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November 5 & 6, 2014
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Upper Eastside, South Africa
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CLUSTERING BY MOBILE USAGE AND BEHAVIOUR – THE MANY FACES OF SMARTPHONE USERS IN SOUTH AFRICA Ryan Smit GfK Digital Market Intelligence
2 © GfK 2014 | GfK Digital Market Intelligence
GfK
With headquarters in Nuremburg, Germany, GfK is present in over 100 countries around the world. We have been trusted for over 80 years.
Our African footprint extends into 36 countries and some of the biggest economies in Africa.
We have experts in every major industry to answer our clients’ key market questions and the techniques to understand what is happening where and why
TRACKING CONSUMER MOBILE BEHAVIOUR, ANONYMOUSLY AND PASSIVELY
GfK has created a mobile application called FUNDI in sub-Sahara Africa to build a community of consumers who can benefit from free content related to education, business & entrepreneurship – something that we know is close to their hearts. This means access to the communities’ smartphone usage data (via GfK’s proprietary LEOtrace technology which users download as part of the app) linked to demographic information: Internet as well as app usage, location data and much more. Understanding sub-Sahara African customers via their mobile phone! This, of course gives you with the ability to see and analyze behavioral patterns.
The FUNDI Application
Business & entrepreneurial content is popular among South African of all backgrounds - according to AMPS, only 15% of the readers of Entrepreneur Magazine are self employed.
Even when comparing the consumptions patterns between consumers who are self-employed (entrepreneurs) and those who are not, there are no significant differences in mobile usage patterns.
It should also be noted that FUNDI is not targeted specifically at entrepreneurs, but any consumers who are interested in business, education and entrepreneurship.
Source AMPS 2013 (n=22k)
Self-employed
Use Cellphone for: Yes No
Banking 6% 4%
Chat 19% 18%
Dating 2% 3%
Directory 3% 3%
Apps 6% 7%
Podcast 2% 2%
Email 8% 8%
Gambling 1% 1%
Games 8% 10%
Instant Msg 20% 18%
Radio 4% 5%
Music 10% 12%
Search 12% 14%
Social Networking 14% 15%
Why choose business and entrepreneurship as the theme of the application?
No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of GfK South Africa
What kind of data points do we measure for smartphone app users?
How? What? Who?
Structural Information • Socio-demographics from
community registration form (to include age and SEC)
Apps & Internet • Application Usage • Browser Search Queries • Browser URLs
Data Traffic • 3g vs Wi-Fi • Upload vs Download
Communication (Q4 2014)
• Calls • SMS
Network (Q4 2014)
• Network Provider • Connection Type • Signal Strength • Tower ID & Location
Device • Model • Manufacturer • Operating System Version
Potential Linked Data Points • Display Size • Processor • CPU Cores • RAM • 2G/3G/4G • Storage (GBs) • Memory (MBs)
Where and when?
Time • Local Time • UTC time
Location (Q4 2014)
• Longitude/Latitude • Accurancy and source
7 © GfK 2014 | GfK Digital Market Intelligence
Period:
Data Collected & Analysed
May June July Sample Size:
Data Collected:
15 million records, 200 million data points!
1138 Users
8 © GfK 2014 | GfK Digital Market Intelligence
FUNDI Data Weighting Process Overview
NETWORK PROVIDER
QUARTERLY REPORTS*
AMPS 2013 Data – Filtered by those who have a cell phone, and
report using data dependant activities (Apps, Browser etc.)
Extracted
# of
Smartphones in South Africa
Segmented by
UNIVERSE (# of
Smartphones, by Gender, Age, Race
and Province, Device Type)
Compared to…
FUNDI PANEL
Demographics by Gender, Age, Race
and Province, Device Type.
Panellist Weightings
TIME each panellist
has been in the
in panel during reporting
period
SMARTPHONE USAGE TRENDS
10 © GfK 2014 | GfK Digital Market Intelligence
On average, consumers spend 117 minutes of every day on their smartphones.
Time spent on a smartphone increases throughout the day from around 3 minutes per hour in the mornings, and peaks during the evenings to almost 8 minutes per hour.
Total time spent on smartphone – by time of the day
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 - Usage is defined as the total amount of time their device is active (not in stand-by mode) excluding
home screen usage.
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11 © GfK 2014 | GfK Digital Market Intelligence
The average female consumer spends 122 min of her day on her smartphone, while males spend an average of 113 minutes on their devices.
The usage patterns throughout the day are fairly similar, however females spend an even greater amount of time on their devices between 20:00 and 22:00 as compared to males.
Total time spent on smartphone – by time of the day & gender
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 545 - Usage is defined as the total amount of time their device is active (not in stand-by mode).
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12 © GfK 2014 | GfK Digital Market Intelligence
In terms of share of usage, the most time, by far, is spent on communication activities (44%) followed by Social Activities (15%), Gaming (15%), Browsing (8%) and Media & Video (5%)
These combined account for 87% of total time spent on a smartphone, with the other 13% split among the remaining categories.
Share of time spent on smartphone by application category
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138 – Share of time is measured as the total time spent using those applications during the reporting period.
Categories are based on Android Play Store categorization. Categories excluded: Tools, Personalization, Libraries & Demo, Live Wallpapers
44%
15%
15%
8%
5%
2% 2%
1%
1% 1%
1%
1%
1% 1% 1% 1%
Communication
Social
Games
Browsing
Media & Video
Music & Audio
Photography
News & Magazines
Books & Reference
Travel & Local
Productivity
Sports
Entertainment
Finance
Lifestyle
Other
13 © GfK 2012 | GfK Digital Market Intelligence | 14. February 2012
WHAT CAN MOBILE BASED CLUSTERS TELL US ABOUT CONSUMERS?
14 © GfK 2012 | GfK Digital Market Intelligence
Cluster Analysis Methodology
Cluster analysis seeks to identify natural clusters in a population by maximising the similarities within clusters, and maximising the difference between clusters.
In order to identify behavioural differences, our data was clustered using a combination of the 5 most used application categories…
15 © GfK 2014 | GfK Digital Market Intelligence
Input variables, and examples per application category
Communications
•BBM
•Phone •Messaging
•etc.
Social
•Twitter •Google+
•etc.
Games
•Candy Crush Saga
•Farm Heroes Saga
•Clash of Clans •Hay Day
•My Talking Tom
•etc.
Browsing
•Internet Browser
•Chrome Browser
•Opera Mini •Firefox Browser
•UC Browser
•etc
Media & Video
•Gallery
•YouTube
•VLC for Android Beta •Movies
•MX Player
•etc.
16 © GfK 2014 | GfK Digital Market Intelligence
So what clusters emerged?
7 segments emerged from the data, each with specific characteristics which differentiate them from other segments of smartphone users.
So what are the segments, and what can they tell us about smartphone users in South Africa?
Surfers
(7%) Heavy
Gamers (15%)
Heavyweights
(19%)
Video Gamers
(7%)
Lightweights
(29%) Chatters
(14%)
Socialites
(9%)
17 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
38% 14%
18 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
40% 8%
24.3%
19 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
37% 5%
20 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
11% 5%
21 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
37% 9%
22 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
30% 4%
23 © GfK 2014 | GfK Digital Market Intelligence
R15k-R40k R40k+
17% 2%
LINKING CLUSTERS TO APPLICATION USE: COMPARING USAGE PATTERNS OF THE TOP SOCIAL MEDIA PLATFORMS
25 © GfK 2014 | GfK Digital Market Intelligence
Usage of Social Networking by Cluster
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Usage of Top 5 mobile social networks across clusters
Facebook Instagram Twitter GooglePlus LinkedIn
As would be explained previously, Socialites are most active on Social Networking, and this applies across all social networks.
Heavyweights are also extreme users of social networking, including both Instagram and Twitter, the 2nd and 3rd most used social networks on smartphones.
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138
26 © GfK 2014 | GfK Digital Market Intelligence
Socialites – Usage of social networking over a day
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Usage of top 5 social networks over the course of a day
Facebook GooglePlus Instagram Twitter LinkedIn
Socialites spend most of their time on Facebook throughout the day, but over time they increase their usage of both Instagram and Twitter to peak in the evening between 18:00 and 22:00.
There is another small peak of Facebook usage in the morning, as users check their News Stream just after waking up.
Source: GfK SA Smartphone Usage Data – May-July 2014 – Sample Size: 1138
27 © GfK 2012 | GfK Digital Market Intelligence | 14. February 2012
FUTURE EVOLUTION OF CLUSTERS
28 © GfK 2014 | GfK Digital Market Intelligence
Future evolution of the smartphone clusters……
Activity Based
• Communication
• Social Networking
• Wikipedia
• Games & Media
• Tinder
Needs Based
• Interaction
• Community
• Information
• Leisure
• Love and Intimacy
29 © GfK 2012 | GfK Digital Market Intelligence | 14. February 2012
THANK YOU
#MRMW
Title Sponsor Silver Sponsors Bag Sponsor
Association & Media Partners
November 5 & 6, 2014
DoubleTree by Hilton Hotel Cape Town
Upper Eastside, South Africa
#MRMW
Organized by