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South African Mobile Phone Use and Attitudes Report 2016

A Survey of Internet User’s Attitudes and Uses of Mobile Phones compared to those of Feature Phone users. Published February 2016 by Effective Measure in partnership with SilverstoneCIS and the IAB and MMA South Africa.

Effective Measure, a leading provider of digital audience, brand and advertising measurement together with SilverstoneCIS, a mobile first audience marketing and solutions group, surveyed 2,299 mobile Internet users in South Africa (between November and December, 2015).

Topics covered a range of areas including but not limited to users’ manufacturer preference, time on device, use of device and internet usage.

The survey was conducted across smartphones and feature
phones to highlight the differences in user consumption across the two types of mobile Internet connections.

South African Mobile Phone Use and Attitudes Report 2016

  1. 1. South African Mobile Report A Survey of Desktop User’s Attitudes and Uses of Mobile Phones February 2016 In partnership with:
  2. 2. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 1 OVERVIEW Effective Measure, a leading provider of digital audience, brand and advertising measurement, surveyed 2,299 mobile Internet users in South Africa (between November and December, 2015). Topics covered a range of areas including but not limited to users’ manufacturer preference, time on device, use of device and internet usage. The survey was conducted across smartphones and feature phones to highlight the differences in user consumption across the two types of mobile Internet connections.
  3. 3. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 2 KEY FINDINGS 1 2 3 4 5 1 Samsung is still the dominant manufacturer in South Africa with 41% market share, while 27% reported using “other” brands than the established manufacturers. 32% of respondents spend more than 3 hours a day on their devices, with 19% saying they spend more than 5 hours on their devices. 84% of respondents have knowingly accessed the internet on their devices in the last 24 hours, while only 3% said they haven’t at all recently. More respondents say they use their devices for accessing the internet (64%) and making calls (57%), while only 20% say they use their device mostly for sending and receiving SMSes. 6 7 8 9 10 11 89% of respondents said they make searches based on location, with 37% saying they ‘almost always do.’ Most common uses of devices are for search, email, social and instant messaging, while the least are making payments and playing games. 60% of respondents say that they download apps. 83% of respondents admit to using internet on their devices while watching TV in the last 30 days, with 71% saying they do as soon as they wake up. 39% admit to using the internet on their devices while they are in the bathroom, and 12% admit to doing so while driving. The main reasons for clicking on a mobile ad are relevance, trusting the brand and its safety, and that it is interesting or engaging. The least important factors for clicking on an ad are - they see it often, that it has a video clip in it, or that it was demonstrating something. 12 42% of respondents said that they are similar to people who are comfortable with technology, while 19% say they are not.
  4. 4. Source: Effective Measure, Nov-Dec 2015 PAGE 3 MANUFACTURER Samsung is still the dominant manufacturer in South Africa with 42% market share, while 27% reporting using “other” brands than the established manufacturers. 42% Samsung 6% Apple 13% Blackberry 1% HTC 2% LG 5% Sony Ericsson 27% Other 4% Nokia DEVICE USE 32% of respondents spend more than 3 hours a day on their devices, with 19% saying they spend more than 5 hours on their devices. MAKE OF MOBILE PHONE BEING USED AVERAGE TIME SPENT ON MOBILE DEVICES under 30 minutes between 30 and 60 minutes between 1 and 2 hours between 2 and 3 hours between 3 and 5 hours more than 5 hours 10% 20% 30% 40% 50% 60% Smart Devices Feature
  5. 5. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 4 INTERNET ACCESS USING DEVICE 84% of respondents have knowingly accessed the internet on their devices in the last 24 hours, while only 3% said they haven’t at all recently. DEVICE USES More respondents say they use their devices for accessing the internet (64%) and making calls (57%), while only 20% say they use their device mostly for sending and receiving SMSes. 2 MAIN USES OF MOBILE DEVICE accessing applications accessing the internet making calls receiving calls sending and receiving SMSes sending ‘please call me’ messages 10% 20% 30% 40% 50% 60% Smart Devices Feature Phones 84% Yesterday 9% Past 7 days 3% Past 4 weeks 3% Longer ago 1% 4-12 months ago 70% LAST ACCESS OF INTERNET FROM MOBILE DEVICE
  6. 6. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 5 MOBILE PHONE USEAGE banking downloading apps downloading music instant messaging making purchases and payments playing games 10% 20% 30% 40% 50% 60% Smart Device Feature Phone 70% 80% 90% email reading articles search on google social networking watching videos online DEVICE USES Most common uses of devices are for search, email, social and instant messaging, while the least are making payments and playing games. 60% of respondents say that they download apps.
  7. 7. M SEARCHES USING DEVICE 89% of respondents said they make searches based on location, with 37% saying they ‘almost always do.’ TECH SAVVY 42% of respondents said that they are similar to people who are comfortable with technology, while 19% say they are not. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 6 FREQUENCY OF LOCATION-BASED MOBILE SEARCHES SIMILARITY TO PEOPLE AT EASE WITH COMPUTERS, CELL PHONES, AND NEW TECHNOLOGY 11% Almost never 27% Frequently 37% Almost always 25% Every now and then 42% Very similar 39% Quite similar 16% Not too similar 3% Not at all
  8. 8. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 7 TIME OF USE OF SMART DEVICES in bed as soon as I wake up while driving when being driven at school/ varsity at work 10% 20% 30% 40% 50% 60% 70% 80% 90% during a meal in the bathroom while watching TV when I am in a wi-fi area TIME OF USE 83% of respondents admit to using internet on their devices while watching TV in the last 30 days, with 71% saying they do as soon as they wake up. 39% admit to using the internet on their devices while they are in the bathroom, and 12% admit to doing so while driving. Smart Device
  9. 9. Source: Effective Measure, Nov-Dec 2015www.effectivemeasure.com PAGE 8 REASONS FOR ENGAGING WITH A MOBILE AD if I knew and trusted the brand if I saw it often if it was different if it had a video clip if I was offered a special deal 10% 20% 30% 40% 50% 60% Smart Device Feature Phone 70% if I knew it was safe if it was funny if it was interesting or engaging if it was on a website I trusted if it was relevant to me The main reasons for clicking on a mobile ad are relevance, trusting the brand and its safety, and that it is interesting or engaging. The least important factors are because they see it often, that it has a video clip in it, or that it was demonstrating something. CLICKING ON ADVERTISEMENTS if it had a demonstration
  10. 10. Effective Measure is a leading provider of digital audience, brand and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers and researchers. The EM solutions offer brands, media and agencies invested in Oceania, Europe, Southeast Asia, Middle East North Africa and South Africa, a clear insight into their online audience and the ever-growing Internet population. www.effectivemeasure.com. ABOUT EFFECTIVE MEASURE Unique Browser Based on the number of browser types accessing the site. Smartphone A mobile phone that performs many of the functions of a computer, typically having a touchscreen interface, Internet access, and an operating system capable of running downloaded apps. Feature Phone A mobile phone that incorporates features such as the ability to access the Internet and store and play music but lacks the advanced functionality of a smartphone. GLOSSARY OF TERMS This survey was conducted in November and December 2015. The sample was 2039 smartphone respondents and 260 feature phone respondents. SURVEY METHODOLOGY The Interactive Advertising Bureau South Africa, formerly the DMMA, 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 represents the digital industry across all sectors including the media, the marketing community, government and the public, and also acts as the channel through which international bodies can enter the South African digital market. The IAB South Africa currently represents over 96 local online publishers and over 93 creative, media and digital agencies, between them accounting for more than 16 million local unique browsers and 440 million page impressions. The IAB South Africa strives to provide members with a platform through which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space. To find out more about the IAB South Africa, visit the website www.dmma.co.za, Like them on Facebook https://www.facebook.com/thedmma or follow @iab_sa on Twitter. ABOUT THE IAB SOUTH AFRICA PAGE 9 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. ABOUT SILVERSTONE CIS 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. www.mmasa.org ABOUT MMA THANKS We would like to thank the participating Publishers who kindly contributed their valuable mobile inventory to allow us to run this research on feature phone devices.

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