you can get to your consumers in South Africa! 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. Raymond Buckle, Author July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2 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 37.2m adults
  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 like Laura Kauffman (Media 24) 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 – 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 3 About this report
  4. 4. In 2013, Silverstone became the first African company to be elected to the Mobile Marketing Association’s EMEA Board of Directors.. At Silverstone, we believe in mobile first marketing and in the value of being part of a global organisation like the MMA, which strives to promote the growth and standards of the mobile medium and ecosystem. 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. Raymond & the Silverstone Team // silverstone.solutions // Call +27 11 326 1000 // SMS Silverstone to 34747 (R1.50 in SA Only) Silverstone is a founding member of the MMA in South Africa in 2008/9. Raymond Buckle (Silverstone CEO) has lead the SA Research Committee and served as chair of the MMA SA from 2010 to 2013. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 4 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. strategy touch points promote engage convert measure optimise goal
  5. 5. 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 5July 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
  6. 6. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6 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
  7. 7. MMA SA Members July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 7
  8. 8. South Africa… Leading the Mobile Revolution Globally July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8 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
  9. 9. • 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 9 The MMA believes Mobile belongs at the heart of the Marketing Mix Mobile Marketing
  10. 10. Tweet Sheet… July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10 2 x TV There are more than twice as many cellphones as there are TV sets in SA (34.6m vs 17m) 76% of email 76% of e-mails are sent and received from a cellphone 8.4x landlines There are 8.4 times more homes with cellphones than landline telephones 4.3x Computer There are 4.3 times more households with a cellphone than a computer 2.9x email users SMS text messaging is used by 2.9 times more people than email 5x PC internet There are 5 times more cellphone subscribers than fixed Internet users Confused by all the Twitter icons? Wherever you see this icon, you can click on it and we’ll magically tweet a quote and link to this report. Lets trend – please help spread the word… @ #
  11. 11. Tweet Sheet… Mobile dominates our lives as a media channel. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11 84% 84% of internet users in SA access the internet via mobile technology 99%99% or 17,570m mobile data users, also use SMS and USSD functions 130k 130,000 people use mobile data but do not own their own cellphone – go figure… 17.6m17,653m cellphone owners use Mobile Internet and Data services 14.6m 14.593m cellphone owners use Voice, SMS and USSD services only 32.2mThere are 32.246m adult Cellphone owners in South Africa
  12. 12. 2.4 per household In 2013, there was an average of 2.4 cellphones per household in South Africa Tweet Sheet… #MobileIs… July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12 94% 93.5% of SA working adults use a cellphone compared to 29% in the year 2000 4.9% 1.8m or 4.9% of Adult Population own a Tablet Device (up from 1.8% in 2012) 36%36% of SA Adult Population owns a smartphone (that’s 41% or 13.2m of cellphone owners) R4,129, 000,000,000 Only mobile allows you to reach 87% of R4,746Bn Annual Household Spend R565Tablet Owners spend an average of R529 on cellular per month • Personal • Always On • Always Close • Versatile • Effective • Central to the Path to Purchase • Infinitely Measurable
  13. 13. Mobile trends over time… The mobile medium has grown at an unprecedented rate. SAARF only started tracking mobile/cellular in 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.
  14. 14. 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 Any Internet - mobile OOH Newspaper Magazine Cinema Mobile compared to other Mass Media Channels Thought leader Tomi Ahonen, once famously referred to Mobile as the 7th Mass Media, but in South Africa mobile stands first. In 2010 Mobile usurped Outdoor, Television and Radio and became the most pervasive mass media in South Africa. Compared to traditional media, Mobile is also the only medium that is interactive at a mass scale; It is personal and allows one-on-one, bi- directional communication, which means consumers can respond to ads at the point of creative impulse. Comparison based on population with device in household (population weights). Newspaper and magazine based on Readership. OOH last 4 weeks. Cinema last 3 months. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14 Inflection
  15. 15. Cellphone Penetration 87% of SA adults use a cellphone, up from 17% in 2000. 94% of SA working adults use a cellphone, up from 29% in 2000. In 2013, there is an average of 2.4 cellphones per household and 14.3m households with cellphones (97% household penetration) So household, and economically active adult penetration of mobile is nearing saturation and growth in those segments has slowed down. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15 2% 11% 21% 42% 61% 71% 87% Adult Individual Cellphone Ownership Penetration Economically Active Adult Cellphone Penetration Household Cellphone Penetration 5% 20% 46% 70% 80% 91% 94% 36.158 14.31 0 10 20 30 40 Million Population with cellphone in HH No of HH with cellphone
  16. 16. Mobile Data v. Smartphone Penetration A question was introduced in AMPS recently, to try to determine “smartphone” penetration in SA – and we now have a figure of 36%. Our issue with this figure lies in the definition of a smartphone and how it is interpreted by the average consumer. For example app developers think of Smartphones as iOS, Android and Windows Phone. Users think of Smartphones as phones with advanced functionality like touch screen, GPS, etc… AMPS considers Blackberry across the board as a smartphone, but Nokia Symbian devices with mobile internet capabilities are not. Ad Networks and publishers rely on a phone browser’s capability to accept cookies and use JavaScript for tracking and re-targeting. For mobile marketing and advertising purposes, we believe that phones with data and an internet browser, should be considered in a different category to phones that don’t have a data capability or are used for Voice, SMS and USSD only. So we prefer tp focus on the 48% of adults who own a data connected phone. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16 37% 40% 44% 46% 44% 46% 50% 55% 64% 60% 56% 54% 56% 54% 50% 45% 17,527 18,813 21,244 23,170 25,945 28,571 29,561 32,246 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 0% 20% 40% 60% 80% 100% 120% 06/07 2007 2008 2009 2010 2011 2012 2013 Mobi data Voice/SMS/USSD Only Individual cellphone owners - 000s Mobile Internet Connected Profile 15 50Age 31 1 10LSM 7.5 HHI R18k Cell Exp R253 69% under 35 68% Black 38% English / Afrikaans 61% African Language 75% Matric (47%)+Tertiary 47% Working 25% Students 78% Urban 89% LSM 6 to 10 M FGender 50% M Basic Cellphone Connected Profile 15 50Age 43 1 10LSM 5.4 HHI R7k Cell Exp R94 64% 35 and older 85% Black 18% English / Afrikaans 83% African Language 67% Some Highschool 40% Working 7% Students 62% Rural 62% LSM 4 to 6 M FGender 55% F 17.7m / 48% Use SMS, Voice, USSD & Mobile Data 14.6m / 39% Basic Cellphone use SMS, Voice & USSD #
  17. 17. Tablet Penetration 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. 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. 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 Tablet Owners Profile 15 50Age 32 1 10LSM 8.7 HHI R29k Cell Exp 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 M FGender 54% M 1.8m / 5% Tablet Owners
  18. 18. Media Type Comparisons
  19. 19. * YesterdayMedia type usage among SA adults Mobile competes with traditional media on cost and reach. It beats any other medium on audience targeting, tracking and measurability. Mobile is the most personal and popular digital interactive channel. Yet as per global trend, is only achieving a fraction of its potential in media spend. But just like the global trend, spend is shifting faster and faster to the mobile medium. 84 82 87 87 48 48 52 48 17 32 8 83 83 97 88 47 47 50 46 18 30 8 0 20 40 60 80 100 120 % penetration of population % penetration of households July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19
  20. 20. TV Radio OOH Pay TV Cinema News paper Magazine Cell phone Internet Mobile Data SMS / Voice / USSD Only Fixed internet Total 84 82 87 32 8 48 48 87 52 46 38 17 LSM 1 10 60 45 0 0 10 7 42 6 5 36 1 LSM 2 27 65 56 0 0 16 14 74 17 15 58 0 LSM 3 53 75 67 0 1 20 20 77 22 20 58 0 LSM 4 77 80 76 3 0 29 24 79 27 24 55 1 LSM 5 88 83 87 12 1 38 35 85 39 35 50 4 LSM 6 92 83 92 26 4 52 48 88 50 47 41 9 LSM 7 92 84 94 47 8 60 60 91 64 59 30 18 LSM 8 92 85 96 61 15 63 69 94 71 67 26 31 LSM 9 93 87 97 74 21 67 74 95 82 76 15 47 LSM 10 90 89 98 83 37 69 78 96 92 87 7 73.5 ice cold cold medium warm hot very hot Media type usage among SA adults By LSM (Percentage using media) After less than two decades in existence, mobile is a “hot” medium. It is the only media type to have almost total saturation in LSM 10. Mobile exceeds or has comparable levels of penetration to all other media types across all LSM groups. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20
  21. 21. Positioning map of media usage Reach: Income/Age The core mobile audience is similar in age and income to Radio, TV and OOH. The core mobile internet audience is younger and earns more than all the other mainstream media, only the cinema audience is younger and earns more – but it is much smaller. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21 Cinema Fixed internet Pay TV Mobi Internet Magazines News papersOOH Cellphone TV Radio 28 30 32 34 36 38 40 R 8,000 R 10,000 R 12,000 R 14,000 R 16,000 R 18,000 R 20,000 R 22,000 R 24,000 R 26,000 R 28,000 AverageAge Average Income
  22. 22. Almosteveryonethatmatters ownacellphonewiththeirownnr • 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 • Send an SMS to a short code from a call 2 action in any other form of media • Receive an SMS • Without adding any additional “media” costs, you can amplify your 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 scheme of a typical advertising campaign 1: Cellphone Owners ThinkMMS/Email, MobileWeb,MobileSocialandApps • Every data capable mobile phone has an internet browser • 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: • Browse sites built for desktop users • Download large graphic files • Wait forever for a page to open • That means building mobile optimised web sites to support your campaigns • Its fine to build an App for Apple or Android – but keep in mind it’s a very specific and relatively small audience segment, even in the upper LSMs. Do a mobile site and SMS integration first. 2: Data Capable Devices It’saphoneyoucancallthem+ usetext,IVRandUSSD • 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 • Yet, 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 3: Basic Cellphone Users July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22 Advice for Marketers to address different mobile access segments
  23. 23. #1 Mobile as the 1st Screen In a recent global study released by MillwardBrown, an MMA Member – AdReaction 2014 – South Africa was featured as part of the survey and the results are surprising… For more information contact… Monique .Leech@MillwardBrown.com Director Digital Solutions, MillwardBrownSA
  24. 24. 24 MillwardBrown AdReaction 2014 Why should we care about multiscreen? How are screens used? What do people think of ads on screens? What should brands do? TV Smartphone Laptop Tablet July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  25. 25. The Growing Ownership of Smartphones and Tablets are Creating a new media landscape Global shipments is an indication of how the device landscape is changing; There is a decline in TV and Laptop shipments but massive growth in Smartphone and Tablet shipments Globally, there has been over 1bn mobile phone shipments last year which means we’re faced with a rapidly evolving media landscape. 25 Global Shipments 725 349 145 238 1,004 315 227 227 2012 2013 TV Smartphone Laptop Tablet July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  26. 26. AdReaction 2014 multiscreen Report The survey was conducted in 30 countries among 12,000+ multiscreen users. In some countries the sample is very representative of the national average, whilst in others like South Africa we were talking to an advanced sub-set of the population. But across all 30 markets, we spoke only to ‘multi- screen users’ which we defined as adults 16-45 who own or have access to a TV AND a smartphone OR Tablet. To make sure these were people who actually own their device – rather than just having access to one – we conducted a short 15 min survey via mobile interviews An underlying principle of AdReaction is that multiscreen landscape needs to be evaluated in the context of SCALE (reach or screen hours) and RECEPTIVITY to ads on that device. 26July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  27. 27. Daily Screen Usage – Global Smartphones are now comfortably the largest single screen medium in the world. Taken together, mobile devices take up 47% of all screen time. A typical consumer consumes just under 7 hours of screen media daily. Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking at screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience. 27 113minutes (27%) 147minutes (35%) 108minutes (26%) 50 minutes (12%) TOTAL MINS: 417 Watching TV Yesterday Using the internet on this device - yesterday Using the internet on this device - yesterday Using the internet on this device - yesterday July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  28. 28. Daily Screen Usage – South Africa The importance of TV is clearly highlighted in South Africa – where screen time continues to be substantial! Smartphones devices – do however – have equal importance in terms of eye ball time. A typical consumer consumes just under 7 hours of screen media daily Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience. 28 TOTAL MINS: 431 115minutes (27%) 127minutes (29%) 126minutes (30%) 63 minutes (15%) Global Average: 113 (27%) Global Average: 108 (26%) Global Average: 50 (12%) Global Average: 147 (35%) July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  29. 29. 66% 29% 4% 12% 29% 60% Share of Screen Minutes vs. Media spend Interestingly though, if we place actual media spend figures we see that spend isn’t following eyeballs; Whilst mobile is accounting for 35% of multi-screeners’ time, its only capturing 4% of spend – in South Africa no real spend ficgures are available for Mobile. This is hot topic in the industry, and obviously there’s complexity to this argument that we need to consider – receptivity and effectiveness not least, but its an important point to make none-the-less. 29 Global Daily Screen Minutes 27% 12% 26% 35% Global Media Spend 2013 2016 + July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  30. 30. Multiscreen Minutes By Type – South Africa Obviously not all this screen-time is happening back-to-back though. In fact, it takes just 5 hours to consume 7 hours of screen media Simultaneous usage of another digital device whilst watching TV accounts takes place around a third of the time. SIMULTANEOUS: At the same time as you were watching TV yesterday, how much time did you also spend using the internet? 30 TOTAL MINS: 417 NET MINS: 308 Shifting 69% Simultaneous 31% At different points in time At the same time Global: 65% Global: 35% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  31. 31. Multiscreen Minutes BY Type – South Africa We can then further break down the simultaneous minutes into “meshing” (where TV and a digital screen are being used to consume related content) and “stacking” (where the content is unrelated). Generally, more time is spent stacking than meshing. Meshing; sponsorship activities across TV and mobile is an obvious example – opportunity for deeper engagement. Stacking is tricky for marketers – consumers are actually distracted. But it is a phenomenon advertisers need to know and understand though – it’s the modern day equivalent of going to put the kettle on. Meshing: While you were watching TV and using the Internet yesterday, how much of the time were you doing something related to what was happening on TV? Stacking = Simultaneous minutes minus Meshing minutes 31 TOTAL MINS: 417 NET MINS: 308 Shifting 69% At different points in time Related content Unrelated content Meshing 7% Stacking 24% At the same time Global: 65% Global: 14% Global: 22% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  32. 32. South Africa UK France Kenya Argentina Saudi Hungary Italy Canada Japan Spain Australia Nigeria Vietnam Brazil USA Russia Mexico India Germany Colombia Slovakia Poland China Indonesia Czech Turkey South Korea Phillipines Thailand Global How Multiscreen Minutes Compare Across Countries… Meshing and stacking behaviors vary significantly by country. Thailand meshes the most globally; U.S. stacks the most. Italians are least likely to use screens simultaneously. South Africa engages screens simultaneously the most; We shift a lot, but do not “mesh” content as much as other countries e.g. engage similar content on TV and internet at the same time. 32 MESHING STACKING SHIFTING Usage Key Global 14% 22% 65% 7% 24% 69% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  33. 33. Reasons for Simultaneous Multi- screening The main reason South Africans engage in simultaneous multi- screening is to keep up with friends on social Silverstone MMA SA Mobile Review of AMPS 2013AB 33 7% 10% 17% 22% 27% 31% 35% 34% 40% 43% To follow up on a TV ad To interact with what's happening on TV To discuss what I’m watching (e.g. via social media) More information about what's on TV TV not interesting enough for all my attention Need to get other things done Just have TV on for background noise Someone else has chosen what's on TV To fill time during ad breaks To keep up with friends on social media (not TV related) SA GLOBAL AVERAGE 39% 42% 25% 27% 20% 28% 24% 19% 14% 11% ANY STACKING REASON: 88% (85% global) ANY MESHING REASON: 39% (41% global) July 2014
  34. 34. Simultaneous and Exclusive Usage by Device SA vs. Global Due to highest overall viewing, smartphones are most likely to be used both simultaneously with TV, and standalone. Laptops are proportionately most likely to be used exclusively. Tablets are proportionately most likely to be used alongside TV. 34 At the same time At different points in time + 22% 78% 35% 49% 51% 65% + + Global 29% Global 71% Global 37% Global 49% Global 51% Global 63% July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  35. 35. Silverstone MMA SA Mobile Review of AMPS 2013AB 35 Ad receptivity by screen - (Favourability and Attention) 44 32 39 74 PAY AT LEAST SOME ATTENTION % GLOBAL AVERAGE 11 11 13 41 VERY/ SOMEWHAT FAVOURABLE % GLOBAL AVERAGE 41% 25% 24% 23% 72% 52% 51% 52% TV Smartphone Laptop Tablet July 2014
  36. 36. Multiscreen Opportunity Plot - Screens Combining receptivity with screen time shows that TV remains the largest media opportunity globally due to highest overall receptivity and still strong minutes. Digital still adds up to a huge opportunity (bigger than TV) if low receptivity challenges can be overcome. Scale of opportunity = minutes per device. Marketing receptivity = average of favorability (very/ somewaht favorable) and attention (pay at least some attention) 36 0% 10% 20% 30% 40% 50% 60% 70% -20 30 80 130 180 MARKETINGRECEPTIVITY SCALE OF OPPORTUNITY (MINUTES) GLOBAL AVERAGE GLOBAL AVERAGE GLOBAL AVERAGE GLOBAL AVERAGE TV Smartphone Laptop PC Tablet Device Key July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  37. 37. The Main Implications for Marketers are… 1. Be Consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform. 2. Be Connected – Think about second- screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens. 3. Be Considered – some screens are better than others at communicating particular aspects of your brand’s personality. 4. Be Concise - use mobile-friendly, shareable content that entertains first, informs second 37 Be Consistent Be Connected Be Considered Be Concise July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
  38. 38. Sequentialdeviceuse • Probably the easiest of all marketing campaigns to develop creative content. Think about how to continue the conversation across platforms • Ensure the consumer experience is consistent across all platforms. • Adaptive and Responsive web design (adapting web content to every device—mobile, tablet, PC) will become non-negotiable in 2014. • Added to this, being able to track the consumer’s path to purchase across devices will be key, so that there is no break in the brand experience journey. 1: Shifting SimultaneousViewingof RELATEDContent • Continue the conversation! • Ensure advertising content is an extension of the programming content. • Messages will be relevant, fluid, and related. • Real-time social marketing is a specific application of meshing that requires brands to be ready to respond immediately to social media comments and will be increasingly expected as more brands seek to be part of the social TV conversation. 2: Meshing SimultaneousViewingof UNRELATEDContent • Consumers are using other devices whilst watching TV, how can we be part of the conversation? • Twitter? Shazam? Facebook? Mxit? Pinterest? WeChat? WhatsApp? Mobile Display and Rich Media? • Understand that unrelated distractions can sometimes be just as welcome as an extension of what’s happening on TV. 3: Stacking July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 38 Mobile for Multi-screening ideas
  39. 39. 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
  40. 40. Definitions & Methodology This bit is boring – read it at your peril… Except if you want to argue a fact – read this first ;P
  41. 41. • Internet activities using a cellphone (all) • Smartphone overcode / Mobi activities on cellphone* • Own a tablet Mobile Data | 17,829,000 • Internet activities using a cellphone (all) • smartphone overcode/ Mobi activities on cellphone* • EXCLUDES TABLET Mobile data on cellphone | 17,783,000 • Internet activities via a cellphone (all) • Mobi activities on cellphone* • EXCLUDES TABLET AND SMARTPHONE (i.e. A person may own a Smartphone but not use the mobi data functionality) Mobi data on cellphone (actively use) | 17,485,000 • Cellphone activities: Internet, read publication • Internet activities using cellphone: Search, banking, purchasing, read publication/news, dating, gambling, share trading, watch TV, watch online videos, listen radio, podcast, other internet activities Internet via cellphone | 11,728,000 •Cellphone activities: MMS, download mobile content, download music, chat, social networking, apps, email, subscribe to content •Internet activities using cellphone: Email, social networking, chat, music downloads, games, apps Mobile Data activities (other than internet) via cellphone | 17,302,000 •Accessed internet in past 4 weeks •Played internet games online at least monthly •Accessed bank accounts via internet, tablet, Smartphone, mobi data** Internet access – all (Includes use mobi data) | 19,187,000 •Accessed internet in past 4 weeks •Played internet games online at least monthly •Accessed bank accounts via internet •Internet via cellphone~ •Internet via computer (all) •EXCLUDES MOBI ACTIVITIES (OTHER THAN INTERNET) VIA CELLPHONE~~ Internet access (EXCLUDES MOBI ACTIVITIES OTHER THAN INTERNET) | 13,976,000 •AMPS 2013A6 •Internet via computer – all, Internet connection at home ADSL/Dial up Fixed internet | 6,448,000 July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 41 Definitions
  42. 42. • The cellphone activity question changed from… – AMPS 2013A6 and prior: How often (Daily/Weekly/Monthly/Yearly/Not at all) to – AMPS 2013B6: When last (yesterday/past 7 days/past 4 weeks/longer ago/never) • In the data release the following is available: – AMPS 2013A6: • Daily/Weekly/Monthly/Yearly/Not at all • Old full list of 22 activities – AMPS 2013B6: • Ever/Never - When last not yet available • Old AMPS 2013A6 full list of activities - New revised, cleaned up list of 12 activities not yet available – AMPS 2013AB (12 months data): • Ever/Never only • Old AMPS 2013A6 full list of activities July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 42 Data Changes: Cellphone Activities
  43. 43. 1995 1996, 1997, 1998 1999A 1999B 2000A 2000B, 2001A 2001 B6, 2001 B, 2002 A6, 2002 A Own / Rent / Have use of cellphone Own / Rent / Have use of cellphone Activities: • Accessed the Internet (Past 4 Weeks) Own / Rent / Have use of cellphone Internet given own section under Activities (Internet / World Wide Web) Activities: • Accessed P4 W (Yes/No) • Place (Home / Work / Elsewhere) • Purchase via (Yes/No) Own/Rent/Have use of cellphone: Yes/No ⁻ Cellphone ownership (private/company maintained) ⁻ Calls on contract/pre paid Activities: Internet ⁻ Accessed P4W (Yes/No) ⁻ Place (Home/Work/Else where) ⁻ Purchase via (Yes/No) ⁻ Received Email via Own/Rent/Have use of cellphone: Yes/No ⁻ Cellphone ownership (private/company maintained) ⁻ Calls on contract/pre paid Activities: Internet ⁻ Accessed Past 4 Weeks ⁻ Accessed Past 7 Days ⁻ Place (Home/Work/Else where) ⁻ Purchase via (Yes/No) ⁻ Banking Own/Rent/Have use of cellphone ⁻ Cellphone ownership (private/company maintained) ⁻ Calls on contract/pre paid ⁻ No of cellphones in household Activities: Internet ⁻ Accessed P4W To do (purpose): ⁻ Banking transactions ⁻ Obtain info ⁻ Purchase items ⁻ Send receive email ⁻ Accessed P7D Own/Rent/Have use of cellphone ⁻ Private/company ⁻ Calls on contract/pre paid ⁻ No of cellphones in household Activities: Internet ⁻ Accessed P4W / P7D ⁻ Purpose ⁻ Place ⁻ Time spent Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 43 AMPS Mobile Evolution: 1995 - 2001
  44. 44. 2002 A6, 2002 A 2002 B6, 2003AB (BP), 2003 A6/A 2003 B6/B 2004 A6 2005 A6, 2004/2005 Own/Rent/Have use of cellphone ⁻ Private/company ⁻ Calls on contract/pre paid ⁻ No of cellphones in household Activities: Internet ⁻ Accessed P4W / P7D ⁻ Purpose ⁻ Place ⁻ Time spent Financial ⁻ Accessed accounts via ATM/Telephone/Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household Personal frequency of activities question introduced (weekly/monthly/yearly) ⁻ Play games on cellphone ⁻ SMS for fun ⁻ Play games via internet Activities: Internet ⁻ Accessed Past 4 Weeks ⁻ Accessed Past 7 Days ⁻ Yesterday ⁻ Purpose/Place/Time spent Financial ⁻ Accessed accounts via ATM/Telephone/Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses added Personal frequency of activities question ⁻ Play games on cellphone ⁻ SMS for fun ⁻ Play games via internet Activities: Internet ⁻ Accessed Past 4 Weeks ⁻ Accessed Past 7 Days ⁻ Yesterday ⁻ Purpose/Place/Time spent Financial ⁻ Accessed accounts via ATM/Telephone/Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses Personal frequency of activities ⁻ Play games on cellphone ⁻ SMS for fun ⁻ Play games via internet Activities: Internet ⁻ Accessed Past 4 W, P7D, Yesterday ⁻ Send/receive email ⁻ (Place, purpose, time questions omitted) Financial question split ⁻ Accessed accounts via ATM/ Telephone/ Internet ⁻ Accessed accounts via Telephone ⁻ Accessed accounts via Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses ⁻ Phone Make ⁻ Service provider Personal frequency of activities ⁻ Play games on cellphone ⁻ SMS for fun ⁻ Play games via internet Activities: Internet ⁻ Accessed Past 4 W, P7D, Yesterday ⁻ Send/receive email Financial ⁻ Accessed accounts via ATM/ Telephone/ Internet ⁻ Accessed accounts via Telephone ⁻ Accessed accounts via Internet Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 44 AMPS Mobile Evolution: 2002- 2005
  45. 45. 2005/2006 2006 A6 2006/2007 Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses ⁻ Phone Make ⁻ Service provider Cell phone activities (weekly/monthly/yearly/not at all) ⁻ Play games on cellphone ⁻ SMS ⁻ Play games ⁻ Send/receive email Activities: Internet ⁻ Accessed Past 4 W, P7D, Yesterday ⁻ Send/receive email Financial ⁻ Accessed accounts via Telephone ⁻ Accessed accounts via Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses ⁻ Phone Make ⁻ Service provider Cell phone activities (daily/weekly/monthly/yearly/not at all) ⁻ SMS, games, Send MMS, Send please call me, download ringtone/logo/ music, receive email, browse wap/web ⁻ MTN Mobile Money Account Personal frequency of activities ⁻ Play games via internet ⁻ Use computer at home/ work (no connectivity necessary – in remaining AMPS from here on) Activities: Internet ⁻ Accessed Past 4 W, P7D, Yesterday, Past 12 months ⁻ Sent receive email p4W ⁻ Place, Purpose reintroduced and extended ⁻ P12M for purchase/booking ⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless) Financial ⁻ Accessed accounts via Cellphone ⁻ Accessed accounts via Telephone ⁻ Accessed accounts via Internet Own/Rent/Have use of cellphone ⁻ Private/company maintained ⁻ Calls on contract/pre paid ⁻ No of cellphones in household ⁻ Monthly cell expenses ⁻ Phone Make ⁻ Service provider Cell phone activities (daily/weekly/monthly/yearly/not at all) ⁻ SMS, games, Send MMS, Send please call me, download ringtone/logo/ music, receive email, browse wap/web ⁻ MTN Mobile Money Account Personal frequency of activities ⁻ Play games via internet Activities: Internet ⁻ Accessed P4W, P7D, Yesterday, P12M ⁻ Email p4w ⁻ Place, Purpose ⁻ P12M for purchase/booking ⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless, Cellphone/GPRS/Edge/Other) Financial ⁻ Accessed accounts via Cellphone ⁻ Accessed accounts via Telephone ⁻ Accessed accounts via Internet Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 45 AMPS Mobile Evolution: 2005- 2007
  46. 46. 2007A6,2007AB, 2008BA As per 2006/2007 but included Attitudinal statements 2008BA Wireless/via cellphone internet access at home question given more description (but unchanged) 2008AB As per 2008 BA plus: Internet moved from Activities folder in Telmar to its own Folder called Internet Cellphones now in section in Telmar called Telecommunication (Previously appeared in home question with telephone) Cellphone activities expanded to also include: •Enter competition/vote/ make donation •Instant messaging/chat services •Take photos/ videos Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 46 AMPS Mobile Evolution: 2007- 20102009BA,2009AB As per 2008 AB but ISDN dropped 2010BA As per 2009 and Mobile Internet connection home expanded : • Mobile network (3G, Edge, GPRS) • Mobile internet (wap) 2010A6 As per 2010 BA and Cellphone activities expanded: • Listen to radio • Watch TV on cell • Read newspaper / magazine on cell 2010B6,2010AB As per 2010 A6 and Internet booking question expanded: • Book for: Cinema / Concert / Travel / Other
  47. 47. • Internet questions – Activities: Internet • Accessed P4W, P7D, Yesterday, P12M • Email p4w • Place, Purpose, Used for purchase, Bookings (Cinema / Travel / Concert / Other) – Internet Connection at home – Financial • Accessed accounts via Internet – Personal frequency of activities • Play games via internet • Cellphone questions – Own/Rent/Have use of cellphone – Private/company maintained – Calls on contract/pre paid – No of cellphones in household – Monthly cell expenses – Make – Service provider – MTN Mobile Money Account • Cell phone activities – SMS, games, Send MMS, Download ringtone/logo/ music, receive email, browse wap/web, please call me, Enter competition/ vote/ make donation, Instant messaging/chat services,Take photos/ videos, Listen to radio, Watch TV, Read newspaper/magazine • Financial – Accessed accounts via Cellphone Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 47 AMPS 2010AB
  48. 48. Cellphone Audience: • Own/Rent/Have use of cellphone • Private/company maintained • Calls on contract/pre paid • No of cellphones in household • Monthly cell expenses • Make • Service provider Mobile Data access calculated based on: • Activities on cellphone: – Access internet – email – MMS – Social networking – Download ringtone/ logo – Download/ use mobile apps – music – Instant messaging/ chat services – Watch videos – Read newspaper/ magazine, – Subscribe to receive content or services • Internet activities done via cellphone: – (any of 19 listed activities) – Home access – Mobile (network, wap, device) Added for first time in AMPS 2011A6: • Internet activities done via computer/cellphone/not at all*: – Search, email, banking, social networking, instant messaging, chat, shopping, downloading music, read newspaper/magazine, read/access current news, games, dating, gambling, share trading, watch TV, listen radio, directory, download a podcast, other • Have internet at home – Fixed (Dial up/ ADSL / Wireless iburst, wifi) – Mobile (network, wap, device) Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 48 AMPS 2011 AB: A Mobile Perspective
  49. 49. • As per 2011AB with these additions • Added for first time in 2012 AB • Activities done on internet on computer/phone: – Search included descriptor (e.g. Googling) – Watch videos online (new) – Download Apps (new) • Activities done on cellphone: – Facebook – Twitter – Other social networking (e.g. MySpace, LinkedIn, Windows Live Spaces, YouTube, Google Plus, etc.) – Use instant messaging/chat services now included What’s App and Apple Messaging in descriptor (as well as Mxit and BBM) • Internet at home – Mobile Internet device (not a cellphone, e.g. iPad, Sony PSP) changed to: – Tablet (e.g. Apple iPad, Samsung Galaxy, Blackberry Playbook ) / Tablet (bv. Apple iPad, Samsung Galaxy, Blackberry Playbook ) – WebBox/InternetOnTV (new) • Place accessed internet – Via cellphone at various places Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 49 AMPS 2012AB A Mobile Perspective
  50. 50. 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 Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 50 Types of cellphone use Over-coding to ascertain mobile data use 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
  51. 51. Internet usage • Mobi data usage (as per overcoding) • Accessed internet past 12 months • Play games on internet • Access bank accounts using internet • Have internet at home • Sent/receive email Fixed internet • Internet activities done on computer • Home access dial up • Home access ADSL Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 51 Internet usage Over-coding to ascertain internet use The fixed internet overcoding is inadequate and most likely constitutes an undercount, still needs to be addressed

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