Top smartphone brands in South Africa – the winner is clear

Effective Measure and the IAB South Africa have released their latest report on South Africa’s smartphone usage.

By - March 29, 2016 Share on LinkedIn
People holding smartphones

Effective Measure and the IAB South Africa have released their latest report on South Africa’s smartphone market.

The report showed that South Africans’ smartphone maker of choice is Samsung, with 41% market share.

Samsung continued its reign over BlackBerry, which slipped to 13%, with Apple taking third position at 6%.

As smartphone and feature phone usage increases beyond personal use and into business environments, time spent on devices is also increasing.

32% of respondents spend more than 3 hours a day on their mobile device, and 19% spend more than 5 hours.

39% of respondents admit to using their phone to access the Internet while in the bathroom, and 12% while driving.

Other insights from the report include:

  • 84% of respondents have accessed the Internet on their device in the last 24 hours.
  • Location-based searches are prevalent, with 89% making location-based searches and 37% saying they almost always do.
  • 83% of respondents access the Internet on their device while watching TV.
  • The main reasons for clicking on mobile ads are relevance and trust/safety of the brand.

The charts below show the findings of the South African Mobile Report.

Smartphone brands

Average time spend on mobile device

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