Beruflich Dokumente
Kultur Dokumente
Mobile Report
A Survey of Desktop Users Attitudes and
Uses of Mobile Phones
February 2016
In partnership with:
OVERVIEW
Samsung is still the dominant manufacturer in South 60% of respondents say that they download apps.
1 7
Africa with 41% market share, while 27% reported
using other brands than the established manufacturers.
Most common uses of devices are for search, 42% of respondents said that they are similar to
6 12
email, social and instant messaging, while the least people who are comfortable with technology, while
are making payments and playing games. 19% say they are not.
27% Other
50%
40%
30%
20%
70%
60%
DEVICE USES
50%
More respondents say they
use their devices for 40%
accessing the internet (64%)
and making calls (57%),
30%
while only 20% say they use
their device mostly for sending
and receiving SMSes. 20%
10%
90%
80%
70%
60%
50%
40%
30%
20%
10%
banking downloading email downloading instant making playing reading search on social watching
apps music messaging purchases games articles google networking videos
and online
payments
16% Not
too similar
TECH SAVVY
42% of respondents said that they are
similar to people who are comfortable with
technology, while 19% say they are not.
90%
80%
70%
60%
50%
40%
30%
20%
10%
in bed as soon as during while when at school/ at work in the while when I am
I wake up a meal driving being varsity bathroom watching in a wi-fi
driven TV area
70%
60%
50%
40%
30%
20%
10%
if I knew if I knew if I saw if it was if it had if I was if it was if it was if it was if it was if it had a
and trusted it was it often different a video offered a funny interesting on a relevant demonstration
the brand safe clip special or website to me
deal engaging I trusted
Feature Phone
ABOUT THE IAB SOUTH AFRICA A mobile phone that incorporates features such as the ability to access the
The Interactive Advertising Bureau South Africa, formerly the DMMA, is an
independent, voluntary, non-profit association focused on growing and Internet and store and play music but lacks the advanced functionality of a
sustaining a vibrant and profitable digital industry within South Africa. The smartphone.
IAB South Africa represents the digital industry across all sectors including the
media, the marketing community, government and the public, and also acts as SURVEY METHODOLOGY
the channel through which international bodies can enter the South African This survey was conducted in November and December 2015. The sample was
digital market. The IAB South Africa currently represents over 96 local online 2039 smartphone respondents and 260 feature phone respondents.
publishers and over 93 creative, media and digital agencies, between them
accounting for more than 16 million local unique browsers and 440 million page
impressions. The IAB South Africa strives to provide members with a platform THANKS
through which they can engage, interact and address digital issues of common We would like to thank the participating Publishers who kindly contributed their
interest, thereby stimulating learning and commerce within the South African valuable mobile inventory to allow us to run this research on feature phone devices.
digital space.
To find out more about the IAB South Africa, visit the website www.dmma.co.za,
Like them on Facebook https://www.facebook.com/thedmma or follow @iab_sa
on Twitter.
ABOUT MMA
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. www.mmasa.org
PAGE 9