Saarf research on cell phone usage in South Africa

1. 1

2. 69.2%
88.5%
96.1%
2005/2006 2009/2010 2013/2014
CELL PHONES OWNED, RENTED, USED BY ANYONE AT HOME
Households with More than One CellPhone
2
Source: AMPS Household Weight - 10 969 000 (’06), 13 369 000 (’10), 15 236 000 (’14 Jun)
Over the years we’ve seen a steady growth in number of Cellphones per household

3. CELLPHONE OWNERSHIP BY SERVICE PROVIDER
None
12%
On
Prepaid
79%
On
Contract
5%
On Contract
with Top-up
4%
With
88%
CELL PHONE OWNERSHIP AND PAYMENT OPTION
Source: AMPS Population Adult 15+ 30 903 000 (’06), 34 020 000 (’10), 37 665 000 (’14 Jun)
39.8
37.6
9.9
0.7
0 5,000 10,000 15,000 20,000
Vodacom
MTN
Cell C
Other Network
'000'
SERVICE PROVIDERS IN SA
%Col Audience(000)
“Pay as you Go” method of payment is largely preferred by South Africans.
They predominantly like services provided by Vodacom(39.8%) and MTN(37.6%)

4. Type of Phone Usage
31.9
3
8.4
38.7
18 6.3
49.9
16.2
12
N O K I A S A M S U N G B L A C K B E R R Y L G M O T O R O L A S O N Y
E R I C S S O N
TOP 5 CELLPHONE MAKE
2005/2006 2009/2010 2013/2014
32.7%
35.7%
41.3%
Most current Surveys have verified:
The data is based on the collective usage
of either Blackberry, iPhone, HTC and
that has since shown escalation in usage
Smartphone
penetration
on a rise
AMPS
2013BA
Are Smartphones affordable in SA? or is the SA Market generally displaying
the need for a such a cellphone?
AMPS
2013AB
AMPS
2014BA

5. Internet Penetration & Activities in SA
3.4
5.3 6.47.7
24.3
27.4
23.9
32.4
35.1
0
5
10
15
20
25
30
35
40
Yesterday Past 7 days Past 4 Weeks
Significant growth in internet usage using a
smartphone type of cellphone
2005/6 2009/10 2013/14
88% of All Adults 15+ in SA has a
Cellphone and only 44.2% has
accessed the internet or Web Via
Cellphone
Some of the top activities that
they’ve engaged in are:
Top 5 Activities
• 86.5% Instant Messaging/ Chat
Services (e.g Mxit,BBM, Whatsup…)
• by mostly youth age 15-34
• 81.6% Search (e.g. Googling)
• mostly youth age 15-34
• 71.5% Social Networking
(e.g FBook,Twitter, LinkedIn)
• Mostly youth age 15-34
• 46.5% Send/Receive e-mail
• Mostly age 25+
• 37.6% Play Games
• mostly Youth age 15-24
Upward trends coming from
- Music/App downloads
- Banking as well as
- read/access current news/article

6. 6
AIR Online / Cellphone
Dec 13 64.0 7.7
Jun 14 63.2 7.5
0
20
40
60
80
100
Media Access Platform – Newspapers / Magazines

7. DID YOU KNOW?
25% adults actively engage
with media because of a
comment on social media
Source: AMPS Population Adult 15+ 37 665 000 (’14 Jun)

8. 8
THANK YOU