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Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1
Nothing Gets
Marketers Closer
to their
Consumers than
Mobile
Mobile has sparked a new world
of media in which every object is
a medium and every place is an
opportunity for a message.
There is no other platform that is
as personal, as pervasive, and
provides the opportunity for
proximity to connect with
consumers in the right place and
time.
It is time to reimagine marketing
with mobile leading the charge.
Every Moment is Mobile.
About the MMA SA
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.
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3
The Role of Mobile
in the Marketing Mix
Traditional ATL
BTL
Direct / CRM
Digital
Social
Mobile
Marketing • Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile
Advertising
• Direct Response
• Permission
Marketing
• Mobile Internet
• Games
• Branded Utilities
• Community
Brand
Building
Acquisition
RetentionGrowth
The Mobile Marketing Association
The MMA is the premier global
non-profit trade association
representing all players in the
mobile marketing value chain. Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4
MMA SA Members Q3 2013
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5
South Africa:
Leading the Mobile Revolution Globally
2009, 2010 & 2011 Global and EMEA Winners
3 Gold's, 2 Silvers
5 EMEA Regional Awards
• Lead Generation / Direct Response / Conversion
• Use of Mobile Social Media
• Messaging
• Social Impact / Not For Profit
• Relationship Building / CRM
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6
Leadership
of committees, councils and
boards to keep your company
at the forefront of industry
Efficiency
and operational excellence
through the development of
guidelines and best practice
to reduce the friction and
help make it easier for buyers
and sellers alike.
Access
to MMA products, data,
initiatives, & networking to help
you make better decisions.
Promotion
of member products, services
and solutions to raise
awareness, generate more
leads and business for your
company
Influence
to shape the future of the
industry
Advanced Insight
via MMA products, data, initiatives and
research; helping members build your
understanding of the marketplace and
make better business decisions
Networking
via MMA initiatives and events
help support members to find
business partners and
customers.
MMA
Membership
The benefits of MMA membership
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 7
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 8
Local Contact Details
Candice Goodman
Chairperson MMA SA
+27 83 326 2461
Candy@mo-b.co.za
Raymond Buckle
Chair Emeritus MMA SA
+27 11 326 1000
Raymond@silverstonecis.com
Visit www.mmasa.org
Email info@mmasa.org
Mpho Mothapo
Marketing Manager
+27 82 556 5556
Mpho.Mothapo@MMAGlobal.com
Kim Risi
Member Support Manager
+27 83 468 9360
Kim.Risi@MMAGlobal.com
AMPS 2012AB Review
a fresh Mobile Perspective
(Highlights for general distribution)
A Mobile perspective of the South African Audience Research Foundation’s
bi-annual All Media and Products Survey (AMPS) January to December 2012
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 9
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10
Report Sponsor
The AMPS2012AB Mobile Review was produced and sponsored by
Silverstone Solutions.
Silverstone delivers cutting edge integrated mobile and user centric
business, marketing and communication platforms and solutions.
Resilient and proven to work at scale.
If you would like to dig deeper, please email
mobileadvertising@silverstonecis.com
The
Mobile
Medium
2013
Size
Use
Audience
Growth
Trends
Opportunity
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(AMPS Review sponsored by SilverstoneCIS.com) 11
In 2010 MMA members work
shopped the structure of the AMPS
Questionnaire with SAARF –
2011AB and 2012AB is the result.
We’ve over-coded AMPS data,
and got a completely new
perspective of the mobile medium
in South Africa
We’re beyond the point where the
question is if mobile should form
part of your marketing mix…
In this update we can
start to see some
trends.
In South Africa today…
There are more than twice
as many cellphones as
there are TV sets (31.8m
vs 15.9m)
There are 4.6 times more
households with a
cellphone than a computer
68% of e-mails are sent
and received from a
cellphone
SMS text messaging is
used by 3 times more
people than email
There are 7.2 times more
homes with cellphones
than landline telephones
There are 5.2 times more
cellphone subscribers
than fixed Internet users
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12
Mobile Penetration
 29.561m Cellphone owners
 14.843m use Voice/SMS/USSD only
 14,871m use Mobile Internet and Data based
services
 153,000 people use mobi data but do not own their
own cellphone
 99% of mobile data users also use SMS/USSD
functions
 14,642m mobile data users, also use SMS/USSD
functions
 86% of internet users in SA access the internet via
mobile technology
 Only 33% of SA access the internet via a computer
 5.1m use both
Over coding used to ascertain these
figures- see Appendix
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 13
29.6m
Individual Cellphone
Owners
35m
SA Adult Population (15 years and older)
14.8m
UseVoice, SMS & USSD only
95% Mobile Phone Penetration in Households
85%
95%
14.7 m
Mobile Data Penetration
85% or 29.6m adults
directly targetable through
mobile marketing and
advertising
95% of adults can respond
to marketing and advertising
through mobile
50%
50%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 14
Mobile compared to SA Mass Media
33803
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
Inflection:
In 2009 Mobile became
the most pervasive mass
media in South Africa
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 15
Penetration of cellular phone ownership
By LSM
85
35
69
74
79
83
86
91 92 94 96
27
22
39
46
61
76
40
3
15 16
22
29
38
53
58
67
77
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
%Penetration
Cellphone ownership Mobile internet Mobi data excludes inet
In LSMs 8-10
more than
53% of users
make use of
mobile data
more than
46% mobile
internet
penetration
Average HH Income R10,193 R13,505 R6,917
Average Age 36 31 42
Average LSM 6.2 7.0 5.4
Average monthly cell expenses R148 R206 R91
Urban 52% 63% 41%
Rural
48% 37% 59%
English 12% 18% 7%
Afrikaans 14% 18% 10%
Other languages 73% 64% 82%
Demographic profile comparison
between Mobi Data Users and SMS/Voice/USSD Only Users
Men 48% 50% 46%
Women
52% 50% 54%
15-24 28% 39% 17%
25-34 24% 29% 20%
35-49 26% 22% 30%
50+ 21% 10% 33%
Less than matric 48% 34% 63%
Matric 37% 44% 29%
Post matric 15% 23% 7%
Total cellphone owners
29.6m
Use Mobi Data
14.9m
Only use SMS/Voice/USSD Services
14.8m
Total adult population 85% 43% 43%
Black 76% 68% 84%
Coloured 8% 10% 6%
Indian 3% 4% 2%
White 13% 19% 8%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 16
Demographic profile comparison
between types of Internet Access
Western Cape 10% 14% 7%
Northern Cape 2% 2% 2%
Free State 6% 5% 7%
Eastern Cape 12% 11% 12%
Kwazulu-Natal 20% 19% 22%
Mpumalanga 8% 7% 9%
Limpopo 11% 9% 12%
Gauteng 25% 28% 22%
North-West 7% 6% 8%
LSM 1 1% 0% 1%
LSM 2 3% 1% 5%
LSM 3 5% 2% 8%
LSM 4 12% 7% 17%
LSM 5 17% 12% 21%
LSM 6 23% 22% 24%
LSM 7 12% 15% 10%
LSM 8 9% 12% 6%
LSM 9 10% 16% 5%
LSM 10 7% 12% 2%
Working 38% 42% 34%
Housewife 7% 6% 8%
Student 16% 24% 8%
Retired 8% 3% 14%
Unemployed 31% 25% 36%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 17
Total cellphone owners
29.6m
Use Mobi Data
14.9m
Only use SMS/Voice/USSD Services
14.8m
Total adult population 85% 43% 43%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 18
Cellphone Activities
19,714
4,011
19,435
214
6,145
7,579
11,348
6,728
10,413
5,589
4,377
1,682
3,289
5,147
4,137
436
20,875
4,458
21,423
25,530
353
8,636
8,037
13,656
7,869
12,055
6,674
4,981
4,897
2,695
5,384
6,863
3,424
633
1,766
936
1,992
22,114
5,054
22,092
26,230
345
9,660
8,720
14,219
8,170
13,830
7,595
7,473
3,773
6,999
2,169
4,053
7,436
7,586
3,971
972
2,835
1,245
2,976
SMS
Competition/ Vote/ Donate
Tx Please call me
Rx Please call me
TV
Radio
Play Games
Take photos
Take video
Mobi activities
MMS
Chat
Social Net working
Facebook
Twitter
Email
Internet
Music
Download ringtone or logo
Read publication
Mobile apps
Subscribe/ content
Watch video
2012
2011
2010
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 19
Positioning map of cellphone activities
Reach: LSM/Age
Receive please call
me
SMS
Send please call me
Photos
Mobi data
Radio
Games
Take video
Social
network
MMS
Music
Chat
Internet
Facebook
Competition/
Vote
Email
Download
content
Other
Social
network
Watch
video
Apps
Twitter
TV
Publication
Subscribe
5.0
6.0
7.0
8.0
26.0 28.5 31.0 33.5 36.0
AverageLSM
Average Age
Internet Activities
By platform
 Based on those who use medium
 Audience base sizes:
◦ Any platform – 9.5m
◦ Via computer – 5.5m
◦ Via cellphone – 8.5m
93
70
70
69
68
48
47
29
27
21
88
82
24
23
39
19
23
30
15
24
81
52
73
72
69
47
46
19
25
12
Search
E-mail
Instant Messaging
Chat
Social Networking
Music Downloads
Games
Banking
Apps
News
% of 9.5m Internet Users
Any platform
Via computer
Via cellphone
19
19
18
11
10
10
9
4
3
2
23
5
19
21
8
11
3
7
4
3
2
21
19
15
10
9
6
10
7
2
2
2
18
Listen Radio
Directory
Read publication
Watch Videos
Shopping
Dating
Download a
podcast
Share Trading
Watch TV
Gambling
Other
% of 9.5m Internet Users
Any platform
Via computer
Via cellphone
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 20
95
117
57
34
33
49
40
103
114
117
26
100
110
30
78
100
100
100
73
56
Search
E-mail
Social Networking
Instant Messaging
Chat
Games
Music Downloads
Banking
Read/ access current news
Read newspaper/ magazine
Listen Radio
Directory
Shopping
Dating
Download a podcast
Share Trading
Watch TV On-line
Gambling
Watch Videoa
Apps
Via computer
87
74
101
104
104
98
98
66
57
56
100
79
60
100
78
50
67
100
82
93
Via cellphone
Internet Activities
 Norm in this instance is: use internet (on any platform) to do activity
 Index values depict relationship to norm value where 100 =on par with the norm
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 21
Positioning map of media usage
Reach: LSM/Age
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 22
OOH
Radio
Newspaper
Magazine
TVInternet
Mobi
Fixed internet
Pay TV
Cinema
Cellphone
Voice/SMS
USSD
4.5
5.5
6.5
7.5
8.5
29.0 34.0 39.0 44.0
AverageLSM
Average Age
TV Radio Cinema Pay TV OOH Newspaper Magazine Cellphone
SMS/USSD
only
Mobi data Internet
Fixed
internet
Total LSM 1-14
83 82 8 28 64 49 47 85 42 43 49 16
LSM 1 9 63 0 0 14 6 9 35 31 3 5 0
LSM 2 29 70 0 0 25 23 17 69 54 15 18 0
LSM 3 58 74 0 0 40 23 24 74 56 17 24 0
LSM 4 - Low 76 81 0 1 45 28 22 78 59 19 29 1
LSM 4 - High 82 84 0 4 52 35 28 80 53 27 33 2
LSM 5 – Low 86 85 1 5 61 40 33 84 55 30 38 2
LSM 5 – High 90 85 2 11 60 43 35 82 51 31 37 5
LSM 6 – Low 91 84 4 17 70 49 43 85 49 36 43 5
LSM 6 – High 92 81 7 27 73 58 53 87 42 45 51 11
LSM 7 – Low 92 82 9 41 74 60 58 90 35 55 61 17
LSM 7 – High 92 81 12 47 76 65 64 91 36 56 62 22
LSM 8 – Low 93 84 13 53 74 66 65 91 31 60 68 26
LSM 8 – High 92 86 19 56 77 68 70 93 30 64 70 32
LSM 9 – Low 90 84 20 64 77 66 75 93 25 69 76 40
LSM 9 – High 90 85 24 72 78 67 77 95 20 76 83 55
LSM 10 – Low 89 86 35 77 81 69 80 96 15 83 90 69
LSM 10 - High 89 85 44 85 85 70 82 96 12 85 93 84
Media type usage among SA adults
By LSM (Percentage using media)
 Cellphones are the only media type to have almost total saturation in LSMs 9 High – LSM 10.
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 23
ice cold cold medium warm hot very hot
Types of cellphone use
Over-coding to ascertain mobile data use
Mobile Data Access (Mobi)
• Activities on cellphone:
•Access internet
•email
•MMS
•Social networking
•Facebook
•Twitter
•Download ringtone/ logo
•Download/ use mobile apps or
music
•Instant messaging/ chat services
•Watch videos
•Read newspaper/ magazine,
•Subscribe to receive content or
services
• Internet activities done via cellphone:
•(21listed activities)
• Home access
•Mobile network (3G, EDGE, GPRS)
•Mobile Internet (WAP) using a
cellphone
•Place accessed internet – via
cellphone at various places
Voice / SMS /
USSD
• Do not require mobile
data technology
• Activities on cellphone
• SMS
• Send/ receive
please call me,
• Enter competition/
vote/ make donation
• Games
• Take photos/ videos
• Listen radio
• Watch TV
SMS/ USSD
users however
are ascertained
by coding:
Those who have
cellphones but do
not use mobi data
Mobile Data
Access required
to perform any of
these activities
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 24
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 25
Report Sponsor
The AMPS2012AB Mobile Review was produced and sponsored by
Silverstone Solutions.
Silverstone delivers cutting edge integrated mobile and user centric
business, marketing and communication platforms and solutions.
Resilient and proven to work at scale.
If you would like to dig deeper, please email
mobileadvertising@silverstonecis.com

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Mobile Marketing Association South Africa AMPS 2012AB Mobile Review

  • 1. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1 Nothing Gets Marketers Closer to their Consumers than Mobile Mobile has sparked a new world of media in which every object is a medium and every place is an opportunity for a message. There is no other platform that is as personal, as pervasive, and provides the opportunity for proximity to connect with consumers in the right place and time. It is time to reimagine marketing with mobile leading the charge. Every Moment is Mobile.
  • 2. About the MMA SA 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. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2
  • 3. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3 The Role of Mobile in the Marketing Mix Traditional ATL BTL Direct / CRM Digital Social Mobile Marketing • Service • Loyalty • Rewards • Social • mCommerce • mCRM • Up-sell • Cross Sell • Mobile Advertising • Direct Response • Permission Marketing • Mobile Internet • Games • Branded Utilities • Community Brand Building Acquisition RetentionGrowth
  • 4. The Mobile Marketing Association The MMA is the premier global non-profit trade association representing all players in the mobile marketing value chain. Leadership • Code of Conduct • Standards & Guidelines • Training & Education Promotion • Awards • Events • Networking Access • Case Studies • Best Practices • Research and Insights Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4
  • 5. MMA SA Members Q3 2013 Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5
  • 6. South Africa: Leading the Mobile Revolution Globally 2009, 2010 & 2011 Global and EMEA Winners 3 Gold's, 2 Silvers 5 EMEA Regional Awards • Lead Generation / Direct Response / Conversion • Use of Mobile Social Media • Messaging • Social Impact / Not For Profit • Relationship Building / CRM Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6
  • 7. Leadership of committees, councils and boards to keep your company at the forefront of industry Efficiency and operational excellence through the development of guidelines and best practice to reduce the friction and help make it easier for buyers and sellers alike. Access to MMA products, data, initiatives, & networking to help you make better decisions. Promotion of member products, services and solutions to raise awareness, generate more leads and business for your company Influence to shape the future of the industry Advanced Insight via MMA products, data, initiatives and research; helping members build your understanding of the marketplace and make better business decisions Networking via MMA initiatives and events help support members to find business partners and customers. MMA Membership The benefits of MMA membership Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 7
  • 8. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 8 Local Contact Details Candice Goodman Chairperson MMA SA +27 83 326 2461 Candy@mo-b.co.za Raymond Buckle Chair Emeritus MMA SA +27 11 326 1000 Raymond@silverstonecis.com Visit www.mmasa.org Email info@mmasa.org Mpho Mothapo Marketing Manager +27 82 556 5556 Mpho.Mothapo@MMAGlobal.com Kim Risi Member Support Manager +27 83 468 9360 Kim.Risi@MMAGlobal.com
  • 9. AMPS 2012AB Review a fresh Mobile Perspective (Highlights for general distribution) A Mobile perspective of the South African Audience Research Foundation’s bi-annual All Media and Products Survey (AMPS) January to December 2012 Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 9
  • 10. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10 Report Sponsor The AMPS2012AB Mobile Review was produced and sponsored by Silverstone Solutions. Silverstone delivers cutting edge integrated mobile and user centric business, marketing and communication platforms and solutions. Resilient and proven to work at scale. If you would like to dig deeper, please email mobileadvertising@silverstonecis.com
  • 11. The Mobile Medium 2013 Size Use Audience Growth Trends Opportunity Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 (AMPS Review sponsored by SilverstoneCIS.com) 11 In 2010 MMA members work shopped the structure of the AMPS Questionnaire with SAARF – 2011AB and 2012AB is the result. We’ve over-coded AMPS data, and got a completely new perspective of the mobile medium in South Africa We’re beyond the point where the question is if mobile should form part of your marketing mix… In this update we can start to see some trends.
  • 12. In South Africa today… There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m) There are 4.6 times more households with a cellphone than a computer 68% of e-mails are sent and received from a cellphone SMS text messaging is used by 3 times more people than email There are 7.2 times more homes with cellphones than landline telephones There are 5.2 times more cellphone subscribers than fixed Internet users Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12
  • 13. Mobile Penetration  29.561m Cellphone owners  14.843m use Voice/SMS/USSD only  14,871m use Mobile Internet and Data based services  153,000 people use mobi data but do not own their own cellphone  99% of mobile data users also use SMS/USSD functions  14,642m mobile data users, also use SMS/USSD functions  86% of internet users in SA access the internet via mobile technology  Only 33% of SA access the internet via a computer  5.1m use both Over coding used to ascertain these figures- see Appendix Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 13 29.6m Individual Cellphone Owners 35m SA Adult Population (15 years and older) 14.8m UseVoice, SMS & USSD only 95% Mobile Phone Penetration in Households 85% 95% 14.7 m Mobile Data Penetration 85% or 29.6m adults directly targetable through mobile marketing and advertising 95% of adults can respond to marketing and advertising through mobile 50% 50%
  • 14. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 14 Mobile compared to SA Mass Media 33803 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 Inflection: In 2009 Mobile became the most pervasive mass media in South Africa
  • 15. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 15 Penetration of cellular phone ownership By LSM 85 35 69 74 79 83 86 91 92 94 96 27 22 39 46 61 76 40 3 15 16 22 29 38 53 58 67 77 LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 %Penetration Cellphone ownership Mobile internet Mobi data excludes inet In LSMs 8-10 more than 53% of users make use of mobile data more than 46% mobile internet penetration
  • 16. Average HH Income R10,193 R13,505 R6,917 Average Age 36 31 42 Average LSM 6.2 7.0 5.4 Average monthly cell expenses R148 R206 R91 Urban 52% 63% 41% Rural 48% 37% 59% English 12% 18% 7% Afrikaans 14% 18% 10% Other languages 73% 64% 82% Demographic profile comparison between Mobi Data Users and SMS/Voice/USSD Only Users Men 48% 50% 46% Women 52% 50% 54% 15-24 28% 39% 17% 25-34 24% 29% 20% 35-49 26% 22% 30% 50+ 21% 10% 33% Less than matric 48% 34% 63% Matric 37% 44% 29% Post matric 15% 23% 7% Total cellphone owners 29.6m Use Mobi Data 14.9m Only use SMS/Voice/USSD Services 14.8m Total adult population 85% 43% 43% Black 76% 68% 84% Coloured 8% 10% 6% Indian 3% 4% 2% White 13% 19% 8% Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 16
  • 17. Demographic profile comparison between types of Internet Access Western Cape 10% 14% 7% Northern Cape 2% 2% 2% Free State 6% 5% 7% Eastern Cape 12% 11% 12% Kwazulu-Natal 20% 19% 22% Mpumalanga 8% 7% 9% Limpopo 11% 9% 12% Gauteng 25% 28% 22% North-West 7% 6% 8% LSM 1 1% 0% 1% LSM 2 3% 1% 5% LSM 3 5% 2% 8% LSM 4 12% 7% 17% LSM 5 17% 12% 21% LSM 6 23% 22% 24% LSM 7 12% 15% 10% LSM 8 9% 12% 6% LSM 9 10% 16% 5% LSM 10 7% 12% 2% Working 38% 42% 34% Housewife 7% 6% 8% Student 16% 24% 8% Retired 8% 3% 14% Unemployed 31% 25% 36% Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 17 Total cellphone owners 29.6m Use Mobi Data 14.9m Only use SMS/Voice/USSD Services 14.8m Total adult population 85% 43% 43%
  • 18. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 18 Cellphone Activities 19,714 4,011 19,435 214 6,145 7,579 11,348 6,728 10,413 5,589 4,377 1,682 3,289 5,147 4,137 436 20,875 4,458 21,423 25,530 353 8,636 8,037 13,656 7,869 12,055 6,674 4,981 4,897 2,695 5,384 6,863 3,424 633 1,766 936 1,992 22,114 5,054 22,092 26,230 345 9,660 8,720 14,219 8,170 13,830 7,595 7,473 3,773 6,999 2,169 4,053 7,436 7,586 3,971 972 2,835 1,245 2,976 SMS Competition/ Vote/ Donate Tx Please call me Rx Please call me TV Radio Play Games Take photos Take video Mobi activities MMS Chat Social Net working Facebook Twitter Email Internet Music Download ringtone or logo Read publication Mobile apps Subscribe/ content Watch video 2012 2011 2010
  • 19. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 19 Positioning map of cellphone activities Reach: LSM/Age Receive please call me SMS Send please call me Photos Mobi data Radio Games Take video Social network MMS Music Chat Internet Facebook Competition/ Vote Email Download content Other Social network Watch video Apps Twitter TV Publication Subscribe 5.0 6.0 7.0 8.0 26.0 28.5 31.0 33.5 36.0 AverageLSM Average Age
  • 20. Internet Activities By platform  Based on those who use medium  Audience base sizes: ◦ Any platform – 9.5m ◦ Via computer – 5.5m ◦ Via cellphone – 8.5m 93 70 70 69 68 48 47 29 27 21 88 82 24 23 39 19 23 30 15 24 81 52 73 72 69 47 46 19 25 12 Search E-mail Instant Messaging Chat Social Networking Music Downloads Games Banking Apps News % of 9.5m Internet Users Any platform Via computer Via cellphone 19 19 18 11 10 10 9 4 3 2 23 5 19 21 8 11 3 7 4 3 2 21 19 15 10 9 6 10 7 2 2 2 18 Listen Radio Directory Read publication Watch Videos Shopping Dating Download a podcast Share Trading Watch TV Gambling Other % of 9.5m Internet Users Any platform Via computer Via cellphone Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 20
  • 21. 95 117 57 34 33 49 40 103 114 117 26 100 110 30 78 100 100 100 73 56 Search E-mail Social Networking Instant Messaging Chat Games Music Downloads Banking Read/ access current news Read newspaper/ magazine Listen Radio Directory Shopping Dating Download a podcast Share Trading Watch TV On-line Gambling Watch Videoa Apps Via computer 87 74 101 104 104 98 98 66 57 56 100 79 60 100 78 50 67 100 82 93 Via cellphone Internet Activities  Norm in this instance is: use internet (on any platform) to do activity  Index values depict relationship to norm value where 100 =on par with the norm Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 21
  • 22. Positioning map of media usage Reach: LSM/Age Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 22 OOH Radio Newspaper Magazine TVInternet Mobi Fixed internet Pay TV Cinema Cellphone Voice/SMS USSD 4.5 5.5 6.5 7.5 8.5 29.0 34.0 39.0 44.0 AverageLSM Average Age
  • 23. TV Radio Cinema Pay TV OOH Newspaper Magazine Cellphone SMS/USSD only Mobi data Internet Fixed internet Total LSM 1-14 83 82 8 28 64 49 47 85 42 43 49 16 LSM 1 9 63 0 0 14 6 9 35 31 3 5 0 LSM 2 29 70 0 0 25 23 17 69 54 15 18 0 LSM 3 58 74 0 0 40 23 24 74 56 17 24 0 LSM 4 - Low 76 81 0 1 45 28 22 78 59 19 29 1 LSM 4 - High 82 84 0 4 52 35 28 80 53 27 33 2 LSM 5 – Low 86 85 1 5 61 40 33 84 55 30 38 2 LSM 5 – High 90 85 2 11 60 43 35 82 51 31 37 5 LSM 6 – Low 91 84 4 17 70 49 43 85 49 36 43 5 LSM 6 – High 92 81 7 27 73 58 53 87 42 45 51 11 LSM 7 – Low 92 82 9 41 74 60 58 90 35 55 61 17 LSM 7 – High 92 81 12 47 76 65 64 91 36 56 62 22 LSM 8 – Low 93 84 13 53 74 66 65 91 31 60 68 26 LSM 8 – High 92 86 19 56 77 68 70 93 30 64 70 32 LSM 9 – Low 90 84 20 64 77 66 75 93 25 69 76 40 LSM 9 – High 90 85 24 72 78 67 77 95 20 76 83 55 LSM 10 – Low 89 86 35 77 81 69 80 96 15 83 90 69 LSM 10 - High 89 85 44 85 85 70 82 96 12 85 93 84 Media type usage among SA adults By LSM (Percentage using media)  Cellphones are the only media type to have almost total saturation in LSMs 9 High – LSM 10. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 23 ice cold cold medium warm hot very hot
  • 24. Types of cellphone use Over-coding to ascertain mobile data use Mobile Data Access (Mobi) • Activities on cellphone: •Access internet •email •MMS •Social networking •Facebook •Twitter •Download ringtone/ logo •Download/ use mobile apps or music •Instant messaging/ chat services •Watch videos •Read newspaper/ magazine, •Subscribe to receive content or services • Internet activities done via cellphone: •(21listed activities) • Home access •Mobile network (3G, EDGE, GPRS) •Mobile Internet (WAP) using a cellphone •Place accessed internet – via cellphone at various places Voice / SMS / USSD • Do not require mobile data technology • Activities on cellphone • SMS • Send/ receive please call me, • Enter competition/ vote/ make donation • Games • Take photos/ videos • Listen radio • Watch TV SMS/ USSD users however are ascertained by coding: Those who have cellphones but do not use mobi data Mobile Data Access required to perform any of these activities Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 24
  • 25. Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 25 Report Sponsor The AMPS2012AB Mobile Review was produced and sponsored by Silverstone Solutions. Silverstone delivers cutting edge integrated mobile and user centric business, marketing and communication platforms and solutions. Resilient and proven to work at scale. If you would like to dig deeper, please email mobileadvertising@silverstonecis.com