Mobile allows access to 97% of the SA Adult Audience, but there are different access segments which require a unique approach for marketing and advertising.
Tomi Ahonen famously called mobile the 7th Mass Media. In SA mobile is 1st in mass media, and the 1st screen for multi-screeners according to AMPS and MillwardBrown AdReaction 2014.
At Silverstone, we believe in mobile first marketing.
To do it successfully requires an understanding of the mobile audience – who they are and how they engage through their phones and tablets.
Part 2 of the #MobileRocks review of AMPS, deals with the audience, their core profiles and demographics based on the channel they engage through.
There are some really cool stats and infographics, and we’ve also included an opportunity guide and media cheat sheets per segment.
If you have questions about this report, the MMA or would like to explore how to effectively incorporate mobile into your marketing mix, please get in touch.
Enjoy – and if you like it please share and tell everyone! Use the tweet sheets and icons – make a wave!
#MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team
// http://silverstone.solutions
Silverstone MMA Mobile in South Africa 2014: Part 1 - the Mobile MediumRaymond Buckle
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.
Mobile Marketing Association South Africa AMPS 2012AB Mobile ReviewRaymond Buckle
Highlights of the MMA SA's Mobile Review of AMPS2012AB - sponsored by SilverstoneCIS.com
If this doesn't prove that nothing will get you closer to your consumers than mobile - nothing will!
Members of MMA SA will receive the full deck as part of their membership benefits. For more information contact us at MMASA.org or get in touch with SilverstoneCIS to take advantage of the power of the mobile medium.
Nothing gets you closer to your audience than mobile!
South African Mobile Phone Use and Attitudes Report 2016Raymond Buckle
A Survey of Internet User’s Attitudes and Uses of Mobile Phones compared to those of Feature Phone users. Published February 2016 by Effective Measure in partnership with SilverstoneCIS and the IAB and MMA South Africa.
Effective Measure, a leading provider of digital audience, brand and advertising measurement together with SilverstoneCIS, a mobile first audience marketing and solutions group, surveyed 2,299 mobile Internet users in South Africa (between November and December, 2015).
Topics covered a range of areas including but not limited to users’ manufacturer preference, time on device, use of device and internet usage.
The survey was conducted across smartphones and feature
phones to highlight the differences in user consumption across the two types of mobile Internet connections.
Mobile in South Africa 2014 AMPS Report (Pre-Release)Raymond Buckle
A comprehensive breakdown of the SA Mobile Audience including penetration by demographic segments.
Mobile access, use/activities and trends.
Mobile internet penetration, activities and trends compared to the Fixed Internet revealing some surprising trends.
Finally, a hard number on Smartphones and Tablets in SA
Surprising stats about current device ownership.
To get access to the full report, leave a comment, email info@mmasa.org or join our mobile community on www.mmasa.org
Please like, share and spread the report around in your organisation to your colleagues, partners and friends.
Media Facts 2016 | South Africa & Southern African Development CommunityDigital Strategist
"OMD published the first comprehensive guide to the media industry in South Africa in 1997. Much has changed since then! The 2015 edition has been comprehensively updated and this latest edition is also available in pdf format on our website (www.omd.co.za)."
South Africa isn't just Africa’s biggest economy, it’s also home to some seriously impressive mobile internet statistics.
Our report looks at everything mobile internet-related - from social media to education, banking to e-commerce. It's hard not to be impressed by how quickly mobile has built new opportunities for locals, and also businesses looking to enter South African market.
Silverstone MMA Mobile in South Africa 2014: Part 1 - the Mobile MediumRaymond Buckle
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.
Mobile Marketing Association South Africa AMPS 2012AB Mobile ReviewRaymond Buckle
Highlights of the MMA SA's Mobile Review of AMPS2012AB - sponsored by SilverstoneCIS.com
If this doesn't prove that nothing will get you closer to your consumers than mobile - nothing will!
Members of MMA SA will receive the full deck as part of their membership benefits. For more information contact us at MMASA.org or get in touch with SilverstoneCIS to take advantage of the power of the mobile medium.
Nothing gets you closer to your audience than mobile!
South African Mobile Phone Use and Attitudes Report 2016Raymond Buckle
A Survey of Internet User’s Attitudes and Uses of Mobile Phones compared to those of Feature Phone users. Published February 2016 by Effective Measure in partnership with SilverstoneCIS and the IAB and MMA South Africa.
Effective Measure, a leading provider of digital audience, brand and advertising measurement together with SilverstoneCIS, a mobile first audience marketing and solutions group, surveyed 2,299 mobile Internet users in South Africa (between November and December, 2015).
Topics covered a range of areas including but not limited to users’ manufacturer preference, time on device, use of device and internet usage.
The survey was conducted across smartphones and feature
phones to highlight the differences in user consumption across the two types of mobile Internet connections.
Mobile in South Africa 2014 AMPS Report (Pre-Release)Raymond Buckle
A comprehensive breakdown of the SA Mobile Audience including penetration by demographic segments.
Mobile access, use/activities and trends.
Mobile internet penetration, activities and trends compared to the Fixed Internet revealing some surprising trends.
Finally, a hard number on Smartphones and Tablets in SA
Surprising stats about current device ownership.
To get access to the full report, leave a comment, email info@mmasa.org or join our mobile community on www.mmasa.org
Please like, share and spread the report around in your organisation to your colleagues, partners and friends.
Media Facts 2016 | South Africa & Southern African Development CommunityDigital Strategist
"OMD published the first comprehensive guide to the media industry in South Africa in 1997. Much has changed since then! The 2015 edition has been comprehensively updated and this latest edition is also available in pdf format on our website (www.omd.co.za)."
South Africa isn't just Africa’s biggest economy, it’s also home to some seriously impressive mobile internet statistics.
Our report looks at everything mobile internet-related - from social media to education, banking to e-commerce. It's hard not to be impressed by how quickly mobile has built new opportunities for locals, and also businesses looking to enter South African market.
Raymond Buckle, SilverstoneCIS at the Microsoft Marketing Academy 14 August 2013Raymond Buckle
Intro to mobile in Africa, and some case studies. Our view:
1. Africa is a mobile first society;
2. Mobile is the fastest growing mass media channel around;
3. Its’ not the phone that’s mobile – it’s the audience;
4. Mobile makes your media budgets work harder;
5. Its interactive and allows response at point of impulse;
6. Mobile adds value at every stage of the path to purchase;
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleRaymond Buckle
The document provides an overview of mobile phone usage statistics in South Africa based on a review of the AMPS 2011AB survey:
- Mobile phone ownership has exceeded other mass media and there are now more than twice as many cellphones as TV sets in South Africa.
- 94% of households own at least one mobile phone and 82% of adults can be directly targeted through mobile marketing.
- Mobile internet usage has also increased substantially and is the primary means of internet access for many South Africans.
Digital trends in the Philippines are growing rapidly. There are now 44.2 million internet users in the Philippines, which ranks 16th worldwide for internet usage. Filipinos spend a significant amount of time online engaging in search and navigation activities, especially on mobile devices. Internet penetration in the Philippines is at 44% and 52% of Filipinos have high-speed internet connections at home. The Filipino internet audience is one of the fastest growing in Asia as 42% go online everyday spending over 21 hours online per week.
La France est-elle le cancre du marketing mobile ?
Retrouver la présentation de la Keynote et de la table ronde avec Greg Stuart, MMA Global, Thomas Husson, Forrester, Jacques Tchenio, ComScore, Martin Jaglin, MMA France, Luc Vignon, SFR.
Après New-York, Pékin, Londres et Singapour, le MMA Forum s’est installé pour la première fois à Paris le 5 décembre dernier. Cet événement n’aurait pas pu avoir lieu sans la confiance de nos partenaires : Solocal Group, Havas Media / Mobext, SFR Régie, Millennial Media et Sofialys. Le succès du Forum a par ailleurs été assuré par la qualité reconnue des différents intervenants.
Please email me "saghaeian [at] gmail.com" for any request on Vietnam market research, consulting and training.
This presentation includes topics such as:
Vietnam Operator Subscription Trends
Mobile Operators’ Market shares by subscriber
Technology Trends in Asia Pacific
Vietnam Mobile Technology Split
Device Sales by Technology in Vietnam
Vietnam Mobile ARPU and Revenue
Information Technology Market in Vietnam
Smartphone Connections Market Profile
Mobile's share of website traffic
Vietnam OTT Overview
Mobile media consumption presentation philippinesjoeychee
Mobile media consumption is rising rapidly in the Philippines. The survey found that mobile has surpassed desktop and TV in time spent, with the average user consuming 6.4 hours of media per day on their mobile. Younger users especially see mobile as their primary means of going online, with 67% using it for web surfing. Mobile usage is focused on social media, communication, games and entertainment. Ease of use, constant availability and privacy are driving factors. While mobile advertising influence on purchases is already high, there is potential for greater leverage. The report identifies consumer segments and recommends evangelizing mobile's impact, engaging creatives, and targeting segments for media planning and advertising.
The annual report discusses Telkomsel's transformation into a digital business to adapt to changing market dynamics and consumer behavior trends driven by digital technology. It outlines Telkomsel's strategy to grow its digital services across four pillars: digital advertising, digital enterprise solutions, digital payments, and digital lifestyle services including games, social media, music and more. The report also notes that Telkomsel needs innovation to address challenges like declining revenue from traditional voice and SMS services as the cellular market reaches maturity, and increasing competition from over-the-top players and other digital services.
Mobile phones are the most owned devices in Vietnam, with 86% of people owning one. After mobiles, laptops have strong potential for growth, likely taking market share from desktop computers. Smartphones also show potential for increased ownership. While mobile internet usage is higher in Vietnam than other Southeast Asian countries, it is still relatively low at 33%. However, Vietnamese consumers are fairly experienced mobile shoppers given their level of mobile internet access. Price comparisons are the most common in-store mobile activity currently. TV remains the dominant media in Vietnam but internet usage is increasing, especially among younger demographics who spend most of their online time on social media and entertainment.
This document discusses Telkomsel's digital advertising capabilities in Indonesia. It provides statistics on Telkomsel's network coverage and subscriber base, which includes over 63.5 million subscribers and 28.9 million smartphone users. The document also shares insights from Nielsen surveys that 71% of Telkomsel subscribers have seen ads through SMS and that subscribers are receptive to ads that are free and match their interests. It evaluates Telkomsel subscribers' experiences, acceptance, recall, and reactions to promotional SMS ads. The conclusion expresses that Telkomsel can reach more target audiences in 2015 through its digital advertising services.
In this inaugural survey of approximately 2,000 Australian consumers – part of a global Deloitte four year longitudinal study of 37,000 consumers spanning 22 countries – there are six emerging trends led by smartphone penetration. http://www.deloitte.com/au/mobileconsumer
This annual landmark report explores how the prevailing trends in in web usage, multi-platform engagement, online video, and digital advertising are shaping the Canadian marketplace and what these trends mean for the year ahead.
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
Consumer Trends in Australia - Tony Hackett (www.mypublicbrand.com)Tony Hackett
This deck is an aggregation of interesting consumer behaviour data that I have been collecting.
Also, I blogged about the value of Slideshare and Earnings Calls' Q&A: http://www.mypublicbrand.com/2012/02/18/slideshare-and-earnings-calls-qa-a-unique-recipe-for-meeting-preparation/
For more, see:
www.mypublicbrand.com
www.http://tonyhackett.brandyourself.com/
2021 Digital Media Landscape in MyanmarKyaw Ye Paing
Myanmar have 54.6 million population and internet user are significantly higher year by year. Currently, mobile SIM connection is 68.2 million and SIM penetration is 128% according to a report of DKMads’s 2021 Digital Media Landscape in Myanmar.
1. DKMads is the strongest display advertising platform in Myanmar and it is connected with more than 30 premium ad exchanges and owned an SSP platform to collected local publishers’ inventory. DKMads platform can reach 34 Million cookies if combine programmatic inventory and local ad network inventory in Myanmar.
2) Facebook has 25 million monthly active users and the highest age group is 25-34 (50%), 56% male and 44% female in Myanmar.
3) YouTube has 18 million monthly active users and 18-24 is the highest age group (36%) and male 56%, female 29% in Myanmar.
MMA report mobile market in Vietnam 2017Duy, Vo Hoang
Vietnam is transitioning to a smartphone-first country, with 70% owning smartphones and 85% of internet users accessing the web via smartphones. Smartphone users in Vietnam spend over 2.5 hours daily on their devices, with messaging, social media, online video, shopping and gaming being most popular activities. The mobile app ecosystem is also growing, with users installing an average of 33 apps and many making in-app purchases. Mobile ad spending in Vietnam has increased significantly in recent years and is expected to continue rising, though issues around transparency, viewability and brand safety remain. Given short mobile attention spans, video and other creative assets need to be optimized for sound-off viewing and convey key messages quickly.
Facebook Payments and Commerce: Key Considerations for Its Move Into Africa a...Alan Alden
A broad overview and key considerations facing Facebook as it expands its Payments and Commerce offerings into the Middle East and Africa, including key competitors (such as Tencent's WeChat), demographics, and potential road blocks.
This document provides an overview of Vietnam's digital landscape in 2015 according to a report by Moore Corporation. It includes statistics on Vietnam's position globally and in Asia in terms of internet users, digital access, and smartphone users. The report also analyzes Vietnam's online population demographics, internet user behavior, mobile phone and social media usage. Key findings are that nearly 40% of Vietnam's population are internet users, mobile phones are the most widely used device, and activities like social media, online videos and mobile apps see high usage rates. Facebook and Zing Me are the most popular social platforms in Vietnam.
This document provides online audience measurement data for several Middle Eastern and North African countries. It details the study methodology, which involves both tagging websites to collect traffic data as well as recruiting online panelists. Key metrics reported on include reach, page views, time spent, and demographic audience composition for major categories and websites in countries like Saudi Arabia, Egypt, Jordan, and the UAE. Gender differences in online behavior are also highlighted for some categories and sites.
This document provides an overview of digital marketing and social media strategies. It discusses how Facebook started as a profile book and evolved to include features like the Newsfeed. People and their relationships are now central to the online experience. The document recommends building a connected brand on Facebook through frequent, lightweight interactions as well as occasional heavyweight interactions. It also highlights the importance of word-of-mouth marketing and shows that fans and friends of fans are top customers who purchase more and influence purchasing decisions of others.
The document discusses trends in mobile news consumption on Facebook. It notes that over 750 million Facebook users are accessing the platform mobile, with over half of smartphone owners using their device to access news each week. Facebook is an important source for discovering and sharing news on mobile. The document provides tips for publishers on optimizing content for sharing on Facebook by creating engaging content, making it easy to share from their sites, using Open Graph tags, and cultivating an active community on their Facebook page.
Raymond Buckle, SilverstoneCIS at the Microsoft Marketing Academy 14 August 2013Raymond Buckle
Intro to mobile in Africa, and some case studies. Our view:
1. Africa is a mobile first society;
2. Mobile is the fastest growing mass media channel around;
3. Its’ not the phone that’s mobile – it’s the audience;
4. Mobile makes your media budgets work harder;
5. Its interactive and allows response at point of impulse;
6. Mobile adds value at every stage of the path to purchase;
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleRaymond Buckle
The document provides an overview of mobile phone usage statistics in South Africa based on a review of the AMPS 2011AB survey:
- Mobile phone ownership has exceeded other mass media and there are now more than twice as many cellphones as TV sets in South Africa.
- 94% of households own at least one mobile phone and 82% of adults can be directly targeted through mobile marketing.
- Mobile internet usage has also increased substantially and is the primary means of internet access for many South Africans.
Digital trends in the Philippines are growing rapidly. There are now 44.2 million internet users in the Philippines, which ranks 16th worldwide for internet usage. Filipinos spend a significant amount of time online engaging in search and navigation activities, especially on mobile devices. Internet penetration in the Philippines is at 44% and 52% of Filipinos have high-speed internet connections at home. The Filipino internet audience is one of the fastest growing in Asia as 42% go online everyday spending over 21 hours online per week.
La France est-elle le cancre du marketing mobile ?
Retrouver la présentation de la Keynote et de la table ronde avec Greg Stuart, MMA Global, Thomas Husson, Forrester, Jacques Tchenio, ComScore, Martin Jaglin, MMA France, Luc Vignon, SFR.
Après New-York, Pékin, Londres et Singapour, le MMA Forum s’est installé pour la première fois à Paris le 5 décembre dernier. Cet événement n’aurait pas pu avoir lieu sans la confiance de nos partenaires : Solocal Group, Havas Media / Mobext, SFR Régie, Millennial Media et Sofialys. Le succès du Forum a par ailleurs été assuré par la qualité reconnue des différents intervenants.
Please email me "saghaeian [at] gmail.com" for any request on Vietnam market research, consulting and training.
This presentation includes topics such as:
Vietnam Operator Subscription Trends
Mobile Operators’ Market shares by subscriber
Technology Trends in Asia Pacific
Vietnam Mobile Technology Split
Device Sales by Technology in Vietnam
Vietnam Mobile ARPU and Revenue
Information Technology Market in Vietnam
Smartphone Connections Market Profile
Mobile's share of website traffic
Vietnam OTT Overview
Mobile media consumption presentation philippinesjoeychee
Mobile media consumption is rising rapidly in the Philippines. The survey found that mobile has surpassed desktop and TV in time spent, with the average user consuming 6.4 hours of media per day on their mobile. Younger users especially see mobile as their primary means of going online, with 67% using it for web surfing. Mobile usage is focused on social media, communication, games and entertainment. Ease of use, constant availability and privacy are driving factors. While mobile advertising influence on purchases is already high, there is potential for greater leverage. The report identifies consumer segments and recommends evangelizing mobile's impact, engaging creatives, and targeting segments for media planning and advertising.
The annual report discusses Telkomsel's transformation into a digital business to adapt to changing market dynamics and consumer behavior trends driven by digital technology. It outlines Telkomsel's strategy to grow its digital services across four pillars: digital advertising, digital enterprise solutions, digital payments, and digital lifestyle services including games, social media, music and more. The report also notes that Telkomsel needs innovation to address challenges like declining revenue from traditional voice and SMS services as the cellular market reaches maturity, and increasing competition from over-the-top players and other digital services.
Mobile phones are the most owned devices in Vietnam, with 86% of people owning one. After mobiles, laptops have strong potential for growth, likely taking market share from desktop computers. Smartphones also show potential for increased ownership. While mobile internet usage is higher in Vietnam than other Southeast Asian countries, it is still relatively low at 33%. However, Vietnamese consumers are fairly experienced mobile shoppers given their level of mobile internet access. Price comparisons are the most common in-store mobile activity currently. TV remains the dominant media in Vietnam but internet usage is increasing, especially among younger demographics who spend most of their online time on social media and entertainment.
This document discusses Telkomsel's digital advertising capabilities in Indonesia. It provides statistics on Telkomsel's network coverage and subscriber base, which includes over 63.5 million subscribers and 28.9 million smartphone users. The document also shares insights from Nielsen surveys that 71% of Telkomsel subscribers have seen ads through SMS and that subscribers are receptive to ads that are free and match their interests. It evaluates Telkomsel subscribers' experiences, acceptance, recall, and reactions to promotional SMS ads. The conclusion expresses that Telkomsel can reach more target audiences in 2015 through its digital advertising services.
In this inaugural survey of approximately 2,000 Australian consumers – part of a global Deloitte four year longitudinal study of 37,000 consumers spanning 22 countries – there are six emerging trends led by smartphone penetration. http://www.deloitte.com/au/mobileconsumer
This annual landmark report explores how the prevailing trends in in web usage, multi-platform engagement, online video, and digital advertising are shaping the Canadian marketplace and what these trends mean for the year ahead.
Moving brand tracking successfully to the mobile worldOn Device Research
Tracking studies can be monsters to tame - here's how Millward Brown has moved them successfully from face-to-face to mobile.
This presentation was co-presented at the MRMW conference in Singapore in March 2014 by Yee Mei Chan of Millward Brown and Alistair Hill of On Device Research.
Consumer Trends in Australia - Tony Hackett (www.mypublicbrand.com)Tony Hackett
This deck is an aggregation of interesting consumer behaviour data that I have been collecting.
Also, I blogged about the value of Slideshare and Earnings Calls' Q&A: http://www.mypublicbrand.com/2012/02/18/slideshare-and-earnings-calls-qa-a-unique-recipe-for-meeting-preparation/
For more, see:
www.mypublicbrand.com
www.http://tonyhackett.brandyourself.com/
2021 Digital Media Landscape in MyanmarKyaw Ye Paing
Myanmar have 54.6 million population and internet user are significantly higher year by year. Currently, mobile SIM connection is 68.2 million and SIM penetration is 128% according to a report of DKMads’s 2021 Digital Media Landscape in Myanmar.
1. DKMads is the strongest display advertising platform in Myanmar and it is connected with more than 30 premium ad exchanges and owned an SSP platform to collected local publishers’ inventory. DKMads platform can reach 34 Million cookies if combine programmatic inventory and local ad network inventory in Myanmar.
2) Facebook has 25 million monthly active users and the highest age group is 25-34 (50%), 56% male and 44% female in Myanmar.
3) YouTube has 18 million monthly active users and 18-24 is the highest age group (36%) and male 56%, female 29% in Myanmar.
MMA report mobile market in Vietnam 2017Duy, Vo Hoang
Vietnam is transitioning to a smartphone-first country, with 70% owning smartphones and 85% of internet users accessing the web via smartphones. Smartphone users in Vietnam spend over 2.5 hours daily on their devices, with messaging, social media, online video, shopping and gaming being most popular activities. The mobile app ecosystem is also growing, with users installing an average of 33 apps and many making in-app purchases. Mobile ad spending in Vietnam has increased significantly in recent years and is expected to continue rising, though issues around transparency, viewability and brand safety remain. Given short mobile attention spans, video and other creative assets need to be optimized for sound-off viewing and convey key messages quickly.
Facebook Payments and Commerce: Key Considerations for Its Move Into Africa a...Alan Alden
A broad overview and key considerations facing Facebook as it expands its Payments and Commerce offerings into the Middle East and Africa, including key competitors (such as Tencent's WeChat), demographics, and potential road blocks.
This document provides an overview of Vietnam's digital landscape in 2015 according to a report by Moore Corporation. It includes statistics on Vietnam's position globally and in Asia in terms of internet users, digital access, and smartphone users. The report also analyzes Vietnam's online population demographics, internet user behavior, mobile phone and social media usage. Key findings are that nearly 40% of Vietnam's population are internet users, mobile phones are the most widely used device, and activities like social media, online videos and mobile apps see high usage rates. Facebook and Zing Me are the most popular social platforms in Vietnam.
This document provides online audience measurement data for several Middle Eastern and North African countries. It details the study methodology, which involves both tagging websites to collect traffic data as well as recruiting online panelists. Key metrics reported on include reach, page views, time spent, and demographic audience composition for major categories and websites in countries like Saudi Arabia, Egypt, Jordan, and the UAE. Gender differences in online behavior are also highlighted for some categories and sites.
This document provides an overview of digital marketing and social media strategies. It discusses how Facebook started as a profile book and evolved to include features like the Newsfeed. People and their relationships are now central to the online experience. The document recommends building a connected brand on Facebook through frequent, lightweight interactions as well as occasional heavyweight interactions. It also highlights the importance of word-of-mouth marketing and shows that fans and friends of fans are top customers who purchase more and influence purchasing decisions of others.
The document discusses trends in mobile news consumption on Facebook. It notes that over 750 million Facebook users are accessing the platform mobile, with over half of smartphone owners using their device to access news each week. Facebook is an important source for discovering and sharing news on mobile. The document provides tips for publishers on optimizing content for sharing on Facebook by creating engaging content, making it easy to share from their sites, using Open Graph tags, and cultivating an active community on their Facebook page.
The Future of Telecoms in Africa, Feb 2014, DeloitteAdrian Hall
Africa can no longer be considered the Dark Continent. Given the rate at which mobile connectivity is growing, it seems only natural that the way business is done will change. But how will Telco’s embrace this change and are they even ready for it?
The South Africa eCommerce Report April 2016 is brought to you by Visa.Digital Strategist
The South Africa eCommerce Report will appeal to any brand, retail, or digital marketer looking to understand the attitudes, preferences, and online shopping habits of South Africans. This report covers:
Demographic profiles of South African online shoppers and non-online shoppers
Internet usage and device usage
Other online activities of online shoppers
Frequency of online shopping and types of products purchased
Attitudes towards payment options, delivery times, and fees and returns
The impact of product reviews and price comparison websites on online shoppers
Drivers to increase online shopping frequency (delivery, payment methods, and discounts)
Comparison to AMPS data
This companion report to We Are Social's comprehensive new Digital in 2016 report presents headline internet, social and mobile data for 232 countries around the world. Each country snapshot is presented as its own infographic, ready to be copy-pasted direct into your own presentations or web content. For a more insightful analysis of the numbers in this report, please visit http://bit.ly/DSM2016ES.
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
We Are Social's comprehensive new Digital in 2016 report presents internet, social media, and mobile usage statistics and trends from all over the world. It contains more than 500 infographics, including global data snapshots, regional overviews, and in-depth profiles of the digital landscapes in 30 of the world's key economies. For a more insightful analysis of the numbers contained in this report, please visit http://bit.ly/DSM2016ES.
Mobile Internet Consumer Report 2013 - Africa Vserv
Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.
CUnet Mobile Marketing Strategist Akeel Haider reviews the current state of mobile marketing and how colleges and universities can use these tools to generate leads.
Mobile Internet Consumer Report 2013 - Southeast AsiaVserv
Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.
Mobile Internet Consumer Report 2013 - Latin AmericaVserv
Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.
Saarf research on cell phone usage in South Africamarklivescom
Over the years in South Africa, cellphone ownership has steadily increased, with households owning more than one cellphone. Most South Africans own prepaid cellphones and use Vodacom or MTN as their service providers. Smartphone usage has also increased significantly between 2005/2006 and 2013/2014. While 88% of adults own cellphones, only 44.2% access the internet on their cellphones, with most popular online activities being instant messaging, searching, and social networking.
Vserv Mobile Internet Consumer Philippines 2013digitalinasia
This report profiles mobile internet users in the Philippines based on a survey of over 3,000 users across Southeast Asia. It finds that Philippine mobile internet users have the highest rates of education attainment, consumer durable ownership, and shopping in malls compared to other Southeast Asian countries. The report is intended to help brands understand this audience and plan effective mobile marketing strategies.
Mobile Internet Consumer Philippines 2013Techglimpse
This report profiles mobile internet users in the Philippines based on a survey of over 3,000 users across Southeast Asia. It finds that Philippine mobile internet users have the highest rates of education attainment, consumer durable ownership, and shopping in malls compared to other Southeast Asian countries. The report is intended to help brands understand this audience and plan effective mobile marketing strategies.
Mobile Internet Consumer Report 2013 - MiddleeastVserv
Vserv's Mobile Internet Consumer 2013 report in association with The Mobile Marketing Association (MMA), provides audience insights for media planners & brand advertisers. It is designed to help them plan their media strategy for reaching the right target audience through Mobile Web & Apps across these fast-growing regions.
The document provides insights from a global study on mobile consumer trends. It finds that while mobile phone usage has evolved beyond calls and texts, levels of smartphone adoption and mobile integration into daily life varies significantly between mature, developing, and emerging markets. Emerging markets show the strongest reliance on mobile for personal productivity and lifestyle management. The rise of mobile transactions is also explored, finding consumers are most likely to make entertainment, bill payments and music purchases via mobile. However, ease of use remains paramount for encouraging complex mobile activities like retail purchases or mobile wallet usage.
The report profiles mobile internet users in India based on a survey of 2,000 users. It finds that over half of mobile internet users are aged 18-24, and 9 in 10 are male. Nearly half have a university education and 2/3rds have full-time jobs. Users frequently download games, videos and music on their mobile devices. The report also finds that mobile internet users have high rates of product ownership and engaging in leisure activities, indicating higher disposable incomes.
Mobileday 2016 - User behavior & Insight; How to surf the wave? - Phan Tuan AnhTuấn Anh Phan
In order to understand mobile user behavior & insight in Asean & Emerging Market in 2016.
Why mobile?
In fact, users think mobile is just mobile, their smartphone
08 critical points for each Marketer in order to develop mobile marketing strategy
The combination of: Mobile Connects Everything + Consumer Decision Journey + Gamification = Mobile Advocacy Journey
For mobile, it's all about interactive + relative
For companies that are successfully monetizing their mobile investment, mobile context is proving itself to be the “not-so-little” big data that’s making all the difference. Mobile context is the insight into consumer information, behavior and location that brands can leverage to optimize customer engagement through hyper-personalization that drives increased brand loyalty and revenue. That’s why the contextual mobile marketing opportunity is being valued at as much as $44 billion.
Join this webinar to understand how companies today are using mobile context to drive deeper customer engagement and loyalty, mitigate risk and fraudulent activity, optimize mobile marketing ROI and deliver the best possible customer experience.
Mobile context experts will be on hand to answer your questions around:
How best to employ mobile context to benefit your business
How to ensure your customers opt-in to share their mobile contextual information
How to leverage mobile context to enhance and optimize current mobile investments
Best practice industry use cases for mobile context
Register today to receive a free copy of a recent research report by Syniverse and consulting firm Strategic Economic Engineering Corp. that uncovered a market value of as much as $44 billion for mobile context.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Alastair Hanlon, VP, Enterprise Solutions, Syniverse
James Davlouros, VP, MasterCard Enterprise Partnerships, MasterCard
Live Webinar Date: August 14, 2014
This document summarizes a report on mobile internet users in Southeast Asia. It profiles users based on demographics like age (nearly half are under 24), gender (63% are male), and education (over 1/3 are graduates). It also examines users' consumption patterns (most download games/apps and media), purchasing power (many own devices and go to restaurants/malls), and attitudes towards mobile ads. The report is based on a survey of over 3,000 users across 6 Southeast Asian countries.
This document summarizes a report on mobile internet users in Southeast Asia. It profiles users based on demographics like age (nearly half are under 24), gender (63% are male), and education (over 1/3 are graduates). It also examines users' consumption patterns (most download games/apps and media), purchasing power (many own devices and go out frequently), and attitudes towards mobile ads. The report is based on a survey of over 3,000 users across 6 Southeast Asian countries.
This document is a report on mobile internet users in Europe in 2013. It provides demographic information, consumption patterns, and purchasing power insights of mobile users based on a survey of 3,000 users across 6 European countries. Half of mobile users were aged 18-24, and 6 in 10 were male. Users frequently downloaded games, videos, music and enjoyed mobile ads that provided deals, brand information or nearby services. Most owned devices like computers, tablets and cars, and visited shops, restaurants and malls, indicating higher disposable incomes. The report was produced by the Mobile Marketing Association and Vserv.mobi to help brands understand the mobile audience.
Tns Mobile Life 2013 - Strategie Mobile per la crescita del businessGabriella Bergaglio
Mobile Life analizza motivazioni e comportamenti di 38.000 individui in 43 Paesi nel mondo, per individuare priorità ed insight di crescita per la marche.
The document discusses the rise of mobile internet and its significance in South Africa. It notes that mobile phone penetration in South Africa has grown enormously in the past decade, with 70% of South Africans now owning a mobile phone. Mobile internet access via phones has also increased substantially and now exceeds PC internet access. The document argues that mobile should be viewed as the primary mass communication medium in South Africa, exceeding other forms of media. It outlines opportunities for brands to engage with consumers via their mobile phones and challenges agencies to fully embrace mobile in their strategies.
Mobile, digital & social media highlights - Myanmar 2016/17Jacques Erasmus
This presentation provides mobile, digital and social media highlights of the Myanmar market. Providing marketers with a basic understanding of the Mobile/Digital/Social media landscape.
Similar to #MobileRocks South Africa 2014: Part 2 - The Mobile Audience (20)
Mobile, digital & social media highlights - Myanmar 2016/17
#MobileRocks South Africa 2014: Part 2 - The Mobile Audience
1. AMPS Mobile Review 2014
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
#MobileRocks SA…
Part 2: The Audience
2. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2
#MobileRocks Part 1
Recap… The Mobile Medium
1.8m / 5%
Tablet Owners
13.2m / 36%
Smartphone Owners
14.6m / 39%
Basic Cellphone use
SMS, Voice & USSD
#
36m / 97%
Mobile Household
Penetration
2.4
32.2m / 87%
Individual Mobile
Phone Ownership
17.7m / 48%
Use SMS, Voice, USSD
and Mobile Data
11.7m / 32%
Mobile Internet 6.5m / 17% Fixed Internet
19.2m / 52%
Total Data/Internet
Penetration
Mobile allows access to 97% of the SA Adult Audience, but
there are different access segments which require a unique
approach for marketing and advertising.
97%
88% 83% 83%
50% 47% 47% 46%
30%
18%
8%
Tomi Ahonen famously called mobile the 7th Mass Media.
In SA mobile is 1st in mass media, and the 1st screen for multi-
screeners according to AMPS and MillwardBrown AdReaction 2014.
TV Smartphone Laptop Tablet
115 127 126 67
Media
Minutes
per Day
3. Part 2 of the #MobileRocks review of AMPS, deals with
the audience, their core profiles and demographics based
on the channel they engage through.
There are some really cool stats and infographics, and
we’ve also included an opportunity guide per segment.
If you have questions about this report, the MMA or would
like to explore how to effectively incorporate mobile into
your marketing mix, please get in touch.
Enjoy – and if you like it please share and tell everyone!
Use the tweet sheets and icons – make a wave!
#MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team
// silverstone.solutions
// Call +27 11 326 1000
// SMS Silverstone to 34747 (R1.50 in SA Only)
Hi
At Silverstone, we believe in mobile first
marketing.
To do it successfully requires an understanding
of the mobile audience – who they are and how
they engage through their phones and tablets.
About
Established in 1996, Silverstone is an award-winning Creative Interactive
Solutions group with international credentials in the development of online
and mobile communications, marketing and business solutions.
Silverstone helps brands and organisations to connect and engage with their
audiences across mobile, social and digital channels.
We specialise in building integrated and ‘mobile first’ brand communities to develop
meaningful relationships with your prospective, new and existing customers,
employees or stakeholders.
We deliver performance driven campaigns and “always on” platforms that cut across
SMS, USSD, Voice, mobile web, mobile social, apps, vouchers and payments.
Whether you’re a big brand, corporate, start-up or Spaza –
Mobile belongs at the heart of the marketing mix!
It should form a layer in every marketing campaign or
strategy. Ask us how…
5. 87%
42%
74%
77%
79%
85%
88%
91%
94% 95%
97%
R 10,609
R 1,480
R 2,218 R 2,585 R 3,205
R 4,344
R 6,822
R 11,882
R 16,754
R 23,539
R 36,883
R 0
R 10,000
R 20,000
R 30,000
R 40,000
R 50,000
R 60,000
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
MonthlyHouseholdIncome
Penetration of
cellular phone
ownership
By LSM
LSM (Living Standards Measure)
87% of the SA adult population owns
a cellphone (97% through cellphones
in households)
Cellphone ownership ranges from
72% in LSM 2 to 98% in LSM 10 High
There’s a clear correlation between
mobile penetration, LSM and income.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 5
6. 39%
36%
58%
58%
55%
50%
42%
31%
27%
18%
10%
32%
2%
4%
8%
16%
28%
42%
54%
65%
76%
16%
5%
14%
15%
16%
20%
18%
18%
13%
12%
11%
87%
42%
74%
77%
79%
85%
88%
91%
94% 95% 97%
0%
20%
40%
60%
80%
100%
120%
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Voice, SMS & USSD 14,4m Mobile internet 11,7m Mobile data other than internet 6.1m
Penetration of
cellular phone
ownership and
use by LSM
Out of the 32.2m individual cellphone owners…
• 14.4m use Voice, SMS and USSD only
• 11.7m acknowledge that they use the
mobile internet, and
• 6.1m use mobile data e.g. apps, MMS and
other features dependent on mobile data
This makes the total mobile data penetration
17.8m or 48% of the adult population
The higher the income and LSM, the more
likely the user will be on the mobile web.
The lower the income and LSM, the more likely
the user can only be reached using voice, SMS
and USSD – and the less well understood the
concept of internet browsing, or difference
between internet and apps / phone features
that consume data.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6
7. Penetration of
Adult Population
by Audience
Segment
Gauteng has the highest cellphone
ownership (92%) and mobile data
penetration (61%)
Women are more connected than men
on voice, and men slightly more data
connected.
Indians and White people are more likely
to use mobile data at 62% and 69%
respectively
15-24 year olds use more mobile data
(63%), whilst 25-34 year olds own the
most cellphones (93%) – the 50+ age
group is not very likely to be using
mobile data @ 20% penetration
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 7
44%
50%
62%
69%
43%
30%
25%
25%
87%
80%
86%
93%
Black
Coloured
Indian
White
Race
63%
61%
47%
20%
24%
33%
43%
57%
86%
93%
90%
77%
15-24
25-34
35-49
50+
Age
61%
57%
43%
39%
41%
40%
31%
29%
43%
39%
45%
48%
92%
85% 85%
77%
86%
88%
Gauteng
WCape
KZN
ECape
FState
Other
Province
48%
46%
37%
41%
86% 87%
Male
Female
Gender
48%39%
87%
Population
Norm
Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership
8. Mobile data users
in South Africa
& LSM Profile
Comparison
Mobile data usage is skewed
to the upper LSMs and is
shifting slowly upwards as
technology offers more
17.8m mobile data users in
2013, up from 6.4m in 2006/7
Basic Cellphone users (Voice /
SMS / USSD) clearly
represent a less affluent
audience segment.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8
LSM 1-3
LSM 4
LSM 5
LSM 6
LSM 7
LSM 8
LSM 9
LSM 10
Population (13AB)
Mobi data users: 2006/2007
Mobi data users: 2013
LSMProfileShift
forMobileData
Mobidatausersvs
SMS/USSDonlyusers
LSM 1-3
LSM 4
LSM 5
LSM 6
LSM 7
LSM 8
LSM 9
LSM 10
Mobi data users
Voice/ SMS/ USSD users
9. 37.2m
32.2m
17.7m
14.6m
19.1m
11.7m
6.4m
Audience
Profiles
A view of the core
audience profile of key
digital segments
compared to the
general SA Adult
Population
They love their
cellphones!
SA Adult
Population
Cellphone
Owners
Mobile Data
Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
1.8m
Tablet
Owners
10. Cellphone Owner Core Profile
FM
EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10
Snapshot: Cellphone Owners
32.2m | 87% of Adult Audience
15 50Age 37
1 10LSM 7
Income R11.4k
R154
53% Below 35
78% Black
26% English / Afrikaans
74% African Language
48% Some High school
39% Working
15% Students
55% Urban / 27% GP
53% LSM 5 to 7
Gender 52% F
Gender Location
45%
55%
Rural Urban
Age
26% 27%
25%
22%
15-24 25-34 35-49 50+
LanguageRace
78% 8% 11%
Black Coloured Indian White
74% 14% 12%
African languages Afrikaans English Other Language
48%
36%
15%
Up to Some High Matric Tertiary education
ProvinceIncomeLSM
27%
19%
12%
11%
10%
8%
7%
5%
Cell Exp
1%
3%
5%
11%
16%
24%
13%
10% 11%
7%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM
10
3%
8%
10%
19%
17%
12%
15%
17%
39%
30%
15%
9% 8%
Working Unemployed Student Retired Housewife
48%
52%
Male Female
11. Cellphone
Owners
32.2m / 87% of Adults
Almost everyone (87%) has got a cellphone with their own
number and at least the ability to:
• Make a call to you
• Receive a call or SMS
• Send an SMS to a short code from a call 2 action in any
other form of media
Without adding any additional “media” costs, advertisers can
amplify existing media spend by adding an SMS or USSD call
to action to your advertising
The cost of a short code or USSD Number, keyword campaign
and SMS messaging is negligible in the context of a typical
advertising campaign.
Cellphone owners can also be reached through mobile
advertising and marketing techniques, which offers the same
and better reach, targeting, and are generally more effective
and measurable than other forms of advertising.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11
Traditional A/BTL
Direct / CRM
Digital
Social / PR
Mobile
Whether you’re a big brand, corporate, start-up or Spaza –
Mobile belongs at the heart of the marketing mix!
It should form a layer in every campaign or strategy.
Reach Engagement Conversion Transaction
12. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12
Snapshot: Basic Cellphone Users
14.6m | 39% of Adult Audience
Basic Cellphone User Core Profile
15 50Age 43
1 10LSM 5.4
Income R7k
R94
64% 35 and older
85% Black
18% English / Afrikaans
83% African Language
67% Some High school
33% Working
35% Unemployed
62% Rural
62% LSM 4 to 6
Gender
Gender LocationAge
LanguageRace
ProvinceIncomeLSM
Cell Exp
21%
20%
13%
12%
9%
9%
8%
6%
2%
1%
5%
8%
16%
21%
25%
10%
6% 5%
2%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM
10
4%
12%
15%
25%
18%
10% 10%
7%
35% 33%
16%
9% 7%
67%
27%
6%
Up to Some High Matric Tertiary education
83% 11% 7%
African languages Afrikaans English Other Language
85% 7% 2% 6%
Black Coloured Indian White
62%
38%
Rural Urban
16%
21%
27%
37%
15-24 25-34 35-49 50+
46%
55%
Male Female
FM 55% F
13. Use
Location
MediaTactics
Silverstone
Opportunity Guide for
Basic Cellphone Users
14.6m / 39% of Adults
Basic Cellphone users can be engaged using SMS, Voice &
USSD
Engaging users who don’t have data capable devices, and only
use/have voice, SMS and USSD capability on their phone
proves to be a challenge for most marketers.
South African agencies and brands have a world beating track
record for innovating with just that… The MMA has awesome
case studies on award winning campaigns which excelled by
using interactive voice, USSD and IVR apps.
Marketers can incorporate:
• SMS Short Codes with reply messages
• USSD numbers with interactive text menus
• Automated outbound voice messaging and Call beck
technology with IVR (Interactive Voice Response) Menus
• Vouchers
• Mobile payments
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
#
Reach Engagement Conversion Transactions
Voice
SMS
USSD
Smart
Message
Internet
Brower
Apps
Social
Payments
MMS
Mobile Email
Camera
C2A:
SMS keyword
to Short Code
C2A:
Dial USSD
C2A:
Please Call
Me
C2A:
Missed Call /
Flash Msg
Text Tags
Referral
Messaging
Outbound
Calls (AVM)
Leverage
A/BTL / POS
/ On Pack
Opt-in SMS
Opt-in Smart
Message
Opt-ins
Competitions
Mobile
Payments
Airtime
Rewards
Interactive
IVR & USSD
Interactive
SMS Apps
Profiling
Location
Targeting
Surveys &
Quizzes
Text
Vouchers
Product
Purchase
Confirmation
Audio
Messaging
Direct & Lead
Generation
CRM
Messaging
Click to
Call & Call
Backs
Text Alerts &
Notifications
Get in touch to understand how you can target and incorporate
basic cellphone users into your 360 campaigns.
DON’T
PANIC
14. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14
Snapshot: Mobile Data Users
17.7m | 48% of Adult Audience
Mobile Data User Core Profile
15 50Age 32
1 10LSM 7
Income R15k
R208
66% under 35
72% Black
32% English / Afrikaans
67% African Language
67% Matric +Tertiary(23%)
43% Working
22% Students
68% Urban
79% LSM 6 to 10
Gender
Gender LocationAge
LanguageRace
ProvinceIncomeLSM
Cell Exp
FM 50% F
33%
17%
14%
10%
8%
7%
5%
5%
1%
0% 1% 2%
6%
12%
23%
16%
12%
16%
12%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
2%
5% 6%
15% 16%
13%
19%
25%
43%
26%
22%
6% 3%
44%
23%
33%
Matric Tertiary education Up to Some High
67% 16% 16%
African languages Afrikaans English Other Language
72% 10%3% 15%
Black Coloured Indian White
32%
68%
Rural Urban
50%50%
Male Female
34%
32%
24%
10%
15-24 25-34 35-49 50+
15. Use
Location (IP
/ GPS / Cell
ID / Beacons)
Voice
SMS
USSD
Smart
Message
Internet
Brower
Native Apps
Social
Payments
MMS
Mobile Email
Camera
Silverstone
Opportunity Guide for
Mobile Data/Internet Users
17.7m | 48% of Adults
Every data capable mobile phone has an internet browser.
But not all browsers are equal, and can’t necessarily handle cookies or
JavaScript. Not every phone has a big screen, fast internet and to the majority
of South African users data is expensive.
That doesn’t limit them to browse the web or click on links, but they’re not
going to like:
• To browse sites built for desktop users
• Download large graphic files
• Wait forever for a page to open
That means you need to be building mobile optimised web sites to support
your campaigns. Its fine to build an App for Windows Phone, Blackberry, Apple
or Android – but keep in mind each represents a very specific and relatively
fragmented audience segment, even in the upper LSMs.
Do a mobile site with SMS integration first, and if budget or technical know
how is an issue, develop mechanics that suit the lowest common
denominator and stick to utility features.
If budget is not an issue, customise the experience and take advantage of all
the fantastic capabilities offered by Native Apps and the latest mobile features,
technology and trends. Prioritize Mobile Web Apps, Android, Windows Phone,
IOS, Blackberry in that order…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15MediaTactics
Reach Engagement Conversion Transactions
All the media
and activation
opportunities
listed for
basic phones
plus…
QR Codes /
Image/Audio
Recognition
Mobile
Search and
SEO
RTB / DSP /
Programmatic
Media
Deep
Targeting and
Retargeting
Organic &
Bought Social
Media
Mobile Email
+ App Push
Browser +
InApp Display
Advertising
Rich Media,
Mobile Video
ads, et al
All of the
media
opportunities,
mechanics
and tactics
applicable to
basic phones
plus …
Photo
uploads
Location
based Check-
ins
Interest
based Info-
tainment
Forums,
chat and msg
boards
OTP Cell
number
validation
Voting /
Rating /
Polling
Deep Social
Integration
Local based
store finders
One click-to-
call
Augmented
Reality
Points &
Leaderboards
(Gamification)
Product
Comparison +
Vouchers &
Coupons
Get in touch to understand how you can target and incorporate
connected feature- and smartphone users into your 360 campaigns.
DON’T
PANIC
16. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16
Snapshot: Tablet Users
1.8m | 5% of Adult Audience
Tablet User Core Profile
15 50Age 32
1 10LSM 8.7
Income R29k
R565
66% under 35
52% Black
56% English / Afrikaans
43% African Language
47% Tertiary Education
57% Working
25% Students
93% Urban
67% LSM 9 and 10
Gender
Gender LocationAge
Race
ProvinceIncomeLSM
Cell Exp
FM 54%
Language
35%
31%
24%
11%
15-24 25-34 35-49 50+
54%
46%
Male Female
7%
93%
Rural Urban
52% 10% 8% 30%
Black Coloured Indian White
43% 20% 36%
African languages Afrikaans English Other Language
15%
37%
47%
Up to Some High Matric Tertiary education
57%
25%
10% 6% 2%
1% 1% 1% 4% 8% 8%
17%
62%
0% 0% 0% 0% 1%
9% 10%
13%
29%
38%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
52%
18%
13%
7%
4%
3%
2%
1%
1%
17. Silverstone
Opportunity Guide for
Tablet Users
1.8m | 5% of Adults
A significant 5% of adults or 1.8m consumers own a tablet – they consume loads
more data, content and media than the average consumer, and represent a very
interesting, affluent and rapidly growing advertising audience segment.
For a category that didn’t exist 4 years ago, tablet penetration has grown
exponentially – almost doubling between the first and second half of 2013 according
to consumers surveyed in AMPS2013AB.
Multi-screening has major implications for TV advertisers; those multi-screeners
spend 67 minutes or 15% of their media day on a tablet according to MillwardBrown
– and therefor represents an opportunity to extend TV ads and provide immersive
dual screen experiences for your campaigns.
Digital advertisers and website owners must consider responsive design and
touch/swipe v. click/scroll mechanics for user experience design of ads and sites.
Native advertising with embedded rich media and interactive ads are a must.
Tablets are where you should be innovating, experimenting and wowing your target
audience.
Lets see what develops…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17
127
616
962
1,840
48
246 392
736
0
500
1,000
1,500
2,000
2,500
2011 2012 2013 Jan-Jun 2013 Jul-Dec
000s
Population Households
Tablets are bigger
than smartphone
Size-up and HD
your creative – it’s
ok on Wi-Fi
Tablets don’t have
a mouse or
keyboard
Use touch and
swipe techniques
Remember the “C”
Word
They’re leaning
back - inform and
entertain. Video.
They earn 3X avg.,
urban, youthful &
educated
Be clever. Innovate!
They can afford to
buy!
They’re social
Make it easy to
connect and share
– integrate social
Personalise msg &
content – use App
Push with caution
Its really personal –
Profile and
Segment audience
Get in touch to capitalize on the mobile tablet marketing opportunity.
It is specialised and at 1.8+ users meaningful.
JUMP
18. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 18
Snapshot: Fixed Internet
6.4m | 17% of Adult Audience
Tablet User Core Profile
15 50Age 35
1 10LSM 8.3
Income R24k
R248
66% under 35
56% Black
51% English / Afrikaans
48% African Language
44% Tertiary Education
57% Working
22% Students
81% Urban
71% LSM 8 to 10
Gender
Gender LocationAge
Race
ProvinceIncomeLSM
Cell Exp
FM 57%
Language
27%
29% 29%
16%
15-24 25-34 35-49 50+
57%
43%
Male Female
19%
81%
Rural Urban
56% 9% 6% 29%
Black Coloured Indian White
48% 21% 30%
African languages Afrikaans English Other Language
13%
43% 44%
Up to Some High Matric Tertiary education
57%
22%
12%
5% 4%
0% 2% 2% 5% 9% 10%
24%
48%
0% 0% 0% 1%
4%
13% 13%
15%
28% 28%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
41%
17%
15%
7%
6%
5%
4%
3%
1%
19. Silverstone MMA
Digital Media
Channel Cheat
Sheets
Core Audience
Profiles
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19
Mobile internet users represent the average
youngest audience (31), spending the most on
cellular per month (R253) (LSM 7.5)
Basic Cellphone users are the oldest (43) and
only earn an average R7008 per household per
month (LSM 5.4).
They are the only digital segment older than
the average adult population age of 38, who
earn less than the average of R10,609 per
household and spend less than the average
cellular expense of R154 per month.
There are only 6.4m fixed internet (via
computer) users, but they earn the most
average household income per month at
R23,776, and represent the highest LSM
audience (8.3)
Adult
Population
Average
Age
Average
LSM
Average
Household
Income
Average
Cellular
Expenses
37,214,000
32,246,000
17,783,000
14,593,000
19,187,000
11,728,000
6,448,000
1,840,000
-
10,000,000
20,000,000
30,000,000
40,000,000
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
Tablet
Owners
38 37
32
43
32 31 35 32
-
20
40
60
6.1 6.3 7.0
5.4
7.0 7.5 8.3 8.7
-
5.0
10.0
R 10,609 R 11,356
R 14,925
R 7,008
R 14,731
R 17,927
R 23,776
R 29,259
R -
R 10,000
R 20,000
R 30,000
R 40,000
R 154 R 154
R 208
R 94
R 210 R 253 R 248
R 565
R -
R 200
R 400
R 600
20. Race
Silverstone MMA
Digital Media
Channel Cheat
Sheets
Audience Segment
Splits
The over 50 age group is the
largest segment of basic
cellphone users 37%
In contrast the largest mobile
data, internet & tablet users are
the 15-24 year old age
segment.
There are minor differences
between the genders, however
15% more males use fixed
internet.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20
AgeDistributionGender
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
Tablet
Owners
26% 26% 34%
16%
33% 36%
27% 35%
25% 27%
32%
21%
31% 33%
29%
31%
25% 25%
24%
27%
24%
23%
29%
24%
25% 22%
10%
37%
12% 8% 16% 11%
50+
35-49
25-34
15-24
48% 48% 50% 46% 50% 51% 57% 54%
52% 52% 50% 55% 50% 49% 43% 46%
Female
Male
78% 78%
72%
85%
72% 68%
56% 52%
9% 8%
10%
7%
9%
10%
9%
10%
3% 3%
3%
2%
3%
4%
6% 8%
10% 11% 15%
6%
15% 18%
29% 30%
White
Indian
Coloured
Black
21. Silverstone MMA
Digital Media
Channel Cheat
Sheets
Audience Segment
Splits
Speakers of African languages
create the bulk of mobile users
followed by English.
Those educated up to tertiary &
Matric have the data, internet &
tablet ownership, with tertiary eds
owning 47% of tablets.
67% of basic cell phone users have
not matriculated.
30% of cell phones are owned by
the unemployed v. 39% working.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21
HomeLanguageEducationEmployment
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
Tablet
Owners
74% 74% 67%
83%
67% 61%
48% 43%
14% 14%
16%
11%
16%
18%
21%
20%
11% 12% 16%
7%
16% 20%
30% 36%
Other Language
English
Afrikaans
African languages
33% 36% 44%
27%
44% 47% 43% 37%
14% 15%
23%
6%
22%
28% 44% 47%
53% 48%
33%
67%
34% 25%
13% 15%
Up to Some High
Tertiary education
Matric
7% 8% 6% 9% 6% 6% 5% 6%
11% 9%
3%
16%
4% 2% 4%
15% 15%
22%
7%
21% 25% 22% 25%
31% 30% 26%
35%
26% 21%
12% 10%
36% 39% 43%
33%
43% 47%
57% 57%Working
Unemployed
Student
Retired
Housewife
22. Silverstone MMA
Digital Media
Channel Cheat
Sheets
Audience Segment
Splits
78% of mobile internet
users are urban v. 81% of
fixed internet and 93% of
tablet owners.
Gauteng has
proportionately higher data
(33%), internet (37%/41%)
and tablet (52%) users –
compared to only 26% of
the adult population.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22
LocationProvince
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
Tablet
Owners
47% 45%
32%
62%
33%
22% 19%
7%
53% 55%
68%
38%
67%
78% 81%
93%
Urban
Rural
12% 11% 10% 12% 10% 8% 7% 7%
5% 5% 5%
6%
5%
4% 4% 3%
26% 27%
33%
20%
32% 37% 41%
52%
19% 19%
17%
21%
17%
17%
17%
18%
10% 10%
8%
13%
8%
6%
6%
1%
8% 8% 7% 9%
7% 7%
5%
2%
7% 7% 5%
8%
6% 4% 3%
4%
12% 12% 14%
9%
14% 15% 15% 13%
Western Cape
North-West
Northern Cape
Mpumalanga
Limpopo
Kwazulu-Natal
Gauteng
Free State
Eastern Cape
23. Silverstone MMA
Digital Media
Channel Cheat
Sheets
Audience Segment
Splits
Very high income earners
>20k HHI/month are the
primary owners and users of
tablets and fixed internet.
LSM 4 & 5 are the highest
contributors to basic cell
phone ownership.
LSM 6 to 10 are the primary
mobile data users.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 23
IncomeLSM
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total Data
Access
Mobile
Internet
Fixed
Internet
Tablet
Owners
9% 8%
5%
12%
5% 3% 2%
11% 10%
6%
15%
6%
4%
21%
19%
15%
25%
15%
10%
5% 4%
17%
17%
16%
18%
16%
15%
9%
8%
11%
12%
13%
10%
13%
13%
10%
8%
14%
15%
19%
10%
19%
22%
24%
17%
15% 17%
25%
7%
25%
32%
48%
62%
h R20k+
g R11k-R20k
f R8k-R11k
e R5k-R8k
d R2.5k-R5k
c R1.4k-R2.5k
b R0.8k-R1.4k
a R0-R0.8k
4% 3% 5%
6% 5%
2%
8%
3%
12%
11%
6%
16%
6%
3%
16%
16%
12%
21%
13%
8%
4%
24%
24%
23%
25%
23%
21%
13%
9%
12%
13%
16%
10%
15%
16%
13%
10%
9% 10%
12%
6%
12%
15%
15%
13%
10% 11%
16%
5%
16%
21%
28%
29%
7% 7%
12% 12% 16%
28%
38%
LSM 10
LSM 9
LSM 8
LSM 7
LSM 6
LSM 5
LSM 4
LSM 3
LSM 2
LSM 1
24. 83%
52%
30%
34%
3%
31%
71%
55%
16%
18%
0%
16%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 24
Interactive Penetration by cluster
based on Muller Cluster Model
LSM 1-3
Rural
LSM 4-5
Rural / Peri -Urban
LSM 6-7
Peri-Urban / Urban
LSM7-10 Low
Metros
LSM10 High
Metros
Traditional
11% | 4.1m
R2,317 HHI/m
Transitional
28% | 10.4m
R3,870 HHI/m
Middle Class
30% | 11.2m
R7,614 HHI/m Upper Middle
28% | 10.4m
R20,639 HHI/m
Elite
3% | 1.1m
R41,015 HHI/m
R9.5bn
R40.3bn
R85bn
R215bn
R45.8bn
Cell
Basic Cell Use
Mobile Data
Any Internet
Fixed Internet (Desktop)
Internet at Home
87%
39%
47%
52%
17%
49%
94%
23%
71%
76%
39%
75%
98%
8%
89%
95%
81%
95%
88%
40%
48%
52%
11%
49%
Penetration in adult
population
37.2m
Only mobile
allows you to
reach 87% of
R4,746Bn Annual
Household
Spend
25. The South African Audience Research
Foundation (SAARF) conducts and releases
the AMPS, the All Media and Products
Survey twice a year.
The basic purpose of AMPS is to provide
data about the use of the mass media, and
the consumption of products and services by
users of the mass media.
The data has to be comprehensive enough
so that it can be used for target marketing
and aid advertisers and their advertising
agencies in taking decisions about the
selection of media for their advertising
campaigns.
Media owners have to be able to use the
data to market their media, and for strategic
editorial and programme planning.
AMPS is a constantly evolving survey. It is
updated every year with input from
stakeholders, in order to keep up with the
ever changing media and product
landscape.
Industry involvement is one of the strong
points of the AMPS survey. AMPS also
benefits from decades of experience.
Because the survey has been conducted
since 1974, it has been refined over the
years to become a survey of an extremely
high quality.
Since 2009/10, the Mobile Marketing
Association of South Africa has worked with
SAARF to refine the survey through asking
more explicit and pertinent questions to
determine the role and scope of the mobile
medium in the South African media
landscape.
The 2013 data which is the focus of this
report, provides 3 years of trends since the
MMA got involved.
AMPS 2013AB is based on a rolling survey
of 25,444 respondents across South Africa
which extrapolates to an adult population
(15+) of 37.2m.
The MMA is the world’s leading global
non-profit trade association comprised of
more than 800 member companies, from
nearly fifty countries around the world.
MMA Member companies hail from
every faction of the mobile media
ecosystem. Our consortium includes
brand marketers, agencies, enabling
technologies, media companies and
others.
The MMA’s mission is to accelerate the
transformation and innovation of
marketing through mobile, driving
business growth with closer and stronger
consumer engagement.
MMA South Africa:
For the past 6 years, we’ve worked with
Silverstone and media researchers to
develop an unashamedly biased mobile
perspective of the AMPS data.
We asked probing questions about the
mobile medium, compared to other
forms of media, the mobile audience and
the mobile consumer, activities on the
cellphone, and activities on the mobile
internet.
By “over-coding” AMPS questions and
answers, this report provides a revealing
perspective of the mobile medium in
South Africa – and meets our goal of
providing the business case for
advertisers and agencies to embrace the
medium, and to shift media spend and
focus more aggressively to mobile.
This approach allows us to prove and
support our belief that South Africa and
Africa is a ‘mobile first’ society – base
don establishment data which the SA
Media industry trusts and live by.
If you find this report of value, you
would benefit by getting involved in
the Mobile Marketing Association.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 25
About this report
26. MMA Members benefit from access to local and global
mobile marketing best practices, standards – and
subscribe to the MMA’s Code of Conduct. Are you
working with MMA members on your mobile
campaigns?
Candice Goodman
2013/14 Chairman MMA SA | MD Mobitainment
About the
Mobile Marketing
Association of
South Africa
The MMA is the premier global non-profit
trade association representing all players
in the mobile marketing value chain.
With over 70 members active in South
Africa, the South African Local Council of
the Mobile Marketing Association was
founded in 2008, and has been actively
participating in the promotion,
establishment and growth of the mobile
marketing and advertising industry in this
country.
Join the MMA Community:
www.mmasa.org
or SMS ‘MMA’ to 34747
(sms costs R1.50)
Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
26July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
South African marketers know WHY they
have to go mobile, but are looking more
and more for the HOW to go mobile –
these latest numbers give us insights into
both!
Mobile is the future of marketing in South
Africa. Being able to offer marketing
stakeholders this invaluable research is a
core focus of the MMA for 2014/2015.
If you’re a brand, agency or business
looking to incorporate mobile into your
advertising and marketing mix, we’d love to
have you as a member to the MMA SA.
Nicolle Harding
Incoming Chair MMA SA | CEO MaxAxion
27. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 27
MMA South Africa
Advisory Board of Directors 2014
Mobitainment:
Candice Goodman,
Chair Emeritus
Maxaxion:
Nicolle Harding,
Incoming Chair
Silverstone Solutions
Raymond Buckle,
MMA EMEA Board
MMA SA:
Kim Risi
Member Manager
MMA EMEA:
Chris Babayode
Managing Director
MMA EMEA
Sally Harvey
Member Support
AAT:
Alan Haarhoff
AdClick Africa:
Velly Bosega
Advine:
Gavin Emes
BulkSMS:
Samantha van Putten
Buzz City:
Nicholas Hodge
Coca Cola:
Muhammed Jassat
DSG:
Yaron Assabi
GfK:
Ryan Smit
Microsoft Mobile:
Allana Barber
Mobiclicks:
John Butler
SABC:
Philip van Tonder
Standard Bank:
Sagren Pather
Telkom Mobile:
Helga Bates
Unilever:
Nazeer Suliman
Vine:
Neil Hutchinson
WiGroup:
Howard Moodycliffe
Yonder Media:
Rick Joubert
29. South Africa…
Leading the Mobile Revolution Globally
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 29
2009 – 2012 Global and EMEA Winners
2 Global Bronze Awards
2 EMEA Regional Awards
• Cross Media Integration
• Relationship Building / CRM
2013 Global and EMEA Winners
30. • Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile Advertising
• Direct Response
• Permission
Marketing
• Mobile Internet
• Games
• Branded Utilities
• Community
Brand
Building
Acquisition
RetentionGrowth
Traditional A/BTL
Direct / CRM
Digital
Social
Mobile
Marketing
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 30
The MMA believes Mobile belongs at
the heart of the Marketing Mix
Mobile
Marketing
31. #MobileRocks
The audience is mobile and mobile is as close as you can get to South African consumers!
Part 3 of the Silverstone MMA SA Mobile Review of AMPS 2013AB will be released in
August. It deals with Mobile Activities and Trends
Like, Share or Tweet #MobileRocks @HelloMobile on SlideShare, Twitter or LinkedIn to be
notified – or save http://lnq.in/MobileRocks and check back next week.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 31
32. 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