南非网络服务提供商vuma用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSInternet

providers:

Vumacustomers

in

South

AfricaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofVuma

customers

inSouthAfrica:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Vumacustomers

inSouthAfrica(’’brandusers’’)

againstSouthAfricanhome

internet

users

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

South

Africa)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsVuma

is

the

sixth

most

used

internet

provider

in

South

Africa

with

Telkom

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

internetprovidersinSouth

AfricaTelkomRain19%16%VodacomMTN12%9%MWEBVuma6%5%5%5%AfrihostWebafricaVox4%Herotel3%4Notes:"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=1,173

home

internet

usersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

home

internet

users

using

Vuma

grew

by

2

percentage

pointssince

Q4

of

2021Management

summary:

brandusagetimelineTimeline

of

homeinternetusersusing

Vuma5%5%4%4%4%4%3%2021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=38

-

61

Vuma

customers,

n=1100

-

1177

home

internet

usersConsumer

Insights

Global

as

of

August

2023Sources:Vuma

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsVumais

more

popularamongGeneration

Xthanother

internetproviders.Safety

and

security

ismore

important

to

Itstands

out

thatonly

16%

ofVumaVumacustomers

access

theinternet

viaVumacustomers

thantoother

homeinternet

users.customers

say

thatsavingsensitive

data

atabletless

often

thanthe

averageonlineis

tooinsecure

forthem.home

internet

user.Vumahasmore

male

than

femalecustomers.Vumacustomers

are

more

interested

incareer

andeducation

than

other

homeinternet

users.48%

ofVuma

customers

areinthe

earlymajority

of

innovationadopter

types.Onsocial

media,

Vumacustomersinteract

with

companies

less

often

thanother

home

internet

users.Vumahasalarger

share

ofcustomerswith

amedium

household

income

thanother

internet

providers.Arelatively

highshare

ofVumacustomers

thinkthatpoverty

isanissuethatneeds

to

beaddressed.Reading

isarelatively

popularhobbyamong

Vumacustomers.Vumacustomers

remember

seeing

adson

search

engines

less

often

thanotherhome

internet

users.Vumacustomers

are

more

likely

toliveinmegacities

than

home

internet

usersingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Vuma

ismore

popular

among

Generation

X

than

other

internet

providersDemographic

profile:

generationsAgeof

consumersinSouth

AfricaBrand

users28%43%28%2%Category

usersAllrespondents31%46%20%3%36%43%18%2%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Vuma

has

more

male

than

female

customersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users57%56%43%44%Category

usersAllrespondents54%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsSources:Consumer

Insights

Global

as

of

August

202338%

of

Vuma

customers

have

an

upper

secondary

education

with

thepermission

to

go

to

universityDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa39%38%35%35%29%26%26%21%

20%6%5%5%3%2%

2%2%1%

1%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=61

Vuma

customers,

n=1,173

home

internetusers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

has

a

larger

share

of

customers

with

a

medium

household

income

thanother

internet

providersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users32%45%23%24%Category

usersAllrespondents44%32%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internetaccessat

home?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

internet

users,

Vuma

customers

are

relatively

likely

tolive

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSouth

Africalive33%30%26%24%21%21%20%17%16%13%11%

11%9%9%8%7%6%5%5%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=61

Vuma

customers,

n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

customers

are

more

likely

to

live

in

megacities

than

home

internet

usersin

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa35%34%30%26%23%21%16%15%15%13%13%11%11%10%8%8%7%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=61

Vuma

customers,n=1,173

home

internet

users,

n=12,205

allrespondentsConsumer

Insights

Global

as

of

August

202310%

of

Vuma

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users10%85%5%Category

usersAllrespondents7%84%9%8%81%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

the

providerof

yourinternet

access

athome?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internetusers,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSafety

andsecurity

is

more

important

to

Vuma

customers

than

to

other

homeinternet

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa61%57%56%52%52%

49%47%51%43%42%41%41%28%30%29%27%25%23%

23%12%16%15%15%13%10%8%

8%

9%Traditions8%

8%Safety

andsecurityAhappyrelationshipAnhonest

and

Tobesuccessfulrespectable

lifeAdvancingmy

careerLearningnew

thingsHavingagood

timeMaking

myown

decisionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=61Vuma

customers,n=1,173

home

internet

users,

n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

customers

are

more

interested

in

career

and

education

than

other

homeinternet

usersConsumer

lifestyle:

main

interestsTop10

interestsofVuma

customers

inSouth

Africa72%63%62%62%59%57%54%49%52%48%53%52%51%51%51%48%45%49%48%46%44%43%44%

40%37%35%39%37%

37%37%Movies,TVshows&musicCareer

&educationHealth

&fitnessFinance&economyFamily

&parentingFood

&diningScience

&technologyTravelReligion

&spiritualityFashion&beautyBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205all

respondentsConsumer

Insights

Global

as

of

August

2023Reading

is

a

relatively

popular

hobby

among

Vuma

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofVuma

customersinSouth

Africa62%48%48%50%49%48%40%41%38%36%38%36%

36%41%41%38%37%37%31%32%28%28%31%27%31%28%28%28%27%26%ReadingCooking/bakingOutdooractivitiesTech

/computersSocializingTravelingCars/vehiclesDIYandarts&craftsGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Vuma

customers

go

hikingConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofVuma

customers

inSouth

Africa21%19%18%20%17%16%15%15%

15%14%13%13%11%11%

11%9%9%9%

9%8%8%7%7%5%5%5%

5%Golf5%4%3%Fitness,aerobics,cardioHikingRunning/JoggingSoccerHunting/FishingCricketSwimming/DivingCyclingMartial

ArtsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

access

at

home?";Single

Pick;

Base:

n=29

Vuma

customers,n=590

homeinternet

users,n=5,826

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

of

Vuma

customers

follow

golf

players

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byVumacustomers

inSouth

Africa32%32%23%21%20%19%18%14%15%15%13%13%11%11%10%10%10%10%10%9%9%

9%8%8%7%

7%7%7%7%5%SoccerMotorsportsRugbyCricketGolfTennisBoxingAthletics(track&

field)MixedMartial

ArtsBasketballBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

accessat

home?";Single

Pick;Base:

n=14

Vuma

customers,

n=497

homeinternet

users,n=5,054

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

the

internet•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

only

16%

of

Vuma

customers

say

that

saving

sensitive

dataonline

is

too

insecure

for

themConsumer

attitudes:internet

&devicesAgreementwithstatements

towards

internet

&devices

inSouth

Africa69%67%66%49%43%43%38%34%33%28%

28%26%25%

25%16%Icould

no

longerimaginemy

everydaylifewithout

the

internetI’mwell

protectedagainstvirusesanddata

abuseIactively

dosomething

fortheprotection

of

my

dataI’mconcerned

thatmydata

is

beingmisusedon

theinternetSavingsensitivedata

online

istooinsecure

formeBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=2,032

allrespondentsConsumer

Insights

Global

as

of

August

202348%

of

Vuma

customers

are

in

the

early

majority

of

innovation

adopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa48%41%39%23%20%20%18%18%18%17%17%15%3%2%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Vuma

customers

think

that

poverty

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

South

Africa

accordingtoVumacustomers86%92%87%

82%86%85%78%71%71%

72%72%66%62%68%58%57%54%62%55%61%60%57%56%

50%47%55%54%

47%45%53%UnemploymentCrimePovertyRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityEducationFood

andwater

securityGovernmentdebtHousingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceprovidersis

the

provider

ofyourinternet

accessat

home?";SinglePick;Base:n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

home

internet

users,

Vuma

customers

tend

to

have

moreright

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users20%31%28%21%Category

usersAllrespondents27%35%30%23%16%29%23%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

serviceproviders

is

theprovider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=61

Vuma

customers,n=1,173

home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsVuma

customers

access

the

internet

via

a

tablet

less

often

than

the

averagehome

internet

userMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet100%95%

95%83%77%71%59%56%48%49%43%41%40%36%33%30%28%25%23%22%20%19%18%16%12%

12%7%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersGaming

consoleCategory

usersTabletSmartwatchStreaming

device

Smart

speakersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;Base:n=61

Vuma

customers,n=1,173home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Vuma

customers

interact

with

companies

less

often

than

otherhome

internet

usersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype75%69%66%67%64%72%69%61%66%61%67%62%59%50%52%46%52%52%48%43%49%48%46%

46%46%45%43%27%26%27%5%

5%

6%5%1%

1%FollowedpeopleSentprivate

Liked

posts

CommentedPostedpictures/videosSharedpostsbyother

usersFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

postsupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;Base:n=61

Vuma

customers,n=1,173home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

customers

tend

to

go

to

the

movies

less

often

than

home

internet

usersin

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks83%

81%80%80%78%77%66%

62%65%65%63%60%56%51%49%46%

41%43%32%40%28%39%34%31%

29%29%27%26%18%17%19%

20%6%TVDigitalvideocontentRadioDigitalmusic

OnlinenewsPodcastsDailynewspapersMagazinesOnlinemagazinesWeeklynewspapersMovies

/cinemacontentwebsitesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceprovidersis

the

providerofyourinternet

access

athome?";Single

Pick;

Base:

n=35

Vuma

customers,n=572

home

internet

users,n=6,103

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

customers

remember

seeing

ads

on

search

engines

less

often

than

otherhome

internet

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereVuma

customersinSouth

Africa

havecome

across

digital

advertisinginthepast4weeks62%60%59%57%55%52%46%48%46%44%44%43%43%

38%37%39%38%38%36%31%36%

30%30%36%27%26%26%21%20%16%Social

mediaVideo

portalsOnlinestoresOtherappsSearch

engines

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsMusicportalsEditorialwebsitesandappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyourinternet

accessat

home?";Single

Pick;

Base:

n=61

Vuma

customers,n=1,173home

internet

users,n=12,205

all

respondentsConsumer

Insights

Global

as

of

August

2023Vuma

customers

remember

ads

they

saw

directly

in

the

store

less

often

thanother

home

internet

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks49%48%48%45%45%44%44%43%36%39%37%36%31%29%28%28%

28%26%25%24%21%9%

9%3%OnTVOntheradioOnadvertisingspacesDirectly

inthestoreInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceproviders

is

the

provider

ofyour

internet

acce