Samsung remains number one for mobile phone devices in South Africa with 41 percent

Johannesburg, South Africa, March 29, 2016 – Narratiive (EM), a leading provider of digital audience, brand, and advertising effectiveness measurement and targeting solutions, in conjunction with the IAB South Africa has released the latest report on South Africa’s mobile and data usage and growing smart phone adoption.

South Africans’ smart phone of choice is still Samsung, according to EM’s survey of mobile internet users during November and December 2015, conducted across smart phones and feature phones. Samsung, with 41 percent market share of those surveyed, has continued its reign over Blackberry, slipping to just 13 percent, and Apple taking third position at 6 percent.

As smart phone and feature phone usage increases beyond personal use and into business related environments, time spent on devices is also increasing. 32 percent of respondents spend more than 3 hours a day on their mobile device, and 19 percent spend more than 5 hours. Interestingly, 39 percent of respondents admit to use their phone to access the internet while in the bathroom, and 12 percent while driving.

The report sheds light on topics such as users’ manufacturer preference, time spent on device, use on device and internet usage. It provides updated trends and insights into what consumers look for when choosing to engage with advertisements. The report also aims to uncover perceptions and preferences, including a growing positive response to app downloads and revealed behavioral patterns such as the increase in location based search.

Marketers can re-evaluate assumptions of common device usage with evidence. Search, email, social and instant messaging continue to dominate users time while banking and gaming take up less time.

“With the up-to-date data available in this report, advertisers can track patterns in mobile behaviour and craft more rewarding experiences for all mobile users and in turn, reap higher ROI on mobile campaigns,” said Nicolle Harding, Country Manager, Narratiive South Africa.

Other key insights from the EM South African Mobile Report include:

  • 84% of respondents have knowingly accessed the internet on their device in the last 24 hours.
  • Location-based searches are prevalent with 89% stating they make location based searches and 37% saying they almost always do.
  • 83% of respondents access the internet on their device while watching TV.
  • The main reasons for clicking on mobile ads are relevance and trust/safety of the brand.

“For the first time we can see what the difference in online user behavior is between a 2G and smart connection. This report provides key information for Advertisers and Publishers to better reach the mobile consumer,” adds Nicolle Harding, Country Manager for Narratiive South Africa.

Download a copy of the 2016 Narratiive/IAB SA Mobile Report

For media interviews or more information please contact Nicolle Harding on or +27 (0) 72 7550425.


About Narratiive

Narratiive is a leading provider of digital audience, brand and advertising effectiveness measurement and targeting solutions, bringing best practice online measurement data to premium publishers, agencies, networks, advertisers and researchers. The EM solutions offer brands, media and agencies invested in Oceania, Europe, Southeast Asia, Middle East North Africa and South Africa, a clear insight into their online audience and the ever-growing Internet population.

About IAB South Africa

The Interactive Advertising Bureau (IAB) South Africa, formerly the DMMA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry in South Africa. The IAB South Africa represents the digital industry across all sectors including the media, the marketing community, government and the public, and also acts as the channel through which international bodies can enter the South African digital market. The IAB South Africa currently represents over 200 members including online publishers, creative, media and digital agencies, brands and educators between them accounting for more than 33 million local unique browsers and over 1 billion page impressions. The IAB South Africa strives to provide members with a platform through which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space. To find out more about the IAB South Africa, visit its website, Like its Facebook page and follow @iab_sa on Twitter.