mobile marketing association south africa amps 2012ab mobile review

Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1

Nothing Gets

Marketers Closer

to their

Consumers than

Mobile

Mobile has sparked a new world

of media in which every object is

a medium and every place is an

opportunity for a message.

There is no other platform that is

as personal, as pervasive, and

provides the opportunity for

proximity to connect with

consumers in the right place and

time.

It is time to reimagine marketing

with mobile leading the charge.

Every Moment is Mobile.

About the MMA SAWith 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.



The Role of Mobile

in the Marketing Mix

Traditional ATL BTL

Direct / CRM

Digital

Social

Mobile Marketing • 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

The Mobile Marketing Association

The MMA is the premier global

non-profit trade association

representing all players in the

mobile marketing value chain. Leadership

• Code of Conduct

• Standards & Guidelines

• Training & Education

Promotion

• Awards

• Events

• Networking

Access

• Case Studies

• Best Practices

• Research and Insights


MMA SA Members Q3 2013


http://www.velti.com/

http://www.velti.com/

http://www.openmarket.com/index.html

http://www.openmarket.com/index.html

South Africa: Leading the Mobile Revolution Globally

2009, 2010 & 2011 Global and EMEA Winners

3 Gold's, 2 Silvers

5 EMEA Regional Awards

• Lead Generation / Direct Response / Conversion

• Use of Mobile Social Media

• Messaging

• Social Impact / Not For Profit

• Relationship Building / CRM


Leadershipof committees, councils and

boards to keep your company

at the forefront of industry

Efficiencyand operational excellence

through the development of

guidelines and best practice

to reduce the friction and

help make it easier for buyers

and sellers alike.

Accessto MMA products, data,

initiatives, & networking to help

you make better decisions.

Promotionof member products, services

and solutions to raise

awareness, generate more

leads and business for your

company

Influenceto shape the future of the

industry

Advanced Insightvia MMA products, data, initiatives and

research; helping members build your

understanding of the marketplace and

make better business decisions

Networkingvia MMA initiatives and events

help support members to find

business partners and

customers.

MMA

Membership

The benefits of MMA membership



Local Contact DetailsCandice Goodman

Chairperson MMA SA

+27 83 326 2461

[email protected]

Raymond Buckle

Chair Emeritus MMA SA

+27 11 326 1000

[email protected]

Visit www.mmasa.org

Email [email protected]

Mpho Mothapo

Marketing Manager

+27 82 556 5556

[email protected]

Kim Risi

Member Support Manager

+27 83 468 9360

[email protected]

mailto:[email protected]




AMPS 2012AB Review

a fresh Mobile Perspective

(Highlights for general distribution)A Mobile perspective of the South African Audience Research Foundation’s

bi-annual All Media and Products Survey (AMPS) January to December 2012



Report Sponsor

The AMPS2012AB Mobile Review was produced and sponsored by

Silverstone Solutions.

Silverstone delivers cutting edge integrated mobile and user centric

business, marketing and communication platforms and solutions.

Resilient and proven to work at scale.

If you would like to dig deeper, please email

[email protected]


The Mobile

Medium2013

Size

Use

Audience

Growth

Trends

Opportunity

Q3 2013

Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747

(AMPS Review sponsored by SilverstoneCIS.com) 11

In 2010 MMA members work

shopped the structure of the AMPS

Questionnaire with SAARF –

2011AB and 2012AB is the result.

We’ve over-coded AMPS data,

and got a completely new

perspective of the mobile medium

in South Africa

We’re beyond the point where the

question is if mobile should form

part of your marketing mix…

In this update we can

start to see some

trends.

In South Africa today…

There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m)

There are 4.6 times more households with a cellphone than a computer

68% of e-mails are sent and received from a cellphone

SMS text messaging is used by 3 times more people than email

There are 7.2 times more homes with cellphones than landline telephones

There are 5.2 times more cellphone subscribers than fixed Internet users


Mobile Penetration

29.561m Cellphone owners

14.843m use Voice/SMS/USSD only

14,871m use Mobile Internet and Data based

services

153,000 people use mobi data but do not own their

own cellphone

99% of mobile data users also use SMS/USSD

functions

14,642m mobile data users, also use SMS/USSD

functions

86% of internet users in SA access the internet via

mobile technology

Only 33% of SA access the internet via a computer

5.1m use both

Over coding used to ascertain these

figures- see Appendix


29.6m

Individual Cellphone

Owners

35m SA Adult Population (15 years and older)

14.8m

Use Voice, SMS & USSD only

95% Mobile Phone Penetration in Households

85%

95%

14.7 m

Mobile Data Penetration

85% or 29.6m adults

directly targetable through

mobile marketing and

advertising

95% of adults can respond

to marketing and advertising

through mobile

50%

50%


Mobile compared to SA Mass Media

33803

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Mill

ion

s

Radio

TV

DVD

DSTV/ MNET/ TopTV

Landline telephone

Cellphone

Computer

Internet

Internet - mobile

Inflection:

In 2009 Mobile became

the most pervasive mass

media in South Africa


Penetration of cellular phone ownership

By LSM

85

35

6974

7983

8691 92 94 96

2722

39

46

61

76

40

3

15 1622

29

38

5358

67

77

LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10

% P

en

etr

atio

n

Cellphone ownership Mobile internet Mobi data excludes inet

In LSMs 8-10

more than

53% of users

make use of

mobile data

more than

46% mobile

internet

penetration

Average HH Income R10,193 R13,505 R6,917

Average Age 36 31 42

Average LSM 6.2 7.0 5.4

Average monthly cell expenses R148 R206 R91

Urban 52% 63% 41%

Rural48% 37% 59%

English 12% 18% 7%

Afrikaans 14% 18% 10%

Other languages 73% 64% 82%

Demographic profile comparisonbetween Mobi Data Users and SMS/Voice/USSD Only Users

Men 48% 50% 46%

Women52% 50% 54%

15-24 28% 39% 17%

25-34 24% 29% 20%

35-49 26% 22% 30%

50+ 21% 10% 33%

Less than matric 48% 34% 63%

Matric 37% 44% 29%

Post matric 15% 23% 7%

Total cellphone owners

29.6m

Use Mobi Data

14.9m

Only use SMS/Voice/USSD Services

14.8m

Total adult population 85% 43% 43%

Black 76% 68% 84%

Coloured 8% 10% 6%

Indian 3% 4% 2%

White 13% 19% 8%


Demographic profile comparison

between types of Internet Access

Western Cape 10% 14% 7%

Northern Cape 2% 2% 2%

Free State 6% 5% 7%

Eastern Cape 12% 11% 12%

Kwazulu-Natal 20% 19% 22%

Mpumalanga 8% 7% 9%

Limpopo 11% 9% 12%

Gauteng 25% 28% 22%

North-West 7% 6% 8%

LSM 1 1% 0% 1%

LSM 2 3% 1% 5%

LSM 3 5% 2% 8%

LSM 4 12% 7% 17%

LSM 5 17% 12% 21%

LSM 6 23% 22% 24%

LSM 7 12% 15% 10%

LSM 8 9% 12% 6%

LSM 9 10% 16% 5%

LSM 10 7% 12% 2%

Working 38% 42% 34%

Housewife 7% 6% 8%

Student 16% 24% 8%

Retired 8% 3% 14%

Unemployed 31% 25% 36%


Total cellphone owners

29.6m

Use Mobi Data

14.9m

Only use SMS/Voice/USSD Services

14.8m

Total adult population 85% 43% 43%


Cellphone Activities

19,714

4,011

19,435

214

6,145

7,579

11,348

6,728

10,413

5,589

4,377

1,682

3,289

5,147

4,137

436

20,875

4,458

21,423

25,530

353

8,636

8,037

13,656

7,869

12,055

6,674

4,981

4,897

2,695

5,384

6,863

3,424

633

1,766

936

1,992

22,114

5,054

22,092

26,230

345

9,660

8,720

14,219

8,170

13,830

7,595

7,473

3,773

6,999

2,169

4,053

7,436

7,586

3,971

972

2,835

1,245

2,976

SMS

Competition/ Vote/ Donate

Tx Please call me

Rx Please call me

TV

Radio

Play Games

Take photos

Take video

Mobi activities

MMS

Chat

Social Net working

Facebook

Twitter

Email

Internet

Music

Download ringtone or logo

Read publication

Mobile apps

Subscribe/ content

Watch video

2012

2011

2010


Positioning map of cellphone activities

Reach: LSM/Age

Receive please call me

SMS

Send please call me

Photos

Mobi data

Radio

Games

Take video

Social network

MMS

Music

Chat

Internet

Facebook

Competition/Vote

Email

Download content

Other Socialnetwork

Watchvideo

Apps

Twitter

TV

Publication

Subscribe

5.0

6.0

7.0

8.0

26.0 28.5 31.0 33.5 36.0

Avera

ge L

SM

Average Age

Internet Activities

By platform

Based on those who use medium

Audience base sizes:

◦ Any platform – 9.5m

◦ Via computer – 5.5m

◦ Via cellphone – 8.5m

93

70

70

69

68

48

47

29

27

21

88

82

24

23

39

19

23

30

15

24

81

52

73

72

69

47

46

19

25

12

Search

E-mail

Instant Messaging

Chat

Social Networking

Music Downloads

Games

Banking

Apps

News

% of 9.5m Internet Users

Any platform

Via computer

Via cellphone

19

19

18

11

10

10

9

4

3

2

23

5

19

21

8

11

3

7

4

3

2

21

19

15

10

9

6

10

7

2

2

2

18

Listen Radio

Directory

Read publication

Watch Videos

Shopping

Dating

Download apodcast

Share Trading

Watch TV

Gambling

Other

% of 9.5m Internet Users

Any platform

Via computer

Via cellphone


95

117

57

34

33

49

40

103

114

117

26

100

110

30

78

100

100

100

73

56

Search

E-mail

Social Networking

Instant Messaging

Chat

Games

Music Downloads

Banking

Read/ access current news

Read newspaper/ magazine

Listen Radio

Directory

Shopping

Dating

Download a podcast

Share Trading

Watch TV On-line

Gambling

Watch Videoa

Apps

Via computer87

74

101

104

104

98

98

66

57

56

100

79

60

100

78

50

67

100

82

93

Via cellphone

Internet Activities

Norm in this instance is: use internet (on any platform) to do activity

Index values depict relationship to norm value where 100 =on par with the norm


Positioning map of media usage

Reach: LSM/Age


OOHRadio

NewspaperMagazine

TVInternet

Mobi

Fixed internet

Pay TV

Cinema

Cellphone

Voice/SMSUSSD

4.5

5.5

6.5

7.5

8.5

29.0 34.0 39.0 44.0

Avera

ge L

SM

Average Age

TV Radio Cinema Pay TV OOH Newspaper Magazine CellphoneSMS/USSD

onlyMobi data Internet

Fixed

internet

Total LSM 1-1483 82 8 28 64 49 47 85 42 43 49 16

LSM 1 9 63 0 0 14 6 9 35 31 3 5 0

LSM 2 29 70 0 0 25 23 17 69 54 15 18 0

LSM 3 58 74 0 0 40 23 24 74 56 17 24 0

LSM 4 - Low 76 81 0 1 45 28 22 78 59 19 29 1

LSM 4 - High 82 84 0 4 52 35 28 80 53 27 33 2

LSM 5 – Low 86 85 1 5 61 40 33 84 55 30 38 2

LSM 5 – High 90 85 2 11 60 43 35 82 51 31 37 5

LSM 6 – Low 91 84 4 17 70 49 43 85 49 36 43 5

LSM 6 – High 92 81 7 27 73 58 53 87 42 45 51 11

LSM 7 – Low 92 82 9 41 74 60 58 90 35 55 61 17

LSM 7 – High 92 81 12 47 76 65 64 91 36 56 62 22

LSM 8 – Low 93 84 13 53 74 66 65 91 31 60 68 26

LSM 8 – High 92 86 19 56 77 68 70 93 30 64 70 32

LSM 9 – Low 90 84 20 64 77 66 75 93 25 69 76 40

LSM 9 – High 90 85 24 72 78 67 77 95 20 76 83 55

LSM 10 – Low 89 86 35 77 81 69 80 96 15 83 90 69

LSM 10 - High 89 85 44 85 85 70 82 96 12 85 93 84

Media type usage among SA adults

By LSM (Percentage using media)

Cellphones are the only media type to have almost total saturation in LSMs 9 High – LSM 10.


ice cold cold medium warm hot very hot

Types of cellphone use

Over-coding to ascertain mobile data use

Mobile Data Access (Mobi)

• Activities on cellphone:

• Access internet

• email

• MMS

• Social networking

• Facebook

• Twitter

• Download ringtone/ logo

• Download/ use mobile apps or music

• Instant messaging/ chat services

• Watch videos

• Read newspaper/ magazine,

• Subscribe to receive content or services

• Internet activities done via cellphone:

• (21listed activities)

• Home access

• Mobile network (3G, EDGE, GPRS)

• Mobile Internet (WAP) using a cellphone

• Place accessed internet – via cellphone at various places

Voice / SMS / USSD

• Do not require mobile data technology

• Activities on cellphone

• SMS

• Send/ receive please call me,

• Enter competition/ vote/ make donation

• Games

• Take photos/ videos

• Listen radio

• Watch TV

SMS/ USSD

users however

are ascertained

by coding:

Those who have

cellphones but do

not use mobi data

Mobile Data

Access required

to perform any of

these activities



Report Sponsor

The AMPS2012AB Mobile Review was produced and sponsored by

Silverstone Solutions.

Silverstone delivers cutting edge integrated mobile and user centric

business, marketing and communication platforms and solutions.

Resilient and proven to work at scale.

If you would like to dig deeper, please email

[email protected]


mobile marketing association south africa amps 2012ab mobile review

Business

sms mma

role of mobile

mobile marketing value

mma sawith

mobile revolution globally2009

accessto mma products

mma sa members q3 2013q3

south african local