The document provides an overview of mobile phone usage statistics in South Africa based on a review of the AMPS 2011AB survey: - Mobile phone ownership has exceeded other mass media and there are now more than twice as many cellphones as TV sets in South Africa. - 94% of households own at least one mobile phone and 82% of adults can be directly targeted through mobile marketing. - Mobile internet usage has also increased substantially and is the primary means of internet access for many South Africans.

1. AMPS 2011AB Review
a fresh Mobile Perspective
A Mobile perspective of the South African Audience Research Foundation’s
bi-annual All Media and Products Survey (AMPS) January to December 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 1

2. In 2010 MMA members work
shopped the structure of the AMPS
Questionnaire with SAARF –
2011AB is the result.
Size
Opportunity Use
The
Mobile
Medium
2012
Trends Audience
Growth
We’ve over-coded AMPS data,
We’re beyond the point where the
and got a completely new
question is if mobile should form
perspective of the mobile medium
part of your marketing mix…
in South Africa
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 2

3. In South Africa today…
There are more than twice
There are 4.8 times more
as many cellphones as
households with a
there are TV sets (31.3m
cellphone than a computer
vs 15.5m)
53% of e-mails are sent SMS text messaging is
and received from a used by 3.5 times more
cellphone people than email
There are 6.7 times more There are 4.9 times more
homes with cellphones cellphone subscribers
than landline telephones than fixed Internet users
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 3

4. Mobile Penetration
82% or 28.6m adults 15.4m
35m directly targetable through Use Voice, SMS & USSD only
SA Adult Population (15 years and older) mobile marketing and
advertising
28.6m 54%
Individual Cellphone
Owners
82%
13.2m
94% Mobile Phone Penetration in Households Mobile Data Penetration
38%
94% 94% of adults can respond
to marketing and advertising
through mobile
 28.571m Cellphone owners  99% of mobile data users also use SMS/USSD  5m use both
 15.449m use Voice/SMS/USSD only functions
 13,238m use Mobile Internet and Data based  13,061m mobile data users, also use SMS/USSD Over coding used to ascertain these figures- see
services functions Appendix
 116,000 people use mobi data but do not own their  76% of internet users in SA access the internet via
own cellphone mobile technology
 Only 33% of SA access the internet via a computer
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 4

5. Mobile compared to SA Mass Media
35 000
Inflection:
Mobile became the most pervasive mass media in South Africa
32721
30 000 Radio
TV
25 000
DVD
20 000 DSTV/ MNET/ Top
Millions
TV
Landline telephone
15 000
Cellphone
10 000
Computer
5 000 Internet
Internet - mobile
0
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 5

6. The Role of Mobile
in the Marketing Mix
• Mobile Internet • Mobile
• Games Advertising
• Branded Utilities • Direct Response
Traditional ATL • Community • Permission
BTL Marketing
Direct / CRM Brand
Acquisition
Building
Digital
Social
Growth Retention
Mobile
Marketing • mCommerce • Service
• mCRM • Loyalty
• Up-sell • Rewards
• Cross Sell • Social
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 6

7. About the MMA SA
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.
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 7

8. The Mobile Marketing Association
The MMA is the premier global
non-profit trade association • Code of Conduct
representing all players in the • Standards & Guidelines
mobile marketing value chain. Leadership • Training & Education
• Awards
• Events
Promotion • Networking
• Case Studies
• Best Practices
Access • Research and Insights
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 8

9. MMA SA Members
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 9

10. South Africa:
Leading the Mobile Revolution Globally
3 Gold's, 2 Silvers
5 EMEA Regional Awards
• Lead Generation / Direct Response / Conversion
• Use of Mobile Social Media
• Messaging
• Social Impact / Not For Profit
• Relationship Building / CRM
2009, 2010 & 2011 Global and
EMEA Winners
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 10

11. Visit www.mmasa.org
Local Contact Details
Raymond Buckle Hawa Omar
Chairman MMA SA Country Manager
+27 11 326 1000 +27 82 866 0305
Raymond@silverstonecis.com Hawa.Omar@MMAGlobal.com
Candice Goodman Kim Risi
Deputy Chairperson Member Support Manager
+27 83 326 2461 +27 83 468 9360
Candy@mo-b.co.za Kim.Risi@MMAGlobal.com
Email info@mmasa.org
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 11

12. Report Sponsor
The AMPS2011AB Mobile Review was produced and sponsored by
Silverstone Solutions.
Silverstone delivers cutting edge integrated mobile centric business,
marketing and communication platforms and solutions. Resilient and
proven to work at scale.
If you would like to dig deeper, please email
mobileadvertising@silverstonecis.com
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 12

13. Mobile Market Sizing
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 13

14. Mobile compared to SA Mass Media
35 000
Inflection:
Mobile became the most pervasive mass media in South Africa 32721
30 000 Radio
TV
25 000
DVD
20 000 DSTV/ MNET/
Millions
Top TV
Landline
15 000 telephone
Cellphone
10 000
Computer
5 000 Internet
Internet - mobile
0
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 14

15. Growth of cellular phone access in SA
Percentage of unique cellphone users 76.3 81.8
67 67.9 69.8 71.3
56.3 60.5
49.4
41.5
30.8
20.7 24.1
6.8 11.4 17.2
2.4 4.4
Percentage of unique penetration of economically active users
82.5 83.9 86.9 91.3
64.5 70.2 73.3 78.9 80
46.2 57.5
20 29.2 33.7 38.9
4.7 8.4 12.3
 2000:  2011:
◦ 17% of SA adults had access to (at least one) ◦ 82% of SA adults use a cellphone
cellphone ◦ 91% of SA working adults use a cellphone
◦ 29% of SA working adults had access to (at least one)
cellphone
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 15

16. No of cellphone units: 10 year trend
12.48
13.37
12.07
14.07
13.28
15
11.14
11.12
11.12
10.97
10.85
10.76
2.5
9.79
9.74
9.57
9.55
9.45
8.65
8.19
7.32
10
Million
2
6.31
4.61
3.60
3.23
3.03
5 1.5
0 1
No of SA Households (mm) No of HH with cellphone (mm) Ave no cellphone units per HH
31.26
28.57
40 15
27.10
25.95
23.54
23.17
21.24
20.83
19.44
18.81
30
17.53
17.38
15.28
Million
10
14.48
12.71
11.72
20
9.17
7.76
7.13
6.01
5.62
5.35
4.95
4.39
5
10
0 0
2000B 2001 2002 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
Number of Cell phones in HH No of unique cellphone users No of HH with cellphone
 In 2004/2005 the number of cellphones overtook the  In 2011 there are more than 2.4 cellphones per household
number of households  In 2011 13.28m households with cellphones represents
 In 2009 the number of cellphones used overtook the no of 94% household penetration
unique cellphone users
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 16

17. Penetration of cellular phone ownership
By LSM (Living Standards Measure)
88.6 92.2 96
81.8 82.5 83.7 87.4
74.5
65.3 64.6
38.9
LSM 1- LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
10 LSM 7+ LSM 9+ LSM 11+ LSM 13+
LSM 8 LSM 10 LSM 12 LSM 14
88.5 88.1 89.1 91.8 92.7 95.6 96.5
81.8 82.5 83.7 86.4
74.5
65.3 64.6
38.9
LSM LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM LSM LSM LSM LSM
1-14 10 11 12 13 14
 82% of the SA population has access to a cellphone
 Penetration ranges from 38.9% in LSM 1 to 96.5% in LSM 14
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 17

18. Penetration of cellular phone ownership
By LSM
In LSMs 8-10
more than
92
96 50% of users
89
84
87 make use of
82 83
75
mobile data
almost 40%
% Penetration
65 68
65
mobile
57
52 61
internet
44 penetration
39
34 35 45
24 37
17
26
9 11
20
4 17
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Cellphone ownership Mobile internet Mobi data excludes inet
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 18

19. Penetration of cellular phone ownership
By LSM (LSM 10 v. LSM 14 Scale)
92 96 In LSMs 8-10
84 87 89
82 83 more than
% Penetration
75
65 65 68
57 50% of users
52
39
44
61
make use of
34 35
24 45
mobile data
17 37
9 11 almost 40%
4 26
20 17 mobile internet
LSM 1-10 LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
Cellphone ownership Mobile internet Mobi data excludes inet penetration
89 92 93 96 97
84 86 89 88
82 83
75 71
% Penetration
65 65 65
54 57 57
47 50
39 42 63
34 35 60
24 44 46
17 41
9 11 34
4 31
20 22
17
8
LSM 1- LSM 1 LSM 2 LSM 3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM LSM LSM LSM LSM
14 10 11 12 13 14
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 19

20. Mobile data users in SA
& LSM Profile Comparison
14000 13 238
LSM profile shift of Mobile Mobi data users vs
11 487 data users SMS/USSD only users
12000 10 779
10000 9 327 LSM 1-
3 LSM 1-
7 519 LSM 25
20 25
3
8000 LSM 4
Million
10 15 LSM 20
6 397
10 LSM 4
10 15
6000 5 10
LSM 9 0 LSM 5 5
LSM 9 0 LSM 5
4000
LSM 8 LSM 6
LSM 8 LSM 6
2000 LSM 7
LSM 7
0
2007
2008
2009
2010
2011
2006/7
Population (11A)
Mobi data users: 2006/2007 Mobi data users
Mobi data users Mobi data users: 2011 SMS/ USSD users
 Mobi data usage is skewed to the upper LSMs and is shifting slowly upwards as technology offers more
 13.2m mobile data users in 2011, up from 6.4m in 2006/7
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 20

21. Demographic profile of cellphone users
Attribute v. Index of 100
SMS/USSD only Mobi data
LSM1-2
White LSM 10
LSM 6
LSM3
50+ Indian
Parents (have kids) Women R20000+
LSM 4-5
Young
Single parent Black Tertiary
independent
education
R5000 singles
35-49 Men
-
Under R2500 R7999 Urban
Divorced Rural Young
E Cape couples Students
Widowed N West
F State Matric
Limpopo KZN Working
R2500-R4999 15-24 LSM 9
25-34
Mature single R8000-
Married R10999
Young R11000-
Housewife family R19999
Coloured
Unemployed Gauteng
Mature family At home
W Cape singles
Less than matric
LSM 8
Mature Afrikaans
N Cape
couples Single English
Mpumalanga LSM 7
Retired
150+ 125 110 100 110 125 150 175+
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 21

22. Operators and Manufacturers
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 22

23. Mobile Network Operator Market Share
50.0 45.5 44.9 46.0
42.4 41.0 43.6
40.0
% Share
30.0 Cellphone owners - 28.6 m
20.0 11.5 13.4 9.9 Mobi - 13.1 m
10.0 0.3 0.3 0.3 0.2 0.4 0.1 SMS / USSD only 15.4 m
0.0
Vodacom MTN Cell C Other Virgin Mobile
Network
% of Base
27
54 55 56 47 49
73 SMS / USSD only
46 45 44 53 51
Mobi
Total Vodacom MTN Cell C Virgin Mobile Other
cellphone Network
owners
 The smaller the network, the greater the tendency to use mobile data
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 23

24. Value of market in Rand terms
Number of customers 000s Average Rands spent per R mil per month According to
month per customer
AMPS…
All Customers
Total 28,571 152 4,343
13m customers
Vodacom 13,007 170 2,211 using mobile data
MTN 12,118 134 1,624 spend an average
Cell C 3,294 145 478
of R218/month v.
Virgin Mobile 65 230 15
Other Network 88 187 16
R96/month for
Voice/SMS/USSD
Customers that use mobi customers…
Total 13,122 218 2,861
Vodacom 5,893 250 1,473
MTN 5,378 193 1,038 … generating
Cell C 1,759 185 325 R2.8bn airtime
Virgin Mobile 47 267 13 and data revenue
Other Network 45 201 9 v. R1.5bn
Customers that use SMS/USSD only
Total 15,449 96 1,483
Vodacom 7,113 104 740
MTN 6,740 88 593
Cell C 1,535
Source: AMPS 2011AB 98 150
Virgin Mobile 17 130 2
Other Network 43 172 7
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 24

25. Make of phone:
Usage index on all cellphone users
250
204 198
200
172
153
150 138
130 130 125 121
111 105 105
91 94 96
100 Mobi
68 71 75
65 65 SMS/USSD only
50 39 37
11 17
0
 Index shows deviation from the norm (total population),  LG, Sony Ericsson, Blackberry, HTC and iPhones are more
where 100 is the same as the norm and values are likely to be used for Mobi data
above/below average by their relationship to the value 100  Nokia and Samsung cater equally for both
 Motorola, Siemens, Vodafone and Alcatel are more popular
for those who don‘t use Mobi data
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 25

26. Cellphone Activities
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 26

27. Cellphone Activities
Watch video 1 992
Subscribe/ content 936
Mobile apps 1 766
Read publication 633
436
Download ringtone… 3 424
4 137
Music 6 863
5 147
Internet 5 384
3 289
Email 2 695
1 682
Social Net working 4 897
Chat 4 981
4 377
MMS 6 674 2011
5 589
Mobi activities 12 055
10 413
2010
Take video 7 869
6 728
Take photos 13 656
11 348
Play Games 8 037
7 579
Radio 8 636
6 145
TV 353
214
Rx Please call me 25 530
Tx Please call me 21 423
19 435
Competition/ Vote/… 4 458
4 011
SMS 20 875
19 714
Million
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 27

28. Cellphone
Messaging Services
10
1
24 5 26
1 1
6 27
10
80 75
24 Not at all
Yearly
32
Monthly
Weekly
58
2 Daily
44
4 12
31
8
9
6
2 3
Send Please call Receive Please SMS Enter competition/ MMS*
me call me vote/ donation
% of 28.6m Cellphone users
*Requires mobile data service
 Base: Cellphone users 28.6m adults
 SMS’ing and sending Please Call Me’s are the most common cellphone activities
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 28

29. Cellphone Activities:
Mobile Data Type Services
81 75
83 86 82
93 90 96 Not at all
Yearly
Monthly
1 Weekly
6
3 1 1 Daily
6 5 2 9 4
7 2
10 11 9 1
2 4 12
4 2 4 1
2
1 2 1
0
Access Social Download Download/ Download Email Subscribe / Chat
Internet Networking ringtone/ logo listen music /use apps receive
content /
services
% of 28.6m Cellphone users
 All require mobile data service
 Base: Cellphone users 28.6m adults
 Music downloads and social networking/ chat are the most
popular type of mobi data related activity, after MMS-ing
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 29

30. Cellphone Activities
Media & Entertainment
50
68 69 70
Not at all
92 97 Yearly
2 99
Monthly
19
Weekly
4 1 2
5 Daily
6
21 15 14
13
10 1
3 11
7 3 0
1 9
2 1 1 1
1
Photos Take video TV Watch video* Newspaper/ Radio Games
Magazine*
% of 28.6m Cellphone users
*Requires mobile data service
 Base: Cellphone users 28.6 m adults
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 30

31. Positioning map of cellphone activities
Reach: LSM/Age
9.0
8.5
Email
8.0 Social networking
Apps Internet
Read
7.5 MMS
Average LSM
Ringtone/ Content
Chat TV
logo
7.0 Take videos
Watch video Photos Competition/
Music Vote
6.5
Games SMS
Receive
6.0 Radio
Please call me
Send
5.5 please call me
5.0
22.0 24.0 26.0 28.0 30.0 32.0 34.0 36.0
Average Age
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 31

32. Positioning map of cellphone activities
Reach: income/Age
R 21 000
Email
R 19 000
Apps Read
R 17 000 Internet
Social networking TV
MMS
Average Income
R 15 000
Watch video
Ringtone/ Take video
Chat
logo Content
R 13 000 Photos
SMS
Music
R 11 000 Competition/
Vote
Games
Receive
Radio
R 9 000 Please call me
Send
Please call me
R 7 000
R 5 000
22.0 24.0 26.0 28.0 30.0 32.0 34.0 36.0
Average Age
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 32

33. Cellphone Activity Trends
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 33

34. Cellphone Activity Trends
Activities that require no data connectivity
The question about
19 714 20 875 Receiving Please
15 387 17 276
12 958 13 972
SMS 7 831 10 500 10 393 Call Me Messages
5 418
was only introduced
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 in 2011 at the MMAs
request
4 571 4 941 Interestingly, more
4 011 4 458
Competition/ Vote/ Donate than 4m more
people have
received a Please
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
Call Me message,
than have sent it.
19 435 21 423
Send Please call me 15 681 17 033
12 358 13 388
message
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
25 530
Receive Please call me message
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 34

35. Cellphone Activity Trends
Activities that require no data connectivity
353
 The Radio and
214
Television on
Watch TV
mobile questions
were only
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 introduced to the
AMPS
8 636 Questionnaire in
6 145 2010
Listen Radio  Questions about
Photo’s and
Videos was only
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011 introduced in
2008
8 024 8 417 8 037
7 579  Interesting dip in
6 769 6 382 6 614 6 877 6 821
5 450 games between
Play Games 2005/6
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
11 348
13 656
9 876
8 301
7 869
6 728
5 857
5 379
Take photos
Take video
2002B 2003 2004/5 2005/6 2006/7 2007 2008 2009 2010 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 35

36. Cellphone Activity Trends
Activities that require mobile data
Cellphone and
12 055
8 562 9 944 10 413 Mobi activities are
Mobi activities 631
5 6 773 a continuously
growing trend
2006/7 2007 2008 2009 2010 2011
Social Networking
was only
introduced as a
5 587 5 589
6 674 question specific to
4 937
3 750 cellphone users in
MMS 2 893
2011 (Thanks
MMA)
2006/7 2007 2008 2009 2010 2011
There are still
anomalies with
how people are
4 377 4 981 interpreting
3 641 questions around
Chat 2 968
chat and social –
services like MxIT,
2006/7 2007 2008 2009 2010 2011 WhatsApp, BBM,
etc. – as there are
clearly many more
active users than is
4 897 being derived
Social Net working through AMPS.
2006/7 2007 2008 2009 2010 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 36

37. Cellphone Activity Trends
Activities that require mobile data
2 695 The significant
1 711 1 682
increase in the
1 524 number of internet
Email 966 1 209
users according to
AMPS was not
2006/7 2007 2008 2009 2010 2011 necessarily a
factor of growth of
the activity, but
rather how the
5 384 question was
Internet
1 842 2 488 3 091 3 289 phrased – it
1 339 changed in 2011
2006/7 2007 2008 2009 2010 2011
Most people who
access the internet
for the first time, do
6 863
Download Music 5 412 5 147
so using
4 599
3 411 cellphones and do
2 450 not necessarily
understand the
2006/7 2007 2008 2009 2010 2011 concept of the
using “internet”
and may refer to it
4 492 4 477
3 608
4 091 4 137
3 424
as browsing or
“googling”
Download ringtone or logo
2006/7 2007 2008 2009 2010 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 37

38. Cellphone Activity Trends
Activities that require mobile data
633
Mobile apps,
436
content
Read publication subscription and
watching video
was introduced or
2006/7 2007 2008 2009 2010 2011 rephrased in 2011
based on the MMA
1 766 collaboration with
SAARF
Mobile apps The case for what
people understand
2006/7 2007 2008 2009 2010 2011
from the question
is made again by
the relatively low
936 (1.7m) occurrence
of Mobile Apps
Subscribe to content
when we know that
MxIT as an
example has more
2006/7 2007 2008 2009 2010 2011 than 10m active
SA users and
should qualify as
an app.
1 992
Watch video
2006/7 2007 2008 2009 2010 2011
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 38

39. Internet Activities
 Note: Only “access internet” figures used here, no over-coding
applied (SECTION F of AMPS)
 Internet Access via any platform – AMPS audience size 7.8m
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 39

40. Internet Activities
By platform
% of 7.8m Internet Users % of 7.8m Internet Users
93 Read newspaper/ 17
Search 89 19
73 magazine 9
71 17
E-mail 83 Listen Radio 5
43 17
19
64 Directory 19
Social Networking 41 12
65
9
59 Shopping 11
Instant Messaging 24 4
64 9
59
Dating 4
9
Chat 25
63 Download a 6
5
45 podcast 4
Games 23 4
46 Share Trading 5
43 2 Any platform
Music Downloads 19 Any platform 3
44 Watch TV On-line 3 Via computer
Via computer 2
31
Banking 31 Via cellphone
2
19 Gambling 2
1
Read/ access 19 20
21 Other 20
current news 9 13
 Based on those who use medium
 Audience base sizes:
◦ Any platform – 7.8m
◦ Via computer – 5.1 m
◦ Via cellphone – 6.3 m
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 40

41. Demographic profile comparison
between types of Internet Access
Access internet Access internet Access internet Do not
via computer via cellphone via both platforms access internet
Total adult population 15% 18% 11% 50%
Average HH Income R20,879 R16,970 R20,527 R5,836
Average Age 33 28 30 42
Average LSM 8.3 7.7 8.3 5.1
Average monthly cell expenses (Avg R152) R365 R294 R367 R87
Urban 79% 74% 79% 41%
Rural 21% 26% 21% 59%
English 32% 24% 29% 6%
Afrikaans 23% 20% 21% 12%
Other languages 44% 56% 49% 81%
Men 55% 53% 54% 46%
Women 45% 47% 46% 54%
15-24 32 46 39 20
25-34 28 30 31 18
35-49 28 19 24 26
50+ 12 5 6 36
Less than matric 14 24 15 74
Matric 43 46 43 21
Post matric 43 30 41 5
Black 51 61 56 82
Coloured 8 10 9 9
Indian 6 6 6 2
White 35 23 30 7
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 41

42. Demographic profile comparison
between types of Internet Access
Access internet Access internet Access internet Do not
via computer via cellphone via both platforms access internet
Total adult population 15% 18% 11% 50%
Western Cape 15 14 15 9
Northern Cape 1 1 1 3
Free State 5 5 5 6
Eastern Cape 9 9 10 17
Kwazulu-Natal 19 23 21 22
Mpumalanga 5 5 4 8
Limpopo 5 6 5 9
Gauteng 38 32 37 20
North-West 3 4 2 7
Working 59 47 56 29
Housewife 4 4 3 8
Student 24 31 30 10
Retired 3 1 1 18
Unemployed 9 18 11 35
LSM 1 0 0 0 3
LSM 2 0 0 0 8
LSM 3 0 0 0 9
LSM 4 1 2 1 16
LSM 5 3 7 3 21
LSM 6 13 19 14 22
LSM 7 13 16 13 9
LSM 8 15 16 16 5
LSM 9 25 21 25 5
LSM 10 31 19 29 1
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 42

43. Internet Activities
Via computer Via cellphone
96 Search 78
117 E-mail 61
64 Social Networking 102
41 Instant Messaging 108
42 Chat 107
51 Games 102
44 Music Downloads 102
100 Banking 61
111 Read/ access current news 47
112 Read newspaper/ magazine 53
29 Listen Radio 100
100 Directory 63
122 Shopping 44
44 Dating 100
83 Download a podcast 67
125 Share Trading 50
100 Watch TV On-line 67
100 Gambling 50
100 Other 65
 Norm in this instance is: use internet (on any platform) to do activity
 Index values depict relationship to norm value where 100 =on par with the norm
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 43

44. Internet Activities: Duplication of platforms
 47% of computer internet users
7.8m access the also access the internet via a
internet cellphone
 2.6m or 33% of internet users
5.2m 6.3m can only be reached via
via computer via cellphone cellphones
66% 81%
 Mobi internet access renders
more exclusive users than
exclusive computer internet
Computer Both Cellphone users – 33%
1.5m 3.7m 2.6m
19% 47% 33%  81% of internet users access
the internet via cellphone
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 44

45. Internet Activities: Duplication of platforms
 26% of people who use a computer to email,
5.6m use Email also email on a cellphone
4.3m 2.7m
 24% or 1.3m Emailers can only be reached
via computer via cellphone
via cellphones
76% 48%
 There are more exclusive to computer
Computer Only Both Cellphone Only emailers than exclusive to cellphone emailers
2.8m 1.4m 1.3m
50% 26% 24%
 43% of people who use a computer to search
7.2m search on the internet the internet, also search on a cellphone
4.6m 4.6m
via computer via cellphone  2.6 m or 36% of internet searchers can only
64% 64% be reached via cellphones
 There are the same number of exclusive to
Computer Only Both Cellphone Only computer internet searchers as exclusive to
2.6m 2m 2.6m cellphone internet searchers
36% 28% 36%
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 45

46. Internet Activities: Duplication of platforms
 14% of people who use a computer to shop
729k internet shoppers online, also shop on a cellphone
561k 248k
via computer via cellphone  23% of online shoppers can only be reached
77% 34% via cellphones
 There are more exclusive to computer online
Computer Only Both Cellphone Only shoppers than exclusive to cellphone
481k 80k 168k shoppers
66% 11% 23%
 25% of people who use a computer to bank
2.4m internet bankers online, also bank on a cellphone
1.6m 1.2m
via computer via cellphone  One in three people who bank online can only
66% 50% be reached via cellphones
 There are more exclusive to computer online
Computer Only Both Cellphone Only bankers than exclusive to cellphone bankers
1.2m 402k 827k
50% 16% 34%
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 46

47. Internet Activities: Duplication of platforms
 57% of people who use a computer to access
4.9m Social Networkers online social networking sites, also do so on a
cellphone
2.1m 4.1m
via computer via cellphone
43% 84%  57% of social networkers do so only via
cellphones
Computer Only Both Cellphone Only  There are more exclusive to cellphone social
0.865m 1.2m 2.8m networkers than exclusive to computer
18% 24% 57% networkers
 51% of people who use a computer to instant
4.6m Instant Messengers message, also do so on a cellphone
1.2m 4m
via computer via cellphone  74% of instant message users can only be
26% reached via cellphones
 There are more exclusive to cellphone instant
Computer Only Both Cellphone Only message users than exclusive to computer
0.599m 0.635m 3.4m users
13% 14% 74%
Mobile Marketing Association - South Africa - Member Release - www.mmasa.org Q3 2012 47