THE MOBILE

INTERNET CONSUMER
SOUTH AFRICA 2013
AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Preface
2
The Mobile Internet Consumer South Africa 2013 report produced by
Vserv.mobi addresses the audience insights of the growing mobile internet
user base in South Africa. This report focuses on profiling the mobile web &
app users, their purchasing power, lifestyle and consumption pattern. The
findings and insights are drawn from a survey conducted in 36 countries
across regions.
The Mobile Internet Consumer report is designed for media planners & brand
advertisers. It is created with the objective to help brands plan their media
strategy for reaching the right target audience through Mobile Web & Apps. It
will also help app developers, content providers, OEMs & telecom service
providers in understanding the evolving mobile consumer. The Mobile Internet
Consumer report is available for India, China, Southeast Asia, Middle East,
Africa, Latin America, North America and Europe.
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
DEMOGRAPHICS
3 THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
36%
27% 27%
Almost half of the mobile
internet users in South
Africa belong to less than
24 years age group
Less than 18 yrs 15%
AFRICA
18-24 yrs 52%
25-35 yrs 25%
more than 35 yrs 9%
4
Age
10%
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
3 out of 5 mobile
internet users in South
Africa are men
Male Female
29%* 71%*
39%
61%
*AFRICA 5
Gender
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Just over quarter of mobile internet users in South Africa are
Graduates or Post-graduates
Graduate / Post Graduate
Diploma / Undergraduate
Schooling up to 12 years
6
Education
27%
35%*
29%
39%*
36%
23%*
Uneducated
8%
3%*
*AFRICA
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Almost 2/3rd of
the mobile
internet users in
South Africa
belong to earning
class
7
Occupation
Business
9%
Self Employed
Professional
14%
Full-time job
26%
Part-time job
13%
14%*
12%*
13%*
8%*
Earning class
63%
48%*
Currently
not working
13%
Housewife
4%
Student
20%
43%*
1%*
7%*
*AFRICA
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
CONSUMPTION PATTERN
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THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
74%
44%
38%
36%
Almost 3/4th of the
mobile internet
users have
downloaded a
game/ app in the
last month
Game / App Video Music Themes
9
Mobile content downloaded
in the last month
76%* 55%* 51%* 47%*
*AFRICA
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
Almost 2/3rd of the mobile internet users find mobile ads useful for
downloading mobile content
10
Users love mobile ads that help them...
64%
74%*
40%
48%*
44%
48%*
37%
45%*
*AFRICA
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
PURCHASING POWER
11 THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Payment Cards
48%
Consumer Durables
67%
Automobiles
29%
Almost half the mobile internet users
in South Africa have payment cards
Connected Devices
Computers Tablets
33% 52%
12
Product Ownership
58%* 41%* 57%* 35%* 48%*
*AFRICA
THE MOBILE INTERNET CONSUMER - SOUTH AFRICA 2013 |
Restaurant
Movie Theatre
Shopping Mall / Market
5 out of 6 mobile internet users from South Africa have
been to a shopping mall/market in the last month
13
Affluent Lifestyle
47%
56%*
32%
41%*
83%
74%*
*AFRICA
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is
based on a primary survey of over 2500 mobile web & app users. The
survey was conducted using random sampling for natural representation of
the target group across 6 key countries in Africa - Egypt, Ghana, Kenya,
Nigeria, South Africa and Uganda. The overall Africa averages were
weighted as per the regional composition of mobile internet users in each
focus country.
About the study
To know more about The Mobile Internet Consumer report, please write to us at
insights@vserv.mobi or visit vserv.mobi/insights
The Mobile Marketing Association (MMA) is the premier global non-profit trade
association established to lead the growth of mobile marketing and its associated
technologies. The MMA is an action-oriented organization designed to clear
obstacles to market development, establish mobile media guidelines and best
practices for sustainable growth, and evangelize the use of the mobile channel.
The more than 700 member companies, representing nearly fifty countries
around the globe, include all members of the mobile media ecosystem. The
Mobile Marketing Associations global headquarters are located in the United
States and it has regional chapters including North America (NA), Europe (EUR),
Latin American (LATAM) and Asia Pacific (APAC) branches.
About the Mobile Marketing Association (MMA)
For more information, please visit www.mmaglobal.com. For information relating
to the MMAs Mobile Marketing Forum series, please visit
www.mobilemarketingforum.com.
About Vserv.mobi
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
Vserv.mobi is an Award Winning Mobile Advertising Exchange focused on
Emerging Markets, that maximizes value of mobile media for advertisers,
developers, publishers and telecom operators.
Powered by award winning AudiencePro and AppWrapper platforms,
Vserv.mobi has delivered mobile advertising experiences for leading Fortune 500
brands & digital media companies, across 200 countries. AudiencePros audience
targeting capabilities and AppWrappers "One Click" SDK integration for App
Developers continue to empower the mobile ecosystem.
The company has a global presence, with offices across USA, UK, South Africa,
India, Singapore, Indonesia, Malaysia & Vietnam. Funded by IDG ventures,
Vserv.mobi was founded in January 2010.