Mobile in South Africa 2014 AMPS Report (Pre-Release)
Download as PPTX, PDF21 likes13,309 views
The MMASA report reveals that mobile marketing is highly effective in South Africa, with 97% of adults reachable via cellphones. As of July 2014, 36 million adults own cellphones, with notable growth in mobile internet usage, which now surpasses traditional media in penetration. Vodacom leads the mobile network market with a 45.7% share, indicating the dominance of mobile in everyday communication and media consumption.
More Related Content
Similar to Mobile in South Africa 2014 AMPS Report (Pre-Release) (20)
Mobile in South Africa 2014 AMPS Report (Pre-Release)
- 1. According to AMPS2013: “Mobile is… as close as you can get to your consumers in South Africa!” A Mobile Marketing Association South Africa Report proudly developed and sponsored by July 2014 MMASA mobile review of AMPS2013: powered by silverstone 1
- 2. 1.8m / 5% Tablet Owners Mobile is… as close as you can get to your consumers in South Africa! With an audience of 37.2m adults in SA, you can reach: • 97% or 36m adults through a cellphone in the household (2.4 phones per household) • 39% or 14.6m through voice, SMS or USSD • 52% through the internet – with the majority on mobile internet • 48% or 17.7m in mobile apps and on their mobile browsers South African Adult (15+) Population 37.2m 13.2m / 36% Smartphone Owners 14.6m / 39% Basic Cellphone use SMS, Voice & USSD # 36m / 97% Mobile Household Penetration 2.4 32.2m / 87% Individual Mobile Phone Ownership 17.7m / 48% Use SMS, Voice, USSD and Mobile Data 11.7m / 32% Mobile Internet 6.5m / 17% Fixed Internet 19.2m / 52% Total Internet Penetration They’re mobile, are you? July 2014 MMASA mobile review of AMPS2013: powered by silverstone 2
- 3. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 MILLIONS Radio TV DVD DSTV/ MNET/ Top TV Landline telephone Cellphone Computer Internet Internet - mobile Mobile compared to other Mass Media Channels In 2009 Mobile usurped Television and Radio and became the most pervasive mass media in South Africa. Comparison based on household audience penetration. July 2014 MMASA mobile review of AMPS2013: powered by silverstone 3 Inflection
- 4. 83% 52% 30% 34% 3% 31% 71% 55% 16% 18% 0% 16% July 2014 MMASA mobile review of AMPS2013: powered by silverstone 4 Interactive Penetration by cluster based on Muller Cluster Model LSM 1-3 Rural LSM 4-5 Rural / Peri -Urban LSM 6-7 Peri-Urban / Urban LSM7-10 Low Metros LSM10 High Metros Traditional 11% | 4.1m R2,317 HHI/m Transitional 28% | 10.4m R3,870 HHI/m Middle Class 30% | 11.2m R7,614 HHI/m Upper Middle 28% | 10.4m R20,639 HHI/m Elite 3% | 1.1m R41,015 HHI/m R9.5bn R40.3bn R85bn R215bn R45.8bn Cell Basic Cell Use Mobile Data Any Internet Fixed Internet (Desktop) Internet at Home 87% 39% 47% 52% 17% 49% 94% 23% 71% 76% 39% 75% 98% 8% 89% 95% 81% 95% 88% 40% 48% 52% 11% 49% Penetration in adult population 37.2m Only mobile allows you to reach 87% of R4,746Bn Annual Household Spend Interactively
- 5. 37.2m 32.2m 17.7m 14.5m 19.1m 11.7m 6.4m Audience Profiles A view of the core audience profile of key digital segments compared to the general SA Adult Population July 2014 MMASA mobile review of AMPS2013: powered by silverstone 5 SAAdult Population Cellphone Owners Mobile Data Basic Cellphone Total Internet Mobile Internet Fixed Internet
- 6. Digital Media Channel Cheat Sheets Core Audience Profiles July 2014 MMASA mobile review of AMPS2013: powered by silverstone 6 Mobile internet users represent the average youngest audience (31), spending the most on cellular per month (R253) (LSM 7.5) Basic Cellphone users are the oldest (43) and only earn an average R7008 per household per month (LSM 5.4). They are the only digital segment older than the average adult population age of 38, who earn less than the average of R10,609 per household and spend less than the average cellular expense of R154 per month. There are only 6.4m fixed internet (via computer) users, but they earn the most average household income per month at R23,776, and represent the highest LSM audience (8.3) 37,214,000 32,246,000 17,783,000 14,593,000 19,187,000 11,728,000 6,448,000 - 10,000,000 20,000,000 30,000,000 40,000,000 38 37 32 43 32 31 35 - 20 40 60 6.1 6.3 7.0 5.4 7.0 7.5 8.3 - 5.0 10.0 R 10,609 R 11,356 R 14,925 R 7,008 R 14,731 R 17,927 R 23,776 R - R 10,000 R 20,000 R 30,000 R 154 R 154 R 208 R 94 R 210 R 253 R 248 R - R 200 R 400 SA Adult Population Cellphone Owners Mobile Data Basic Cellphone Total Internet Mobile Internet Fixed Internet Adult Population Average Age Average LSM Average Household Income Average Cellular Expenses
- 7. Internet at Home Internet at home has grown from 5% in 2006 to 31% in 2013. Dial-up and ISDN is officially dead. Mobile Data and Mobile Internet rules. Long live the internet… at home – on your phone! July 2014 MMASA mobile review of AMPS2013: powered by silverstone 7 1,622 1,999 2,563 3,658 5,016 6,854 8,537 11,483 29,281 29,110 28,742 28,840 29,004 28,080 26,399 25,731 - 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 2006 2007 2008 2009 2010 2011 2012 2013A6 Internet at home No internet at home 31%5% 0% 20% 40% 60% 80% 100% 2006A 2007 2008 2009 2010 2011 2012 2013A6 Dial-Up ADSL ISDN Wireless network (iburst, WiFi) Mobile Network (3G, Edge, GPRS) Mobile Internet (Wap) Mobile Internet device (iPad, Sony PSP) WebBox/ Internet OnTV InternetaccessathomeTypeofAccess
- 8. Mobile Network Operator Market Share According to AMPS2013, Vodacom is still leading the market at 45.7%, closely followed by MTN at 43.1% and Cell C is at 10.4% Telkom Mobile, Virgin and other MVNO’s make up less than 1% of total market share. The smaller the network, the greater the tendency to use mobile data July 2014 MMASA mobile review of AMPS2013: powered by silverstone 8 45.7% 43.1% 10.4% 0.5% 0.2% 0.1% Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks Mobile Network Operator Market Share 54 53 52 66 66 73 56 45 46 47 34 32 26 44 All Cellphone Owners Vodacom MTN Cell C Telkom Mobile Virgin Mobile Other Networks %ofBase Mobile Data Voice, SMS & USSD only Cellphone Use by Mobile Network Operator
- 9. Some Perspective… Comparative facts: Mobile dominates our lives as a media channel. July 2014 MMASA mobile review of AMPS2013: powered by silverstone 9 2x TV There are more than twice as many cellphones as there are TV sets (34.6m vs 17m) 76% of email 76% of e-mails are sent and received from a cellphone @ 8.4x landlines There are 8.4 times more homes with cellphones than landline telephones 4.3x Computer There are 4.3 times more households with a cellphone than a computer 2.9x email users SMS text messaging is used by 2.9 times more people than email 5x PC internet There are 5 times more cellphone subscribers than fixed Internet users
- 10. Some Perspective… More cool facts: Mobile dominates our lives as a media channel. July 2014 MMASA mobile review of AMPS2013: powered by silverstone 10 84% 84% of internet users in SA access the internet via mobile technology 99%99% or 17,570m mobile data users, also use SMS and USSD functions 130k 130,000 people use mobile data but do not own their own cellphone – go figure… 17.6m17,653m cellphone owners use Mobile Internet and Data services 14.6m 14.593m cellphone owners use Voice, SMS and USSD services only 32.2mThere are 32.246m adult Cellphone owners in South Africa
- 11. Some Perspective… More cool and surprising facts: Mobile dominates our lives as a media channel. July 2014 MMASA mobile review of AMPS2013: powered by silverstone 11 94% 93.5% of SA working adults use a cellphone compared to 29% in the year 2000 2.4 per household In 2013, there was an average of 2.4 cellphones per household in South Africa …% … of Adult Population own a Tablet Device (up from 1.8% in 2012) …%…% of SA Adult Population owns a smartphone (that’s …% or …m of cellphone owners) More cool and surprising facts about mobile’s use and the SA Audience in the full release…
- 12. AMPS2013 The full report – 60+ pages of infographics, stats and insights – includes … • A comprehensive breakdown of the SA Mobile Audience including penetration by demographic segments • Mobile access, use/activities and trends • Mobile internet penetration, activities and trends compared to the Fixed Internet • Finally, a hard number on Smartphones and Tablets in SA • Surprising stats about current device ownership July 2014 MMASA mobile review of AMPS2013: powered by silverstone 12 To get a complimentary copy of the full report on the 23rd July 2014, please email us on [email protected] or SMS MMA to 34747, join our Linkedin Group or MMA SA community on www.mmasa.org