AMPS 2009 B - Mobile Phone usage, South Africa 1 June 2010 1
AMPS Mobile Phone Usage Overview - MMA, South Africa
Oct 20, 2014
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)
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AMPS 2009 B - Mobile Phone usage, South Africa1 June 2010
1
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2
Access: PopulationPopulation in SA with entertainment / communication
technology in their household
Figures in 000s
Source: AMPS 2009 B
Click to edit Master title styleGrowth of unique cellular phone access in SA
1999
11% of SA adults had access to
(at least one) cellphone.
200971% of SA adults use a cellphone.
Source: AMPS 2009 B
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Source: AMPS 2009 B
Growth of unique cellular phone access in SA
among the economically active population
1999
20% of SA working adults had access to (at least one) cellphone.
200983.9% of SA working adults use a cellphone.
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Source: AMPS 2009 B
Penetration of cellular phone ownership in SA
By LSM
71% of the SA population has access to a cell phone
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Source: AMPS 2009B
Penetration of cellular phone ownership in SA
By LSM
71% of the SA population has access to a cell phone
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7
Media type usage among SA adults
Source: AMPS 2009 B
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8Source: AMPS 2009 B
Media type usage among SA adultsBy LSM (Percentage using media)
ice cold cold cool medium
luke
warm warm hot very hot
Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet
(ex
games)
Internet
on
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
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ice cold cold cool medium
luke
warm warm hot very hot
Source: AMPS 2009 B
Media type usage among SA adultsBy LSM (Percentage using media)
Cellphone Radio TV Outdoor Newspaper Magazine Cinema DSTV M-Net Internet
(ex
games)
Internet
on
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
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10
Average Monthly Household Income
R7 500 R9 000 R10 000 R12 000 R14 000 R16 000 R19 000 R21 000
Ave
rag
e A
ge
39
38
37
36
35
34
33
32
31
30
29
28
27
MNet
DSTV
Cinema
Internet (excluding games)
Internet
Magazine
NewspaperOutdoor
Radio
Cellphone
TV
Source: AMPS 2009 B
Positioning Map of users of various media:Age and Income
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11
Reach (Millions)
1 3 6 7 15 22 25
Ave
rag
e L
SM
In
de
x
10
9
8
7
6
5
CinemaInternet (excluding games)
Internet
Magazine
Newspaper
Outdoor
Radio
Cellphone
TV
Source: AMPS 2009 B
Positioning Map of users of various media:Reach and LSM (LSM 1-10)
MNet DSTV
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12
Reach (Millions)
Ave
rag
e L
SM
In
de
x
14
13
12
11
10
9
8
7
6
5
MNetDSTV
Source: AMPS 2009 B
Positioning Map of users of various media:Reach and LSM (LSM 1-14)
CinemaInternet (excluding games)
Internet
Magazine
Newspaper
Outdoor
Radio
Cellphone
TV
1 3 6 7 15 22 25
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13Source: AMPS 2009B
Cell phone usersActivities on their phone
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