South African Mobile Phone User Statistics

We don't really believe much in mobile phone user statistics because they are just not detailed and accurate enough. Firstly, the industry changes at such a rapid pace that any stats are already outdated at the time of their release. Secondly, unlike in traditional media, somebody else's stats are of little use to you, your company and your brand because the mobile user pattern of your target market most probably differs greatly from that of another. Thirdly, because it is very much up to you to groom the mobile user pattern of your target market yourself.

But you have to start somewhere, so have a look at these 2008 South African mobile phone user stats. Just don't make them the basis for your decision on going mobile...

1. Mobile phone usage according to LSM's

Probably the most outdated way to base marketing campaigns on because these data tell you very little about the actual person, but looking at LSM's is still many a marketers' dream. 

In LSM 1 - 3, the "Traditionals", you find:

- a household income of R1 523 monthly:
- 21% of the population;
- 1 phone in the family;
- a monthly prepaid airtime spend of R52;
- use of the phone for Please Call Me's (PCM's).

In LSM 4 – 5, the "Transitionals", you find:

- a household income of R2 383 monthly:
- 30% of the population;
- 1 - 2 phones in the family;
- a monthly prepaid airtime spend of R72;
- use of the phone for SMS and PCM's.

In LSM 6 – 7L, the "Middle Class", you find:

- a household income of R5 904 monthly:
- 23% of the population;
- 2+ phones in the family;
- a monthly prepaid airtime spend of R130;
- use of the phone for playing games, accessing the internet, SMS and PCM's.

In LSM 7H – 10L, the "Upper Middle Class", you find:

- a household income of R14 782 monthly:
- 23% of the population;
- 3+ phone in the family;
- a monthly prepaid and contract airtime spend of R295;
- use of the phone for downloading ringtones and music, playing games, accessing the internet, SMS andPCM's.

In LSM 10H, the "Elite", you find:

- a household income of R25 519 monthly:
- 3% of the population;
- 4+ phone in the family;
- a monthly prepaid and contract airtime spend of R569;
- use of the phone for email, downloading ringtones and music, playing games, accessing the internet and SMS.

2. Mobile phone usage according to age

This one is a bit more interesting because it takes into consideration a certain lifestyle.

Baby Boomers 50+
Make and receive calls and SMS

Generation X 28-43
Make and receive calls and SMS, access the internet

Generation McGuire 18-21
Make and receive calls, SMS and MMS, download music, ringtones and applications, play games, access the internet

Tweeners 13 - 18
Make and receive calls and SMS, send PCM

Millenials / Generation Y 22-27
Make and receive calls, SMS and MMS, access the internet

Generation I / Internet Generation Under 18
Make and receive calls, SMS, MMS, download music, ringtones and applications, play games, access the internet

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