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.
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.
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;
#MobileRocks South Africa 2014: Part 2 - The Mobile AudienceRaymond Buckle
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
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!
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.
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.
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;
#MobileRocks South Africa 2014: Part 2 - The Mobile AudienceRaymond Buckle
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
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!
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
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleRaymond Buckle
AMPS2011AB Mobile Review - Mobile Marketing Association South Africa
A new perspective on the mobile medium based on the All Media and Products Survey 2011AB produced by the South African Audience Research Foundation
Produced and sponsored by www.silverstonecis.com
Insights into the Mobile Internet in AfricaJon Hoehler
The presentation is a collection of information, insights and stats around the mobile internet in Africa. Its purpose is to provide perspective on the mobile internet in Africa and its potential for growth.
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)."
For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives.
63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK.
This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.
In 2011 Myanmar opened up to the world again and mobile ownership and internet usage finally started to climb.
We surveyed 550 mobile internet users in Myanmar for the first time ever.
Appota Mobile Report is a quarterly update about Mobile Ecosystem in Vietnam (device, e-commerce, payment, advertisement and gaming).
Let us share with you about:
- Top 10 mobile events of 2016
- Mobile device trends
- Mobile user behavior analysis
- Vietnam Mobile Landscape
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 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.
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.
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.
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.
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southern Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
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
AMPS 2011AB Mobile Review - Mobile Marketing Association SA - Raymond BuckleRaymond Buckle
AMPS2011AB Mobile Review - Mobile Marketing Association South Africa
A new perspective on the mobile medium based on the All Media and Products Survey 2011AB produced by the South African Audience Research Foundation
Produced and sponsored by www.silverstonecis.com
Insights into the Mobile Internet in AfricaJon Hoehler
The presentation is a collection of information, insights and stats around the mobile internet in Africa. Its purpose is to provide perspective on the mobile internet in Africa and its potential for growth.
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)."
For many Africans mobile is the only way to connect with the world and internet is having a huge impact on people’s lives.
63% of Africans find that mobile internet has “greatly improved” their lives, compared to 40% in the UK.
This report compares the impact of the mobile internet in Kenya, Nigeria and South Africa vs the UK.
In 2011 Myanmar opened up to the world again and mobile ownership and internet usage finally started to climb.
We surveyed 550 mobile internet users in Myanmar for the first time ever.
Appota Mobile Report is a quarterly update about Mobile Ecosystem in Vietnam (device, e-commerce, payment, advertisement and gaming).
Let us share with you about:
- Top 10 mobile events of 2016
- Mobile device trends
- Mobile user behavior analysis
- Vietnam Mobile Landscape
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 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.
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.
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.
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.
All the stats, data, and trends you need to understand the state of the internet, social media, and mobile in Southern Africa in 2017. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read all the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
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.
Mobile First Township Shopper Marketing with @SilverstoneLiveRaymond Buckle
Township shoppers are mobile first and savvy. By using Wi-Fi as an activation and tracking platform; SMS Short Code, QR Codes and Promoters for activation - and SMS and Mobile Web as the Engagement medium - we have seen some amazing results in driving shopper spend in Township Malls with the McCormick Property Group. Airtime Credit Rewards and wi-fi data is a currency that drives engagement at scale.
South Africa Native Advertising Benchmarks ReportAthar Naser
Welcome to The Content Vine's first ever Native Advertising Benchmarks Report. We have collated data from all of our campaigns in 2015 and presented it in an easy to absorb format. We hope this provides you with some good insights to help you plan the year ahead.
The 2013 Edelman Trust Barometer is the firm’s 13th annual trust and credibility survey produced by research firm Edelman Berland. This edition of the survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics ages 25-64 across 26 countries. Here you will find the results focused on the Brazilian market.
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Keynote for Blackberry on future trends in mobile, and how these will have an empowering and dramatic effect on how our societies, organisations, cities and economies evolve
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Digital Bootcamp presentation - helping filmmakers harness the power of the web. Given by Ingrid Kopp, Director of Shooting People in the US, in NYC and elsewhere.
Di McIntyre's presentation at the Department of Science and Technology (DST) international seminar on a National Health Insurance (NHI) from 6 – 7 December 2012 at the CSIR Conference Centre, Pretoria.
An exceptional overview of E-commerence in South Africa from February 2014 verified by the IAB and compiled by Effective Measure.
Clear, well presented and informative.
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Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
We’re almost outnumbered. A recent report from Cisco stated that by the end of 2014, there will be more mobile-connected devices than there are people on earth. Mobile is no longer the next movement or coming soon. It’s in our hands. Right now. Consumers are quickly adapting to using their mobile device to consume content whenever and wherever they want.
Does your company provide customers the ability to quickly and easily access important information and services outside your office or their home? Can you engage with them anytime, anywhere? Most likely, your competition is on the road to becoming a mobile enterprise. Don’t be left in the dust.
This is the time to seize the mobile opportunity. Join our panel of experts and us to discuss:
=Overcoming mobile challenges
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=Managing your mobile clients, information, services, processes, and team
The Mobile Internet Consumer - Vietnam 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Vietnam. This report focuses on profiling the mobile web & app users, their purchasing power, lifestyle and consumption pattern. The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.
The Mobile Internet Consumer report is designed for media planners & brand advertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the right target audience through Mobile Web & Apps. The Mobile Internet Consumer report is available for India, Southeast Asia, Middle East & Africa and Latin America.
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Understand the cross-device consumer in just 15 minutesConversant, Inc.
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Fitnyc module 11 mobile analytics overview for fit
South African Mobile Phone Use and Attitudes Report 2016
1. South African
Mobile Report
A Survey of Desktop User’s Attitudes and
Uses of Mobile Phones
February 2016
In partnership with:
2. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 1
OVERVIEW
Effective Measure, a leading provider of digital audience, brand and
advertising measurement, 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.
3. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 2
KEY FINDINGS
1
2
3
4
5
1
Samsung is still the dominant manufacturer in South
Africa with 41% market share, while 27% reported
using “other” brands than the established manufacturers.
32% of respondents spend more than 3 hours a day
on their devices, with 19% saying they spend more
than 5 hours on their devices.
84% of respondents have knowingly accessed the
internet on their devices in the last 24 hours, while only
3% said they haven’t at all recently.
More respondents say they use their devices for
accessing the internet (64%) and making calls (57%),
while only 20% say they use their device mostly for
sending and receiving SMSes.
6
7
8
9
10
11
89% of respondents said they make searches based on
location, with 37% saying they ‘almost always do.’
Most common uses of devices are for search,
email, social and instant messaging, while the least
are making payments and playing games.
60% of respondents say that they download apps.
83% of respondents admit to using internet on
their devices while watching TV in the last 30 days,
with 71% saying they do as soon as they wake up.
39% admit to using the internet on their devices
while they are in the bathroom, and 12% admit to
doing so while driving.
The main reasons for clicking on a mobile ad are
relevance, trusting the brand and its safety, and that
it is interesting or engaging.
The least important factors for clicking on an ad
are - they see it often, that it has a video clip
in it, or that it was demonstrating something.
12
42% of respondents said that they are similar to
people who are comfortable with technology, while
19% say they are not.
4. Source: Effective Measure, Nov-Dec 2015 PAGE 3
MANUFACTURER
Samsung is still the dominant manufacturer in South
Africa with 42% market share, while 27% reporting using
“other” brands than the established manufacturers.
42% Samsung
6% Apple
13% Blackberry
1% HTC
2% LG
5% Sony Ericsson
27% Other
4% Nokia
DEVICE USE
32% of respondents spend more than 3 hours a day
on their devices, with 19% saying they spend more
than 5 hours on their devices.
MAKE OF MOBILE
PHONE BEING USED
AVERAGE TIME SPENT ON MOBILE DEVICES
under 30
minutes
between 30
and 60
minutes
between
1 and 2 hours
between
2 and 3 hours
between
3 and 5 hours
more than
5 hours
10%
20%
30%
40%
50%
60%
Smart Devices
Feature
5. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 4
INTERNET ACCESS
USING DEVICE
84% of respondents have
knowingly accessed the
internet on their devices in
the last 24 hours, while only
3% said they haven’t at all
recently.
DEVICE USES
More respondents say they
use their devices for
accessing the internet (64%)
and making calls (57%),
while only 20% say they use
their device mostly for sending
and receiving SMSes.
2 MAIN USES OF MOBILE DEVICE
accessing
applications
accessing
the internet
making calls receiving
calls
sending and
receiving SMSes
sending
‘please call
me’ messages
10%
20%
30%
40%
50%
60%
Smart Devices Feature Phones
84% Yesterday
9% Past 7 days
3% Past 4 weeks
3% Longer ago
1% 4-12 months ago
70%
LAST ACCESS OF
INTERNET FROM
MOBILE DEVICE
6. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 5
MOBILE PHONE USEAGE
banking downloading
apps
downloading
music
instant
messaging
making
purchases
and
payments
playing
games
10%
20%
30%
40%
50%
60%
Smart Device
Feature Phone
70%
80%
90%
email reading
articles
search on
google
social
networking
watching
videos
online
DEVICE USES
Most common uses of devices are for search, email, social and instant messaging,
while the least are making payments and playing games.
60% of respondents say that they download apps.
7. M SEARCHES USING DEVICE
89% of respondents said they make
searches based on location, with 37%
saying they ‘almost always do.’
TECH SAVVY
42% of respondents said that they are
similar to people who are comfortable with
technology, while 19% say they are not.
Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 6
FREQUENCY OF
LOCATION-BASED
MOBILE SEARCHES
SIMILARITY TO PEOPLE
AT EASE WITH COMPUTERS,
CELL PHONES, AND NEW
TECHNOLOGY
11% Almost never
27% Frequently
37% Almost always
25% Every
now and then
42% Very similar
39% Quite similar
16% Not
too similar
3% Not at all
8. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 7
TIME OF USE OF
SMART DEVICES
in bed as soon as
I wake up
while
driving
when
being
driven
at school/
varsity
at work
10%
20%
30%
40%
50%
60%
70%
80%
90%
during
a meal
in the
bathroom
while
watching
TV
when I am
in a wi-fi
area
TIME OF USE
83% of respondents admit to using internet on their devices while watching TV in the last 30
days, with 71% saying they do as soon as they wake up.
39% admit to using the internet on their devices while they are in the bathroom, and 12%
admit to doing so while driving. Smart Device
9. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 8
REASONS FOR ENGAGING
WITH A MOBILE AD
if I knew
and trusted
the brand
if I saw
it often
if it was
different
if it had
a video
clip
if I was
offered a
special
deal
10%
20%
30%
40%
50%
60%
Smart Device
Feature Phone
70%
if I knew
it was
safe
if it was
funny
if it was
interesting
or
engaging
if it was
on a
website
I trusted
if it was
relevant
to me
The main reasons for clicking on a mobile ad are relevance, trusting the brand
and its safety, and that it is interesting or engaging.
The least important factors are because they see it often, that it has a video clip
in it, or that it was demonstrating something.
CLICKING ON ADVERTISEMENTS
if it had a
demonstration
10. Effective Measure is a leading provider of digital audience, brand and
advertising effectiveness measurement and targeting solutions, bringing
best practice online measurement data to premium publishers, agencies,
networks, advertisers and researchers. The EM solutions offer brands, media
and agencies invested in Oceania, Europe, Southeast Asia, Middle East North
Africa and South Africa, a clear insight into their online audience and the
ever-growing Internet population. www.effectivemeasure.com.
ABOUT EFFECTIVE MEASURE
Unique Browser
Based on the number of browser types accessing the site.
Smartphone
A mobile phone that performs many of the functions of a computer, typically
having a touchscreen interface, Internet access, and an operating system
capable of running downloaded apps.
Feature Phone
A mobile phone that incorporates features such as the ability to access the
Internet and store and play music but lacks the advanced functionality of a
smartphone.
GLOSSARY OF TERMS
This survey was conducted in November and December 2015. The sample was
2039 smartphone respondents and 260 feature phone respondents.
SURVEY METHODOLOGY
The Interactive Advertising Bureau South Africa, formerly the DMMA, is an
independent, voluntary, non-profit association focused on growing and
sustaining a vibrant and profitable digital industry within South Africa. The
IAB South Africa represents the digital industry across all sectors including the
media, the marketing community, government and the public, and also acts as
the channel through which international bodies can enter the South African
digital market. The IAB South Africa currently represents over 96 local online
publishers and over 93 creative, media and digital agencies, between them
accounting for more than 16 million local unique browsers and 440 million page
impressions. The IAB South Africa strives to provide members with a platform
through which they can engage, interact and address digital issues of common
interest, thereby stimulating learning and commerce within the South African
digital space.
To find out more about the IAB South Africa, visit the website www.dmma.co.za,
Like them on Facebook https://www.facebook.com/thedmma or follow @iab_sa
on Twitter.
ABOUT THE IAB SOUTH AFRICA
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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.
ABOUT SILVERSTONE CIS
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. www.mmasa.org
ABOUT MMA
THANKS
We would like to thank the participating Publishers who kindly contributed their
valuable mobile inventory to allow us to run this research on feature phone devices.