Effective Measure and the IAB South Africa have released their latest report on South Africa’s smartphone market.
The report showed that South Africans’ smartphone maker of choice is Samsung, with 41% market share.
Samsung continued its reign over BlackBerry, which slipped to 13%, with Apple taking third position at 6%.
As smartphone and feature phone usage increases beyond personal use and into business environments, time spent on devices is also increasing.
32% of respondents spend more than 3 hours a day on their mobile device, and 19% spend more than 5 hours.
39% of respondents admit to using their phone to access the Internet while in the bathroom, and 12% while driving.
Other insights from the report include:
- 84% of respondents have accessed the Internet on their device in the last 24 hours.
- Location-based searches are prevalent, with 89% making 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.
The charts below show the findings of the South African Mobile Report.
Samsung dominates sales
According to data from the International Data Corporation (IDC), Samsung dominated South African smartphone sales in the last three months of 2015 with a 53% unit share.
The growth came despite a weakening rand that did not deter consumers from buying smartphones. Sales of smartphones in South Africa grew 11% in volume and 22% in value on a year on year basis, said the IDC.
“The biggest growth comes from the mid-range smartphone class with more than 100% growth for both volume and value,” Teboho Leshage, senior research analyst at IDC South Africa, told Fin24.
“The total market growth in Q4 2015 was along the expectations and the seasonality as Q4 is a festive season in South Africa and people opt to buy their kids and family smartphones as gifts,” Leshage said.
Meanwhile, Apple made a showing in second place because of the brand’s high Average Sales Price (ASP) of $852 (R13,203), resulting in volume growth of 50%.
“This growth can be attributed to the growth in the iPhone 6 Plus, which more than doubled its units from 2015 Q3. IDC has forecast steady growth rates for smartphones for the 2016 – 2020 forecast period, to be expected, volume growth rates are forecast to grow faster than the value growth rates,” said Leshage.
South Africans are still buying feature phones which made up 47% unit share, but only 4% value share because of low ASPs, said the IDC.