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Click to edit Master title style




AMPS 2009 B - Mobile Phone usage, South Africa
1 June 2010




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Access: Population
     Click to edit SA with entertainment / communication
        Population in
                      Ma...
Click to editof unique cellular phone access in SA
          Growth Master title style

             1999                 ...
Growth of unique cellular phone access in SA
     Click to edit Master title style
        among the economically active p...
Click to edit Master title phone ownership in SA
        Penetration of cellular style
        By LSM

           71% of t...
Click to edit Master title phone ownership in SA
        Penetration of cellular style
        By LSM

           71% of t...
Click to edit Master title style adults
        Media type usage among SA




Source: AMPS 2009 B                         ...
Click to edit Master title style adults
        Media type usage among SA
        By LSM (Percentage using media)




    ...
Click to edit Master title style adults
        Media type usage among SA
        By LSM (Percentage using media)


      ...
Click to edit Master of users of various media:
                 Positioning Map title style
                 Age and Inco...
Click to edit Master of users of various media:
        Positioning Map title style
        Reach and LSM (LSM 1-10)


   ...
Click to edit Master of users of various media:
        Positioning Map title style
        Reach and LSM (LSM 1-14)


   ...
Cell phone users
     Click to edit Master title style
      Activities on their phone




Source: AMPS 2009B             ...
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AMPS Mobile Phone Usage Overview - MMA, South Africa

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A summary overview of mobile phone usage and penetration amongst the adult population in South Africa. Contextualised against other media channels. Sourced from the 2009 B release of the SAARF "All Media and Products Survey" (AMPS)

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AMPS Mobile Phone Usage Overview - MMA, South Africa

  1. 1. Click to edit Master title style AMPS 2009 B - Mobile Phone usage, South Africa 1 June 2010 1
  2. 2. Access: Population Click to edit SA with entertainment / communication Population in Master title style technology in their household Figures in 000s Source: AMPS 2009 B 2
  3. 3. Click to editof unique cellular phone access in SA Growth Master title style 1999 2009 11% of SA adults had access to 71% of SA adults use a cellphone. (at least one) cellphone. Source: AMPS 2009 B
  4. 4. Growth of unique cellular phone access in SA Click to edit Master title style among the economically active population 1999 2009 20% of SA working adults had access 83.9% of SA working adults use a to (at least one) cellphone. cellphone. Source: AMPS 2009 B
  5. 5. Click to edit Master title phone ownership in SA Penetration of cellular style By LSM 71% of the SA population has access to a cell phone Source: AMPS 2009 B
  6. 6. Click to edit Master title phone ownership in SA Penetration of cellular style By LSM 71% of the SA population has access to a cell phone Source: AMPS 2009B
  7. 7. Click to edit Master title style adults Media type usage among SA Source: AMPS 2009 B 7
  8. 8. Click to edit Master title style adults Media type usage among SA By LSM (Percentage using media) Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet Internet (ex on games) cellphone Total 71 76 75 77 47 50 6 15 3 20 13 LSM 1 27 48 6 31 4 11 0 0 0 0 0 LSM 2 47 64 28 47 11 16 0 0 0 1 1 LSM 3 57 72 49 63 21 27 0 0 0 3 2 LSM 4 62 74 69 73 30 32 2 1 0 4 3 LSM 5 68 79 84 83 44 45 2 3 0 7 5 LSM 6 76 78 88 85 57 55 4 9 1 17 13 LSM 7 83 79 90 86 66 66 8 19 3 26 19 LSM 8 85 80 91 85 69 74 10 29 6 37 27 LSM 9 91 84 91 84 73 78 16 47 13 52 33 LSM 10 95 85 89 86 74 83 24 67 22 76 41 luke ice cold cold cool medium warm warm hot very hot Source: AMPS 2009 B 8
  9. 9. Click to edit Master title style adults Media type usage among SA By LSM (Percentage using media) Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet Internet (ex on games) cellphone Total 71 76 75 77 47 50 6 15 3 20 13 LSM 1 27 48 6 31 4 11 0 0 0 0 0 LSM 2 47 64 28 47 11 16 0 0 0 1 1 LSM 3 57 72 49 63 21 27 0 0 0 3 2 LSM 4 62 74 69 73 30 32 2 1 0 4 3 LSM 5 68 79 84 83 44 45 2 3 0 7 5 LSM 6 76 78 88 85 57 55 4 9 1 17 13 LSM 7 80 80 90 86 66 65 7 14 2 20 14 LSM 8 85 78 91 85 67 68 9 24 4 31 24 LSM 9 84 79 90 86 70 73 9 25 4 35 26 LSM 10 86 81 91 84 68 74 12 33 8 39 27 LSM 11 89 85 90 84 73 76 14 41 10 46 30 LSM 12 93 83 91 84 73 80 18 53 15 59 36 LSM 13 95 84 89 84 73 80 21 61 18 69 39 LSM 14 96 86 90 87 75 86 27 74 26 83 44 luke ice cold cold cool medium warm warm hot very hot Source: AMPS 2009 B 9
  10. 10. Click to edit Master of users of various media: Positioning Map title style Age and Income 39 MNet 38 37 Radio TV DSTV 36 Outdoor Newspaper 35 Average Age Cellphone 34 Magazine 33 32 Internet Internet (excluding games) 31 30 29 Cinema 28 27 Average Monthly Household Income R7 500 R9 000 R10 000 R12 000 R14 000 R16 000 R19 000 R21 000 Source: AMPS 2009 B 10
  11. 11. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSM 1-10) 10 9 8 MNet DSTV Cinema Average LSM Index Internet (excluding games) 7 Internet Newspaper 6 Magazine TV Cellphone Outdoor Radio 5 Reach (Millions) 1 3 6 7 15 22 25 Source: AMPS 2009 B 11
  12. 12. Click to edit Master of users of various media: Positioning Map title style Reach and LSM (LSM 1-14) 14 13 12 MNet 11 DSTV Average LSM Index 10 Internet (excluding games) Cinema 9 Internet 8 Newspaper Magazine 7 TV Cellphone 6 Outdoor Radio 5 Reach (Millions) 1 3 6 7 15 22 25 Source: AMPS 2009 B 12
  13. 13. Cell phone users Click to edit Master title style Activities on their phone Source: AMPS 2009B 13

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