A summary overview of mobile phone usage and penetration amongst the adult population in South Africa. Contextualised against other media channels. Sourced from the 2009 B release of the SAARF "All Media and Products Survey" (AMPS)

1. Click to edit Master title style
AMPS 2009 B - Mobile Phone usage, South Africa
1 June 2010
1

2. Access: Population
Click to edit SA with entertainment / communication
Population in
Master title style
technology in their household
Figures in 000s
Source: AMPS 2009 B 2

3. Click to editof unique cellular phone access in SA
Growth Master title style
1999 2009
11% of SA adults had access to 71% of SA adults use a cellphone.
(at least one) cellphone.
Source: AMPS 2009 B

4. Growth of unique cellular phone access in SA
Click to edit Master title style
among the economically active population
1999 2009
20% of SA working adults had access 83.9% of SA working adults use a
to (at least one) cellphone. cellphone.
Source: AMPS 2009 B

5. Click to edit Master title phone ownership in SA
Penetration of cellular style
By LSM
71% of the SA population has access to a cell phone
Source: AMPS 2009 B

6. Click to edit Master title phone ownership in SA
Penetration of cellular style
By LSM
71% of the SA population has access to a cell phone
Source: AMPS 2009B

7. Click to edit Master title style adults
Media type usage among SA
Source: AMPS 2009 B 7

8. Click to edit Master title style adults
Media type usage among SA
By LSM (Percentage using media)
Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet Internet
(ex on
games) cellphone
Total 71 76 75 77 47 50 6 15 3 20 13
LSM 1 27 48 6 31 4 11 0 0 0 0 0
LSM 2 47 64 28 47 11 16 0 0 0 1 1
LSM 3 57 72 49 63 21 27 0 0 0 3 2
LSM 4 62 74 69 73 30 32 2 1 0 4 3
LSM 5 68 79 84 83 44 45 2 3 0 7 5
LSM 6 76 78 88 85 57 55 4 9 1 17 13
LSM 7 83 79 90 86 66 66 8 19 3 26 19
LSM 8 85 80 91 85 69 74 10 29 6 37 27
LSM 9 91 84 91 84 73 78 16 47 13 52 33
LSM 10 95 85 89 86 74 83 24 67 22 76 41
luke
ice cold cold cool medium warm warm hot very hot
Source: AMPS 2009 B 8

9. Click to edit Master title style adults
Media type usage among SA
By LSM (Percentage using media)
Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet Internet
(ex on
games) cellphone
Total 71 76 75 77 47 50 6 15 3 20 13
LSM 1 27 48 6 31 4 11 0 0 0 0 0
LSM 2 47 64 28 47 11 16 0 0 0 1 1
LSM 3 57 72 49 63 21 27 0 0 0 3 2
LSM 4 62 74 69 73 30 32 2 1 0 4 3
LSM 5 68 79 84 83 44 45 2 3 0 7 5
LSM 6 76 78 88 85 57 55 4 9 1 17 13
LSM 7 80 80 90 86 66 65 7 14 2 20 14
LSM 8 85 78 91 85 67 68 9 24 4 31 24
LSM 9 84 79 90 86 70 73 9 25 4 35 26
LSM 10 86 81 91 84 68 74 12 33 8 39 27
LSM 11 89 85 90 84 73 76 14 41 10 46 30
LSM 12 93 83 91 84 73 80 18 53 15 59 36
LSM 13 95 84 89 84 73 80 21 61 18 69 39
LSM 14 96 86 90 87 75 86 27 74 26 83 44
luke
ice cold cold cool medium warm warm hot very hot
Source: AMPS 2009 B 9

10. Click to edit Master of users of various media:
Positioning Map title style
Age and Income
39 MNet
38
37
Radio TV DSTV
36
Outdoor Newspaper
35
Average Age
Cellphone
34 Magazine
33
32 Internet
Internet (excluding games)
31
30
29 Cinema
28
27
Average Monthly Household Income
R7 500 R9 000 R10 000 R12 000 R14 000 R16 000 R19 000 R21 000
Source: AMPS 2009 B 10

11. Click to edit Master of users of various media:
Positioning Map title style
Reach and LSM (LSM 1-10)
10
9
8 MNet DSTV
Cinema
Average LSM Index
Internet (excluding games)
7 Internet
Newspaper
6 Magazine
TV
Cellphone
Outdoor
Radio
5
Reach (Millions)
1 3 6 7 15 22 25
Source: AMPS 2009 B 11

12. Click to edit Master of users of various media:
Positioning Map title style
Reach and LSM (LSM 1-14)
14
13
12
MNet
11 DSTV
Average LSM Index
10 Internet (excluding games)
Cinema
9 Internet
8
Newspaper
Magazine
7 TV
Cellphone
6 Outdoor
Radio
5
Reach (Millions)
1 3 6 7 15 22 25
Source: AMPS 2009 B 12

13. Cell phone users
Click to edit Master title style
Activities on their phone
Source: AMPS 2009B 13