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This comprehensive report examines the South African Telecommunications Market: Internet usage trends (2007-2011) and forecasts until 2016; Competitor analysis of key companies/ brands in the market; Telecommunication market trends; Cellphone/Mobile, Landline at work, Landline at home, Internet (PC and Cellphone/mobile) usage, Geo-demographic profile trends (2007-2011) and penetration by geo-demographics (2011).

The consumer analysis is based on the latest annual consumer survey among a nationally representative sample of more than 25,000 people - All Media and Products Survey conducted by the South African Advertising Research Foundation.

SOME OF THE KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER ARE:

*What are the Internet user trends (2007-2011) and forecasts until 2016? What are Internet penetration trends in South Africa, Africa and globally?
*Who are the key players and brands in the market and how are they positioned?
*What are the important Cellphone, Landline and Internet user and market trends (2007-2011) that should be included in your business strategy?
*Who are the users (and non users) of Cellphones/Mobiles, Landline, and Internet? e.g. LSM, population group, home language, province, community
*What are users doing with their Cellphones/Mobiles and Computers? E.g. Cellphone/Mobile activities, Internet activities

It provides a comprehensive user profile of the telecommunications sector, namely Cellphone/Mobile, Landline at home, Landline at work, and Internet. It examines in detail the various telecommunications sub-sectors, making it a vital reference report for anyone wanting to understand this segment of the market.
WHY PURCHASE THIS MARKET RESEARCH REPORT?

*The report focuses on consumer-based intelligence – the most valuable brand asset
*Provides a comprehensive analysis of the “big picture” with local consumer/market trends
*Telecommunication user trends (2007-2011) and consumer forecasts (2012-2016), brand trends and geo-demographic consumer trends (2007-2011)
*Includes a detailed competitor analysis and brand positioning
*91 page report with 100+ charts, graphs, tables
*Salient points and key insights are highlighted and summarised in comment boxes on each page

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1. South African Population Demographics Overview:

1.1. South Africa At A Glance: Size; Population; GDP; Gini Coefficient; Life Expectancy; Human Development Index; Top Exports And Import Goods; Top Trading Partners
1.2. SA Province Overview (2011): GDP Contribution And Population Size
1.3. SA Age Estimate (2011): South African Population Age Distribution
1.4. SA Population Race And Gender Estimate (2011): Race; Black; White; Coloured; Indian Or Asian. Gender; Male Or Female

2. Survey Methodology

2.1. Survey Methodology and Sample Research

3. Historical Sales And Forecasts

3.1. Main Fixed Telephone Line Subscribers (2005 – 2016): Landlines at Work (Millions of Users)
3.2. Main Fixed Telephone Line Subscribers (2005 – 2016): Landlines at Home (Millions of Users)
3.3. Accessed Internet (2007 – 2016): Internet Access in the last 4 weeks (Millions of Users)
3.4. Personal Computers (2007 – 2016): Households with Personal Computers (Million)
3.5. Cellphone Users (2005 – 2016): Cellphone/mobile Ownership (Millions of users)

4. Company Analysis

4.1. Company Analysis: Telkom.
4.2. Company Analysis: Neotel.
4.3. Company Analysis: Vodacom.
4.4. Company Analysis: MTN.
4.5. Company Analysis: Cell C.
4.6. Company Analysis: Virgin Mobile.
4.7. Company Analysis: 8.ta.

5. South African Telecommunication Market Trends
6. The South African Telecommunications Market Overview: 2005 – 2011

6.1. The South African Telecommunications Market (2005-2011): Personally Own, Rent Or Have A Cellphone/Mobile, Internet (Access Past 4 Weeks), Landline At Home, Landline At Work,

7. South Africa Cellphones/Mobiles

7.1. Cellphone/Mobile Ownership (2005-2011)
7.2. Number Of Cellphones/Mobiles In Household (2005-2011)
7.3. Cellular/Mobile Network Provider (2005-2011): Vodacom, MTN, Cell C, Virgin Mobile
7.4. Cellphone/Mobile Payment Mechanism (2005-2011): Contract, Prepaid, Top Up
7.5. Top 6 Makes Of Cellphone/Mobile (2008-2011): Nokia, Samsung, Motorola, Sony Ericsson, Blackberry and LG
7.6. Cellphone/Mobile: Business vs. Private (2005-2011)
7.7. Cellphone/Mobile Usage Trends (2007-2011): LSM Profile: LSM 1-4, LSM 5, LSM 6, LSM 7, LSM 8, LSM 9, LSM 10.
7.8. Cellphone/Mobile Usage Trends (2007-2011): Population Profile: Black, White, Coloured, Indian
7.9. Cellphone/Mobile Usage Trends (2007-2011): Home Language Profile: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
7.10. Cellphone/Mobile Usage Trends (2007-2011): Province Profile: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
7.11. Cellphone/Mobile Usage Trends (2007-2011): Community Profile: Metropolitan Area, Cities & Large Towns, Small Towns & Villages, Settlements & Rural
7.12. Cellphone/Mobile Penetration (2011): LSM: LSM 1-4, LSM 5-6, LSM 7-8, LSM 9-10.
7.13. Cellphone/Mobile Penetration (2011): Population Group: Black, White, Coloured, Indian
7.14. Cellphone/Mobile Penetration (2011): Home Language: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
7.15. Cellphone/Mobile Penetration (2011): Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
7.16. Cellphone/Mobile Penetration (2011): Community: Metropolitan Area, City, Large Town, Small Town, Large Village, Small Village, Settlements, Rural

8. South Africa Landline: At Home

8.1. Landline At Home (2005-2011)
8.2. Landline At Home Trends (2007-2011): LSM Profile: LSM 1-4, LSM 5, LSM 6, LSM 7, LSM 8, LSM 9, LSM 10.
8.3. Landline At Home Trends (2007-2011): Population Profile : Black, White, Coloured, Indian
8.4. Landline At Home Trends (2007-2011): Home Language Profile : Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
8.5. Landline At Home Trends (2007-2011): Province Profile : Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
8.6 . Landline At Home Trends (2007-2011): Community Profile: Metropolitan Area, Cities & Large Towns, Small Towns & Villages, Settlements & Rural
8.7. Landline At Home Penetration (2011): LSM: LSM 1-4, LSM 5-6, LSM 7-8, LSM 9-10
8.8. Landline At Home Penetration (2011): Population: Black, White, Coloured, Indian
8.9. Landline At Home Penetration (2011): Home Language: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
8.10. Landline At Home Penetration (2011): Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
8.11. Landline At Home Penetration (2011): Community: Metropolitan Area, Cities & Large Towns, Small Towns & Villages, Settlements & Rural

9. South Africa Landline: At Work

9.1. Landline At Work (2005-2011)
9.2. Landline At Work Trends (2007-2011): LSM Profile: LSM 1-4, LSM 5, LSM 6, LSM 7, LSM 8, LSM 9, LSM 10.
9.3 . Landline At Work Trends (2007-2011): Population Profile: Black, White, Coloured, Indian
9.4 . Landline At Work Trends (2007-2011): Home Language Profile: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
9.5 . Landline At Work Trends (2007-2011): Province Profile: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
9.6 . Landline At Work Trends (2007-2011): Community Profile: Metropolitan Area, Cities & Large Towns, Small Towns & Villages, Settlements & Rural
9.7. Landline At Work Penetration (2011): LSM: LSM 1-4, LSM 5-6, LSM 7-8, LSM 9-10
9.8 . Landline At Work Penetration (2011): Population: Black, White, Coloured, Indian
9.9 . Landline At Work Penetration (2011): Home Language: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
9.10. Landline At Work Penetration (2011): Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
9.11. Landline At Work Penetration (2011): Community: Metropolitan Area; Cities & Large Towns; Small Towns & Villages; Settlements & Rural

10. South Africa Internet

10.1. Computer/Laptop In Household (2005-2011)
10.2. Access To The Internet Past 7 Days (2005-2011)
10.3. Internet Usage (2011): Past 12 Months, Past 4 Weeks, Past 7 Days, Yesterday, Personally send/receive an email in the Past 4 weeks, Made Purchase In Past 12 Months, Made Booking In Past 12 Months
10.4. Internet Access: (2011): At Educational Institutions, At Home, Internet Café, At the Office, Elsewhere
10.5. Type Of Internet Connection: Dial-Up, ADSL, Wireless, Via a Cellphone, Mobile Internet, No Internet Access at Home
10.6. Computer & Cellphone Internet Activities: Search, E-Mail, Social Networking, Banking, Chat, Instant Messaging, Games, Read/Access Current News, Reading a Newspaper, Directory Services, Music Downloads, Shopping, Download A Podcast, Listen to Radio Online, Share Trading, Dating
10.7. Internet User Trends (2007-2011): LSM Profile: LSM 1-4, LSM 5, LSM 6, LSM 7, LSM 8, LSM 9, LSM 10.
10.8. Internet User Trends Trends (2007-2011): Population Profile: Black, White, Coloured, Indian
10.9. Internet User Trends Trends (2007-2011): Home Language Profile: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
10.10. Internet User Trends Trends (2007-2011): Province Profile: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West

11. South Africa Internet

11.11. Internet User Trends Trends (2007-2011): Community Profile: Metropolitan Area, Cities & Large Towns, Small Towns & Villages, Settlements & Rural
11.12. Internet Penetration (Access Past 7 Days, 2011): LSM: LSM 1-4, LSM 5, LSM 6, LSM 7, LSM 8, LSM 9, LSM 10.
11.13. Internet Penetration (Access Past 7 Days, 2011): Population: Black, White, Coloured, Indian
11.14. Internet Penetration (Access Past 7 Days, 2011): Home Language: Afrikaans, English, Zulu, Xhosa, North Sotho, South Sotho, Tswana, Tsonga, Venda, Swazi, Ndebele, Other
11.15. Internet Penetration (Access Past 7 Days, 2011): Province: Western Cape; Northern Cape; Eastern Cape; Kwazulu-Natal; Free State; Mpumalanga; Gauteng; Limpopo; North West
11.16. Internet Penetration (Access Past 7 Days, 2011): Community: Metropolitan Area, City, Large Town, Small Town, Large Village, Small Village, Settlements, Rural

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FORECASTING

Our comprehensive analyses include 5-year consumer trends and forecasts expected consumer growth and trends in a market over the next five year period (2012-2016). This forecast considers the compound annual growth rates (CAGR) achieved in the 5 previous years (4 periods), as well as market drivers and restraints as the basis for determining expected future growth.

The forecasting is done in-house based on our forecasting background, experience and expertise.

SECONDARY/DESK RESEARCH

For our comprehensive sections on the Global and South African market trends and overview, we make use of the most credible and accurate market intelligence sources, our own proprietary databases, as well as other recognized data sources that are available in the public domain.

CONSUMER ANALYSIS

The majority of consumer analysis is based on the All Media and Products Survey conducted by the South African Audience Research Foundation. For more detailed info, please visit www.saarf.co.za.

Methodology

Analytix BI uses AMPS to obtain an in-depth understanding of various consumer markets in South Africa. AMPS is a single source survey, based on media usage, product consumption and demographics collected from in-home face to face personal interviews with the same respondents. AMPS is currently conducted using Double Screen Computer Assisted Personal Interviewing technology (DS-CAPI) and is one of the only four media audience surveys in the world that replaced the previous paper-based interviews. With DS-CAPI, mastheads and show cards on separate computer screens/laptops are handed to respondents. The interviewer’s laptop and the respondent’s screen/laptop are linked and are programmed so that the right mastheads and show cards come up on the respondent’s screen/laptop at the right questions. The survey is conducted annually in two fully national fieldworks between January – June and July to December, over 25 000 adults (15+ year olds) are interviewed, in both rural and urban areas, with computer-assisted personal interviewing.

Sample Design

The sample is designed by using multi-stage area stratified systematic probability sampling. In order to measure this universe a large, scientifically drawn, multi-stage, area stratified, probability sample is taken to represent the population of South Africa. Using population estimates, the sample is then grossed up to the total population so that findings can be looked at in terms of both percentage and thousands of people .The residential addresses are arranged within each geographic areas arranged alphabetically by suburb name, street name within suburbs and numerically by street number within street. Multiple dwelling units such as flats, cluster houses with the same street number are listed individually.

SAARF LSM

Analytix BI also uses the SAARF LSM (Living Standards Measure) rating, which is the most widely used marketing research tool in Southern Africa. SAARF’s LSM tool segments the South African market based on universally applicable variables according to living standards such as urbanisation and ownership of possessions such as cars and major appliances. This further divides the population into 10 LSM groups, 10 (highest) to 1 (lowest). Previously eight groups were used but this changed in 2001 when the new SAARF Universal LSM consisting of 10 groups was introduced. For more detailed information on SAARF LSM, go to www.saarf.co.za

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