With an audience of 37.2m adults (aged 15+) in South Africa, marketers can reach 36m (97%) through a cellphone in their household. In fact there are an average of 2.4 phones per household and 32.2m individual cellphone owners. 14.6m cellphone owners (39% of all adults) only use voice, SMS or USSD, but no data. So you can reach them with text and voice marketing, and engage them with interactive SMS, USSD and IVR applications. The other 17.7m (48% of adults) use voice, SMS, USSD and mobile data, which means they browse the mobile internet and use apps. They are generally more affluent and can be reached through display advertising including rich media ads whilst browsing the net or using apps, MMS messaging, email and push notifications through apps. According to the AMPS survey there are 13.2m smartphone owners out there – but since the concept of a smartphone is so nebulous, we prefer to focus on the mobile data user segment as opposed to smartphone owners. A significant 5% of adults or 1.8m consumers own a tablet – they consume loads more data and media than the average consumer, and represent a very interesting and rapidly growing advertising audience segment. The “Fixed Internet” accessed via desktop or laptop computer, is used by 6.5m consumers or 17% of the adult population. The bottom line is that in South Africa we live in a mobile first society. The audience is mobile, and even if they have access to the internet through a computer – the immediacy, utility and personal nature of a mobile phone – gives it an undeniable place in any marketing or advertising campaign or media budget. This report is designed to provide the stats and facts to help business leadership, advertisers and marketers to get to grips with the scope of the mobile media opportunity in SA.

1. Silverstone MMASA
AMPS Mobile Review 2014
Part 1: The Mobile Medium
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
According to AMPS2013AB:
“Mobile is… as close as you can get to your
consumers in South Africa!” #MobileRocks

2. 1.8m / 5%
Tablet Owners
Mobile is… as close as you
can get to your consumers in
South Africa!
With an audience of 37.2m adults (aged 15+)
in South Africa, marketers can reach 36m
(97%) through a cellphone in their household.
In fact there are an average of 2.4 phones per
household and 32.2m individual cellphone
owners.
14.6m cellphone owners (39% of all adults)
only use voice, SMS or USSD, but no data. So
you can reach them with text and voice
marketing, and engage them with interactive
SMS, USSD and IVR applications.
The other 17.7m (48% of adults) use voice,
SMS, USSD and mobile data, which means
they browse the mobile internet and use apps.
They are generally more affluent and can be
reached through display advertising including
rich media ads whilst browsing the net or using
apps, MMS messaging, email and push
notifications through apps.
According to the AMPS survey there are
13.2m smartphone owners out there – but
since the concept of a smartphone is so
nebulous, we prefer to focus on the mobile
data user segment as opposed to smartphone
owners.
A significant 5% of adults or 1.8m consumers
own a tablet – they consume loads more data
and media than the average consumer, and
represent a very interesting and rapidly
growing advertising audience segment.
The “Fixed Internet” accessed via desktop or
laptop computer, is used by 6.5m consumers
or 17% of the adult population.
The bottom line is that in South Africa we live
in a mobile first society.
The audience is mobile, and even if they have
access to the internet through a computer –
the immediacy, utility and personal nature of a
mobile phone – gives it an undeniable place in
any marketing or advertising campaign or
media budget.
This report is designed to provide the stats
and facts to help business leadership,
advertisers and marketers to get to grips with
the scope of the mobile media opportunity in
SA.
Raymond Buckle,
Author
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 2
13.2m / 36%
Smartphone Owners
14.6m / 39%
Basic Cellphone use
SMS, Voice & USSD
#
36m / 97%
Mobile Household
Penetration
2.4
32.2m / 87%
Individual Mobile
Phone Ownership
17.7m / 48%
Use SMS, Voice, USSD
and Mobile Data
11.7m / 32%
Mobile Internet 6.5m / 17% Fixed Internet
19.2m / 52%
Total Data/Internet
Penetration
37.2m
adults

3. The South African Audience Research
Foundation (SAARF) conducts and releases
the AMPS, the All Media and Products
Survey twice a year.
The basic purpose of AMPS is to provide
data about the use of the mass media, and
the consumption of products and services by
users of the mass media.
The data has to be comprehensive enough
so that it can be used for target marketing
and aid advertisers and their advertising
agencies in taking decisions about the
selection of media for their advertising
campaigns.
Media owners have to be able to use the
data to market their media, and for strategic
editorial and programme planning.
AMPS is a constantly evolving survey. It is
updated every year with input from
stakeholders, in order to keep up with the
ever changing media and product
landscape.
Industry involvement is one of the strong
points of the AMPS survey. AMPS also
benefits from decades of experience.
Because the survey has been conducted
since 1974, it has been refined over the
years to become a survey of an extremely
high quality.
Since 2009/10, the Mobile Marketing
Association of South Africa has worked with
SAARF to refine the survey through asking
more explicit and pertinent questions to
determine the role and scope of the mobile
medium in the South African media
landscape.
The 2013 data which is the focus of this
report, provides 3 years of trends since the
MMA got involved.
AMPS 2013AB is based on a rolling survey
of 25,444 respondents across South Africa
which extrapolates to an adult population
(15+) of 37.2m.
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.
MMA South Africa:
For the past 6 years, we’ve worked with
Silverstone and media researchers like
Laura Kauffman (Media 24) on the
SAARF AMPS data set to develop an
unashamedly biased mobile perspective
of the AMPS data.
We asked probing questions about the
mobile medium, compared to other
forms of media, the mobile audience and
the mobile consumer, activities on the
cellphone, and activities on the mobile
internet.
By “over-coding” AMPS questions and
answers, this report provides a revealing
perspective of the mobile medium in
South Africa – and meets our goal of
providing the business case for
advertisers and agencies to embrace the
medium, and to shift media spend and
focus more aggressively to mobile.
This approach allows us to prove and
support our belief that South Africa and
Africa is a ‘mobile first’ society – base
don establishment data which the SA
Media industry trusts and live by.
If you find this report of value, you
would benefit by getting involved in
the Mobile Marketing Association.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 3
About this report

4. In 2013, Silverstone became the first African company to be
elected to the Mobile Marketing Association’s EMEA Board of
Directors..
At Silverstone, we believe in mobile first marketing and in the
value of being part of a global organisation like the MMA, which
strives to promote the growth and standards of the mobile
medium and ecosystem.
If you have questions about this report, the MMA or would like to
explore how to effectively incorporate mobile into your marketing
mix, please get in touch.
Raymond & the Silverstone Team
// silverstone.solutions
// Call +27 11 326 1000
// SMS Silverstone to 34747 (R1.50 in SA Only)
Silverstone is a founding member of the MMA in
South Africa in 2008/9.
Raymond Buckle (Silverstone CEO) has lead the SA
Research Committee and served as chair of the
MMA SA from 2010 to 2013.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 4
About
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.
We specialise in building integrated and ‘mobile first’ brand communities to develop
meaningful relationships with your prospective, new and existing customers,
employees or stakeholders.
We deliver performance driven campaigns and “always on” platforms that cut across
SMS, USSD, Voice, mobile web, mobile social, apps, vouchers and payments.
strategy
touch
points
promote engage convert
measure
optimise
goal

5. MMA Members benefit from access to local and global
mobile marketing best practices, standards – and
subscribe to the MMA’s Code of Conduct. Are you
working with MMA members on your mobile
campaigns?
Candice Goodman
2013/14 Chairman MMA SA | MD Mobitainment
About the
Mobile Marketing
Association of
South Africa
The MMA is the premier global non-profit
trade association representing all players
in the mobile marketing value chain.
With 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.
Join the MMA Community:
www.mmasa.org
or SMS ‘MMA’ to 34747
(sms costs R1.50)
Leadership
• Code of Conduct
• Standards & Guidelines
• Training & Education
Promotion
• Awards
• Events
• Networking
Access
• Case Studies
• Best Practices
• Research and Insights
5July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB
South African marketers know WHY they
have to go mobile, but are looking more
and more for the HOW to go mobile –
these latest numbers give us insights into
both!
Mobile is the future of marketing in South
Africa. Being able to offer marketing
stakeholders this invaluable research is a
core focus of the MMA for 2014/2015.
If you’re a brand, agency or business
looking to incorporate mobile into your
advertising and marketing mix, we’d love to
have you as a member to the MMA SA.
Nicolle Harding
Incoming Chair MMA SA | CEO MaxAxion

6. July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 6
MMA South Africa
Advisory Board of Directors 2014
Mobitainment:
Candice Goodman,
Chair Emeritus
Maxaxion:
Nicolle Harding,
Incoming Chair
Silverstone Solutions
Raymond Buckle,
MMA EMEA Board
MMA SA:
Kim Risi
Member Manager
MMA EMEA:
Chris Babayode
Managing Director
MMA EMEA
Sally Harvey
Member Support
AAT:
Alan Haarhoff
AdClick Africa:
Velly Bosega
Advine:
Gavin Emes
BulkSMS:
Samantha van Putten
Buzz City:
Nicholas Hodge
Coca Cola:
Muhammed Jassat
DSG:
Yaron Assabi
GfK:
Ryan Smit
Microsoft Mobile:
Allana Barber
Mobiclicks:
John Butler
SABC:
Philip van Tonder
Standard Bank:
Sagren Pather
Telkom Mobile:
Helga Bates
Unilever:
Nazeer Suliman
Vine:
Neil Hutchinson
WiGroup:
Howard Moodycliffe
Yonder Media:
Rick Joubert

7. MMA SA Members
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 7

8. South Africa…
Leading the Mobile Revolution Globally
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 8
2009 – 2012 Global and EMEA Winners
2 Global Bronze Awards
2 EMEA Regional Awards
• Cross Media Integration
• Relationship Building / CRM
2013 Global and EMEA Winners

9. • 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
Traditional A/BTL
Direct / CRM
Digital
Social
Mobile
Marketing
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 9
The MMA believes Mobile belongs at
the heart of the Marketing Mix
Mobile
Marketing

10. Tweet Sheet…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 10
2 x TV There are more than twice as many cellphones
as there are TV sets in SA (34.6m vs 17m)
76% of
email
76% of e-mails are sent
and received from a cellphone
8.4x
landlines
There are 8.4 times more homes with
cellphones than landline telephones
4.3x
Computer
There are 4.3 times more households with a
cellphone than a computer
2.9x
email users
SMS text messaging is used by 2.9 times more
people than email
5x
PC internet
There are 5 times more cellphone subscribers
than fixed Internet users
Confused by all the
Twitter icons?
Wherever you see
this icon, you can
click on it and we’ll
magically tweet a
quote and link to this
report.
Lets trend –
please help
spread the
word…
@
#

11. Tweet Sheet…
Mobile dominates our
lives as a media channel.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 11
84% 84% of internet users in SA access the internet
via mobile technology
99%99% or 17,570m mobile data users, also use
SMS and USSD functions
130k 130,000 people use mobile data but do not own
their own cellphone – go figure…
17.6m17,653m cellphone owners use Mobile Internet
and Data services
14.6m 14.593m cellphone owners use Voice, SMS and
USSD services only
32.2mThere are 32.246m adult Cellphone owners in
South Africa

12. 2.4 per
household
In 2013, there was an average of 2.4 cellphones
per household in South Africa
Tweet Sheet…
#MobileIs…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 12
94% 93.5% of SA working adults use a cellphone
compared to 29% in the year 2000
4.9% 1.8m or 4.9% of Adult Population own a Tablet
Device (up from 1.8% in 2012)
36%36% of SA Adult Population owns a smartphone
(that’s 41% or 13.2m of cellphone owners)
R4,129,
000,000,000
Only mobile allows you to reach 87% of
R4,746Bn Annual Household Spend
R565Tablet Owners spend an average of R529 on
cellular per month
• Personal
• Always On
• Always Close
• Versatile
• Effective
• Central to the
Path to Purchase
• Infinitely
Measurable

13. Mobile trends over time…
The mobile medium has grown at an unprecedented rate.
SAARF only started tracking mobile/cellular in 2001. In 2007 the internet
was accessed by more people on a cellphone, than a PC. In 2008 mobile
overtook Television, in 2009 Radio and finally Out of Home in 2010 to truly
become the most pervasive mass medium in South Africa.

14. 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
MILLIONS
Radio TV DVD DSTV/ MNET/ Top TV
Landline telephone Cellphone Computer Internet Any
Internet - mobile OOH Newspaper Magazine
Cinema
Mobile compared
to other Mass
Media Channels
Thought leader Tomi Ahonen, once famously
referred to Mobile as the 7th Mass Media, but in
South Africa mobile stands first.
In 2010 Mobile usurped Outdoor, Television and
Radio and became the most pervasive mass
media in South Africa.
Compared to traditional media, Mobile is also the
only medium that is interactive at a mass scale;
It is personal and allows one-on-one, bi-
directional communication, which means
consumers can respond to ads at the point of
creative impulse.
Comparison based on population with device in
household (population weights). Newspaper and
magazine based on Readership. OOH last 4
weeks. Cinema last 3 months.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 14
Inflection

15. Cellphone
Penetration
87% of SA adults use a
cellphone, up from 17% in 2000.
94% of SA working adults use a
cellphone, up from 29% in 2000.
In 2013, there is an average of
2.4 cellphones per household
and 14.3m households with
cellphones (97% household
penetration)
So household, and
economically active adult
penetration of mobile is nearing
saturation and growth in those
segments has slowed down.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 15
2%
11%
21%
42%
61%
71%
87%
Adult
Individual
Cellphone
Ownership
Penetration
Economically
Active Adult
Cellphone
Penetration
Household
Cellphone
Penetration
5%
20%
46%
70%
80%
91% 94%
36.158
14.31
0
10
20
30
40
Million
Population with cellphone in HH No of HH with cellphone

16. Mobile Data v.
Smartphone
Penetration
A question was introduced in AMPS recently, to
try to determine “smartphone” penetration in SA
– and we now have a figure of 36%.
Our issue with this figure lies in the definition of a
smartphone and how it is interpreted by the
average consumer.
For example app developers think of
Smartphones as iOS, Android and Windows
Phone. Users think of Smartphones as phones
with advanced functionality like touch screen,
GPS, etc… AMPS considers Blackberry across
the board as a smartphone, but Nokia Symbian
devices with mobile internet capabilities are not.
Ad Networks and publishers rely on a phone
browser’s capability to accept cookies and use
JavaScript for tracking and re-targeting.
For mobile marketing and advertising purposes,
we believe that phones with data and an internet
browser, should be considered in a different
category to phones that don’t have a data
capability or are used for Voice, SMS and USSD
only.
So we prefer tp focus on the 48% of adults who
own a data connected phone.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 16
37% 40% 44% 46% 44% 46% 50% 55%
64% 60% 56% 54% 56% 54%
50%
45%
17,527
18,813
21,244
23,170
25,945
28,571 29,561
32,246
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
0%
20%
40%
60%
80%
100%
120%
06/07 2007 2008 2009 2010 2011 2012 2013
Mobi data Voice/SMS/USSD Only Individual cellphone owners - 000s
Mobile Internet Connected Profile
15 50Age 31
1 10LSM 7.5
HHI R18k
Cell Exp R253
69% under 35
68% Black
38% English / Afrikaans
61% African Language
75% Matric (47%)+Tertiary
47% Working
25% Students
78% Urban
89% LSM 6 to 10
M FGender 50% M
Basic Cellphone Connected Profile
15 50Age 43
1 10LSM 5.4
HHI R7k
Cell Exp R94
64% 35 and older
85% Black
18% English / Afrikaans
83% African Language
67% Some Highschool
40% Working
7% Students
62% Rural
62% LSM 4 to 6
M FGender 55% F
17.7m / 48%
Use SMS, Voice,
USSD & Mobile
Data
14.6m / 39%
Basic Cellphone use
SMS, Voice & USSD
#

17. Tablet
Penetration
A significant 5% of adults or 1.8m
consumers own a tablet – they consume
loads more data and media than the
average consumer, and represent a very
interesting and rapidly growing
advertising audience segment.
For a category that didn’t exist 4 years
ago, tablet penetration has grown
exponentially – almost doubling between
the first and second half of 2013.
Lets see what develops…
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 17
127
616
962
1,840
48
246
392
736
0
500
1,000
1,500
2,000
2,500
2011 2012 2013 Jan-Jun 2013 Jul-Dec
000s
Population Households
Tablet Owners Profile
15 50Age 32
1 10LSM 8.7
HHI R29k
Cell Exp R565
66% under 35
52% Black
56% English / Afrikaans
43% African Language
47% Tertiary Education
57% Working
25% Students
93% Urban
67% LSM 9 and 10
M FGender 54% M
1.8m / 5%
Tablet Owners

18. Media Type Comparisons

19. * YesterdayMedia type usage
among SA adults
Mobile competes with traditional
media on cost and reach.
It beats any other medium on
audience targeting, tracking and
measurability.
Mobile is the most personal and
popular digital interactive channel.
Yet as per global trend, is only
achieving a fraction of its potential
in media spend.
But just like the global trend, spend
is shifting faster and faster to the
mobile medium.
84 82
87 87
48 48
52
48
17
32
8
83 83
97
88
47 47
50
46
18
30
8
0
20
40
60
80
100
120
% penetration of population % penetration of households
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 19

20. TV Radio OOH Pay TV Cinema
News
paper Magazine
Cell
phone Internet
Mobile
Data
SMS /
Voice /
USSD
Only
Fixed
internet
Total 84 82 87 32 8 48 48 87 52 46 38 17
LSM 1 10 60 45 0 0 10 7 42 6 5 36 1
LSM 2 27 65 56 0 0 16 14 74 17 15 58 0
LSM 3 53 75 67 0 1 20 20 77 22 20 58 0
LSM 4 77 80 76 3 0 29 24 79 27 24 55 1
LSM 5 88 83 87 12 1 38 35 85 39 35 50 4
LSM 6 92 83 92 26 4 52 48 88 50 47 41 9
LSM 7 92 84 94 47 8 60 60 91 64 59 30 18
LSM 8 92 85 96 61 15 63 69 94 71 67 26 31
LSM 9 93 87 97 74 21 67 74 95 82 76 15 47
LSM 10 90 89 98 83 37 69 78 96 92 87 7 73.5
ice cold cold medium warm hot very hot
Media type usage
among SA adults
By LSM
(Percentage
using media)
After less than two decades in
existence, mobile is a “hot”
medium.
It is the only media type to
have almost total saturation in
LSM 10.
Mobile exceeds or has
comparable levels of
penetration to all other media
types across all LSM groups.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 20

21. Positioning map
of media usage
Reach:
Income/Age
The core mobile audience
is similar in age and income
to Radio, TV and OOH.
The core mobile internet
audience is younger and
earns more than all the
other mainstream media,
only the cinema audience is
younger and earns more –
but it is much smaller.
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 21
Cinema
Fixed
internet
Pay TV
Mobi
Internet
Magazines
News papersOOH
Cellphone
TV
Radio
28
30
32
34
36
38
40
R 8,000 R 10,000 R 12,000 R 14,000 R 16,000 R 18,000 R 20,000 R 22,000 R 24,000 R 26,000 R 28,000
AverageAge
Average Income

22. Almosteveryonethatmatters
ownacellphonewiththeirownnr
• Almost everyone (87%) has got a
cellphone with their own number and at
least the ability to:
• Make a call to you
• Receive a call
• Send an SMS to a short code from a
call 2 action in any other form of
media
• Receive an SMS
• Without adding any additional “media”
costs, you can amplify your existing media
spend by adding an SMS or USSD call to
action to your advertising
• The cost of a short code or USSD Number,
keyword campaign and SMS messaging is
negligible in the scheme of a typical
advertising campaign
1: Cellphone Owners
ThinkMMS/Email,
MobileWeb,MobileSocialandApps
• Every data capable mobile phone has an
internet browser
• Not every phone has a big screen, fast
internet and to the majority of South African
users – data is expensive.
• That doesn’t limit them to browse the web
or click on links, but they’re not going to
like:
• Browse sites built for desktop users
• Download large graphic files
• Wait forever for a page to open
• That means building mobile optimised web
sites to support your campaigns
• Its fine to build an App for Apple or Android
– but keep in mind it’s a very specific and
relatively small audience segment, even in
the upper LSMs. Do a mobile site and
SMS integration first.
2: Data Capable Devices
It’saphoneyoucancallthem+
usetext,IVRandUSSD
• Engaging users who don’t have data
capable devices, and only use/have voice,
SMS and USSD capability on their phone
proves to be a challenge for most
marketers
• Yet, South African agencies and brands
have a world beating track record for
innovating with just that… The MMA has
awesome case studies on award winning
campaigns which excelled by using
interactive voice, USSD and IVR apps.
• Marketers can incorporate:
• SMS Short Codes with reply
messages
• USSD numbers with interactive text
menus
• Automated outbound voice
messaging and Call beck technology
with IVR (Interactive Voice
Response) Menus
3: Basic Cellphone Users
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 22
Advice for Marketers
to address different mobile access segments

23. #1
Mobile as the
1st Screen
In a recent global study released by
MillwardBrown, an MMA Member –
AdReaction 2014 – South Africa
was featured as part of the survey
and the results are surprising…
For more information contact…
Monique .Leech@MillwardBrown.com
Director Digital Solutions, MillwardBrownSA

24. 24
MillwardBrown
AdReaction 2014
Why should we
care about
multiscreen?
How are
screens used?
What do people
think
of ads on
screens?
What should
brands do?
TV Smartphone
Laptop Tablet
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

25. The Growing
Ownership of
Smartphones and
Tablets are Creating
a new media
landscape
Global shipments is an indication of
how the device landscape is
changing;
There is a decline in TV and Laptop
shipments but massive growth in
Smartphone and Tablet shipments
Globally, there has been over 1bn
mobile phone shipments last year
which means we’re faced with a
rapidly evolving media landscape.
25
Global Shipments
725
349
145
238
1,004
315 227
227
2012 2013
TV Smartphone Laptop Tablet
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

26. AdReaction 2014
multiscreen
Report
The survey was conducted in 30 countries among
12,000+ multiscreen users.
In some countries the sample is very representative
of the national average, whilst in others like South
Africa we were talking to an advanced sub-set of
the population.
But across all 30 markets, we spoke only to ‘multi-
screen users’ which we defined as adults 16-45
who own or have access to a TV AND a
smartphone OR Tablet.
To make sure these were people who actually own
their device – rather than just having access to one
– we conducted a short 15 min survey via mobile
interviews
An underlying principle of AdReaction is that
multiscreen landscape needs to be evaluated in the
context of SCALE (reach or screen hours) and
RECEPTIVITY to ads on that device.
26July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

27. Daily Screen
Usage –
Global
Smartphones are now comfortably
the largest single screen medium in
the world.
Taken together, mobile devices take
up 47% of all screen time.
A typical consumer consumes just
under 7 hours of screen media
daily.
Going back to scale and receptivity;
then we can consider this the scale
of opportunity.
Looking at screen time, along with
reach – allows us to understand the
potential window of opportunity for
us to connect with our audience.
27
113minutes
(27%)
147minutes
(35%)
108minutes
(26%)
50
minutes
(12%)
TOTAL MINS: 417
Watching TV
Yesterday
Using the internet
on this device -
yesterday
Using the
internet on this
device -
yesterday
Using the
internet on this
device -
yesterday
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

28. Daily Screen
Usage –
South Africa
The importance of TV is clearly
highlighted in South Africa – where
screen time continues to be
substantial!
Smartphones devices – do however
– have equal importance in terms of
eye ball time.
A typical consumer consumes just
under 7 hours of screen media daily
Going back to scale and receptivity;
then we can consider this the scale
of opportunity.
Looking a screen time, along with
reach – allows us to understand the
potential window of opportunity for
us to connect with our audience.
28
TOTAL MINS: 431
115minutes
(27%)
127minutes
(29%)
126minutes
(30%)
63
minutes
(15%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

29. 66%
29%
4%
12%
29%
60%
Share of Screen
Minutes vs.
Media spend
Interestingly though, if we place
actual media spend figures we see
that spend isn’t following eyeballs;
Whilst mobile is accounting for 35%
of multi-screeners’ time, its only
capturing 4% of spend – in South
Africa no real spend ficgures are
available for Mobile.
This is hot topic in the industry, and
obviously there’s complexity to this
argument that we need to consider
– receptivity and effectiveness not
least, but its an important point to
make none-the-less.
29
Global Daily Screen Minutes
27%
12%
26%
35%
Global Media Spend
2013 2016
+
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

30. Multiscreen
Minutes By Type
– South Africa
Obviously not all this screen-time is
happening back-to-back though.
In fact, it takes just 5 hours to
consume 7 hours of screen media
Simultaneous usage of another
digital device whilst watching TV
accounts takes place around a third
of the time.
SIMULTANEOUS: At the same time
as you were watching TV yesterday,
how much time did you also spend
using the internet?
30
TOTAL MINS: 417
NET MINS: 308
Shifting
69%
Simultaneous
31%
At different points in time At the same time
Global: 65% Global: 35%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

31. Multiscreen
Minutes BY Type –
South Africa
We can then further break down the
simultaneous minutes into “meshing” (where
TV and a digital screen are being used to
consume related content) and “stacking”
(where the content is unrelated).
Generally, more time is spent stacking than
meshing.
Meshing; sponsorship activities across TV and
mobile is an obvious example – opportunity for
deeper engagement.
Stacking is tricky for marketers – consumers
are actually distracted. But it is a phenomenon
advertisers need to know and understand
though – it’s the modern day equivalent of
going to put the kettle on.
Meshing: While you were watching TV and
using the Internet yesterday, how much of the
time were you doing something related to what
was happening on TV?
Stacking = Simultaneous minutes minus
Meshing minutes
31
TOTAL MINS: 417
NET MINS: 308
Shifting
69%
At different points in time
Related
content
Unrelated
content
Meshing
7%
Stacking
24%
At the same time
Global: 65%
Global: 14%
Global: 22%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

32. South Africa
UK
France
Kenya
Argentina
Saudi
Hungary
Italy
Canada
Japan
Spain
Australia
Nigeria
Vietnam
Brazil
USA
Russia
Mexico
India
Germany
Colombia
Slovakia
Poland
China
Indonesia
Czech
Turkey
South Korea
Phillipines
Thailand
Global
How Multiscreen
Minutes Compare
Across Countries…
Meshing and stacking behaviors
vary significantly by country.
Thailand meshes the most
globally; U.S. stacks the most.
Italians are least likely to use
screens simultaneously.
South Africa engages screens
simultaneously the most;
We shift a lot, but do not “mesh”
content as much as other
countries e.g. engage similar
content on TV and internet at
the same time.
32
MESHING
STACKING
SHIFTING
Usage Key
Global 14% 22% 65%
7% 24% 69%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

33. Reasons for
Simultaneous
Multi-
screening
The main reason South Africans
engage in simultaneous multi-
screening is to keep up with
friends on social Silverstone MMA SA Mobile Review of AMPS 2013AB
33
7%
10%
17%
22%
27%
31%
35%
34%
40%
43%
To follow up on a TV ad
To interact with what's
happening on TV
To discuss what I’m watching
(e.g. via social media)
More information about
what's on TV
TV not interesting enough for
all my attention
Need to get other things done
Just have TV on for
background noise
Someone else has chosen
what's on TV
To fill time during ad breaks
To keep up with friends on
social media (not TV related)
SA GLOBAL
AVERAGE
39%
42%
25%
27%
20%
28%
24%
19%
14%
11%
ANY
STACKING
REASON:
88%
(85% global)
ANY
MESHING
REASON:
39%
(41% global)
July 2014

34. Simultaneous
and Exclusive
Usage by Device
SA vs. Global
Due to highest overall
viewing, smartphones are
most likely to be used both
simultaneously with TV, and
standalone.
Laptops are proportionately
most likely to be used
exclusively.
Tablets are proportionately
most likely to be used
alongside TV.
34
At the same time
At different points in
time
+
22%
78%
35%
49%
51%
65%
+
+
Global 29%
Global 71%
Global 37%
Global 49%
Global 51%
Global 63%
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

35. Silverstone MMA
SA Mobile Review
of AMPS 2013AB
35
Ad receptivity by screen -
(Favourability and Attention)
44
32
39
74
PAY AT LEAST SOME
ATTENTION %
GLOBAL
AVERAGE
11
11
13
41
VERY/ SOMEWHAT
FAVOURABLE %
GLOBAL
AVERAGE
41%
25%
24%
23%
72%
52%
51%
52%
TV
Smartphone
Laptop
Tablet
July 2014

36. Multiscreen
Opportunity Plot -
Screens
Combining receptivity with screen
time shows that TV remains the
largest media opportunity globally
due to highest overall receptivity
and still strong minutes.
Digital still adds up to a huge
opportunity (bigger than TV) if low
receptivity challenges can be
overcome.
Scale of opportunity = minutes per
device.
Marketing receptivity = average of
favorability (very/ somewaht
favorable) and attention (pay at
least some attention)
36
0%
10%
20%
30%
40%
50%
60%
70%
-20 30 80 130 180
MARKETINGRECEPTIVITY
SCALE OF OPPORTUNITY (MINUTES)
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
TV Smartphone Laptop
PC
Tablet
Device Key
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

37. The Main Implications for
Marketers are…
1. Be Consistent – Whenever someone
engages with you, whatever screen they’re
using and wherever they are, your brand
experience and messaging should be
uniform.
2. Be Connected – Think about second-
screen experiences and how your
marketing can interact engagingly between
screens and travel seamlessly across
screens.
3. Be Considered – some screens are better
than others at communicating particular
aspects of your brand’s personality.
4. Be Concise - use mobile-friendly,
shareable content that entertains first,
informs second
37
Be
Consistent
Be
Connected
Be
Considered
Be
Concise
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB

38. Sequentialdeviceuse
• Probably the easiest of all
marketing campaigns to develop
creative content. Think about how
to continue the conversation across
platforms
• Ensure the consumer experience is
consistent across all platforms.
• Adaptive and Responsive web
design (adapting web content to
every device—mobile, tablet, PC)
will become non-negotiable in 2014.
• Added to this, being able to track
the consumer’s path to purchase
across devices will be key, so that
there is no break in the brand
experience journey.
1: Shifting
SimultaneousViewingof
RELATEDContent
• Continue the conversation!
• Ensure advertising content is an
extension of the programming
content.
• Messages will be relevant, fluid, and
related.
• Real-time social marketing is a
specific application of meshing
that requires brands to be ready to
respond immediately to social
media comments and will be
increasingly expected as more
brands seek to be part of the
social TV conversation.
2: Meshing
SimultaneousViewingof
UNRELATEDContent
• Consumers are using other devices
whilst watching TV, how can we be
part of the conversation?
• Twitter? Shazam? Facebook? Mxit?
Pinterest? WeChat? WhatsApp?
Mobile Display and Rich Media?
• Understand that unrelated
distractions can sometimes be just
as welcome as an extension of
what’s happening on TV.
3: Stacking
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 38
Mobile for Multi-screening ideas

39. Silverstone / MMA SA
AMPS Mobile Review 2014
A Mobile Marketing Association South Africa
Report proudly developed and sponsored by
#MobileRocks
If you would like to get access to the Full Report in proper PowerPoint
template format with access to underlying data tables (at a small fee),
please contact us at mma@silverstonecis.com

40. Definitions & Methodology
This bit is boring – read it at your peril…
Except if you want to argue a fact – read this first ;P

41. • Internet activities using a cellphone (all)
• Smartphone overcode / Mobi activities on cellphone*
• Own a tablet
Mobile Data | 17,829,000
• Internet activities using a cellphone (all)
• smartphone overcode/ Mobi activities on cellphone*
• EXCLUDES TABLET
Mobile data on cellphone | 17,783,000
• Internet activities via a cellphone (all)
• Mobi activities on cellphone*
• EXCLUDES TABLET AND SMARTPHONE (i.e. A person may own a
Smartphone but not use the mobi data functionality)
Mobi data on cellphone (actively use) | 17,485,000
• Cellphone activities: Internet, read publication
• Internet activities using cellphone: Search, banking, purchasing,
read publication/news, dating, gambling, share trading, watch TV,
watch online videos, listen radio, podcast, other internet activities
Internet via cellphone | 11,728,000
•Cellphone activities: MMS, download mobile content, download music,
chat, social networking, apps, email, subscribe to content
•Internet activities using cellphone: Email, social networking, chat, music
downloads, games, apps
Mobile Data activities (other than internet) via cellphone |
17,302,000
•Accessed internet in past 4 weeks
•Played internet games online at least monthly
•Accessed bank accounts via internet, tablet, Smartphone, mobi data**
Internet access – all (Includes use mobi data) |
19,187,000
•Accessed internet in past 4 weeks
•Played internet games online at least monthly
•Accessed bank accounts via internet
•Internet via cellphone~
•Internet via computer (all)
•EXCLUDES MOBI ACTIVITIES (OTHER THAN INTERNET) VIA
CELLPHONE~~
Internet access (EXCLUDES MOBI ACTIVITIES OTHER
THAN INTERNET) | 13,976,000
•AMPS 2013A6
•Internet via computer – all, Internet connection at home ADSL/Dial up
Fixed internet | 6,448,000
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 41
Definitions

42. • The cellphone activity question changed from…
– AMPS 2013A6 and prior: How often (Daily/Weekly/Monthly/Yearly/Not at all) to
– AMPS 2013B6: When last (yesterday/past 7 days/past 4 weeks/longer ago/never)
• In the data release the following is available:
– AMPS 2013A6:
• Daily/Weekly/Monthly/Yearly/Not at all
• Old full list of 22 activities
– AMPS 2013B6:
• Ever/Never - When last not yet available
• Old AMPS 2013A6 full list of activities - New revised, cleaned up list of 12 activities not yet available
– AMPS 2013AB (12 months data):
• Ever/Never only
• Old AMPS 2013A6 full list of activities
July 2014 Silverstone MMA SA Mobile Review of AMPS 2013AB 42
Data Changes: Cellphone Activities

43. 1995 1996, 1997,
1998
1999A 1999B 2000A 2000B, 2001A 2001 B6, 2001
B, 2002 A6,
2002 A
Own / Rent / Have use of
cellphone
Own / Rent / Have use of
cellphone
Activities:
• Accessed the
Internet (Past 4
Weeks)
Own / Rent / Have use of
cellphone
Internet given own
section under Activities
(Internet / World Wide
Web)
Activities:
• Accessed P4 W
(Yes/No)
• Place (Home / Work
/ Elsewhere)
• Purchase via
(Yes/No)
Own/Rent/Have use of
cellphone: Yes/No
⁻ Cellphone
ownership
(private/company
maintained)
⁻ Calls on
contract/pre paid
Activities: Internet
⁻ Accessed P4W
(Yes/No)
⁻ Place
(Home/Work/Else
where)
⁻ Purchase via
(Yes/No)
⁻ Received Email
via
Own/Rent/Have use of
cellphone: Yes/No
⁻ Cellphone
ownership
(private/company
maintained)
⁻ Calls on
contract/pre paid
Activities: Internet
⁻ Accessed Past 4
Weeks
⁻ Accessed Past 7
Days
⁻ Place
(Home/Work/Else
where)
⁻ Purchase via
(Yes/No)
⁻ Banking
Own/Rent/Have use of
cellphone
⁻ Cellphone
ownership
(private/company
maintained)
⁻ Calls on
contract/pre paid
⁻ No of cellphones
in household
Activities: Internet
⁻ Accessed P4W To
do (purpose):
⁻ Banking
transactions
⁻ Obtain info
⁻ Purchase items
⁻ Send receive
email
⁻ Accessed P7D
Own/Rent/Have use of
cellphone
⁻ Private/company
⁻ Calls on
contract/pre paid
⁻ No of cellphones
in household
Activities: Internet
⁻ Accessed P4W /
P7D
⁻ Purpose
⁻ Place
⁻ Time spent
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 43
AMPS Mobile Evolution:
1995 - 2001

44. 2002 A6, 2002 A 2002 B6, 2003AB (BP),
2003 A6/A
2003 B6/B 2004 A6 2005 A6, 2004/2005
Own/Rent/Have use of cellphone
⁻ Private/company
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
Activities: Internet
⁻ Accessed P4W / P7D
⁻ Purpose
⁻ Place
⁻ Time spent
Financial
⁻ Accessed accounts via
ATM/Telephone/Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
Personal frequency of activities
question introduced
(weekly/monthly/yearly)
⁻ Play games on cellphone
⁻ SMS for fun
⁻ Play games via internet
Activities: Internet
⁻ Accessed Past 4 Weeks
⁻ Accessed Past 7 Days
⁻ Yesterday
⁻ Purpose/Place/Time spent
Financial
⁻ Accessed accounts via
ATM/Telephone/Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses added
Personal frequency of activities
question
⁻ Play games on cellphone
⁻ SMS for fun
⁻ Play games via internet
Activities: Internet
⁻ Accessed Past 4 Weeks
⁻ Accessed Past 7 Days
⁻ Yesterday
⁻ Purpose/Place/Time spent
Financial
⁻ Accessed accounts via
ATM/Telephone/Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses
Personal frequency of activities
⁻ Play games on cellphone
⁻ SMS for fun
⁻ Play games via internet
Activities: Internet
⁻ Accessed Past 4 W, P7D,
Yesterday
⁻ Send/receive email
⁻ (Place, purpose, time questions
omitted)
Financial question split
⁻ Accessed accounts via ATM/
Telephone/ Internet
⁻ Accessed accounts via
Telephone
⁻ Accessed accounts via Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses
⁻ Phone Make
⁻ Service provider
Personal frequency of activities
⁻ Play games on cellphone
⁻ SMS for fun
⁻ Play games via internet
Activities: Internet
⁻ Accessed Past 4 W, P7D,
Yesterday
⁻ Send/receive email
Financial
⁻ Accessed accounts via ATM/
Telephone/ Internet
⁻ Accessed accounts via
Telephone
⁻ Accessed accounts via Internet
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 44
AMPS Mobile Evolution:
2002- 2005

45. 2005/2006 2006 A6 2006/2007
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses
⁻ Phone Make
⁻ Service provider
Cell phone activities (weekly/monthly/yearly/not at all)
⁻ Play games on cellphone
⁻ SMS
⁻ Play games
⁻ Send/receive email
Activities: Internet
⁻ Accessed Past 4 W, P7D, Yesterday
⁻ Send/receive email
Financial
⁻ Accessed accounts via Telephone
⁻ Accessed accounts via Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses
⁻ Phone Make
⁻ Service provider
Cell phone activities (daily/weekly/monthly/yearly/not at all)
⁻ SMS, games, Send MMS, Send please call me, download
ringtone/logo/ music, receive email, browse wap/web
⁻ MTN Mobile Money Account
Personal frequency of activities
⁻ Play games via internet
⁻ Use computer at home/ work (no connectivity necessary – in
remaining AMPS from here on)
Activities: Internet
⁻ Accessed Past 4 W, P7D, Yesterday, Past 12 months
⁻ Sent receive email p4W
⁻ Place, Purpose reintroduced and extended
⁻ P12M for purchase/booking
⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless)
Financial
⁻ Accessed accounts via Cellphone
⁻ Accessed accounts via Telephone
⁻ Accessed accounts via Internet
Own/Rent/Have use of cellphone
⁻ Private/company maintained
⁻ Calls on contract/pre paid
⁻ No of cellphones in household
⁻ Monthly cell expenses
⁻ Phone Make
⁻ Service provider
Cell phone activities (daily/weekly/monthly/yearly/not at all)
⁻ SMS, games, Send MMS, Send please call me, download
ringtone/logo/ music, receive email, browse wap/web
⁻ MTN Mobile Money Account
Personal frequency of activities
⁻ Play games via internet
Activities: Internet
⁻ Accessed P4W, P7D, Yesterday, P12M
⁻ Email p4w
⁻ Place, Purpose
⁻ P12M for purchase/booking
⁻ Internet Connection at home (Dial up/ADSL/ISDN/Wireless,
Cellphone/GPRS/Edge/Other)
Financial
⁻ Accessed accounts via Cellphone
⁻ Accessed accounts via Telephone
⁻ Accessed accounts via Internet
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 45
AMPS Mobile Evolution:
2005- 2007

46. 2007A6,2007AB,
2008BA
As per 2006/2007 but included
Attitudinal statements
2008BA
Wireless/via cellphone internet access
at home question given more
description (but unchanged)
2008AB
As per 2008 BA plus:
Internet moved from Activities folder in
Telmar to its own Folder called Internet
Cellphones now in section in Telmar
called Telecommunication (Previously
appeared in home question with
telephone)
Cellphone activities expanded to also
include:
•Enter competition/vote/ make donation
•Instant messaging/chat services
•Take photos/ videos
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 46
AMPS Mobile Evolution:
2007- 20102009BA,2009AB
As per 2008 AB but
ISDN dropped
2010BA As per 2009 and
Mobile Internet connection
home expanded :
• Mobile network (3G, Edge,
GPRS)
• Mobile internet (wap)
2010A6
As per 2010 BA and
Cellphone activities
expanded:
• Listen to radio
• Watch TV on cell
• Read newspaper /
magazine on cell
2010B6,2010AB
As per 2010 A6 and
Internet booking question
expanded:
• Book for: Cinema / Concert
/ Travel / Other

47. • Internet questions
– Activities: Internet
• Accessed P4W, P7D, Yesterday, P12M
• Email p4w
• Place, Purpose, Used for purchase, Bookings (Cinema /
Travel / Concert / Other)
– Internet Connection at home
– Financial
• Accessed accounts via Internet
– Personal frequency of activities
• Play games via internet
• Cellphone questions
– Own/Rent/Have use of cellphone
– Private/company maintained
– Calls on contract/pre paid
– No of cellphones in household
– Monthly cell expenses
– Make
– Service provider
– MTN Mobile Money Account
• Cell phone activities
– SMS, games, Send MMS, Download ringtone/logo/ music,
receive email, browse wap/web, please call me, Enter
competition/ vote/ make donation, Instant messaging/chat
services,Take photos/ videos, Listen to radio, Watch TV, Read
newspaper/magazine
• Financial
– Accessed accounts via Cellphone
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 47
AMPS 2010AB

48. Cellphone Audience:
• Own/Rent/Have use of cellphone
• Private/company maintained
• Calls on contract/pre paid
• No of cellphones in household
• Monthly cell expenses
• Make
• Service provider
Mobile Data access calculated based on:
• Activities on cellphone:
– Access internet
– email
– MMS
– Social networking
– Download ringtone/ logo
– Download/ use mobile apps
– music
– Instant messaging/ chat services
– Watch videos
– Read newspaper/ magazine,
– Subscribe to receive content or services
• Internet activities done via cellphone:
– (any of 19 listed activities)
– Home access
– Mobile (network, wap, device)
Added for first time in AMPS 2011A6:
• Internet activities done via computer/cellphone/not at all*:
– Search, email, banking, social networking, instant messaging,
chat, shopping, downloading music, read newspaper/magazine,
read/access current news, games, dating, gambling, share
trading, watch TV, listen radio, directory, download a podcast,
other
• Have internet at home
– Fixed (Dial up/ ADSL / Wireless iburst, wifi)
– Mobile (network, wap, device)
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 48
AMPS 2011 AB:
A Mobile Perspective

49. • As per 2011AB with these additions
• Added for first time in 2012 AB
• Activities done on internet on computer/phone:
– Search included descriptor (e.g. Googling)
– Watch videos online (new)
– Download Apps (new)
• Activities done on cellphone:
– Facebook
– Twitter
– Other social networking (e.g. MySpace, LinkedIn,
Windows Live Spaces, YouTube, Google Plus,
etc.)
– Use instant messaging/chat services now
included What’s App and Apple Messaging in
descriptor (as well as Mxit and BBM)
• Internet at home
– Mobile Internet device (not a cellphone, e.g.
iPad, Sony PSP) changed to:
– Tablet (e.g. Apple iPad, Samsung Galaxy,
Blackberry Playbook ) / Tablet (bv. Apple iPad,
Samsung Galaxy, Blackberry Playbook )
– WebBox/InternetOnTV (new)
• Place accessed internet
– Via cellphone at various places
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 49
AMPS 2012AB
A Mobile Perspective

50. Mobile Data Access (Mobi)
• Activities on cellphone:
•Access internet
•email
•MMS
•Social networking
•Facebook
•Twitter
•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
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 50
Types of cellphone use Over-coding
to ascertain mobile data use
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

51. Internet usage
• Mobi data usage (as
per overcoding)
• Accessed internet
past 12 months
• Play games on
internet
• Access bank
accounts using
internet
• Have internet at
home
• Sent/receive email
Fixed internet
• Internet activities
done on computer
• Home access dial
up
• Home access ADSL
Q3 2013 Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747 51
Internet usage Over-coding
to ascertain internet use
The fixed internet
overcoding is
inadequate and
most likely
constitutes an
undercount, still
needs to be
addressed