The findings of the Mobility 2012 study were recently released, showing that MTN and Vodacom are neck-and-neck in terms of consumer market share, with 8ta beating out Virgin Mobile.
Research firm World Wide Worx conducted the study with the backing of First National Bank. Dashboard provided the field research, interviewing 1,195 adults during May and June 2012.
Peter Searll, managing director of Dashboard, said that the sample showed that 89% of South Africans living in urban areas have one active cellphone account, 10% have two active accounts, and 1% have 3 or more accounts.
In rural areas 90% of people said that they have just one active account, while 8% said they have 2 accounts and 2% indicated 3 or more accounts.
The share of both primary and secondary accounts among South Africa’s cellular operators, as indicated by the respondents to the Mobility 2012 survey, are shown in the table below:
| 2012 SA Cellular operator consumer market share | ||||||
| Operator | Primary accounts | Secondary accounts | ||||
| Urban | Rural | Total | Urban | Rural | Total | |
| Cell C | 16% | 13% | 15% | 24% | 26% | 24% |
| MTN | 39% | 47% | 42% | 4% | 33% | 38% |
| Virgin Mobile | 0% | 0% | 0% | 3% | 4% | 3% |
| Vodacom | 44% | 39% | 42% | 25% | 37% | 29% |
| 8ta | 1% | 1% | 1% | 7% | 0% | 5% |
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