Q & A


DMMA appoints Columinate to conduct research into SA digital market

Online research specialists, Columinate, have been awarded the contract to conduct research into the South African digital market on behalf of the DMMA. The project, dubbed ‘The State of South Africa’s Digital Nation: 2012’ (surveys at end of this article) will aim to provide robust and rich findings into consumers’ online habits to assist marketers Read more…

Effective Measure Data for July 2012

SA Unique Browsers 13,760,982 SA Page Views 431,952,813 Mobile Unique Browsers   3,969,080 Mobile Page Views   63,254,537 The above figures are for traffic across DMMA member sites for July 2012.

InMobi reveals the steady rise of smartphones in South Africa

InMobi, the largest independent mobile advertising network, today released its Quarterly Mobile Insights Report: South Africa Edition, April to June 2012. The report shows continued growth in the region and illustrates how consumer behaviour in South Africa is shifting, as they become more reliant on their phones as their primary means of being connected.  Not Read more…

Effective Measure data for May 2012

SA Unique Browsers 16,819,048 SA Page Views 507,992,810 Mobile Unique Browsers 1,847,485 Mobile Page Views 49,924,726 The above figures are for traffic across DMMA member sites for May 2012.

The definition for Effective Measure terms

Metric Description UB Number of unique Browsers UB %Chg Change in unique Browsers compared to previous corresponding period US’s Number of user sessions (also known as visits) US %Chg Change in user sessions compared to previous corresponding period Freq Number of user sessions per unique browser (How many times each unique browser visited) PV’s Number Read more…

Effective Measure Data for September 2011

SA Unique Browsers 12,343,234   SA Page Views 493,345,925   Mobile Unique Browsers 1,990,426   Mobile Page Views 39,784,664 The above figures are for traffic across DMMA member sites for September 2011.

Why did we have a race question in our EM demographic survey and why was it removed?

Answer: The DMMA made the call to directly query race in the Effective Measure demographic surveys that run across member sites. We completely understood the sensitivities around this issue but without race, our online audience data was not comparable with the information media strategists, planners and advertisers have on traditional media channels. We agreed to Read more…

How often do we embark on a research project?

The DMMA appoints a research supplier at least once every two years, though in 2011 we endeavour looking at more frequent formal and informal research being conducted.