A comprehensive breakdown of the SA Mobile Audience including penetration by demographic segments.
Mobile access, use/activities and trends.
Mobile internet penetration, activities and trends compared to the Fixed Internet revealing some surprising trends.
Finally, a hard number on Smartphones and Tablets in SA
Surprising stats about current device ownership.
To get access to the full report, leave a comment, email info@mmasa.org or join our mobile community on www.mmasa.org
Please like, share and spread the report around in your organisation to your colleagues, partners and friends.
Mobile in South Africa 2014 AMPS Report (Pre-Release)
1. According to AMPS2013:
“Mobile is… as close as you can
get to your consumers in South
Africa!”
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 1
2. 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 in
SA, you can reach:
• 97% or 36m adults through a
cellphone in the household (2.4
phones per household)
• 39% or 14.6m through voice,
SMS or USSD
• 52% through the internet – with
the majority on mobile internet
• 48% or 17.7m in mobile apps
and on their mobile browsers
South African
Adult (15+)
Population
37.2m
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 Internet
Penetration
They’re
mobile,
are you?
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 2
3. 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
MILLIONS
Radio TV DVD
DSTV/ MNET/ Top TV Landline telephone Cellphone
Computer Internet Internet - mobile
Mobile compared
to other Mass
Media Channels
In 2009 Mobile usurped
Television and Radio and
became the most
pervasive mass media in
South Africa.
Comparison based on
household audience
penetration.
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 3
Inflection
4. 83%
52%
30%
34%
3%
31%
71%
55%
16%
18%
0%
16%
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 4
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
Traditional
11% | 4.1m
R2,317 HHI/m
Transitional
28% | 10.4m
R3,870 HHI/m
Middle Class
30% | 11.2m
R7,614 HHI/m Upper Middle
28% | 10.4m
R20,639 HHI/m
Elite
3% | 1.1m
R41,015 HHI/m
R9.5bn
R40.3bn
R85bn
R215bn
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
Interactively
5. 37.2m
32.2m
17.7m
14.5m
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
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 5
SAAdult
Population
Cellphone
Owners
Mobile
Data
Basic
Cellphone
Total
Internet
Mobile
Internet
Fixed
Internet
6. Digital Media
Channel Cheat
Sheets
Core Audience
Profiles
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 6
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)
37,214,000
32,246,000
17,783,000
14,593,000
19,187,000
11,728,000
6,448,000
-
10,000,000
20,000,000
30,000,000
40,000,000
38 37
32
43
32 31 35
-
20
40
60
6.1 6.3 7.0
5.4
7.0 7.5 8.3
-
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 -
R 10,000
R 20,000
R 30,000
R 154 R 154
R 208
R 94
R 210
R 253 R 248
R -
R 200
R 400
SA Adult
Population
Cellphone
Owners
Mobile Data Basic
Cellphone
Total
Internet
Mobile
Internet
Fixed
Internet
Adult
Population
Average
Age
Average
LSM
Average
Household
Income
Average
Cellular
Expenses
7. Internet at Home
Internet at home has grown
from 5% in 2006 to 31% in
2013.
Dial-up and ISDN is officially
dead.
Mobile Data and Mobile
Internet rules.
Long live the internet… at
home – on your phone!
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 7
1,622
1,999
2,563
3,658
5,016
6,854
8,537
11,483
29,281
29,110
28,742
28,840
29,004
28,080
26,399
25,731
-
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
2006 2007 2008 2009 2010 2011 2012 2013A6
Internet at home No internet at home
31%5%
0%
20%
40%
60%
80%
100%
2006A 2007 2008 2009 2010 2011 2012 2013A6
Dial-Up ADSL
ISDN Wireless network (iburst, WiFi)
Mobile Network (3G, Edge, GPRS) Mobile Internet (Wap)
Mobile Internet device (iPad, Sony PSP) WebBox/ Internet OnTV
InternetaccessathomeTypeofAccess
8. Mobile Network
Operator Market
Share
According to AMPS2013,
Vodacom is still leading the
market at 45.7%, closely
followed by MTN at 43.1% and
Cell C is at 10.4%
Telkom Mobile, Virgin and other
MVNO’s make up less than 1%
of total market share.
The smaller the network, the
greater the tendency to use
mobile data
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 8
45.7%
43.1%
10.4%
0.5%
0.2%
0.1%
Vodacom
MTN
Cell C
Telkom Mobile
Virgin Mobile
Other Networks
Mobile Network Operator Market Share
54 53 52
66 66 73
56
45 46 47
34 32 26
44
All Cellphone
Owners
Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks
%ofBase
Mobile Data Voice, SMS & USSD only
Cellphone Use by Mobile Network Operator
9. Some
Perspective…
Comparative
facts:
Mobile dominates our
lives as a media channel.
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 9
2x TV There are more than twice as many cellphones
as there are TV sets (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
10. Some
Perspective…
More cool facts:
Mobile dominates our
lives as a media channel.
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 10
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
130k 130,000 people use mobile data but do not own
their own cellphone – go figure…
17.6m17,653m cellphone owners use Mobile Internet
and Data services
14.6m 14.593m cellphone owners use Voice, SMS and
USSD services only
32.2mThere are 32.246m adult Cellphone owners in
South Africa
11. Some
Perspective…
More cool and
surprising facts:
Mobile dominates our
lives as a media channel.
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 11
94% 93.5% of SA working adults use a cellphone
compared to 29% in the year 2000
2.4 per
household
In 2013, there was an average of 2.4 cellphones
per household in South Africa
…% … of Adult Population own a Tablet Device (up
from 1.8% in 2012)
…%…% of SA Adult Population owns a smartphone
(that’s …% or …m of cellphone owners)
More cool and
surprising facts
about mobile’s use
and the SA Audience
in the full release…
12. AMPS2013
The full report – 60+ pages of infographics, stats
and insights – includes …
• A comprehensive breakdown of the SA Mobile Audience including penetration by demographic segments
• Mobile access, use/activities and trends
• Mobile internet penetration, activities and trends compared to the Fixed Internet
• Finally, a hard number on Smartphones and Tablets in SA
• Surprising stats about current device ownership
July 2014 MMASA mobile review of AMPS2013: powered by silverstone 12
To get a complimentary copy of the full report on the 23rd July 2014, please email us on info@mmasa.org
or SMS MMA to 34747, join our Linkedin Group or MMA SA community on www.mmasa.org