MMA SA Mobile Report AMPS 2015A SPONSORED BY

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1 MMA SA Mobile Report AMPS 2015A

2 ABOUT OUR SPONSORS Always Active Technologies Sales : sales.channel@aat.co.za Company info "Always Active Technologies (AAT) is a Wireless Application Service Provider (WASP) established in August 2001 and based in Durban, South Africa. The company fledged from the Storm Group where it was initially a "R&D" department. AAT develops mobile, application and web solutions and works with the South African cellular networks, namely Vodacom, MTN Group, Cell C and 8ta." Yonder Media Let s Talk : info@yonder.co.za Yonder Media has been at the forefront of driving the development of mobile as a medium in SA and Africa over the past ten years and it is thanks to this experience that we are leaders in specialised mobile marketing and consumer technology development. We strive to build truly engaging mobile assets and mobile media solutions for our clients. Yonder Interactive: have developed a proprietary technology framework called Yomo. Yomo brings together all a clients digital channels (mobile web, Mxit, USSD, SMS etc) into a single managed environment. The platform ensures that all digital assets communicate with one back-end to give both consumer and client a seamless front-end channel solution.

3 Mobile Perspective of AMPS (All Media and Products Survey) 2015 Highlights 2G 3G 4G 38.3m ADULTS Annual random probability sample of 25,000 respondents. 34.2m 89% CELLPHONE USERS 19,2m 50% SMARTPHONE USERS 2.7m 7% TABLET USERS Results are representative of the SA Adult (15+) population. It s SA s media planning bible. Fieldwork Jul 14 Jun m 52% TOTAL DATA/ INTERNET PENETRATION 19m 50% INTERNET PENETRATION 6m 15% FIXED INTERNET BA

4 We talk more than we watch, listen or cook! Items in the household 96% 94% 90% 86% 86% Total SA Households 15,7m 72% 57% 52% 24% 8% 8% Cellphone Electricity TV Set Radio Fridge Stove Water Flush toliet PC Home phone Armed Response

5 Explosive Growth of Mobile Comparison with other Mass Media Channels MILLIONS Radio TV Home telephone Cellphone Internet Any Newspaper Magazine

6 Penetration of Cellular Phone By LSM R % R % 84% 77% 52% R2 199 R3 208 R3 208 R % 90% 92% 94% 95% R R R R7 666 R % R R R R R R Monthly Household Income LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 R0

7 96% of SA Working Adults use a Cellphone Up from 29% in % 91% 93% 94% 95% 96% 65% 70% 73% 79% 80% 58% 46% 29% 34% 39% 20% 5% 8% 12%

8 Penetration of Cellphone and Smartphone by LSM TOTAL LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Smartphone Other Phones

9 Quirky Tweetable AMPS 2015 Stats 2 x TV Less then 8% - 1 in 14 homes have a fixed line There are more than twice as many cellphones as there are TV sets in SA (36.9m vs 17,5m) 1 in 14 Phone 24 of 25 Have Cell Only 1 in 25 homes don t have a cell phone Of homes with cellphones on average There are 2,5 cellphones in each 2.5 per household 7% 2,7m Adults (7%) use a Tablet (up from 2% in 2012) 50% of Adults use a smartphone (that means that there are more smartphones than basic phones) 50%

10 2.7M (7%) Tablet Users The number of tablet users will overtake those with a home phone in 2016! s

11 Audience Profiles SA Adult Population 38.3m 100% Cellphone 34.2m 89% Smartphone Basic Cellphone 19.2m 19.0m 50% 50% This section shows the demographic profiles of the various mobile sectors vs. the total population. Tablet Owners 2.7m 7% YONDERMEDIA

12 Cellphone Owners 34.2m 89% of Adult Audience 4% 12% 8%

13 Basic Cellphone Users 19.2m 50% of Adult Audience 1% 5% 10% 5% 9%

14 Smartphone Users 19.2m 50% of Adult Audience 10%

15 Tablet Users 2.7m 7% of Adult Audience

16 80 Percent Profile of Cell Phone Users vs. Total Population Have Cell Phone Total Population

17 Profile of Smart Phone Users Vs. Total Population SMARTPHONE USERS ARE RELATIVELY SMARTPHONE USERS ARE NOT DEMO % of Pop SMARTPHONE DIFFERENCE DEMO % of Pop SMARTPHONE DIFFERENCE Matric R HH Se4lements / Rural Metro Some High R R HH single Primary or Less Blacks Any Post Matric Wid or Div or Sep Gauteng Up to R HH R R HH Whites

18 Cellular Activities All Cellphone Users 34,2m Millions 35 34, ,0 26, , ,4 16,9 16,8 15,9 15,5 15,2 13,1 12,4 11, Phone calls SMS Please call me Take photos Take video Listen to music (excluding radio) WhatsApp, BBM, Mxit Watch videos Listen to a radio Search, Google MMS Facebook Download Ringtones, tunes, wallpapers 8,8 Coupons / vouchers/ promol airtime 8,4 7,6 Enter Comp/Vote/Donate via SMS 6,9 Play games 6,7 Music Downloads excl radio 5,9 Download Apps 5,4 Check the weather 4,3 Use/access maps/directions (GPS) 4,0 Banking 3,9 Read News/Mags/ Articles 3,7 Watch Videos, YouTube 3,6 3,5 3,2 1,6 1,6 Twitter Classified OLX, Gumtree Listing sites jobs, prop, cars Dating Subscribe to get content/services 1,4 Download a podcast 1,3 Auction Bid or Buy, ebay 0,9 Skype, FaceTime, Viber, 0,8 Book Travel Air/ accomodation 0,7 Entertainment bookings /movies 0,6 Purchase goods or services 0,4 Share Trading 0,3 Watch TV 0,2 Gambling

19 Cellular Activities All Cellphone Users By Average HH Income Rand Per Month R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R R5 000 R0 Please call me Listen to a radio National Average Phone calls Dating SMS Listen to music (excluding radio) Enter Comp/Vote/Donate via SMS Coupons / vouchers/ promol airtime Take photos Download Ringtones, tunes, wallpapers Play games Take video Watch videos Music Downloads excl radio MMS WhatsApp, BBM, Mxit Facebook Search, Google Listing sites jobs, prop, cars Classified OLX, Gumtree Gambling Read News/Mags/ Articles Download Apps Subscribe to get content/services Check the weather Watch Videos, YouTube Watch TV Auction Bid or Buy, ebay Twitter Use/access maps/directions (GPS) Banking Skype, FaceTime, Viber, Purchase goods or services Download a podcast Share Trading Entertainment bookings /movies Book Travel Air/ accomodation

20 Cellular Activities All Cell Phone Users by Average Age AGE Dating Play games Music Downloads excl radio Facebook Download Apps Watch Videos, YouTube Twitter Listen to music (excluding radio) Subscribe to get content/services Download a podcast Gambling WhatsApp, BBM, Mxit Search, Google Download Ringtones, tunes, wallpapers Read News/Mags/ Articles Listing sites jobs, prop, cars Watch TV Take video Watch videos Listen to a radio Check the weather Use/access maps/directions (GPS) Classified OLX, Gumtree Skype, FaceTime, Viber, Entertainment bookings /movies Purchase goods or services Share Trading Take photos MMS Auction Bid or Buy, ebay Coupons / vouchers/ promol airtime SMS Please call me Enter Comp/Vote/Donate via SMS Banking Book Travel Air/ accomodation Phone calls Adult Universe

21 Cellular Activities All Cell Phone Users Sectors AGE LSM Activities Total Cell Phone Users Smartphone Users Pre Boomers (Pre 1945) Boomers ( ) Generation X ( ) Millennials (Gen Y) ( ) Bottom LSM 1-4 Mass LSM 5-7 Top LSM 8-10 Phone calls Please call me SMS Take photos Take video Listen to music (exl radio) WhatsApp, BBM, Mxit Watch videos Listen to a radio Search, Google MMS Facebook Download Ringtones, tunes Coupons / vouchers/ promo airxme e- mail Enter Comp/Vote/Donate via SMS Play games Music Downloads excl radio Download Apps

22 LSM Groups Total Pop V.s Cell Phone Users 60% Total Adults 38,3M Total Cellphone Users 34,2M 52% 50% 53% 40% 30% 20% 23% 20% 25% 27% 10% 0% 8,6M 6,9M 20,1M 18,1M 9,6M 9,2M 8,6M 20,1M 9,6M Bottom LSM 1-4 Mass LSM 5-7 Top LSM 8-10

23 LSM Groups No of Cell Phones In Home or more Average No. 2,5 2 2, Total Bottom LSM 1-4 Mass LSM 5-7 Top LSM 8-10

24 Number of Cell Phones Personally Use Type of Contract Three + 0,6% Two 6,4% One 93%

25 9 out of 10 people still on Pre-Paid Type of Contract Contract / Top-up 6% Contract 5% Pre-Paid 90%

26 Service Provider Numbers & Share Millions 18,0 16,0 14,0 15,6 15,0 12,0 10,0 8,0 6,0 4,8 4,0 2,0-46% 44% 8,6M 20,1M 9,6M 0,4 14% Vodacom MTN Cell C Telkom Mobile

27 Handset Manufacturer Numbers & Share Millions , , ,60 3, ,89 0,56 0,48 0,44 49% 22% 13% 9% 2% 2% 1% 1% Nokia Samsung BlackBerry Other Vodafone LG Sony Ericsson Apple AMPS 2015

28 Monthly Cell Expenditure Subscribers Vs. Monthly Expenditure MONTHLY AVERAGE EXPENDITURE R143 20M 10M 3,6M 8,6M 20,1M 9,6M Monthly Cell Expenditure

29 The Internet This section shows that internet access is now overwhelmingly via mobile This section shows that Internet access is now overwhelmingly via mobile!

30 Online vs. Offline Homes SHARE OF HOUSEHOLDS AND MONEY TOTAL INTERNET P4W NO INTERNET TOTAL AVERAGE HH INCOME Total HH Percent 100% 43% 57% Rand Per Month R R R6 437 National Share 100% 67% 33% AVERAGE AGE Years

31 Mobile & Internet Penetration 22 Year Trend There is a 9 year lag between Mobile & Online Percent The Internet will reach 70% in 2-3 years Sources: AMPS / Neilsen Net Ratings / Effective Measure

32 Unique Browsers Market & Unique Audience July 2011 to March 2016 (57 Months) 40 37,0 39, , ,6 8,0 14,4 10,0 16,0 Audience 19,7 20,3 0 Jul- 11 Sep- 11 Nov- 11 Jan- 12 Mar- 12 May- 12 Jul- 12 Sep- 12 Nov- 12 Jan- 13 Mar- 13 May- 13 Jul- 13 Sep- 13 Nov- 13 Jan- 14 Mar- 14 May- 14 Jul- 14 Sep- 14 Nov- 14 Jan- 15 Mar- 15 May- 15 Jul- 15 Sep- 15 Nov- 15 Jan- 16 Mar- 16 Source: UB Effective Measure / UA EM and AMPS March 16 Modelled

33 Unique Browsers Market & Unique Audience July 2011 to March 2016 (57 Months) 40 37,0 39,7 2,50 35 Average No of Devices ,2 2, ,4 9,6 16,0 19,7 20,3 8,0 10,0 1,2 1,4 1,5 1,9 2,0 Jul- 11 Sep- 11 Nov- 11 Jan- 12 Mar- 12 May- 12 Jul- 12 Sep- 12 Nov- 12 Jan- 13 Mar- 13 May- 13 Jul- 13 Sep- 13 Nov- 13 Jan- 14 Mar- 14 May- 14 Jul- 14 Source: UB Effective Measure / UA EM and AMPS March 16 Modelled Sep- 14 Audience Nov- 14 Jan- 15 Mar- 15 May- 15 Jul- 15 Sep- 15 Nov- 15 Jan- 16 Mar- 16 1,50 1,00

34 Online Activities All Internet Users Including Cellular 19,7m Millions ,1 17, , , ,8 7,4 6,5 6,0 5,3 5,0 4,8 4,7 4,6 4,5 4,0 2,1 2,1 1,9 1,8 1,8 1,7 1,7 1,3 0,9 0,6 0,5 0,3 0 WhatsApp/ Mxit/ BBM Search Facebook Play games Music Downloads (not radio) Download Apps Check the weather Read news/ mags/ articles Banking Use/access maps/directions Classified sites OLX, Gumtree Listing sites jobs, prop, cars Watch Videos (i.e YouTube) Twitter Skype, FaceTime, Viber Auction sites Bid or Buy, ebay Subscribe to content/services Travel bookings Download a podcast Dating Listen Radio on-line Entertainment booking Purchase goods or services Share Trading Watch TV Gambling

35 Online Activities Mobile Vs. Computer Millions 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 96% 4% WhatsApp/Mxit/ BBM 89% 11% Dating 85% 15% Facebook 83% 17% Music Downloads excl radio 82% 18% Usemaps/directions (GPS) 81% 19% Check the weather 81% 19% Twitter 79% 21% Listen Radio 78% 22% Play games 78% 22% Download Apps 73% 27% Subscribe to content/ subs 71% 29% Search/ Google 71% 29% Watch Videos /YouTube 67% 33% Download a podcast 66% 34% Gambling 65% 35% Banking 63% 37% Classified Gumtree/OLX 63% 59% 58% 37% 41% 42% Read news/mag /Articles Listing sites jobs, property, cars 55% 45% Share Trading 55% 45% Auction/ Bid or Buy, ebay 51% 49% Purchase goods or services 47% 53% Watch TV 44% 56% Entertainment bookings movies 40% 60% Skype, FaceTime, Viber, etc. 37% 63% Travel bookings air tickets, accom

36 ABOUT MMA Kim Risi Manager South Africa 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. Report Compiled By Peter Langschmidt CEO Echo & Publisher ConsumerScope Nicolle Harding Country Manager Effective Measure Head of Research & Measurement MMA SA Peter has spent over 30 years in Research and Advertising. He now consults to blue chip companies on changes in the SA landscape, Research, Brand Strategy and positioning as well as advertising ROI. Conducts Research and Consumer led strategy. Customer satisfaction and demand pool identification. Digital communication via print, , SMS, MMS and Telemarketing. Database brand matching on AMPS profile and brand task. Peter specialises in assisting media owners to maximising shareholder value and make the transition from print to digital. Past 18 month media clients include Naspers, Avusa, Kagiso and Caxton. Peter is on the Board of SAARF. Nicolle is a seasoned media professional having spent the past 10 years building key relationships across the globe. She spent time working in London, Dubai, Brazil, Nigeria, Singapore and South Africa. She is passionate about merging technology and marketing, affording consumers a better user experience and brands better return on investment. She takes a particular interest in mobile and has actively been involved with the Mobile Marketing Association, where she is the Chair Emeritus and Head of Research and Measurement. She passionately believes that increasing marketers understanding of digital, through better research and sharing of information, will change the adoption of digital and increase ad spend across Africa.

37 mobileinsa YONDERMEDIA