EXPLORING MOBILE & MEDIA RESEARCH IN AFRICA Will Green Managing Director a purimac media 28 August 2012

1. EXPLORING MOBILE & MEDIA RESEARCH IN AFRICA Will Green Managing Director apurimac media 28 August 2012

2. MOBILE MENU • Africa – Gathering Data in Emerging Markets • Population and Connectivity Statistics for Africa • Market Growth in Africa • Dumb Phones vs Smart Phones • Mobile Research options • (1) World Bank “Listening to Africa” Study • (2) South African Tourism Mobile Survey • Insights

3. WHAT YOU TWEET IN PAMRO STAYS IN PAMRO! Will Green (@willjngreen)2009/07/09 14:25 Writing a paper on Internet in Africa. There is a long way to go to ensure equality of access and use between male (62%) and female (38%).

4. “It’s not the consumers’ job to know what they want.”

5. AFRICA – GATHERING DATA IN EMERGING MARKETS • Opportunity: Africa – each country is its own emerging market • Challenges: • Lack of information on each market • Difficulties in gathering information • Need for Afri-centric market & consumer information • Reliable, valid and accurate • Is applicable to the African context • Research method (Data collection platform) that is cost effective, quality, flexible and rapid • Digital methods in gathering market research: • Internet • Mobile

6. POPULATION AND CONNECTIVITY STATISTICS FOR AFRICA Source: *Internet World Stats, 2011; CIA World Handbook, 2012; **GMSA, September 2011

7. MARKET GROWTH IN AFRICA Source: The Economist, 2012

8. AFRICA MOBILE MARKET OVERVIEW Source: InMobi Network Research Africa Q2, 2012

9. DUMB PHONES vs SMART PHONES SMART PHONE Samsung Galaxy BASIC PHONE Nokia 1100 FEATURE PHONE Nokia 6300 SMART PHONE Huawei u8150 SMART PHONE Blackberry Tour 9630

10. MOBILE RESEARCH OPTIONS

11. MOBILE RESEARCH IN AFRICA • Mobile penetration and growth in Africa • Using mobile as a data collection platform: • Cost effective • Flexible (i.e. questions can be changed over time) • Rapid • Mobile Research Studies: • World Bank “Listening to Africa” • Yahoo! South African Tourism

12. WORLD BANK “LISTENING TO AFRICA” STUDY Source: World Bank “Listening to Africa, 2012: Croke, K; Dadalen, G; Giugale, M; Hoogeveen, J. • Objective: • Collecting high frequency panel data using mobile phones • Challenge: • Socioeconomic outcomes related to well-being, service delivery, income, security, health are not readily available in Africa. • Data is typically collected by national representative, face-to-face household surveys. • Surveys are expensive and time-consuming. • Markets: • Tanzania • South Sudan • Survey Period: Q3/Q4 2010

13. RESEARCH METHODOLOGY Source: World Bank “Listening to Africa, 2012 • “Listening to Africa” • Telephonic interviews (call centre) • Gathering population data from randomly selected (adult) respondents • Base-line respondents receive calls from a call centre at regular intervals (every week, every two weeks) during which additional questions were asked. In this way a high frequency panel is created. • Interviewers call respondents from a call centre, interview them and enter the responses into a database using CATI (computer aided telephone interview).

14. RESEARCH METHODOLOGY • South Sudan: • 1000 respondents in 10 urban areas • Cell phones were handed out to half of the respondents • Called on a monthly basis using interviewers capable of speaking South Sudan’s main languages • Respondents who successfully completed an interview were rewarded with an amount varying from $2 to $4 • Tanzania • 550 households in Dar Es Salaam • Called on a weekly basis (25 rounds), and later 8 rounds (every two weeks) • No distribution of phones Source: World Bank “Listening to Africa, 2012

15. “VOICE” DATA COLLECTION • Call centres • ability to vary questions at each round and to ask complex questions and accommodate: • Illiterate respondents • Low-end phones without internet connectivity • Respondents with different languages • Good enumerators can build rapport with the respondents offering the opportunity to ask in-depth (qualitative) questions • SMS used for scheduling purposes • Incentive: • Phone credit transferred after completion of successful interviews. • Motivated respondents to remain in the sample. Source: World Bank “Listening to Africa, 2012

16. IN THE LAST MONTH, HOW OFTEN IF EVER, HAVE YOU GONE WITHOUT ENOUGH FOOD TO EAT? Source: World Bank “Listening to Africa, 2012 SOUTH SUDAN

17. IN THE LAST MONTH, DID YOUR CHILD RECEIVE ANY HOMEWORK?, BROKEN DOWN BY QUINTILE Source: World Bank “Listening to Africa, 2012 TANZANIA

18. QUESTIONS ASKED EARLY JANUARY 2012 IN RESPONSE TO THE DECEMBER FLOODS IN DAR Source: World Bank “Listening to Africa, 2012 TANZANIA

19. CONCLUSIONS – PART 1 • Cost Effectiveness of “Voice” mobile surveys: • The cost-per-question worked out to $0.42, which is relatively high, therefore if the intention is to ask many questions it may turn out to be most cost effective to opt for face-to-face interviewing. • “Voice” surveys provide rapid feedback and address existing data gaps at limited expense. Source: World Bank “Listening to Africa, 2012

20. “VOICE” MOBILE RESEARCH BENEFITS • Collection of information on a wide variety of issues: • Health, education, water, security, nutrition, travel times, prices, electricity and governance • Perception questions • Data adaptability: • Can report on single issue or can tracked over time. • Questions can accommodate new data requests or to respond to emerging issues. • Mobile surveys can also ask the main respondent to pass the phone to someone else in the household. Source: World Bank “Listening to Africa, 2012

21. POPULATION AND INTERNET STATISTICS FOR AFRICA Source: *Internet World Stats, 2011; **GMSA, September 2011; ***Yahoo! Digits, June 2012

22. DIGITAL POST CAMPAIGN RESEARCH Campaign objective: Promote South African Tourism and The Cape Town Jazz Festival to Nigerians utilizing Yahoo! Online and Mobile media channels.

23. SOUTH AFRICAN TOURISM SURVEY Source: SA Tourism Survey, July 2012 • The following research was undertaken to provide South African Tourism with new market research information to be applied to future digital and traditional marketing campaigns. • With the expanding importance of consumer markets throughout Africa, the need for fast, cost effective marketing research is increasingly required. • Internet connection is relatively low in most African countries. However mobile ownership is high. • This research, conducted in Nigeria and Kenya, provided South Africa Tourism with pre-campaign marketing information on their target market’s attitudes to visiting South Africa.

24. NIGERIA DIGITAL STATISTICS Source: Internet World Stats, 2011; GMSA 2011; TNS Mobile Life Survey, 2011; Yahoo! Digits, 2012

25. KENYA DIGITAL STATISTICS Source: Internet World Stats, 2011; GMSA 2011; TNS Mobile Life Survey, 2011; Yahoo! Digits, 2012

26. RESEARCH METHODOLOGY Source: SA Tourism Survey, July 2012 • Coverage: • Nigerians and Kenyans with access to Yahoo! Mobile wap site. • Method: • The survey recruited consumers with web-enabled mobile phones, and participation was encouraged with the offer of a $50 airtime prize in each country. • Survey period: June 2012 • Sample size: • Total: 388 completed and valid surveys • Nigeria: 190 surveys; and Kenya: 198 surveys

27. MOBILE SURVEY MECHANICS

28. MOST RESPONDENTS WERE MALE, AGED 25 TO 49 Gender Age Source: SA Tourism Survey, July 2012

29. NIGERIANS HAVE HIGHER INCOMES & MOST OF THOSE WORKING WERE IN SENIOR POSITIONS Job title Monthly household income Source: SA Tourism Survey, July 2012

30. NIGERIANS HAD ACCESSED THE INTERNET 30 TIMES, KENYANS 32 TIMES ON AVERAGE Number of times internet accessed in last week Source: SA Tourism Survey, July 2012

31. 22% OF NIGERIANS & 28% OF KENYANS TRAVEL ON BUSINESS, BUT RELATIVELY INFREQUENTLY Number of times travelled to other countries on business in the last 12 months Source: SA Tourism Survey, July 2012

32. 10% OF NIGERIANS & 15% OF KENYANS HAD VISITED SOUTH AFRICA Experience of visiting South Africa Nigeria Kenya Source: SA Tourism Survey, July 2012

33. JOHANNESBURG & CAPE TOWN TOP THEIR TRAVEL WISH-LIST Places in South Africa would like to visit Source: SA Tourism Survey, July 2012

34. BOTH RATE SOUTH AFRICA VERY WELL FOR BUSINESS TRAVEL, KENYANS MORE SO Rating of South Africa as a place to travel to on business Source: SA Tourism Survey, July 2012

35. HOLIDAY TRAVEL WAS ALSO RATED VERY FAVOURABLY, AGAIN MORE SO BY KENYANS Rating of South Africa as a place to travel to on holiday Source: SA Tourism Survey, July 2012

36. INSIGHTS FROM MOBILE SURVEY • Relatively well-off potential visitors to South Africa are mostly in senior positions. • They access the internet almost 5 times a day on average. • About a quarter travel outside their country on business, half of whom have visited South Africa. • South Africa is rated very highly as a place to travel to on business and for holidays by these Nigerians and even more highly by these Kenyans. • This indicates that there is a very good opportunity for South African Tourism to increase both business and holiday travel to South Africa from these two countries. Source: SA Tourism Survey, July 2012

37. MOBILE IN AFRICA – INSIGHTS • Mobile – a quick-to-market solution for gathering cost-effective consumer information • Benefits: • Speed • Cost • Flexibility • Data captured by “digital” has applicable to “non-digital marketing activities”. • Further implications for farming, education, healthcare. • “Global to local” • Every market is unique • Creation of new markets and segments • Technology – connecting the world and uncovering unique and Afri-centric information.

38. “If you want to go quickly go alone, if you want to go far go together!

39. THANK YOU - REFERENCES Collecting high requency panel data using mobile phones, Kevin Croke, Andrew Dabalen, Gabriel Demombybes, Marcelo Giugale and Johannes Hoogevaan. Alderman, Harold, Jere Behrman, Hans-Peter Kohler, John A. Maluccio and Susan Watkins (2001). "Attrition in Longitudinal Household Survey Data." Demographic Research, Max Planck Institute for Demographic Research, 5(4), 79-124. Baird, Sarah and BerkÖzler (2011). Examining the reliability of self-reported data on school participation. Journal of Development Economics Baird, Sarah; Joan Hamory, and Edward Miguel (2008). “Tracking, Attrition and Data Quality in the Kenyan Life Panel Survey Round 1.” University of California Berkeley: CIDER Working Paper. Blumberg et al., “Wireless Substitution: Early Release of Estimates from the National Health Interview Survey, July-December 2008.” Atlanta, GA: Centers for Disease Control. Dillon, Brian (2009). Using Mobile Phones to Conduct Research in Developing Countries. Journal of International Development. Elbers, Chris, Jean O. Lanjouw, and Peter Lanjouw. 2002. Micro-Level Estimation of Poverty and Inequality. Econometrica, 71(1): 355-64. Lynn, Peter and OlenaKaminsha (2011). The impact of mobile phones on survey measurement error. Institute for Social and Economic Research No. 2011-7. McKenzie, David (2012). Beyond Baseline and Follow-up: The Case for More T in Experiments (forthcoming Journal of Development Economics). Smith, G., MacAuslan, I., Butters, S. and Tromme, M. (2011). New Technology Enhancing Humanitarian Cash and Voucher Programming, a Research Report commissioned by CaL Thomas, Duncan; Witoelar, Firman; Frankenberg, Elizabeth et al (2010). Cutting the Costs of Attrition: Results from the Indonesian Family Life Survey. BREAD Working Paper No 259. World Internet Stats, 2011. Yahoo! Digits, July 2012. GMSA, Mobile 2011. TNS Mobile Life Survey, 2012

40. @willjngreen +27 82 451 51 66 will.green@apurimacmedia.com