MOBILE SOUTH AFRICA REPORT 2017

Transcription

1 MOBILE SOUTH AFRICA REPORT 2017

2 OVERVIEW In 2016, almost 70% of South Africans browsed the web on their mobile. From 2015, this was an increase of 15% - mobile is, and should be, top of mind for the digital industry. Mobile is changing the way the media and publishing industry approach content - does this capture attention, is this mobile-optimised, and does my audience use mobile? The South Africa Mobile Report allows you to see how consumers are using their mobiles, keeping you up to date with their changing habits and preferences. For this report, we surveyed 4,993 mobile internet users in South Africa from November 2016 to January Responses are based on claimed behaviour rather than actual metered data and are not representative of the total South African population. // 02

3 PREPAID OR CONTRACT? SMARTPHONE NETWORK OPERATOR 4% 12% 30% TELKOM MOBILE CELLC 2% MTN OTHER 53% VODACOM 63% of respondents are on a mobile phone contract. Half of respondents have Vodacom as their cell phone provider. // 03

4 SMARTPHONE Brand Preference 40% of respondents reported using Samsung mobile phones, while 21% report using other brands than the established manufacturers. USAGE DURATION 42% of respondents use their cell phone for 30 minutes to 2 hours per day, on average. 18% use their cell phones for over 5 hours per day. // 04

5 INTERNET USAGE 78% SMARTPHONE USAGE YESTERDAY 7% LONGER AGO 11% PAST 7 DAYS 1% PAST YEAR 3% PAST 4 MONTHS 78% of respondents last accessed the internet on their cell phone yesterday. Making calls, receiving calls, and accessing the internet are the top three things cell phones are used for the most. // 05

6 PREFERRED MESSAGING APP COMMON CELL PHONE SEARCHES 42% JOB 42% DIRECTIONS & MAPS 41% 40% CONTACT 40% NEWS WEATHER 19% 15% SPORTS SCORES 15% RESEARCH FOR EDUCATIONAL PURPOSES FINANCIAL & ECONOMIC TRAVEL 17% 15% RECIPES 14% MEDICAL 13% MOTOR VEHICLE 11% PROPERTY 83% of respondents use Whatsapp on their mobiles. SMS follows in popularity at 51%, and then followed by Facebook Messenger at 40%. 10% PRODUCT REVIEWS 7% NONE 11% OTHER The most common cell phone searches were for job information, directions and maps, and the weather. The least common search was for product reviews. // 06

7 ONLINE SHOPPING & PREFERRED DEVICES COMMON MOBILE TRANSACTIONS 48% DON T PURCHASE THINGS ON MOBILE CONNECTION 43% CELL PHONE 13% TABLET 48% of respondents don t purchase things when they re on a mobile connection. 43% use their cell phone. The most common mobile transaction is banking, used by 42% of respondents. // 07

8 ONLINE SHOPPING PURCHASES Almost half of respondents have purchased cell phone airtime on their mobile. 33% have never purchased anything on a cell phone. in THE LAST 30 DAYS, INTERNET USED ON CELL PHONE 35% of respondents reach for their cell phone for the internet first thing in the morning. 36% browse the internet on their phone while also watching TV. // 08

9 AD RECALL 26% can t remember the last ad they saw on their phone. 22% saw an SMS, 19% saw an ad on a mobile website, and 15% saw an ad in app. LIKELINESS TO CLICK ON A MOBILE AD Almost half of respondents will click on a mobile advertisement if it was advertising something they wanted or needed. // 09

10 EFFECTIVE MEASURE Effective Measure is the leading and most trusted audience measurement company in the Middle East and South Africa. We provide the best audience data and insights on these regions, collected from our partnerships with local publishers. IAB SOUTH AFRICA The Interactive Advertising Bureau South Africa is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry within South Africa. SAMSUNG Samsung is a global leader in digital technology. From beginnings as a small trading company, Samsung has evolved to a world-class corporation with a business that spans advanced technology, semiconductors, skyscraper and plant construction, petrochemical, fashion, medicine, finance, hotels, and more. // 10