#mobilerocks south africa 2014: part 2 - the mobile audience

AMPS Mobile Review 2014

A Mobile Marketing Association South Africa Report proudly developed and sponsored by

#MobileRocks SA…

Part 2: The Audience

http://silverstone.solutions/?CID=AMPS2014FullDeck


http://lnq.in/MMAamps2014_T020


July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2

#MobileRocks Part 1

Recap… The Mobile Medium

1.8m / 5%

Tablet Owners13.2m / 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 67Media

Minutes

per Day









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…

http://lnq.in/MobileRocks

http://www.silverstone.solutions/

Mobile Penetration

by Audience

Segments

Age, Gender, Province, Race, Language,

Income, Living Standards Measure (LSM)

87%

42%

74%77%

79%

85%88%

91%

94% 95%97%

R 10,609

R 1,480R 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

Mo

nth

ly H

ouse

ho

ld I

ncom

e

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.




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.








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


44% 50%

62% 6

9%

43%

30%

25%

25%

87%

80%

86%

93%

Bla

ck

Co

lou

red

India

n

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%

Gau

teng

W C

ap

e

KZ

N

E C

ap

e

F S

tate

Oth

er

Province

48%

46%

37%

41%

86% 87%

Ma

le

Fem

ale

Gender

48%

39%

87%

Popu

lation

Norm

Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership







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.


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

LS

M P

rofile

Shift

for

Mobile

Data

Mo

bi data

users

vs

SM

S/U

SS

D o

nly

users

LSM 1-3

LSM 4

LSM 5

LSM 6

LSM 7

LSM 8

LSM 9

LSM 10

Mobi data users

Voice/ SMS/ USSD users





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

1.8mTablet

Owners





Cellphone Owner Core Profile

FM

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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+

Lan

gu

ag

eR

ace

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

Pro

vin

ce

Inco

me

LS

M

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 LSM10

3%

8%10%

19%17%

12%15%

17%

39%

30%

15%9% 8%

Working Unemployed Student Retired Housewife

48%

52%

Male Female











Cellphone

Owners

32.2m / 87% of AdultsAlmost 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.


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





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Snapshot: Basic Cellphone Users


Basic Cellphone User Core Profile

15 50Age 43

1 10LSM 5.4

Income R7k

R94

64% 35 and older

85% Black



67% Some High school

33% Working

35% Unemployed

62% Rural

62% LSM 4 to 6

Gender

Gender LocationAge

Lan

gu

ag

eR

ace

Pro

vin

ce

Inco

me

LS

M

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 LSM10

4%

12%15%

25%

18%

10% 10%7%

35% 33%

16%

9% 7%

67%

27%

6%


83% 11% 7%


85% 7% 2% 6%


62%

38%

Rural Urban

16%

21%

27%

37%

15-24 25-34 35-49 50+

46%

55%

Male Female

FM 55% F









Use

Location

Me

dia

Ta

cti

cs

Silverstone

Opportunity Guide for

Basic Cellphone Users

14.6m / 39% of AdultsBasic 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





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Snapshot: Mobile Data Users


Mobile Data User Core Profile

15 50Age 32

1 10LSM 7

Income R15k

R208

66% under 35

72% Black



67% Matric +Tertiary(23%)

43% Working

22% Students

68% Urban

79% LSM 6 to 10

Gender

Gender LocationAge

Lan

gu

ag

eR

ace

Pro

vin

ce

Inco

me

LS

M

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%


72% 10%3% 15%


32%

68%

Rural Urban

50%50%

Male Female

34%32%

24%

10%

15-24 25-34 35-49 50+











Use

Location (IP

/ GPS / Cell

ID / Beacons)

Voice

SMS

USSD

Smart

Message

Internet

Brower

Native Apps

Social

Payments

MMS

Mobile Email

Camera

Silverstone


Mobile Data/Internet Users

17.7m | 48% of AdultsEvery 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 15M

ed

iaTa

cti

cs

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





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Snapshot: Tablet Users


Tablet User Core Profile

15 50Age 32

1 10LSM 8.7

Income R29k

R565

66% under 35

52% Black



47% Tertiary Education

57% Working

25% Students

93% Urban

67% LSM 9 and 10

Gender

Gender LocationAge

Ra

ce

Pro

vin

ce

Inco

me

LS

M

Cell Exp

FM 54%

Lan

gu

ag

e

35%31%

24%

11%

15-24 25-34 35-49 50+

54%

46%

Male Female

7%

93%

Rural Urban

52% 10% 8% 30%


43% 20% 36%


15%

37%47%


57%

25%

10% 6% 2%

1% 1% 1% 4% 8% 8%17%

62%

0% 0% 0% 0% 1%

9% 10%13%

29%

38%


52%

18%

13%

7%

4%

3%

2%

1% 1%









Silverstone


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…


127

616962

1,840

48246 392

736

0

500

1,000

1,500

2,000

2,500

2011 2012 2013 Jan-Jun 2013 Jul-Dec

00

0s

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 socialMake 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



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Snapshot: Fixed Internet


Tablet User Core Profile

15 50Age 35

1 10LSM 8.3

Income R24k

R248

66% under 35

56% Black



44% Tertiary Education

57% Working

22% Students

81% Urban

71% LSM 8 to 10

Gender

Gender LocationAge

Ra

ce

Pro

vin

ce

Inco

me

LS

M

Cell Exp

FM 57%

Lan

gu

ag

e

27%29% 29%

16%

15-24 25-34 35-49 50+

57%

43%

Male Female

19%

81%

Rural Urban

56% 9% 6% 29%


48% 21% 30%


13%

43% 44%


57%

22%12%

5% 4%

0% 2% 2% 5% 9% 10%

24%

48%

0% 0% 0% 1%4%

13% 13%15%

28% 28%


41%

17%

15%

7%

6%

5%

4%

3%

1%









Silverstone MMA

Digital Media

Channel Cheat

Sheets

Core Audience

Profiles


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)

Ad

ult

Po

pu

lati

on

Av

era

ge

Ag

e

Av

era

ge

LS

M

Av

era

ge

Ho

useh

old

Inco

me

Av

era

ge

Cellu

lar

Exp

en

ses

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







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.


Ag

e D

istr

ibu

tio

nG

en

der

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





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 edsowning 47% of tablets.

67% of basic cell phone users have not matriculated.

30% of cell phones are owned by the unemployed v. 39% working.


Ho

me L

an

gu

ag

eE

du

cati

on

Em

plo

ym

en

t

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





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.


Lo

cati

on

Pro

vin

ce

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





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.


Inco

me

LS

M

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



83%

52%

30%

34%

3%

31%

71%

55%

16%

18%

0%

16%


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

Traditional11% | 4.1m

R2,317 HHI/m

Transitional28% | 10.4m

R3,870 HHI/m

Middle Class30% | 11.2m

R7,614 HHI/m Upper Middle28% | 10.4m

R20,639 HHI/m

Elite3% | 1.1m

R41,015 HHI/m

R9.5bn

R40.3bn

R85bnR215bn

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



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.


About this report

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


MMA South Africa

Advisory Board of Directors 2014

Mobitainment:Candice Goodman, Chair Emeritus

Maxaxion:Nicolle Harding, Incoming Chair

Silverstone SolutionsRaymond Buckle, MMA EMEA Board

MMA SA:Kim RisiMember Manager

MMA EMEA:Chris BabayodeManaging Director

MMA EMEA Sally HarveyMember 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

MMA SA Members


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 – 2012 Global and EMEA Winners

2 Global Bronze Awards

2 EMEA Regional Awards

• Cross Media Integration

• Relationship Building / CRM

2013 Global and EMEA Winners

• Service

• Loyalty

• Rewards

• Social

• mCommerce

• mCRM

• Up-sell

• Cross Sell

• Mobile Advertising

• Direct Response

• Permission Marketing

• Mobile Internet

• Games

• Branded Utilities

• CommunityBrand

BuildingAcquisition

RetentionGrowth

Traditional A/BTL

Direct / CRM

Digital

Social

Mobile Marketing


The MMA believes Mobile belongs at

the heart of the Marketing Mix

Mobile Marketing



#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.


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 [email protected]



mailto:[email protected]



#mobilerocks south africa 2014: part 2 - the mobile audience

Mobile

mobile audience

mobile penetration

mobile internet

mobile communications

mobile web

spaza mobile

mobile data

amps mobile review