The Mobile Consumer Market in South Africa 2018 - ResearchAndMarkets.com

December 14, 2018

DUBLIN--(BUSINESS WIRE)--Dec 14, 2018--The “Mobile Consumer in South Africa 2018” report has been added to ResearchAndMarkets.com’s offering.

The Mobile Consumer in SA 2018 study reveals that most South African phone users report that brand image is the main reason why they are still with their network provider.

The percentage of those who selected brand image as the most important reason for being with their current network service provider is almost double those who selected network coverage as the most important reason. This emphasis on brand image shines through in the choices of networks South Africans make. Smaller networks and MVNOs are likely to get used as a secondary connection.

Vodacom still holds clear first place in subscriber numbers, with 41,6-million active accounts, followed by MTN with 29,5-million active accounts, and Cell C with 16.3-million active accounts (all at December 2017). The big three network providers have seen steady growth since March 2013, but Telkom Mobile, which has shown a 60% in growth in the same time frame, to 4,4-million at the end of December 2017, is experiencing the fastest subscriber growth rate. However, its growth is off a much lower base.

Samsung Supplants Nokia

Nokia had the lion’s share of South African market from when mobile phones became affordable in the 1990s. However, it infamously failed to keep up with the smartphone revolution. In 2011, Nokia’s CEO announced that it was on a burning platform, but several attempts to reinvent the brand failed.

In South Africa, the slack was taken up by Samsung, introducing quality and affordable smartphones. Within five years, the market shifted completely, with South Africans moving from being brand loyal to Nokia to being brand loyal to Samsung.

Companies Featured

Cell C FNB Connect MRP Mobile MTN Me & You Mobile Telkom Mobile Virgin Mobile Vodacom

Key Topics Covered

1. Introduction and Market Landscape

2. Executive Summary

3. Active Mobile Subscribers

4. Average Revenue Per User (ARPU)

5. Churn

6. Landline Demographics

7. Consumers and Mobile Network Operators

8. Relationships With Multiple Service Providers

9. Spend on Mobile Network Operators

10. Consumer Choice of Mobile Devices

For more information about this report visit https://www.researchandmarkets.com/research/8dvcpj/the_mobile?w=4

View source version on businesswire.com:https://www.businesswire.com/news/home/20181214005213/en/

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SOURCE: Research and Markets

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PUB: 12/14/2018 08:01 AM/DISC: 12/14/2018 08:01 AM


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