The first two parts of the #MobileRocks Report series has dealt with the Mobile Medium and Mobile Audience core demographic profiles – and both have received great exposure and feedback from the industry in general. In fact we’re proud to announce that both the IAB SA (Interactive Advertising Bureau, formerly the DMMA), and the DMA SA (Direct Marketing Association) recognise the value of the analysis, and is supporting the release of the #MobileRocks Report series to its members in South Africa. Part 3 of the #MobileRocks review of AMPS 2013AB, deals with the activities the audience are engaged with on their phones. There’s amazing growth in the uptake of specific mobile and mobile internet activities across the board with some revealing insights. Top 10 Most Popular Activities on SA Cellphones (by adult audience size): 1. Receive Please call me message : 28.7m 2. Send Please call me message : 24.5m 3. Send and Receive an SMS : 24.4m 4. Take photos : 17.7m 5. Mobile data activities : 17.5m 6. Listen Radio : 12.1m 7. Take video : 11.3m 8. Internet : 11.1m 9. IM / Chat : 10.8m 10. Download Music : 10.6m Top 10 Biggest Growth Activities on SA Cellphones (2012-2013 by adult audience size): 1. Mobile Data activities grew by 3.7m from 13.8m to 17.5m at 27% 2. Internet grew by 3.7m from 7.4m to 11.1m at 49% 3. Take photos grew by 3.5m from 14.2m to 17.7m at 25% 4. Watch video grew by 3.5m from 3.0m to 6.4m at 116% 5. IM / Chat grew by 3.4m from 7.5m to 10.8m at 45% 6. Take video grew by 3.1m from 8.2m to 11.3m at 38% 7. Search grew by 3.1m from 6.9m to 10.0m at 44% 8. Download Music grew by 3.0m from 7.6m to 10.6m at 39% 9. Social Networking grew by 2.7m from 5.9m to 8.6m at 47% 10. Download ringtone or logo grew by 2.5m from 4.0m to 6.5m at 64% Top 10 Fasted Growth Activities on SA Cellphones (2012-2013 by adult audience size): 1. Watch video grew by 3.5m from 3.0m to 6.4m at 116% 2. Download Apps grew by 1.5m from 2.1m to 3.7m at 71% 3. Read publication grew by 0.7m from 1.0m to 1.6m at 70% 4. Watch Online Video grew by 0.5m from 0.8m to 1.3m at 68% 5. Internet Banking grew by 1.1m from 1.6m to 2.7m at 66% 6. Download ringtone or logo grew by 2.5m from 4.0m to 6.5m at 64% 7. Subscribe to content grew by 0.6m from 1.2m to 1.9m at 50% 8. Internet grew by 3.7m from 7.4m to 11.1m at 49% 9. Social: Twitter grew by 1.0m from 2.2m to 3.2m at 47% 10. Social Networking grew by 2.7m from 5.9m to 8.6m at 47% This report also includes a special “first to market” analysis from global Research firm GfK on what Android Smartphone users are doing on their phones in South Africa. 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. Remember to share! #MobileRocks http://lnq.in/MobileRocks

1. AMPS Mobile Review 2014
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
#MobileRocks SA…
Part 3: Activities on Mobile

2. In fact we’re proud to announce that both the IAB SA (Interactive
Advertising Bureau, formerly the DMMA), and the DMA SA (Direct
Marketing Association) recognise the value of the analysis, and is
supporting the release of the #MobileRocks Report series to its
members in South Africa.
Part 3 of the #MobileRocks review of AMPS 2013AB, deals with
the activities the audience are engaged with on their phones. There’s
amazing growth in the uptake of specific mobile and mobile internet
activities across the board with some revealing insights.
This report also includes a special “first to market” analysis from
global Research firm GfK on what Android Smartphone users are
doing on their phones in South Africa.
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.
Remember to share! #MobileRocks http://lnq.in/MobileRocks
Raymond & the Silverstone Team // silverstone.solutions
Hi,
The first two parts of the #MobileRocks Report series
has dealt with the Mobile Medium and Mobile Audience
core demographic profiles – and both have received
great exposure and feedback from the industry in
general.
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.
Below is our approach to building communities of interest for brands, and
leveraging campaign spend to develop Always on Engagement Assets.
ProfileAcquire
• ATL Media
• Promotion
• Digital
• Pack/POS/ POP
• Community
• Social
• Direct Comms
• Push and Pull
Segment
Engage
• Special Content
• Products
• User Generated
• Social
• Comps
• Utility
Opt-in
• Communication
• Promotions
• Special Interest
• Using Cell/Email
• Social Connect thru
Twitter, Facebook and
LinkedIn & other social
networks
Promote
(pull)
SellRewardInfluence
Inform &
Entertain
Conversation
Campaign
Always On
• Campaigns / Themes
• Products
• Sales, Service, Support
• Special & General Interest

3. 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 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 – based on
establishment data which the SA Media
industry trusts and lives 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 3
About this report

4. The IAB South Africa (formerly known as
DMMA) is not a regulatory body, but a
member-driven voluntary association seeking
to grow the digital industry.
The IAB South Africa, is an independent,
voluntary, non-profit association focused on
growing and sustaining a vibrant and profitable
digital industry within South Africa.
The IAB South Africa currently represents over
200 members including online publishers,
brands, educational institutions, creative,
media and digital agencies.
Our aim is to provide our members with a
platform via which they can engage, interact
and address digital issues of common interest,
thereby stimulating learning and commerce
within the South African digital space.
The IAB South Africa represents the South
African digital industry to all sectors including
the marketing community, the media, the
South African government and the public.
We also act as the body through which
international players can enter the South
African digital market.
The IAB South Africa councils are:
1. Online Publishing Council
2. Agency Council
3. Education Council
4. Brand Council
5. Bookmarks
The Direct Marketing Association of South
Africa (DMASA) is the pre-eminent direct
marketing association in South Africa for all
interactive and direct marketing disciplines,
channels and technologies.
The Association is a broad-based, well-funded
and responsible organisation that is the direct
marketing community’s leading:
• advocate, manager and authority on
key public policy issues affecting direct
marketers;
• provider of knowledge, leading-edge
interactive and direct marketing
intelligence and professional
development opportunities; and
• catalyst for networking and business
opportunities within the direct
marketing community.
The DMASA is essential for the stability and
growth of interactive and direct marketing in
South Africa. As a Section 21 Company, the
DMASA aims to protect both the industry and
consumers from unethical or ignorant
practitioners, and to lobby with government
and other regulatory bodies.
The DMA’s Code of Practice is designed to be
easy to follow and is fully compliant with all
existing laws of relevance to the Interactive
and Direct Marketing industry (IDM).
The DMA offers a Hotline for both consumers
and competitors to complain and we seek to
resolve issues through arbitration. The
DMASA is also an active member of the
Advertising Standards Authority (ASA).
The DMASA works with Services Seta, SAQA
& accredited trainers to provide members with
top quality training & education opportunities
through the Institute of Interactive & Direct
Marketing (IIDM).
Events are organised to promote best
practices in IDM; the annual Assegai Awards is
recognised as a prestigious accolade for
creativity and result–driven IDM practitioners;
and the Association is embarking a series of
benchmark surveys to provide research data
on IDM in South Africa, a first within the
industry.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 4
Key Industry Associations

5. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 5
#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

6. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6
#MobileRocks Part 2
Recap… The Mobile Audience
We compared the core audience of Cellphone owners, v. basic cellphone users v. mobile data users, v. tablet and fixed internet users. Very
interesting contrasts emerged, which should directly influence how marketers engage with these audiences based on their type of access.
Cellphone Owner Core Profile (32.2m | 87% Adults)
FM
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%
Cell Exp
Basic Cellphone User Core Profile (14.6m | 39% Adults)
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
Cell Exp
FM 55%
=
Mobile Data User Core Profile (17.7m | 48% Adults)
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
Cell Exp
FM 50%
+
Tablet User Core Profile (1.8m | 5% Adults)
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
Cell Exp
FM 54%
Fixed Internet User Core Profile (6.4m | 17% Adults)
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
Cell Exp
FM 57%

7. Mobile activity trends
The mobile medium has grown at an unprecedented rate.
SAARF only started tracking mobile/cellular in AMPS from 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.
Let’s see what people do on their cellphones…

8. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8
#MobileRocks: TOP 10 for 2013
Most Popular Mobile Activities
Receive Please call me message
grew by 2.5m from 26.2m to 28.7m at 10%
Send Please call me message
grew by 2.4m from 22.1m to 24.5m at 11%
Send and Receive an SMS
grew by 2.3m from 22.1m to 24.4m at 10%
Take photos
grew by 3.5m from 14.2m to 17.7m at 25%
Mobile Data Activities
grew by 3.7m from 13.8m to 17.5m at 27%
Listen Radio
grew by 2.5m from 9.7m to 12.1m at 26%
Take video
grew by 3.1m from 8.2m to 11.3m at 38%
Internet
grew by 3.7m from 7.4m to 11.1m at 49%
IM / Chat
grew by 3.4m from 7.5m to 10.8m at 45%
Download Music
grew by 3.0m from 7.6m to 10.6m at 39%

9. Take photos
grew by 3.5m from 14.2m to 17.7m at 25%
Watch video
grew by 3.5m from 3.0m to 6.4m at 116%
IM / Chat
grew by 3.4m from 7.5m to 10.8m at 45%
Take video
grew by 3.1m from 8.2m to 11.3m at 38%
Search
grew by 3.1m from 6.9m to 10.0m at 44%
Download Music
grew by 3.0m from 7.6m to 10.6m at 39%
Social Networking
grew by 2.7m from 5.9m to 8.6m at 47%
Mobile data activities
grew by 3.7m from 13.8m to 17.5m at 27%
Internet
grew by 3.7m from 7.4m to 11.1m at 49%
Receive Please call me message
grew by 2.5m from 26.2m to 28.7m at 10%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 9
#MobileRocks: TOP 10 for 2013
Biggest Growth Mobile Activities

10. Social: Twitter
grew by 1.0m from 2.2m to 3.2m at 47%
Watch video
grew by 3.5m from 3.0m to 6.4m at 116%
Download Apps
grew by 1.5m from 2.1m to 3.7m at 71%
Read publication
grew by 0.7m from 1.0m to 1.6m at 70%
Watch Online Video
grew by 0.5m from 0.8m to 1.3m at 68%
Internet Banking
grew by 1.1m from 1.6m to 2.7m at 66%
Download ringtone or logo
grew by 2.5m from 4.0m to 6.5m at 64%
Subscribe to content
grew by 0.6m from 1.2m to 1.9m at 50%
Internet
grew by 3.7m from 7.4m to 11.1m at 49%
Social Networking
grew by 2.7m from 5.9m to 8.6m at 47%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10
#MobileRocks: TOP 10 for 2013
Fastest Growing Mobile Activities

11. 8,746
28,734
24,387 24,473
17,724
12,137
6,758
11,251
483
0%
10%
10% 11%
25%
26%
34%
38%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
-
4,000
8,000
12,000
16,000
20,000
24,000
28,000
32,000
36,000
Play games Receive Please call
me message
Send and Receive an
SMS
Send Please call me
message
Take photos Listen Radio Competition/ Vote/
Donate
Take video Watch TV
GrowthYOY
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11
Size & Growth for Cellphone activities
that require NO DATA connectivity…

12. Cellphone
Activity Trends
Activities that
require no data
connectivity
The question about
Receiving Please Call Me
Messages was only
introduced in 2011 at the
MMAs request
Interestingly, more than 4m
more people have received
a Please Call Me message,
than have sent it.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12
5,418
7,831
10,500 10,393
12,958 13,972 15,387
17,276
19,714 20,875 22,114
24,387
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
Send and
Receive
SMS
4,571 4,941
4,011 4,458
5,054
6,758
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
Enter
Competition,
Vote or
Donate
12,358 13,388
15,681 17,033
19,435
21,423 22,092
24,473
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
Send
Please Call
Me Message
25,530
26,230
28,734
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
Receive
Please Call
Me Message
10%
34%
11%
10%

13. Cellphone
Activity Trends
Activities that
require no data
connectivity
The Radio and Television on
mobile questions were only
introduced to the AMPS
Questionnaire in 2010
Questions about Photo’s and
Videos were only introduced in
2008
Big increase in Listening to
Radio and taking Photos and
Videos from 2012 to 2013
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 13
214
353 345
483
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
6,145
8,636
9,660
12,137
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
5,450
6,769
8,024 8,417
6,382 6,614 6,877 6,821
7,579 8,037
8,720 8,746
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
8,301
9,876
11,348
13,656
14,219
17,724
5,379
5,857
6,728
7,869
8,170
11,251
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 2012 2013
Take photos
Take video
Watch TV
Listen to
Radio
Play Games
Take Photos
and Make
Videos
40%
26%
1%
38%25%

14. 17,504
9,679
9,086
10,113
5,089
10,582
5,841
10,829
4,143
11,092
1,872
6,498
1,649
6,426
5,800
27% 27% 30% 30%
35%
39%
44% 45% 46% 49% 50%
64%
70%
116%
167%
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Mobi
activities
MMS Social:
Facebook
Social
Networking
Social: Other Download
Music
Email IM / Chat Mobile apps Internet Subscribe to
content
Download
ringtone or
logo
Read
publication
Watch video Social:
Twitter
GrowthYOY
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14
Size & Growth for Cellphone activities that
REQUIRE DATA connectivity…

15. Cellphone
Activity Trends
Activities that
REQUIRE mobile
data
Cellphone and Mobi activities are a
continuously growing trend
Social Networking was only
introduced as a question specific to
cellphone users in 2011 (Thanks
MMA). In 2012 Facebook and
Twitter were specifically included.
Massive growth here.
The increase in Chat is due to
clarification of the question by
including BBM, WhatsApp and
Apple Messaging in the descriptor.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15
5,631 6,773
8,562
9,944 10,413
12,055
13,830
17,504
2006/7 2007 2008 2009 2010 2011 2012 2013
2,893 3,750
4,937 5,587 5,589
6,674 7,595
9,679
2006/7 2007 2008 2009 2010 2011 2012 2013
2,968 3,641 4,377 4,981
7,473
10,829
2006/7 2007 2008 2009 2010 2011 2012 2013
6,999
9,086
2,169
3,199
3,773
5,089
4,897
7,780
10,113
2006/7 2007 2008 2009 2010 2011 2012 2013
Facebook
Twitter
Other SN
Total Social Network
MMS
Chat
Social
Networking
Mobile Data
Activities
27%
27%
45%
30%

16. 966 1,209 1,524 1,711 1,682
2,695
4,053
5,841
2006/7 2007 2008 2009 2010 2011 20112 20113
1,339 1,842 2,488 3,091 3,289
5,384
7,436
11,092
2006/7 2007 2008 2009 2010 2011 2012 2013
2,450
3,411
4,599 5,412 5,147
6,863 7,586
10,582
2006/7 2007 2008 2009 2010 2011 2012 2013
3,608 4,091 4,492 4,477 4,137
3,424
3,971
6,498
2006/7 2007 2008 2009 2010 2011 2012 2013
Cellphone
Activity Trends
Activities that
REQUIRE mobile
data
The significant increase in the number of
internet users according to AMPS was
not necessarily a factor of growth of the
activity, but rather how the question was
phrased – it changed in 2011
There has however been (a real) growth
of E-mail and internet usage on
cellphones in 2012 (vs 2011).
Most people who access the internet for
the first time, do so using cellphones and
do not necessarily understand the
concept of the using “internet” and may
refer to it as browsing or “googling”
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16
Browse
Internet
Download
Music
Download
Ringtone or
Logo
Email
44%
49%
39%
64%

17. 436
633
972
1,649
2006/7 2007 2008 2009 2010 2011 2012 2013
1,766
2,835
4,143
2006/7 2007 2008 2009 2010 2011 2012 2013
936
1,245
1,872
2006/7 2007 2008 2009 2010 2011 2012 2013
1,992
2,976
6,426
2006/7 2007 2008 2009 2010 2011 2012 2013
Cellphone
Activity Trends
Activities that
REQUIRE mobile
data
Mobile apps, content
subscription and watching video
was introduced or rephrased in
2011 based on the MMA
collaboration with SAARF
The case for what people
understand from the question is
made again by the relatively low
(2.8m) occurrence of Mobile
Apps when we know that MxIT
as an example has more than
10m active SA users and should
qualify as an app.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17
Use Mobile
Apps
Subscribe to
Content
Watch
Videos
Read
Publication
70%
46%
50%
116%

18. Internet Activities
& Trends

19. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19
Size & Growth for Internet Activities
on Cellphone
1,298 1,534 1,770
236 236
1,062
4,838
354
1,652
4,851
5,179
6,107
10,169
680
9,967 8,633
2,715
1,333
3,659
0% 0% 0% 0% 0% 0% 0% 0% 0%
25%
29%
38%
43% 44% 44%
47%
66%
68%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
GrowthYOY

20. 252
378
630
1,134
1,386
1,386
1,890
2,016
2,520
2,772
3,654
4,158
5,544
5,670
8,190
9,198
10,458
11,718
130
260
325
650
195
715
910
325
1,495
1,625
1,755
1,365
1,625
1,300
4,940
2,730
1,495
5,395
236
236
354
708
1,298
1,062
1,298
1,770
1,534
1,652
2,714
3,658
4,838
5,192
6,136
8,614
10,148
9,912
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
000s
Any platform Via computer Via cellphone
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20
Internet Activities by Platform
Audience base sizes:
– Any platform – 12.6m
– Via computer – 6.5m
– Via cellphone – 11.8m

21. Internet Activity
Trends
8.4m use Email
4.9m
via computer
59%
6.1m
via cellphone
74%
Computer
Only
2.1m
26%
Both
2.8m
34%
Cellphone
Only
3.3m
41%
1,837
2,163
2,519
3,082
4,087
7,239
8,807
11,682
4,601
4,833
5,340
4,604
6,900
9,967
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21
3,015
3,411
3,807
4,380
4,688
6,160
7,308
8,420
4,287
4,501
4,884
2,713
4,438
6,107
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
Search
33%
11.7m search the internet
5.3m
via computer
46%
10m
via cellphone
85%
Computer
Only
1.7m
15%
Both
3.6m
31%
Cellphone
Only
6.3m
54%
Email
15%

22. Internet Activity
Trends
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22
SocialNetworking
44%
1365
2730
4941
6446
9276
2,099
2,140
2,710
4,077
5,892
8,633
2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
711
946
1,164
1,169
1,857
5,493
7,504
10,490
1,710
1,696
1,461
4,818
7,090
10,169
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
IM/Chat
40%
9.3m Social Networkers
2.7m
via computer
29%
8.6m
via cellphone
93%
Computer
Only
643k
7%
Both
2.1m
22%
Cellphone
Only
6.6m
71%
10.5m IM/Chatters
1.5m
via computer
14%
10.2m
via cellphone
97%
Computer
Only
320k
3%
Both
1.1m
11%
Cellphone
Only
9m
86%

23. Internet Activity
Trends
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 23
PlayGamesDownloadMusic
25%
27%
346
423
545
737
1,092
3,517
4,439
5,551
1,192
1,283
1,626
2,931
3,880
4,851
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
473
569
670
1,011
1,365
3,335
4,504
5,707
958
1,047
1,293
2,795
4,018
5,179
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
5.6m internet Gamers
1.6m
via computer
29%
4.9m
via cellphone
87%
Computer
Only
700k
13%
Both
925k
17%
Cellphone
Only
3.9m
71%
5.7m Music Downloaders
1.3m
via computer
23%
5.2m
via cellphone
91%
Computer
Only
528k
9%
Both
765k
13%
Cellphone
Only
4.4m
77%

24. Internet Activity
Trends
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 24
InternetShoppingInternetBanking
25%
37%
655
796
776
975
1,061
1,457
1,847
1,153
561
605
664
248
473
680
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
1,133
1,142
1,237
1,502
1,651
2,603
2,917
4,002
1,591
1,639
1,765
1,229
1,636
2,715
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
1.2m internet shoppers
664k
via computer
58%
680k
via cellphone
59%
Computer
Only
473k
41%
Both
190k
17%
Cellphone
Only
490k
42%
4m internet bankers
1.8m
via computer
48%
2.7m
via cellphone
74%
Computer
Only
953k
26%
Both
813k
22%
Cellphone
Only
1.9m
52%
Data anomaly

25. Internet Activity
Trends
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 25
AppUsersOnlineVideo
67%
76%
2,525
4,226
818
1,325
2,134
3,659
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
1,087
1,912
462
895
792
1,333
06/07 2007 2008 2009 2010 2011 2012 2013
Any platform Via Computer Via cellphone
4.2m App Users
1.3m
via computer
31%
3.7m
via cellphone
87%
Computer
Only
567k
13%
Both
758k
18%
Cellphone
Only
2.9m
69%
1.9m Watch Online Video
895k
via computer
47%
1.3m
via cellphone
70%
Computer
Only
580k
30%
Both
316k
17%
Cellphone
Only
1m
53%

26. The Internet in
South Africa
Includes comparison between
AMPS Panel and IAB Effective
Measure Panel Data

27. Data and internet
Access Trend
On eof the most exciting aspects of
mobile is the amazing growth in
access and use of mobile data –
whether users are using apps, or
browsing the mobile web.
As of 2013, there are 19.2m adults
who use/access data and 17.8m
with mobile data access.
If we look forward a few years, and
based on current growth rates,
there will be at least 38.2m adults
with data access in 2017.
We believe this is conservative
based on the proliferation of low
cost smart phones and initiatives to
roll out Wi-Fi Data access in
metropolitan areas in SA.
205
476
656
1,034
1,458
1,310
1,356
2,517
3,465
3,590
9,049
10,412
11,925
13,795
14,993
15,941
17,210
19,187
22,733
26,985
32,083
38,194
6,397
7,519
9,327
10,779
11,487
13,238
14,871
17,829
21,375
25,627
30,725
36,836
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
000s
Total data access (any type) Mobile data access
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 27
11%

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

29. Internet and Mobi
Reach: 2013
AMPS | EM
Comparison
Discrepancies can be attributed to many
reasons including methodology and
scope of panel audience.
A key issue is that the EM panel is
skewed to people accessing the internet
through desktops, laptops, tablets and
smartphones.
It does not effectively cater for feature
phones or people who do not access the
internet at all like AMPS does.
That said, the trends are clear. Digital
reach including mobile is growing fast.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 29
19,187
6,448
17,829
21,208
11,046
10,161
All Devices Computer Mobile
AMPS (Population) EM (UBs)
15,941
17,210
19,187
6,137
15,080
21,208
-
5,000
10,000
15,000
20,000
25,000
2011 2012 2013
000s
AMPS (Population) EM (UBs)
ReachComparisonInternetReachTrend

30. GfK SA
Smartphone
Usage Data –
May-July 2014
For more information contact…
Ryan.Smit@GfK.com
Research Specialist| Digital Market Intelligence
Sub-Saharan Africa, GfK SA (Pty) Ltd
GfK is the trusted source of relevant market and consumer
information that enables its clients to make smarter
decisions.
More than 13,000 market research experts combine their
passion with GfK’s long-standing data science experience.
This allows GfK to deliver vital global insights matched with
local market intelligence from more than 100 countries.
By using innovative technologies and data sciences, GfK
turns big data into smart data, enabling its clients to improve
their competitive edge and enrich consumers’ experiences
and choices.

31. GfK has created a mobile application called FUNDI in South Africa
which is a community of consumers who can benefit from free
content related to education, business & entrepreneurship. In
exchange for the content provided, users agree to allow GfK to
anonymously track smartphone usage data via GfK’s proprietary
LEOtrace technology, which users download as part of the application.
FUNDI is currently used by a broad range of consumers, and the
data is weighted to reflect the smartphone population in South
Africa by using a combination of reported smartphone users (from the
quarterly reports of mobile networks) and comparative demographic
information (using AMPS 2013 data).
FUNDI was launched in April 2014 and is available for download on
Android devices, which account for two-thirds1 of all smartphone
sales in South Africa.
GfK is in the process of building sample of FUNDI users to 2500 users
in South Africa, and will expand into other African countries in 2015.
Period reported on in this report: May 1st 2014 – July 31st 2014
Size of sample during reporting period: 1138
GfK Study Details & Methodology-di
How?
What?Who?
Where and when?
Demographic Information
• Socio-demographics from the “MY
PROFILE” page in the FUNDI
application.
Apps & Internet
• Application Usage
• Browses Usage (URLs)
• Search Terms
Data Traffic
• 3g vs Wi-Fi
• Upload vs Download
Device
• Model
• Manufacturer
• Operating System Version
Time
• Local Time
• UTC time
Location (Q4 2014)
• Longitude/Latitude
• Accurancy and source
What data points are measured?
1 – GfK Retail Tracking Data – May 2014

32. Total time spent
on smartphone –
by time of the
day
Source: GfK SA Smartphone Usage Data – May-July 2014 –
Sample Size: 1138 - Usage is defined as the total amount of time their device is active (not in stand-by mode).
On average, consumers spend
approximately 49 minutes of their
day on their smartphones.
Time spent on a smartphone
increases throughout the day from
around 2 minutes per hour and
peaks during the evenings to over
3 minutes per hour, before
dropping significantly between
22:00 and 06:00.
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Minutesperhour

33. Total time spent
on smartphone –
by time of the
day & gender
The average female consumer
spend 50 min of her day on her
smartphone, while males spend
an average of 47.5 minutes on
their devices.
However, the difference is far
greater during the evening, when
females spend almost 3.5 minutes
per hour, while males spend just
over 2.7 minutes per hour on their
smartphones.
Source: GfK SA Smartphone Usage Data – May-July 2014 –
Sample Size: 1138 - Usage is defined as the total amount of time their device is active (not in stand-by mode).
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Minutesperhour
Female Male

34. Communication
49%
Social
17%
Games
11%
Browsing
6%
Media & Video
5%
Photography
2%
Music & Audio
2%
News &
Magazines
1%
Lifestyle
1%
Productivity
1%
Travel &
Local
1%
Entertainment
1%
Other
3%
Share of time
spent on
smartphone by
application
category
Source: GfK SA Smartphone Usage Data – May-July 2014 –
Sample Size: 1138 – Share of time is measured as the total time spent using those applications during the reporting period.
Categories are based on Android Play Store categorization.
In terms of share of time, the
most time, by far, is spent on
communication activities (49%)
followed by Social Activities
(17%) and using the Web
Browser (11%).
These combined account for
77% of total time spent on a
smartphone, with the other 23%
split among the remaining
categories.

35. Top 20
Applications
WhatsApp is the most popular
application for South African
smartphone users, even
surpassing Facebook.
BBM is still a very popular
massaging platform, even on
Android, which would suggest
their has been significant churn
away from Blackberry to Android
devices.
Candy Crush Saga is the most
popular game, while News24 is
the most popular news application
in South Africa.
Source: GfK SA Smartphone Usage Data – May-July 2014 –
Sample Size: 1138. Non-downloadable stock applications are excluded from the above.
Usage
(Weekly)
Average Sessions
Per User Per Week
Average Usage
Duration Per Week (mins)
WhatsApp Messenger 96% 31.32 38.49
Facebook 93% 13.90 15.57
Gmail 71% 2.66 2.68
Maps 61% 0.63 1.42
YouTube 57% 0.60 1.81
Google+ 49% 0.58 0.70
BBM 47% 14.32 12.78
Facebook Messenger 43% 1.44 1.10
Hangouts 35% 1.65 0.96
Instagram 33% 3.94 7.89
Twitter 32% 2.53 4.97
ChatON 25% 0.84 0.59
Flipboard 21% 0.54 0.64
Bible 20% 0.64 1.60
Dropbox 20% 0.38 0.28
Candy Crush Saga 19% 4.38 20.48
WeChat 18% 1.96 1.28
News24 18% 1.72 3.80
FNB Banking App 16% 1.29 1.64
Skype 15% 0.92 1.13

36. Top 20 Website
Domains
The top 3 URLs accessed by
South African smartphone users
are Google.co.za and
Facebook.com.
Gumtree, YouTube, Wikipedia and
are the next most popular.
Domains accessed on a
smartphone.
News24 is the most popular news
site accessed by smartphone
users in SA
5% of smartphone users in South
Africa access the adult website
xvideos.com during the reporting
period. Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138
Usage
(Weekly)
Average Sessions
Per User Per Week
Average Usage
Duration Per Week (mins)
google.co.za 53% 3.84 2.27
facebook.com 46% 3.80 1.65
gumtree.co.za 14% 1.82 0.97
youtube.com 13% 1.71 2.55
en.m.wikipedia.org 12% 0.46 0.51
news24.com 11% 1.00 0.83
za.ask.com 9% 0.49 0.13
twitter.com 9% 0.50 0.28
linkedin.com 8% 1.11 0.44
olx.co.za 7% 0.66 0.35
indeed.co.za 6% 2.26 0.80
timeslive.co.za 6% 0.79 0.58
answers.yahoo.com 5% 0.23 0.26
wikihow.com 5% 0.20 0.30
cellc.co.za 5% 0.73 0.23
iol.co.za 5% 0.46 0.73
accuweather.com 5% 0.83 0.55
fnb.co.za 5% 0.46 0.23
xvideos.com 5% 1.90 1.92
mail.google.com 5% 3.50 1.28

37. Application
usage over the
day (select
applications)
Both WhatApp and Facebook
usage remains relatively flat
during the day, but increases
significantly during the evening
and peaking between 8pm and
10pm.
SMS usage peaks between 10am
and 12pm and then decreases
steadily throughout the day and
into the evening.
37
06:00-08:00 08:00-10:0010:00-12:00 12:00-14:0014:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-00:00
Usageperhour
WhatsApp Messenger Facebook SMS Messaging
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138

38. Application
usage over the
day (select
applications)
Phone usage increases in the
morning, peaks at mid-day, and
then decreases throughout the
day into the evening.
Instagram usage remains fairly
flat during the day, and then
peaks in the evenings as well.
Email usage peaks between 8am
and 10am, and then decreases
throughout the day.
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138
06:00-08:00 08:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-00:00
Usageperhour
Phone Instagram Email

39. AMPS Mobile Review 2014
watch out for…
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
#MobileRocks SA…
Part 4: Devices / Operators

40. 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
Chairman Emeritus 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
40July 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
Chair 2014/15 MMA SA | CEO MaxAxion

41. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 41
MMA South Africa
Advisory Board of Directors 2014
Mobitainment:
Candice Goodman,
Chair Emeritus
Maxaxion:
Nicolle Harding,
Chair 2014/15
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

42. MMA SA Members
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 42

43. South Africa…
Leading the Mobile Revolution Globally
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 43
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

44. • 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 44
The MMA believes Mobile belongs at
the heart of the Marketing Mix
Mobile
Marketing

45. 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