south african mobile phone use and attitudes report 2016

South AfricanMobile Report

A Survey of Desktop User’s Attitudes andUses of Mobile Phones

February 2016

In partnership with:

Source: E�ective Measure, Nov-Dec 2015 www.e�ectivemeasure.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.


KEY FINDINGS

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Samsung is still the dominant manufacturer in SouthAfrica with 41% market share, while 27% reportedusing “other” brands than the established manufacturers.

32% of respondents spend more than 3 hours a dayon their devices, with 19% saying they spend morethan 5 hours on their devices.

84% of respondents have knowingly accessed theinternet on their devices in the last 24 hours, while only3% said they haven’t at all recently.

More respondents say they use their devices foraccessing the internet (64%) and making calls (57%),while only 20% say they use their device mostly forsending and receiving SMSes.

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1189% of respondents said they make searches based onlocation, with 37% saying they ‘almost always do.’

Most common uses of devices are for search,email, social and instant messaging, while the leastare making payments and playing games.

60% of respondents say that they download apps.

83% of respondents admit to using internet ontheir 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 deviceswhile they are in the bathroom, and 12% admit todoing so while driving.

The main reasons for clicking on a mobile ad arerelevance, trusting the brand and its safety, and thatit is interesting or engaging.

The least important factors for clicking on an adare - they see it often, that it has a video clipin it, or that it was demonstrating something.

12 42% of respondents said that they are similar topeople who are comfortable with technology, while19% say they are not.

Source: E�ective Measure, Nov-Dec 2015 PAGE 3

MANUFACTURER

Samsung is still the dominant manufacturer in SouthAfrica with 42% market share, while 27% reporting using“other” brands than the established manufacturers.

42% Samsung

6% Apple

13% Blackberry

1% HTC2% LG

5% Sony Ericsson

27% Other

4% Nokia

DEVICE USE32% of respondents spend more than 3 hours a dayon their devices, with 19% saying they spend morethan 5 hours on their devices.

MAKE OF MOBILEPHONE BEING USED

AVERAGE TIME SPENT ON MOBILE DEVICES

under 30minutes

between 30and 60minutes

between1 and 2 hours



more than5 hours

10%

20%

30%

40%

50%

60%

Smart DevicesFeature


INTERNET ACCESSUSING DEVICE

84% of respondents haveknowingly accessed theinternet on their devices inthe last 24 hours, while only3% said they haven’t at allrecently.

DEVICE USESMore respondents say theyuse their devices foraccessing the internet (64%)and making calls (57%),while only 20% say they usetheir device mostly for sendingand receiving SMSes.

2 MAIN USES OF MOBILE DEVICE

accessingapplications

accessingthe internet

making calls receivingcalls

sending andreceiving 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 ago1% 4-12 months ago

70%

LAST ACCESS OFINTERNET FROMMOBILE DEVICE


MOBILE PHONE USEAGE

banking downloadingapps

downloadingmusic

instantmessaging

makingpurchases

andpayments

playinggames

10%

20%

30%

40%

50%

60%

Smart DeviceFeature Phone

70%

80%

90%

email readingarticles

search ongoogle

socialnetworking

watchingvideosonline

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.

M SEARCHES USING DEVICE

89% of respondents said they makesearches based on location, with 37%saying they ‘almost always do.’

TECH SAVVY42% of respondents said that they aresimilar to people who are comfortable withtechnology, while 19% say they are not.


FREQUENCY OFLOCATION-BASEDMOBILE SEARCHES

SIMILARITY TO PEOPLEAT EASE WITH COMPUTERS,

CELL PHONES, AND NEWTECHNOLOGY

11% Almost never

27% Frequently

37% Almost always25% Every

now and then

42% Very similar

39% Quite similar

16% Nottoo similar

3% Not at all


TIME OF USE OFSMART DEVICES

in bed as soon asI wake up

whiledriving

whenbeingdriven

at school/varsity

at work

10%

20%

30%

40%

50%

60%

70%

80%

90%

duringa meal

in thebathroom

whilewatching

TV

when I amin a wi-fi

area

TIME OF USE

83% of respondents admit to using internet on their devices while watching TV in the last 30days, 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


REASONS FOR ENGAGINGWITH A MOBILE AD

if I knewand trustedthe brand

if I sawit often

if it wasdifferent

if it hada video

clip

if I wasoffered aspecial

deal

10%

20%

30%

40%

50%

60%

Smart DeviceFeature Phone

70%

if I knewit wassafe

if it wasfunny

if it wasinteresting

orengaging

if it wason a

websiteI trusted

if it wasrelevantto me

The main reasons for clicking on a mobile ad are relevance, trusting the brandand its safety, and that it is interesting or engaging.

The least important factors are because they see it often, that it has a video clipin it, or that it was demonstrating something.

CLICKING ON ADVERTISEMENTS

if it had ademonstration

Effective Measure is a leading provider of digital audience, brand andadvertising effectiveness measurement and targeting solutions, bringingbest practice online measurement data to premium publishers, agencies,networks, advertisers and researchers. The EM solutions offer brands, mediaand agencies invested in Oceania, Europe, Southeast Asia, Middle East NorthAfrica and South Africa, a clear insight into their online audience and theever-growing Internet population. www.effectivemeasure.com.

ABOUT EFFECTIVE MEASUREUnique BrowserBased on the number of browser types accessing the site.

SmartphoneA mobile phone that performs many of the functions of a computer, typicallyhaving a touchscreen interface, Internet access, and an operating systemcapable of running downloaded apps.

Feature PhoneA mobile phone that incorporates features such as the ability to access theInternet and store and play music but lacks the advanced functionality of asmartphone.

GLOSSARY OF TERMS

This survey was conducted in November and December 2015. The sample was2039 smartphone respondents and 260 feature phone respondents.

SURVEY METHODOLOGY

The Interactive Advertising Bureau South Africa, formerly the DMMA, is anindependent, voluntary, non-profit association focused on growing andsustaining a vibrant and profitable digital industry within South Africa. TheIAB South Africa represents the digital industry across all sectors including themedia, the marketing community, government and the public, and also acts asthe channel through which international bodies can enter the South Africandigital market. The IAB South Africa currently represents over 96 local onlinepublishers and over 93 creative, media and digital agencies, between themaccounting for more than 16 million local unique browsers and 440 million pageimpressions. The IAB South Africa strives to provide members with a platformthrough which they can engage, interact and address digital issues of commoninterest, thereby stimulating learning and commerce within the South Africandigital 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_saon Twitter.

ABOUT THE IAB SOUTH AFRICA

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Established in 1996, Silverstone is an award-winning Creative InteractiveSolutions group with international credentials in the development of online andmobile communications, marketing and business solutions. Silverstone helpsbrands and organisations to connect and engage with their audiences acrossmobile, social and digital channels.

ABOUT SILVERSTONE CIS

The MMA is the world's leading global non-profit trade association comprisedof more than 800 member companies, from nearly fifty countries around theworld. MMA Member companies hail from every faction of the mobile mediaecosystem. Our consortium includes brand marketers, agencies, enablingtechnologies, media companies and others. The MMA's mission is to acceleratethe transformation and innovation of marketing through mobile, driving businessgrowth with closer and stronger consumer engagement. www.mmasa.org

ABOUT MMA

THANKSWe would like to thank the participating Publishers who kindly contributed theirvaluable mobile inventory to allow us to run this research on feature phone devices.