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. 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. 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. 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 and media cheat sheets 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 // http://silverstone.solutions

1. AMPS Mobile Review 2014
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
#MobileRocks SA…
Part 2: The Audience

2. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2
#MobileRocks Part 1
Recap… The Mobile Medium
1.8m / 5%
Tablet Owners
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
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 67
Media
Minutes
per Day

3. 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…

4. Mobile Penetration
by Audience
Segments
Age, Gender, Province, Race, Language,
Income, Living Standards Measure (LSM)

5. 87%
42%
74%
77%
79%
85%
88%
91%
94% 95%
97%
R 10,609
R 1,480
R 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
MonthlyHouseholdIncome
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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 5

6. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6

7. 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
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 7
44%
50%
62%
69%
43%
30%
25%
25%
87%
80%
86%
93%
Black
Coloured
Indian
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%
Gauteng
WCape
KZN
ECape
FState
Other
Province
48%
46%
37%
41%
86% 87%
Male
Female
Gender
48%39%
87%
Population
Norm
Voice, SMS & USSD Use Mobile Data Use Cellphone Ownership

8. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8
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
LSMProfileShift
forMobileData
Mobidatausersvs
SMS/USSDonlyusers
LSM 1-3
LSM 4
LSM 5
LSM 6
LSM 7
LSM 8
LSM 9
LSM 10
Mobi data users
Voice/ SMS/ USSD users

9. 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
1.8m
Tablet
Owners

10. Cellphone Owner Core Profile
FM
EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10
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+
LanguageRace
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
ProvinceIncomeLSM
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 LSM
10
3%
8%
10%
19%
17%
12%
15%
17%
39%
30%
15%
9% 8%
Working Unemployed Student Retired Housewife
48%
52%
Male Female

11. Cellphone
Owners
32.2m / 87% of Adults
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 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11
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

12. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12
Snapshot: Basic Cellphone Users
14.6m | 39% of Adult Audience
Basic Cellphone User Core Profile
15 50Age 43
1 10LSM 5.4
Income R7k
R94
64% 35 and older
85% Black
18% English / Afrikaans
83% African Language
67% Some High school
33% Working
35% Unemployed
62% Rural
62% LSM 4 to 6
Gender
Gender LocationAge
LanguageRace
ProvinceIncomeLSM
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 LSM
10
4%
12%
15%
25%
18%
10% 10%
7%
35% 33%
16%
9% 7%
67%
27%
6%
Up to Some High Matric Tertiary education
83% 11% 7%
African languages Afrikaans English Other Language
85% 7% 2% 6%
Black Coloured Indian White
62%
38%
Rural Urban
16%
21%
27%
37%
15-24 25-34 35-49 50+
46%
55%
Male Female
FM 55% F

13. Use
Location
MediaTactics
Silverstone
Opportunity Guide for
Basic Cellphone Users
14.6m / 39% of Adults
Basic 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

14. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14
Snapshot: Mobile Data Users
17.7m | 48% of Adult Audience
Mobile Data User Core Profile
15 50Age 32
1 10LSM 7
Income R15k
R208
66% under 35
72% Black
32% English / Afrikaans
67% African Language
67% Matric +Tertiary(23%)
43% Working
22% Students
68% Urban
79% LSM 6 to 10
Gender
Gender LocationAge
LanguageRace
ProvinceIncomeLSM
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%
African languages Afrikaans English Other Language
72% 10%3% 15%
Black Coloured Indian White
32%
68%
Rural Urban
50%50%
Male Female
34%
32%
24%
10%
15-24 25-34 35-49 50+

15. Use
Location (IP
/ GPS / Cell
ID / Beacons)
Voice
SMS
USSD
Smart
Message
Internet
Brower
Native Apps
Social
Payments
MMS
Mobile Email
Camera
Silverstone
Opportunity Guide for
Mobile Data/Internet Users
17.7m | 48% of Adults
Every 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 15MediaTactics
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

16. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16
Snapshot: Tablet Users
1.8m | 5% of Adult Audience
Tablet User Core Profile
15 50Age 32
1 10LSM 8.7
Income R29k
R565
66% under 35
52% Black
56% English / Afrikaans
43% African Language
47% Tertiary Education
57% Working
25% Students
93% Urban
67% LSM 9 and 10
Gender
Gender LocationAge
Race
ProvinceIncomeLSM
Cell Exp
FM 54%
Language
35%
31%
24%
11%
15-24 25-34 35-49 50+
54%
46%
Male Female
7%
93%
Rural Urban
52% 10% 8% 30%
Black Coloured Indian White
43% 20% 36%
African languages Afrikaans English Other Language
15%
37%
47%
Up to Some High Matric Tertiary education
57%
25%
10% 6% 2%
1% 1% 1% 4% 8% 8%
17%
62%
0% 0% 0% 0% 1%
9% 10%
13%
29%
38%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
52%
18%
13%
7%
4%
3%
2%
1%
1%

17. Silverstone
Opportunity Guide for
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…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17
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
000s
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 social
Make 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

18. EducationEmployment
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 18
Snapshot: Fixed Internet
6.4m | 17% of Adult Audience
Tablet User Core Profile
15 50Age 35
1 10LSM 8.3
Income R24k
R248
66% under 35
56% Black
51% English / Afrikaans
48% African Language
44% Tertiary Education
57% Working
22% Students
81% Urban
71% LSM 8 to 10
Gender
Gender LocationAge
Race
ProvinceIncomeLSM
Cell Exp
FM 57%
Language
27%
29% 29%
16%
15-24 25-34 35-49 50+
57%
43%
Male Female
19%
81%
Rural Urban
56% 9% 6% 29%
Black Coloured Indian White
48% 21% 30%
African languages Afrikaans English Other Language
13%
43% 44%
Up to Some High Matric Tertiary education
57%
22%
12%
5% 4%
0% 2% 2% 5% 9% 10%
24%
48%
0% 0% 0% 1%
4%
13% 13%
15%
28% 28%
LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
41%
17%
15%
7%
6%
5%
4%
3%
1%

19. Silverstone MMA
Digital Media
Channel Cheat
Sheets
Core Audience
Profiles
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19
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)
Adult
Population
Average
Age
Average
LSM
Average
Household
Income
Average
Cellular
Expenses
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

20. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20
AgeDistributionGender
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

21. 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 eds
owning 47% of tablets.
67% of basic cell phone users have
not matriculated.
30% of cell phones are owned by
the unemployed v. 39% working.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21
HomeLanguageEducationEmployment
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

22. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22
LocationProvince
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

23. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 23
IncomeLSM
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

24. 83%
52%
30%
34%
3%
31%
71%
55%
16%
18%
0%
16%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 24
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

25. 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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 25
About this report

26. 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

27. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 27
MMA South Africa
Advisory Board of Directors 2014
Mobitainment:
Candice Goodman,
Chair Emeritus
Maxaxion:
Nicolle Harding,
Incoming Chair
Silverstone Solutions
Raymond Buckle,
MMA EMEA Board
MMA SA:
Kim Risi
Member Manager
MMA EMEA:
Chris Babayode
Managing Director
MMA EMEA
Sally Harvey
Member 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

28. MMA SA Members
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 28

29. South Africa…
Leading the Mobile Revolution Globally
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 29
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

30. • 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
Traditional A/BTL
Direct / CRM
Digital
Social
Mobile
Marketing
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 30
The MMA believes Mobile belongs at
the heart of the Marketing Mix
Mobile
Marketing

31. #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.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 31

32. 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 mma@silverstonecis.com