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Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 1
Nothing Gets
Marketers Closer
to their
Consumers than
Mobile
Mobile has sparked a new world
of media in which every object is
a medium and every place is an
opportunity for a message.
There is no other platform that is
as personal, as pervasive, and
provides the opportunity for
proximity to connect with
consumers in the right place and
time.
It is time to reimagine marketing
with mobile leading the charge.
Every Moment is Mobile.
About the MMA SAWith over 70 members active in South Africa, the South African
Local Council of the Mobile Marketing Association was founded in
2008, and has been actively participating in the promotion,
establishment and growth of the mobile marketing and advertising
industry in this country.
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 2
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 3
The Role of Mobile
in the Marketing Mix
Traditional ATL BTL
Direct / CRM
Digital
Social
Mobile Marketing • Service
• Loyalty
• Rewards
• Social
• mCommerce
• mCRM
• Up-sell
• Cross Sell
• Mobile Advertising
• Direct Response
• Permission Marketing
• Mobile Internet
• Games
• Branded Utilities
• Community
Brand Building
Acquisition
RetentionGrowth
The Mobile Marketing Association
The MMA is the premier global
non-profit trade association
representing all players in the
mobile marketing value chain. Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 4
MMA SA Members Q3 2013
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 5
South Africa: Leading the Mobile Revolution Globally
2009, 2010 & 2011 Global and EMEA Winners
3 Gold's, 2 Silvers
5 EMEA Regional Awards
• Lead Generation / Direct Response / Conversion
• Use of Mobile Social Media
• Messaging
• Social Impact / Not For Profit
• Relationship Building / CRM
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 6
Leadershipof committees, councils and
boards to keep your company
at the forefront of industry
Efficiencyand operational excellence
through the development of
guidelines and best practice
to reduce the friction and
help make it easier for buyers
and sellers alike.
Accessto MMA products, data,
initiatives, & networking to help
you make better decisions.
Promotionof member products, services
and solutions to raise
awareness, generate more
leads and business for your
company
Influenceto shape the future of the
industry
Advanced Insightvia MMA products, data, initiatives and
research; helping members build your
understanding of the marketplace and
make better business decisions
Networkingvia MMA initiatives and events
help support members to find
business partners and
customers.
MMA
Membership
The benefits of MMA membership
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 7
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 8
Local Contact DetailsCandice Goodman
Chairperson MMA SA
+27 83 326 2461
Raymond Buckle
Chair Emeritus MMA SA
+27 11 326 1000
Visit www.mmasa.org
Email [email protected]
Mpho Mothapo
Marketing Manager
+27 82 556 5556
Kim Risi
Member Support Manager
+27 83 468 9360
AMPS 2012AB Review
a fresh Mobile Perspective
(Highlights for general distribution)A Mobile perspective of the South African Audience Research Foundation’s
bi-annual All Media and Products Survey (AMPS) January to December 2012
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 9
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 10
Report Sponsor
The AMPS2012AB Mobile Review was produced and sponsored by
Silverstone Solutions.
Silverstone delivers cutting edge integrated mobile and user centric
business, marketing and communication platforms and solutions.
Resilient and proven to work at scale.
If you would like to dig deeper, please email
The Mobile
Medium2013
Size
Use
Audience
Growth
Trends
Opportunity
Q3 2013
Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747
(AMPS Review sponsored by SilverstoneCIS.com) 11
In 2010 MMA members work
shopped the structure of the AMPS
Questionnaire with SAARF –
2011AB and 2012AB is the result.
We’ve over-coded AMPS data,
and got a completely new
perspective of the mobile medium
in South Africa
We’re beyond the point where the
question is if mobile should form
part of your marketing mix…
In this update we can
start to see some
trends.
In South Africa today…
There are more than twice as many cellphones as there are TV sets (31.8m vs 15.9m)
There are 4.6 times more households with a cellphone than a computer
68% of e-mails are sent and received from a cellphone
SMS text messaging is used by 3 times more people than email
There are 7.2 times more homes with cellphones than landline telephones
There are 5.2 times more cellphone subscribers than fixed Internet users
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 12
Mobile Penetration
29.561m Cellphone owners
14.843m use Voice/SMS/USSD only
14,871m use Mobile Internet and Data based
services
153,000 people use mobi data but do not own their
own cellphone
99% of mobile data users also use SMS/USSD
functions
14,642m mobile data users, also use SMS/USSD
functions
86% of internet users in SA access the internet via
mobile technology
Only 33% of SA access the internet via a computer
5.1m use both
Over coding used to ascertain these
figures- see Appendix
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 13
29.6m
Individual Cellphone
Owners
35m SA Adult Population (15 years and older)
14.8m
Use Voice, SMS & USSD only
95% Mobile Phone Penetration in Households
85%
95%
14.7 m
Mobile Data Penetration
85% or 29.6m adults
directly targetable through
mobile marketing and
advertising
95% of adults can respond
to marketing and advertising
through mobile
50%
50%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 14
Mobile compared to SA Mass Media
33803
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Mill
ion
s
Radio
TV
DVD
DSTV/ MNET/ TopTV
Landline telephone
Cellphone
Computer
Internet
Internet - mobile
Inflection:
In 2009 Mobile became
the most pervasive mass
media in South Africa
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 15
Penetration of cellular phone ownership
By LSM
85
35
6974
7983
8691 92 94 96
2722
39
46
61
76
40
3
15 1622
29
38
5358
67
77
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
% P
en
etr
atio
n
Cellphone ownership Mobile internet Mobi data excludes inet
In LSMs 8-10
more than
53% of users
make use of
mobile data
more than
46% mobile
internet
penetration
Average HH Income R10,193 R13,505 R6,917
Average Age 36 31 42
Average LSM 6.2 7.0 5.4
Average monthly cell expenses R148 R206 R91
Urban 52% 63% 41%
Rural48% 37% 59%
English 12% 18% 7%
Afrikaans 14% 18% 10%
Other languages 73% 64% 82%
Demographic profile comparisonbetween Mobi Data Users and SMS/Voice/USSD Only Users
Men 48% 50% 46%
Women52% 50% 54%
15-24 28% 39% 17%
25-34 24% 29% 20%
35-49 26% 22% 30%
50+ 21% 10% 33%
Less than matric 48% 34% 63%
Matric 37% 44% 29%
Post matric 15% 23% 7%
Total cellphone owners
29.6m
Use Mobi Data
14.9m
Only use SMS/Voice/USSD Services
14.8m
Total adult population 85% 43% 43%
Black 76% 68% 84%
Coloured 8% 10% 6%
Indian 3% 4% 2%
White 13% 19% 8%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 16
Demographic profile comparison
between types of Internet Access
Western Cape 10% 14% 7%
Northern Cape 2% 2% 2%
Free State 6% 5% 7%
Eastern Cape 12% 11% 12%
Kwazulu-Natal 20% 19% 22%
Mpumalanga 8% 7% 9%
Limpopo 11% 9% 12%
Gauteng 25% 28% 22%
North-West 7% 6% 8%
LSM 1 1% 0% 1%
LSM 2 3% 1% 5%
LSM 3 5% 2% 8%
LSM 4 12% 7% 17%
LSM 5 17% 12% 21%
LSM 6 23% 22% 24%
LSM 7 12% 15% 10%
LSM 8 9% 12% 6%
LSM 9 10% 16% 5%
LSM 10 7% 12% 2%
Working 38% 42% 34%
Housewife 7% 6% 8%
Student 16% 24% 8%
Retired 8% 3% 14%
Unemployed 31% 25% 36%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 17
Total cellphone owners
29.6m
Use Mobi Data
14.9m
Only use SMS/Voice/USSD Services
14.8m
Total adult population 85% 43% 43%
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 18
Cellphone Activities
19,714
4,011
19,435
214
6,145
7,579
11,348
6,728
10,413
5,589
4,377
1,682
3,289
5,147
4,137
436
20,875
4,458
21,423
25,530
353
8,636
8,037
13,656
7,869
12,055
6,674
4,981
4,897
2,695
5,384
6,863
3,424
633
1,766
936
1,992
22,114
5,054
22,092
26,230
345
9,660
8,720
14,219
8,170
13,830
7,595
7,473
3,773
6,999
2,169
4,053
7,436
7,586
3,971
972
2,835
1,245
2,976
SMS
Competition/ Vote/ Donate
Tx Please call me
Rx Please call me
TV
Radio
Play Games
Take photos
Take video
Mobi activities
MMS
Chat
Social Net working
Internet
Music
Download ringtone or logo
Read publication
Mobile apps
Subscribe/ content
Watch video
2012
2011
2010
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 19
Positioning map of cellphone activities
Reach: LSM/Age
Receive please call me
SMS
Send please call me
Photos
Mobi data
Radio
Games
Take video
Social network
MMS
Music
Chat
Internet
Competition/Vote
Download content
Other Socialnetwork
Watchvideo
Apps
TV
Publication
Subscribe
5.0
6.0
7.0
8.0
26.0 28.5 31.0 33.5 36.0
Avera
ge L
SM
Average Age
Internet Activities
By platform
Based on those who use medium
Audience base sizes:
◦ Any platform – 9.5m
◦ Via computer – 5.5m
◦ Via cellphone – 8.5m
93
70
70
69
68
48
47
29
27
21
88
82
24
23
39
19
23
30
15
24
81
52
73
72
69
47
46
19
25
12
Search
Instant Messaging
Chat
Social Networking
Music Downloads
Games
Banking
Apps
News
% of 9.5m Internet Users
Any platform
Via computer
Via cellphone
19
19
18
11
10
10
9
4
3
2
23
5
19
21
8
11
3
7
4
3
2
21
19
15
10
9
6
10
7
2
2
2
18
Listen Radio
Directory
Read publication
Watch Videos
Shopping
Dating
Download apodcast
Share Trading
Watch TV
Gambling
Other
% of 9.5m Internet Users
Any platform
Via computer
Via cellphone
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 20
95
117
57
34
33
49
40
103
114
117
26
100
110
30
78
100
100
100
73
56
Search
Social Networking
Instant Messaging
Chat
Games
Music Downloads
Banking
Read/ access current news
Read newspaper/ magazine
Listen Radio
Directory
Shopping
Dating
Download a podcast
Share Trading
Watch TV On-line
Gambling
Watch Videoa
Apps
Via computer87
74
101
104
104
98
98
66
57
56
100
79
60
100
78
50
67
100
82
93
Via cellphone
Internet Activities
Norm in this instance is: use internet (on any platform) to do activity
Index values depict relationship to norm value where 100 =on par with the norm
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 21
Positioning map of media usage
Reach: LSM/Age
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 22
OOHRadio
NewspaperMagazine
TVInternet
Mobi
Fixed internet
Pay TV
Cinema
Cellphone
Voice/SMSUSSD
4.5
5.5
6.5
7.5
8.5
29.0 34.0 39.0 44.0
Avera
ge L
SM
Average Age
TV Radio Cinema Pay TV OOH Newspaper Magazine CellphoneSMS/USSD
onlyMobi data Internet
Fixed
internet
Total LSM 1-1483 82 8 28 64 49 47 85 42 43 49 16
LSM 1 9 63 0 0 14 6 9 35 31 3 5 0
LSM 2 29 70 0 0 25 23 17 69 54 15 18 0
LSM 3 58 74 0 0 40 23 24 74 56 17 24 0
LSM 4 - Low 76 81 0 1 45 28 22 78 59 19 29 1
LSM 4 - High 82 84 0 4 52 35 28 80 53 27 33 2
LSM 5 – Low 86 85 1 5 61 40 33 84 55 30 38 2
LSM 5 – High 90 85 2 11 60 43 35 82 51 31 37 5
LSM 6 – Low 91 84 4 17 70 49 43 85 49 36 43 5
LSM 6 – High 92 81 7 27 73 58 53 87 42 45 51 11
LSM 7 – Low 92 82 9 41 74 60 58 90 35 55 61 17
LSM 7 – High 92 81 12 47 76 65 64 91 36 56 62 22
LSM 8 – Low 93 84 13 53 74 66 65 91 31 60 68 26
LSM 8 – High 92 86 19 56 77 68 70 93 30 64 70 32
LSM 9 – Low 90 84 20 64 77 66 75 93 25 69 76 40
LSM 9 – High 90 85 24 72 78 67 77 95 20 76 83 55
LSM 10 – Low 89 86 35 77 81 69 80 96 15 83 90 69
LSM 10 - High 89 85 44 85 85 70 82 96 12 85 93 84
Media type usage among SA adults
By LSM (Percentage using media)
Cellphones are the only media type to have almost total saturation in LSMs 9 High – LSM 10.
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 23
ice cold cold medium warm hot very hot
Types of cellphone use
Over-coding to ascertain mobile data use
Mobile Data Access (Mobi)
• Activities on cellphone:
• Access internet
• MMS
• Social networking
• Download ringtone/ logo
• Download/ use mobile apps or music
• Instant messaging/ chat services
• Watch videos
• Read newspaper/ magazine,
• Subscribe to receive content or services
• Internet activities done via cellphone:
• (21listed activities)
• Home access
• Mobile network (3G, EDGE, GPRS)
• Mobile Internet (WAP) using a cellphone
• Place accessed internet – via cellphone at various places
Voice / SMS / USSD
• Do not require mobile data technology
• Activities on cellphone
• SMS
• Send/ receive please call me,
• Enter competition/ vote/ make donation
• Games
• Take photos/ videos
• Listen radio
• Watch TV
SMS/ USSD
users however
are ascertained
by coding:
Those who have
cellphones but do
not use mobi data
Mobile Data
Access required
to perform any of
these activities
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 24
Q3 2013Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 25
Report Sponsor
The AMPS2012AB Mobile Review was produced and sponsored by
Silverstone Solutions.
Silverstone delivers cutting edge integrated mobile and user centric
business, marketing and communication platforms and solutions.
Resilient and proven to work at scale.
If you would like to dig deeper, please email