According to the latest publication by market research company Analytix BI, cellphone access and usage among South Africa's youth in lower LSM segments remains limited.
Based on the most recent AMPS 2011A data, 71% (3.7 million) of South African 15-19-year-olds had owned, rented or used a cellphone. By taking LSM segments into consideration, it becomes evident that the users of cellphones are greatly skewed towards higher LSM segments. For example, 49% of males and 63% females in the LSM 1-4 segment compared to 87% of males and 89% of females in LSM 8-10 had owned, rented or used a cellphone.
Interestingly, a higher percentage of 15-19-year-old females than males had owned, rented or used a cellphone, which was pronounced among youth in lower LSM groups.
Prepaid dominates as the cellphone payment mechanism of choice across the youth segment. Over two-thirds (68%) of all 15-19-year-olds used the prepaid payment mechanism, and only 8% had a contract or post-paid payment set up. Unsurprisingly, all 15-19-year-olds in LSM 1-4 used prepaid payments, while 18% of 15-19-year-olds in LSM 8-10 were using a contract/post-paid payment.
The youth report revealed as well that in terms of daily cellphone activities among the entire 15-19-year-old segment, sending a "please call me" (40%) and instant messaging/chat (38%) were most popular. For males and females, the proportion of daily users across all activities was highest among the LSM 8-10 segment, with the exception of sending a "please call me" message, which had the highest prevalence among LSM 5-7 males and females. Interestingly, the proportion of sending a "please call me" message was significantly higher among females than males.
These and other results are available in Analytix BI's latest report: "South Africa Segment Report: Youth Segment (15-19 Years)”, which examines the 15-19-year-old youth segment of the South African market. The report provides a comprehensive geo-demographic profile of 15-19-year-olds as well as a detailed segmentation according to gender and affluence (LSM 1-4, 5-7 and 8-10), making it the perfect reference report for anyone who wants to understand this segment of the market.
Some of the key questions the report will help you to answer are:
* Who are 15-19-year olds? Eg, age, gender, affluence, life-stage, geographics
* How do you engage with them? Eg, lifestyle, Internet, sports, music interests
* What media do you use to communicate to them? Eg, TV, radio, newspapers, magazines
* What are the important consumer trends that should be included in your business strategy?
Please note that the full 81-page consumer intelligence report is available for purchase for R7 500 (excluding VAT). Simply visit www.analytixbi.com to view the brochure and order form, or contact us directly on (021) 551-7066.
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