Research and Markets: The Mobile Consumer in South Africa 2012: Nokia and Blackberry Thriving

Research and Markets ( has announced the addition of the “The Mobile Consumer in South Africa 2012”report to their offering.

The Mobility 2012 project comprises two reports, namely The Mobile Consumer in SA 2012, comprising cellphone usage and banking trends, and The Mobile Internet in SA 2012, exploring online and data trends. It is based on face-to-face interviews with a nationally representative sample of South African adult cellphone users living in cities and towns, conducted in June 2012 with the backing of First National Bank.

Nokia, Blackberry thriving in SA

Nokia and BlackBerry are alive and well – and thriving – in South Africa, despite both brands facing worldwide decline in market share.

Nokia remains far and away the most popular cellphone brand among South Africans aged 16 and over, living in cities and towns, according to The Mobile Consumer in SA 2012 report.

The study shows that Nokia maintained its market share over the past 18 months. In mid-2012, it held precisely 50% of this market; at the end of 2010, the figure was 51%. Nokia is expected to remain the number one cellphone brand in South Africa through to the end of 2013, but with a slightly diminished market share.

BlackBerry has flourished over this period, with its market share rising from 4% to 18%. It has drawn level with Samsung, which has fallen from 28% to 18% in the last 18 months.

Key Topics Covered:

Network usage, SIM ownership and Spending patterns

Current handset usage, including:

– Brand

– Reason for choice of current handset

– Number of phones owned

Phone features have, used, and intend to use

Future handset usage, including

– Brand

– Timeframe

– Brand momentum

Cellphone likes and dislikes

Spam attitudes

Cellphone banking, including

– Market share

– Satisfaction

– Cellphone vs Internet banking

Cellphone spend

Mobile money transfer

Companies Mentioned

– Nokia

– Microsoft

– Apple

– Google

– Samsung


– BlackBerry


– Sony-Ericsson

– Motorola

– LG

– Sony

– FNB Cellphone Banking

Source: Business Wire – Press Release – 24 August 2012