silverstone mma mobile in south africa 2014: part 1 - the mobile medium

Silverstone MMASA

AMPS Mobile Review 2014

Part 1: The Mobile Medium

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

According to AMPS2013AB:

“Mobile is… as close as you can get to your

consumers in South Africa!” #MobileRocks

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


http://lnq.in/MMAamps2014_T020


1.8m / 5%

Tablet Owners

Mobile is… as close as you

can get to your consumers in

South Africa!

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.

Raymond Buckle,

Author

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

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

37.2m

adults



















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 like

Laura Kauffman (Media 24) on the

SAARF AMPS data set 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

In 2013, Silverstone became the first African company to be

elected to the Mobile Marketing Association’s EMEA Board of

Directors..

At Silverstone, we believe in mobile first marketing and in the

value of being part of a global organisation like the MMA, which

strives to promote the growth and standards of the mobile

medium and ecosystem.

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.

Raymond & the Silverstone Team

// silverstone.solutions

// Call +27 11 326 1000

// SMS Silverstone to 34747 (R1.50 in SA Only)

Silverstone is a founding member of the MMA in

South Africa in 2008/9.

Raymond Buckle (Silverstone CEO) has lead the SA

Research Committee and served as chair of the

MMA SA from 2010 to 2013.


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.

strategytouch

pointspromote engage convert

measure

optimise

goal

http://www.silverstone.solutions/

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

5July 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



Tweet Sheet…


2 x TVThere are more than twice as many cellphones

as there are TV sets in SA (34.6m vs 17m)

76% of

email

76% of e-mails are sent

and received from a cellphone

8.4x

landlines

There are 8.4 times more homes with

cellphones than landline telephones

4.3x

Computer

There are 4.3 times more households with a

cellphone than a computer

2.9x

email users

SMS text messaging is used by 2.9 times more

people than email

5x

PC internet

There are 5 times more cellphone subscribers

than fixed Internet users

Confused by all the

Twitter icons?

Wherever you see

this icon, you can

click on it and we’ll

magically tweet a

quote and link to this

report.

Lets trend –

please help

spread the

word…

@

#













Tweet Sheet…

Mobile dominates our

lives as a media channel.


84%84% of internet users in SA access the internet

via mobile technology

99%99% or 17,570m mobile data users, also use

SMS and USSD functions

130k130,000 people use mobile data but do not own

their own cellphone – go figure…

17.6m17,653m cellphone owners use Mobile Internet

and Data services

14.6m14.593m cellphone owners use Voice, SMS and

USSD services only

32.2mThere are 32.246m adult Cellphone owners in

South Africa















2.4 per

household

In 2013, there was an average of 2.4 cellphones

per household in South Africa

Tweet Sheet…

#MobileIs…


94%93.5% of SA working adults use a cellphone

compared to 29% in the year 2000

4.9%1.8m or 4.9% of Adult Population own a Tablet

Device (up from 1.8% in 2012)

36%36% of SA Adult Population owns a smartphone

(that’s 41% or 13.2m of cellphone owners)

R4,129,

000,000,000

Only mobile allows you to reach 87% of

R4,746Bn Annual Household Spend

R565Tablet Owners spend an average of R529 on

cellular per month

• Personal

• Always On

• Always Close

• Versatile

• Effective

• Central to the

Path to Purchase

• Infinitely

Measurable



























Mobile trends over time…

The mobile medium has grown at an unprecedented rate.

SAARF only started tracking mobile/cellular in 2001. In 2007 the internet was accessed by more people on a cellphone, than a PC. In 2008 mobile overtook Television, in 2009 Radio and finally Out of Home in 2010 to truly become the most pervasive mass medium in South Africa.

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

MIL

LIO

NS

Radio TV DVD DSTV/ MNET/ Top TV

Landline telephone Cellphone Computer Internet Any

Internet - mobile OOH Newspaper Magazine

Cinema

Mobile compared

to other Mass

Media Channels

Thought leader Tomi Ahonen, once famously referred to Mobile as the 7th Mass Media, but in South Africa mobile stands first.

In 2010 Mobile usurped Outdoor, Television and Radio and became the most pervasive mass media in South Africa.

Compared to traditional media, Mobile is also the only medium that is interactive at a mass scale;

It is personal and allows one-on-one, bi-directional communication, which means consumers can respond to ads at the point of creative impulse.

Comparison based on population with device in household (population weights). Newspaper and magazine based on Readership. OOH last 4 weeks. Cinema last 3 months.


Inflection

Cellphone

Penetration

87% of SA adults use a cellphone, up from 17% in 2000.

94% of SA working adults use a cellphone, up from 29% in 2000.

In 2013, there is an average of 2.4 cellphones per household and 14.3m households with cellphones (97% household penetration)

So household, and economically active adult penetration of mobile is nearing saturation and growth in those segments has slowed down.


2%11%

21%

42%

61%71%

87%

Adult

Individual

Cellphone

Ownership

Penetration

Economically

Active Adult

Cellphone

Penetration

Household

Cellphone

Penetration

5%

20%

46%

70%80%

91% 94%

36.158

14.31

0

10

20

30

40

Mill

ion

Population with cellphone in HH No of HH with cellphone

Mobile Data v.

Smartphone

PenetrationA question was introduced in AMPS recently, to try to determine “smartphone” penetration in SA – and we now have a figure of 36%.

Our issue with this figure lies in the definition of a smartphone and how it is interpreted by the average consumer.

For example app developers think of Smartphones as iOS, Android and Windows Phone. Users think of Smartphones as phones with advanced functionality like touch screen, GPS, etc… AMPS considers Blackberry across the board as a smartphone, but Nokia Symbian devices with mobile internet capabilities are not.

Ad Networks and publishers rely on a phone browser’s capability to accept cookies and use JavaScript for tracking and re-targeting.

For mobile marketing and advertising purposes, we believe that phones with data and an internet browser, should be considered in a different category to phones that don’t have a data capability or are used for Voice, SMS and USSD only.

So we prefer tp focus on the 48% of adults who own a data connected phone.


37% 40% 44% 46% 44% 46% 50% 55%

64% 60%56% 54% 56% 54%

50%45%

17,52718,813

21,24423,170

25,945

28,571 29,561

32,246

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

0%

20%

40%

60%

80%

100%

120%

06/07 2007 2008 2009 2010 2011 2012 2013

Mobi data Voice/SMS/USSD Only Individual cellphone owners - 000s

Mobile Internet Connected Profile

15 50Age 31

1 10LSM 7.5

HHI R18k

Cell Exp R253

69% under 35

68% Black

38% English / Afrikaans

61% African Language

75% Matric (47%)+Tertiary

47% Working

25% Students

78% Urban

89% LSM 6 to 10

M FGender 50% M

Basic Cellphone Connected Profile

15 50Age 43

1 10LSM 5.4

HHI R7k

Cell Exp R94

64% 35 and older

85% Black



67% Some Highschool

40% Working

7% Students

62% Rural

62% LSM 4 to 6

M FGender 55% F

17.7m / 48%

Use SMS, Voice,

USSD & Mobile

Data

14.6m / 39%Basic Cellphone use

SMS, Voice & USSD

#

Tablet

Penetration

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.

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.

Lets see what develops…


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

00

0s

Population Households

Tablet Owners Profile

15 50Age 32

1 10LSM 8.7

HHI R29k

Cell Exp R565

66% under 35

52% Black



47% Tertiary Education

57% Working

25% Students

93% Urban

67% LSM 9 and 10

M FGender 54% M

1.8m / 5%

Tablet Owners

Media Type Comparisons

* YesterdayMedia type usage

among SA adults

Mobile competes with traditional media on cost and reach.

It beats any other medium on audience targeting, tracking and measurability.

Mobile is the most personal and popular digital interactive channel.

Yet as per global trend, is only achieving a fraction of its potential in media spend.

But just like the global trend, spend is shifting faster and faster to the mobile medium.

84 8287 87

48 4852

48

17

32

8

83 83

97

88

47 4750

46

18

30

8

0

20

40

60

80

100

120

% penetration of population % penetration of households


TV Radio OOH Pay TV Cinema

News

paper Magazine

Cell

phone Internet

Mobile

Data

SMS /

Voice /

USSD

Only

Fixed

internet

Total 84 82 87 32 8 48 48 87 52 46 38 17

LSM 1 10 60 45 0 0 10 7 42 6 5 36 1

LSM 2 27 65 56 0 0 16 14 74 17 15 58 0

LSM 3 53 75 67 0 1 20 20 77 22 20 58 0

LSM 4 77 80 76 3 0 29 24 79 27 24 55 1

LSM 5 88 83 87 12 1 38 35 85 39 35 50 4

LSM 6 92 83 92 26 4 52 48 88 50 47 41 9

LSM 7 92 84 94 47 8 60 60 91 64 59 30 18

LSM 8 92 85 96 61 15 63 69 94 71 67 26 31

LSM 9 93 87 97 74 21 67 74 95 82 76 15 47

LSM 10 90 89 98 83 37 69 78 96 92 87 7 73.5

ice cold cold medium warm hot very hot

Media type usage

among SA adults

By LSM

(Percentage

using media)

After less than two decades in existence, mobile is a “hot” medium.

It is the only media type to have almost total saturation in LSM 10.

Mobile exceeds or has comparable levels of penetration to all other media types across all LSM groups.


Positioning map

of media usage

Reach:

Income/Age

The core mobile audience is similar in age and income to Radio, TV and OOH.

The core mobile internet audience is younger and earns more than all the other mainstream media, only the cinema audience is younger and earns more –but it is much smaller.


Cinema

Fixed internet

Pay TV

Mobi

Internet

Magazines

News papersOOH

Cellphone

TV

Radio

28

30

32

34

36

38

40

R 8,000 R 10,000 R 12,000 R 14,000 R 16,000 R 18,000 R 20,000 R 22,000 R 24,000 R 26,000 R 28,000

Avera

ge

Age

Average Income

Alm

ost

every

one

that

matters

ow

n a

cellp

hone w

ith

their o

wn n

r • 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

• Send an SMS to a short code from a call 2 action in any other form of media

• Receive an SMS

• Without adding any additional “media” costs, you can amplify your 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 scheme of a typical

advertising campaign

1: Cellphone Owners

Thin

k M

MS

/ E

mail,

M

obile

Web,

Mobile

Socia

l and A

pps

• Every data capable mobile phone has an internet browser

• 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:

• Browse sites built for desktop users

• Download large graphic files

• Wait forever for a page to open

• That means building mobile optimised web sites to support your campaigns

• Its fine to build an App for Apple or Android – but keep in mind it’s a very specific and relatively small audience segment, even in the upper LSMs. Do a mobile site and SMS integration first.

2: Data Capable Devices

It’s

a p

hone y

ou c

an c

all

them

+use t

ext,

IV

R a

nd U

SS

D

• 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

• Yet, 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

3: Basic Cellphone Users


Advice for Marketers

to address different mobile access segments

#1

Mobile as the

1st

Screen

In a recent global study released by

MillwardBrown, an MMA Member –

AdReaction 2014 – South Africa

was featured as part of the survey

and the results are surprising…For more information contact…

Monique [email protected]

Director Digital Solutions, MillwardBrownSA

24

MillwardBrown

AdReaction 2014

Why should we care about

multiscreen?

How are screens used?

What do people think

of ads on screens?

What should brands do?

TV Smartphone

Laptop Tablet

July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

The Growing

Ownership of

Smartphones and

Tablets are Creating

a new media

landscape

Global shipments is an indication of how the device landscape is changing;

There is a decline in TV and Laptop shipments but massive growth in Smartphone and Tablet shipments

Globally, there has been over 1bn mobile phone shipments last year which means we’re faced with a rapidly evolving media landscape.

25

Global Shipments

725

349145

238

1,004

315 227

227

2012 2013

TV Smartphone Laptop Tablet


AdReaction 2014

multiscreen

Report

The survey was conducted in 30 countries among

12,000+ multiscreen users.

In some countries the sample is very representative

of the national average, whilst in others like South

Africa we were talking to an advanced sub-set of

the population.

But across all 30 markets, we spoke only to ‘multi-

screen users’ which we defined as adults 16-45

who own or have access to a TV AND a

smartphone OR Tablet.

To make sure these were people who actually own

their device – rather than just having access to one

– we conducted a short 15 min survey via mobile

interviews

An underlying principle of AdReaction is that

multiscreen landscape needs to be evaluated in the

context of SCALE (reach or screen hours) and

RECEPTIVITY to ads on that device.

26July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

Daily Screen

Usage –

Global

Smartphones are now comfortably the largest single screen medium in the world.

Taken together, mobile devices take up 47% of all screen time.

A typical consumer consumes just under 7 hours of screen media daily.

Going back to scale and receptivity; then we can consider this the scale of opportunity.

Looking at screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience.

27

113minutes

(27%)

147minutes

(35%)

108minutes

(26%)

50minutes

(12%)

TOTAL MINS: 417

Watching TV

Yesterday

Using the internet

on this device -

yesterday

Using the

internet on this

device -

yesterday

Using the

internet on this

device -

yesterday


Daily Screen

Usage –

South Africa

The importance of TV is clearly highlighted in South Africa – where screen time continues to be substantial!

Smartphones devices – do however – have equal importance in terms of eye ball time.

A typical consumer consumes just under 7 hours of screen media daily

Going back to scale and receptivity; then we can consider this the scale of opportunity.

Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience.

28

TOTAL MINS: 431

115minutes

(27%)

127minutes

(29%)

126minutes

(30%)

63minutes

(15%)

Global Average: 113 (27%)





66%

29%

4%12%

29%

60%

Share of Screen

Minutes vs.

Media spend

Interestingly though, if we place actual media spend figures we see that spend isn’t following eyeballs;

Whilst mobile is accounting for 35% of multi-screeners’ time, its only capturing 4% of spend – in South Africa no real spend ficgures are available for Mobile.

This is hot topic in the industry, and obviously there’s complexity to this argument that we need to consider – receptivity and effectiveness not least, but its an important point to make none-the-less.

29

Global Daily Screen Minutes

27%

12%26%

35%

Global Media Spend

2013 2016

+


Multiscreen

Minutes By Type

– South Africa

Obviously not all this screen-time is happening back-to-back though.

In fact, it takes just 5 hours to consume 7 hours of screen media

Simultaneous usage of another digital device whilst watching TV accounts takes place around a third of the time.

SIMULTANEOUS: At the same time as you were watching TV yesterday, how much time did you also spend using the internet?

30

TOTAL MINS: 417

NET MINS: 308

Shifting

69%Simultaneous

31%

At different points in time At the same time

Global: 65% Global: 35%


Multiscreen

Minutes BY Type –

South Africa

We can then further break down the simultaneous minutes into “meshing” (where TV and a digital screen are being used to consume related content) and “stacking” (where the content is unrelated).

Generally, more time is spent stacking than meshing.

Meshing; sponsorship activities across TV and mobile is an obvious example – opportunity for deeper engagement.

Stacking is tricky for marketers – consumers are actually distracted. But it is a phenomenon advertisers need to know and understand though – it’s the modern day equivalent of going to put the kettle on.

Meshing: While you were watching TV and using the Internet yesterday, how much of the time were you doing something related to what was happening on TV?

Stacking = Simultaneous minutes minus Meshing minutes

31

TOTAL MINS: 417

NET MINS: 308

Shifting

69%

At different points in time

Related

content

Unrelated

content

Meshing

7%

Stacking

24%

At the same time

Global: 65%

Global: 14%

Global: 22%


South Africa

UK

France

Kenya

Argentina

Saudi

Hungary

Italy

Canada

Japan

Spain

Australia

Nigeria

Vietnam

Brazil

USA

Russia

Mexico

India

Germany

Colombia

Slovakia

Poland

China

Indonesia

Czech

Turkey

South Korea

Phillipines

Thailand

Global

How Multiscreen

Minutes Compare

Across Countries…

Meshing and stacking behaviors vary significantly by country.

Thailand meshes the most globally; U.S. stacks the most.

Italians are least likely to use screens simultaneously.

South Africa engages screens simultaneously the most;

We shift a lot, but do not “mesh” content as much as other countries e.g. engage similar content on TV and internet at the same time.

32

MESHING

STACKING

SHIFTING

Usage Key

Global 14% 22% 65%

7% 24% 69%


Reasons for

Simultaneous

Multi-

screening

The main reason South Africans engage in simultaneous multi-screening is to keep up with friends on social

Silverstone MMA SA Mobile Review of AMPS 2013AB

33

7%

10%

17%

22%

27%

31%

35%

34%

40%

43%

To follow up on a TV ad

To interact with what'shappening on TV

To discuss what I’m watching (e.g. via social media)

More information aboutwhat's on TV

TV not interesting enough forall my attention

Need to get other things done

Just have TV on forbackground noise

Someone else has chosenwhat's on TV

To fill time during ad breaks

To keep up with friends onsocial media (not TV related)

SA GLOBAL AVERAGE

39%

42%

25%

27%

20%

28%

24%

19%

14%

11%

ANY

STACKING

REASON:

88%

(85% global)

ANY

MESHING

REASON:

39%

(41% global)

July 2014

Simultaneous

and Exclusive

Usage by Device

SA vs. Global

Due to highest overall viewing, smartphones are most likely to be used both simultaneously with TV, and standalone.

Laptops are proportionately most likely to be used exclusively.

Tablets are proportionately most likely to be used alongside TV.

34

At the same time

At different points in

time

+ 22%

78%

35%

49%

51%

65%

+

+

Global 29%

Global 71%

Global 37%

Global 49%

Global 51%

Global 63%


Silverstone MMA

SA Mobile Review

of AMPS 2013AB

35

Ad receptivity by screen -

(Favourability and Attention)

44

32

39

74

PAY AT LEAST SOME ATTENTION %

GLOBALAVERAGE

11

11

13

41

VERY/ SOMEWHAT FAVOURABLE %

GLOBALAVERAGE

41%

25%

24%

23%

72%

52%

51%

52%

TV

Smartphone

Laptop

Tablet

July 2014

Multiscreen

Opportunity Plot -

Screens

Combining receptivity with screen time shows that TV remains the largest media opportunity globally due to highest overall receptivity and still strong minutes.

Digital still adds up to a huge opportunity (bigger than TV) if low receptivity challenges can be overcome.

Scale of opportunity = minutes per device.

Marketing receptivity = average of favorability (very/ somewaht favorable) and attention (pay at least some attention)

36

0%

10%

20%

30%

40%

50%

60%

70%

-20 30 80 130 180

MA

RK

ET

ING

RE

CE

PT

IVIT

Y

SCALE OF OPPORTUNITY (MINUTES)

GLOBALAVERAGE

GLOBALAVERAGE

GLOBALAVERAGE

GLOBALAVERAGE

TV Smartphone Laptop

PC

Tablet

Device Key


The Main Implications for

Marketers are…

1. Be Consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform.

2. Be Connected – Think about second-screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens.

3. Be Considered – some screens are better than others at communicating particular aspects of your brand’s personality.

4. Be Concise - use mobile-friendly, shareable content that entertains first, informs second

37

Be Consistent

BeConnected

Be Considered

Be Concise


Sequential devic

e u

se • Probably the easiest of all

marketing campaigns to develop creative content. Think about how to continue the conversation across platforms

• Ensure the consumer experience is consistent across all platforms.

• Adaptive and Responsive web design (adapting web content to every device—mobile, tablet, PC) will become non-negotiable in 2014.

• Added to this, being able to track the consumer’s path to purchase across devices will be key, so that there is no break in the brand experience journey.

1: Shifting

Sim

ultaneous V

iew

ing o

f R

ELA

TE

D C

onte

nt • Continue the conversation!

• Ensure advertising content is an extension of the programming content.

• Messages will be relevant, fluid, and related.

• Real-time social marketing is a specific application of meshing that requires brands to be ready to respond immediately to social media comments and will be increasingly expected as more brands seek to be part of the social TV conversation.

2: Meshing

Sim

ultaneous V

iew

ing o

f U

NR

ELA

TE

D C

onte

nt • Consumers are using other devices

whilst watching TV, how can we be part of the conversation?

• Twitter? Shazam? Facebook? Mxit? Pinterest? WeChat? WhatsApp? Mobile Display and Rich Media?

• Understand that unrelated distractions can sometimes be just as welcome as an extension of what’s happening on TV.

3: Stacking


Mobile for Multi-screening ideas

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]



Definitions & Methodology

This bit is boring – read it at your peril…

Except if you want to argue a fact – read this first ;P

• Internet activities using a cellphone (all)

• Smartphone overcode / Mobi activities on cellphone*

• Own a tablet

Mobile Data | 17,829,000

• Internet activities using a cellphone (all)

• smartphone overcode/ Mobi activities on cellphone*

• EXCLUDES TABLET

Mobile data on cellphone | 17,783,000

• Internet activities via a cellphone (all)

• Mobi activities on cellphone*

• EXCLUDES TABLET AND SMARTPHONE (i.e. A person may own a Smartphone but not use the mobi data functionality)

Mobi data on cellphone (actively use) | 17,485,000

• Cellphone activities: Internet, read publication

• Internet activities using cellphone: Search, banking, purchasing, read publication/news, dating, gambling, share trading, watch TV, watch online videos, listen radio, podcast, other internet activities

Internet via cellphone | 11,728,000

•Cellphone activities: MMS, download mobile content, download music, chat, social networking, apps, email, subscribe to content

•Internet activities using cellphone: Email, social networking, chat, music downloads, games, apps

Mobile Data activities (other than internet) via cellphone | 17,302,000

•Accessed internet in past 4 weeks

•Played internet games online at least monthly

•Accessed bank accounts via internet, tablet, Smartphone, mobi data**

Internet access – all (Includes use mobi data) | 19,187,000

•Accessed internet in past 4 weeks

•Played internet games online at least monthly

•Accessed bank accounts via internet

•Internet via cellphone~

•Internet via computer (all)

•EXCLUDES MOBI ACTIVITIES (OTHER THAN INTERNET) VIA CELLPHONE~~

Internet access (EXCLUDES MOBI ACTIVITIES OTHER THAN INTERNET) | 13,976,000

•AMPS 2013A6

•Internet via computer – all, Internet connection at home ADSL/Dial up

Fixed internet | 6,448,000


Definitions

• The cellphone activity question changed from…

– AMPS 2013A6 and prior: How often (Daily/Weekly/Monthly/Yearly/Not at all) to

– AMPS 2013B6: When last (yesterday/past 7 days/past 4 weeks/longer ago/never)

• In the data release the following is available:

– AMPS 2013A6:

• Daily/Weekly/Monthly/Yearly/Not at all

• Old full list of 22 activities

– AMPS 2013B6:

• Ever/Never - When last not yet available

• Old AMPS 2013A6 full list of activities - New revised, cleaned up list of 12 activities not yet available

– AMPS 2013AB (12 months data):

• Ever/Never only

• Old AMPS 2013A6 full list of activities


Data Changes: Cellphone Activities

1995 1996, 1997,

1998

1999A 1999B 2000A 2000B, 2001A 2001 B6, 2001

B, 2002 A6,

2002 A

Own / Rent / Have use of

cellphone


cellphone

Activities:

• Accessed the

Internet (Past 4

Weeks)


cellphone

Internet given own

section under Activities

(Internet / World Wide

Web)

Activities:

• Accessed P4 W

(Yes/No)

• Place (Home / Work

/ Elsewhere)

• Purchase via

(Yes/No)

Own/Rent/Have use of cellphone: Yes/No

⁻ Cellphone ownership (private/company maintained)

⁻ Calls on contract/pre paid

Activities: Internet

⁻ Accessed P4W (Yes/No)

⁻ Place (Home/Work/Elsewhere)

⁻ Purchase via (Yes/No)

⁻ Received Email via

Own/Rent/Have use of cellphone: Yes/No




⁻ Accessed Past 4 Weeks

⁻ Accessed Past 7 Days

⁻ Place (Home/Work/Elsewhere)

⁻ Purchase via (Yes/No)

⁻ Banking

Own/Rent/Have use of cellphone



⁻ No of cellphones in household


⁻ Accessed P4W To do (purpose):

⁻ Banking transactions

⁻ Obtain info

⁻ Purchase items

⁻ Send receive email

⁻ Accessed P7D


⁻ Private/company




⁻ Accessed P4W / P7D

⁻ Purpose

⁻ Place

⁻ Time spent

Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 43

AMPS Mobile Evolution:

1995 - 2001

2002 A6, 2002 A 2002 B6, 2003AB (BP),

2003 A6/A

2003 B6/B 2004 A6 2005 A6, 2004/2005


⁻ Private/company




⁻ Accessed P4W / P7D

⁻ Purpose

⁻ Place

⁻ Time spent

Financial

⁻ Accessed accounts via ATM/Telephone/Internet


⁻ Private/company maintained



Personal frequency of activities

question introduced

(weekly/monthly/yearly)

⁻ Play games on cellphone

⁻ SMS for fun

⁻ Play games via internet




⁻ Yesterday

⁻ Purpose/Place/Time spent

Financial

⁻ Accessed accounts via

ATM/Telephone/Internet





⁻ Monthly cell expenses added


question


⁻ SMS for fun





⁻ Yesterday

⁻ Purpose/Place/Time spent

Financial


ATM/Telephone/Internet





⁻ Monthly cell expenses



⁻ SMS for fun



⁻ Accessed Past 4 W, P7D,

Yesterday

⁻ Send/receive email

⁻ (Place, purpose, time questions

omitted)

Financial question split

⁻ Accessed accounts via ATM/

Telephone/ Internet


Telephone

⁻ Accessed accounts via Internet






⁻ Phone Make

⁻ Service provider



⁻ SMS for fun



⁻ Accessed Past 4 W, P7D,

Yesterday


Financial

⁻ Accessed accounts via ATM/

Telephone/ Internet


Telephone




2002- 2005

2005/2006 2006 A6 2006/2007






⁻ Phone Make


Cell phone activities (weekly/monthly/yearly/not at all)


⁻ SMS

⁻ Play games



⁻ Accessed Past 4 W, P7D, Yesterday


Financial

⁻ Accessed accounts via Telephone







⁻ Phone Make


Cell phone activities (daily/weekly/monthly/yearly/not at all)

⁻ SMS, games, Send MMS, Send please call me, download

ringtone/logo/ music, receive email, browse wap/web

⁻ MTN Mobile Money Account



⁻ Use computer at home/ work (no connectivity necessary – in

remaining AMPS from here on)


⁻ Accessed Past 4 W, P7D, Yesterday, Past 12 months

⁻ Sent receive email p4W

⁻ Place, Purpose reintroduced and extended

⁻ P12M for purchase/booking

⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless)

Financial

⁻ Accessed accounts via Cellphone








⁻ Phone Make


Cell phone activities (daily/weekly/monthly/yearly/not at all)

⁻ SMS, games, Send MMS, Send please call me, download

ringtone/logo/ music, receive email, browse wap/web

⁻ MTN Mobile Money Account




⁻ Accessed P4W, P7D, Yesterday, P12M

⁻ Email p4w

⁻ Place, Purpose

⁻ P12M for purchase/booking

⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless,

Cellphone/GPRS/Edge/Other)

Financial

⁻ Accessed accounts via Cellphone





2005- 2007

20

07

A6

, 2

00

7A

B,

20

08

BA As per 2006/2007 but included

Attitudinal statements

20

08

BA Wireless/via cellphone internet access

at home question given more description (but unchanged)

20

08

AB As per 2008 BA plus:

Internet moved from Activities folder in Telmar to its own Folder called Internet

Cellphones now in section in Telmarcalled Telecommunication (Previously appeared in home question with telephone)

Cellphone activities expanded to also include:

•Enter competition/vote/ make donation

• Instant messaging/chat services

•Take photos/ videos



2007- 20102

00

9 B

A,

20

09

AB As per 2008 AB but

ISDN dropped

20

10

BA As per 2009 and

Mobile Internet connection home expanded :

• Mobile network (3G, Edge, GPRS)

• Mobile internet (wap)

20

10

A6 As per 2010 BA and

Cellphone activities expanded:

• Listen to radio

• Watch TV on cell

• Read newspaper / magazine on cell 2

01

0 B

6,

20

10

AB As per 2010 A6 and

Internet booking question expanded:

• Book for: Cinema / Concert / Travel / Other

• Internet questions

– Activities: Internet

• Accessed P4W, P7D, Yesterday, P12M

• Email p4w

• Place, Purpose, Used for purchase, Bookings (Cinema / Travel / Concert / Other)

– Internet Connection at home

– Financial

• Accessed accounts via Internet

– Personal frequency of activities

• Play games via internet

• Cellphone questions

– Own/Rent/Have use of cellphone

– Private/company maintained

– Calls on contract/pre paid

– No of cellphones in household

– Monthly cell expenses

– Make

– Service provider

– MTN Mobile Money Account

• Cell phone activities

– SMS, games, Send MMS, Download ringtone/logo/ music, receive email, browse wap/web, please call me, Enter competition/ vote/ make donation, Instant messaging/chat services,Take photos/ videos, Listen to radio, Watch TV, Read newspaper/magazine

• Financial

– Accessed accounts via Cellphone


AMPS 2010AB

Cellphone Audience:

• Own/Rent/Have use of cellphone

• Private/company maintained

• Calls on contract/pre paid

• No of cellphones in household

• Monthly cell expenses

• Make

• Service provider

Mobile Data access calculated based on:

• Activities on cellphone:

– Access internet

– email

– MMS

– Social networking

– Download ringtone/ logo

– Download/ use mobile apps

– music

– Instant messaging/ chat services

– Watch videos

– Read newspaper/ magazine,

– Subscribe to receive content or services

• Internet activities done via cellphone:

– (any of 19 listed activities)

– Home access

– Mobile (network, wap, device)

Added for first time in AMPS 2011A6:

• Internet activities done via computer/cellphone/not at all*:

– Search, email, banking, social networking, instant messaging,

chat, shopping, downloading music, read newspaper/magazine,

read/access current news, games, dating, gambling, share

trading, watch TV, listen radio, directory, download a podcast,

other

• Have internet at home

– Fixed (Dial up/ ADSL / Wireless iburst, wifi)

– Mobile (network, wap, device)


AMPS 2011 AB:

A Mobile Perspective

• As per 2011AB with these additions

• Added for first time in 2012 AB

• Activities done on internet on computer/phone:

– Search included descriptor (e.g. Googling)

– Watch videos online (new)

– Download Apps (new)

• Activities done on cellphone:

– Facebook

– Twitter

– Other social networking (e.g. MySpace, LinkedIn, Windows Live Spaces, YouTube, Google Plus, etc.)

– Use instant messaging/chat services now included What’s App and Apple Messaging in descriptor (as well as Mxit and BBM)

• Internet at home

– Mobile Internet device (not a cellphone, e.g. iPad, Sony PSP) changed to:

– Tablet (e.g. Apple iPad, Samsung Galaxy, Blackberry Playbook ) / Tablet (bv. Apple iPad, Samsung Galaxy, Blackberry Playbook )

– WebBox/InternetOnTV (new)

• Place accessed internet

– Via cellphone at various places


AMPS 2012AB

A Mobile Perspective

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


Types of cellphone use Over-coding

to ascertain mobile data use

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

Internet usage

• Mobi data usage (as per overcoding)

• Accessed internet past 12 months

• Play games on internet

• Access bank accounts using internet

• Have internet at home

• Sent/receive email

Fixed internet

• Internet activities done on computer

• Home access dial up

• Home access ADSL


Internet usage Over-coding

to ascertain internet use

The fixed internet

overcoding is

inadequate and

most likely

constitutes an

undercount, still

needs to be

addressed